© Rafaela Netto

.Rafaela Netto

架构师提供的文本描述。我们非常深入地参与了饲料屠宰的构思过程，不仅参与了建筑、室内设计和视觉特性的阐述，还参与了我们精心挑选的供商店销售的产品。这家店是该品牌的旗舰，并在其目标中提出了一个非常高水平的替代传统肉类消费。这个概念是要超越高标准屠宰场的原型，描绘一个非常大的分销商的总部，其目标是满足客户家庭的肉类需求，从日常生活到特殊场合。在这个意义上，这家商店描绘了一个新的概念，即消费者对饲料世界的介绍-一家公司，从对特殊的Bonmara牛的基因控制，到创造、喂养、屠宰、切割、销售，到足够准备食物所需的配方和配饰。饲料的意图是在客户的日常生活中存在，而不是偶尔销售其产品。

Text description provided by the architects. We participated very deeply in the conception process of the FEED butchery, taking part not only in the elaboration of the architecture, interior design and visual identity, but all the way to the very products we all handpicked to be sold at the shop. This store is the brand’s flagship and has in its objective the presentation of a very high-level alternative for the traditional meat consumption. The concept is to surpass archetype of the high standard butchery and depict the headquarters of a very large distributor that aims to meet the clients’ families’ meat demand, from day-to-day life to special occasions. In this sense, the shop portrays a new concept, the costumer’s introduction to the FEED world – a company that ranges from the genetic control of the special Bonsmara cattle through the creation, feeding, slaughtering, cutting, marketingup to the recipes and accessories needed for the adequate preparation of the food. FEED’s intent is to be present in the costumer’s daily life, and not just to sell its products every now and then.

 © Rafaela Netto

.Rafaela Netto

因此，我们的任务是创建一座在购买肉类方面呈现出另一种哲学的建筑，我们致力于开展一个非传统商店的项目，该项目促进了客户对整个饲料生产和管理摇篮的做法。旗舰应该是欢迎和乐趣-不仅对美食厨师和肉类爱好者，而且对任何类型的好奇和有兴趣的各方或任何想要更好的饮食生活。

Thus, tasked with the responsibility of creating a building that presented an alternative philosophy in buying meat, we have worked to undertake the project of an unconventional store that promoted the approach of the clients with the whole FEED production and management cradle. The flagship should be welcoming and fun – not only to gourmet chefs and meat-lovers, but also to any kind of curious and interested parties or anyone that contemplates a better eating life.

 © Rafaela Netto

.Rafaela Netto

我们决定建立一个入口大厅，双高天花板，这可能是一个愉快的客厅，为客户，以及展示一个移动的面板，显示一些饲料相关的图像和照片，通过大玻璃橱窗在外观。这个把街道和商店连接起来的空间，目的不是展示产品，而是邀请顾客前来体验饲料。

We decided to create an entrance hall with double-height ceilings that could be a pleasant parlour for the costumers as well as presenting a shifting panel that shows some FEED-related images and photos through the large glass showcase in the façade. This space that links the street with the store aims not to exhibit products, but to invite costumers to come in and experience FEED.

 © Rafaela Netto

.Rafaela Netto

除了这个大厅，还有一长串由我们办公室设计的冷藏箱，展示各种可供使用的剪裁。在另一边，带有几个不同照明壁龛的长架子展示了用于烹饪“原料”的补充产品，如香料、酱汁等。洗手间、服务室和收银台都位于这些显眼的空间界定货架后面，这也是一个柜台。

Beyond this hall lies a long line of refrigerated exposition cases designed by our offices that showcases the various cuts available. At the opposite side, long shelveswith several different lit niches exhibit complementary products for the cooking of the “FEEDstock”, such as spices, sauces and more. The restrooms, service rooms and cashier are located behind these conspicuous space-defining shelves, which also work as a counter.

 © Rafaela Netto

.Rafaela Netto

商店的核心被一棵树保护着，它的树干实际上就在商店里，旁边是一座肉枝垂直的花园。这个空间也容纳了切割区(屠宰场本身)，在这里，专家们在客户要求的大块肉的位置上工作，在宽阔的玻璃工作站上沐浴着阳光。玻璃保护的无菌环境与花园、树木-一种打破传统肉店理想的阳光-之间的联系是非常不寻常的，有助于实现新概念饲料的引入。

The very core of the store is occupied with a zenithal-lit area protected by a tree whose trunk is actually inside the very store, sided by a bromeliad vertical garden. This space also hosts the cut area (the butchery itself), where specialists work in loco in large pieces of meat requested by the clients in a broad glazed workstation, bathed by the sunlight. The link of an aseptic environment protected by the glass with the gardens, tree an sunlight that breaks with the traditional ideal of a meat shop is positively unusual and contributes to achieve the new concept FEED seeks to introduce.

 © Rafaela Netto

.Rafaela Netto

商店的后面有一个巨大的双层天花板的宝莲花，开在一个巨大的无花果树梢下面。这个美食区配备了一个开放的半工业厨房，在那里举行烹饪课、产品品尝、小型活动和餐食，这也是商店在销售完成后与客户进行日常烹饪的方式之一。无花果树在晚上被点燃，创造了一个非常欢迎的风景。

The back of the store hosts a large double-ceilinged pergola that opens itself below a vast fig treetop. This gourmet area is equipped with an open semi-industrial kitchen where cooking classes, product tastings, small events and meals are held, and it’s one of the ways the store approaches its products to its clients’ daily cooking after the sells are made. The fig tree is lit during the evening, creating a very welcoming scenery.

 © Rafaela Netto

.Rafaela Netto

我们还设计了木制板条箱，标有feed的标志作为桌子座、咖啡桌和展台，与现代和现代家具相结合，创造了不同的空间来放松和体验商店出售的厨房用具。这种混合了生的和油漆的板条箱，签名的设计家具，一个精心控制的照明和水泥和木制包层创造了饲料气氛-一种新的肉类店：不同，讽刺，有趣和当代。

We also created wooden crates with FEED’s logo as table bases, coffee tables and exhibition stands that, aligned with a mix of contemporary and modern furniture, create different kinds of spaces to relax and to experience the kitchenware that is sold at the shop. This mix of raw and painted crates, signed design furniture, a carefully controlled lighting and the cement and wooden cladding create the FEED atmosphere – a new kind of meat shop: different, ironic, fun and contemporary.

 Floor Plan & Section

Architects FGMF Arquitetos, Projeto de Perto

Location São Paulo, Brasil

Category Retail

Project Area 193.0 sqm

Project Year 2014

Photographs Rafaela Netto