SET-A

SET-A is a spatial identity project for Amasa.

Amasa’s new spatial identity—a sourdough bakery—is a flexible design strategy to adapt and activate different locations. The goal was to create recognizable and distinctive environments tied to the brand, without needing to replicate a fixed look. Instead of repeating a formal model, the approach follows a homothetic logic: consistent in spirit, but responsive to context.

The strategy is based on two key components: background and figure.
The background refers to the existing space. Wherever possible, the intention is to preserve the original state of each location—either because of its architectural value, as in Amasa Santa Isabel, or in opposition to the ongoing cycle of demolition and rebuilding common in many cities. The basic envelope of the space is left mostly untouched, with new installations running visibly along walls or partitions. A large textile curtain is then added, wrapping the new interior and hiding the original shell behind it. This creates a reversible, non-invasive layer that can be removed without damaging the space. The curtain unifies the background and provides a neutral canvas that sets off the figure elements placed in front of it.

The figure is made up of independent pieces: a modular system of support elements built from standard stainless steel tubes. These are assembled into lightweight structures using exposed connectors, which are capped with protective covers known on construction sites as “mushroom-caps”—a detail that gives the project its name: Set-A, which is how mushrooms (setas) are called in spanish.
Each structure forms a base that supports different surfaces, which vary in shape and material depending on their use: display units, side tables, payment counters, and more. Materials include wood, stone, and lacquered metals, chosen to highlight the products they present.
These elements are arranged freely in the space, encouraging a fluid, open layout. Their placement avoids strict hierarchies between customers, staff, and products, creating an environment where roles and functions are evenly distributed.

Set-A creates a family of spaces connected by a shared logic—recognizably part of the same brand, but not identical. It offers a soft, reversible way to shape retail interiors across different sites in the city.

SET-A was designed and built by BURR (E.Fuertes, R.Martínez, A.Molins, J.Sobejano) in Madrid in 2024. Amanda Bouzada, Guillermo Hernández, Marina Van der Linden and Natalia Molina were part of the team. Construction and furniture production by V15. The developer was Proyectos Conscientes.

The outcome was photographed by Maru Serrano.