Plaza Mahou
PLAZA MAHOU
External Reference Architects
ARCHITECTS
External Reference Architects
LEAD ARCHITECT
Carmelo Zappulla
LEAD TEAM
Francesco Sacconi
ENGINEERING & CONSULTING > LIGHTING
Edgar Domínguez, Josè Mulet
ENGINEERING & CONSULTING > STRUCTURAL
Rehabitar
DESIGN TEAM
Gianmarco Daniele, Ilaria Rampazzo, Giulio Montefoschi, Adrian Ionut Patrascu, Agustina Raskin
MANUFACTURERS
Econocom, Ferrán Collado, Foneria Ripollesa, La Máquina , Miki Beumala, Nanoquantic, Nexo Acer, Oxido studio
ENGINEERING & CONSULTING > OTHER
Ansón Y Bonet
PHOTOGRAPHS
German Saiz
AREA
1100 m²
YEAR
2024
LOCATION
Madrid, Spain
CATEGORY
Bar
English description provided by the architects.
External Reference, led by Carmelo Zappulla, unveils its collaboration with Mahou San Miguel creating 'Plaza Mahou', the first and only brewery- branded space in Spain to produce beer inside a sports stadium.
Located right in the emblematic Santiago Bernabéu stadium with exclusive direct views of the Real Madrid pitch, this space of over 1,000 m2, including the restaurant and terrace, is expected to receive around 400,000 visits per year.
With the aim of celebrating the very essence of Madrid, the project undertaken by the studio - internationally renowned for converting spaces into emotional experiences - connects three universes: the world of football, Mahou beer and Madrid; through a fourth element that acts as a fitting bridge: the Plaza.
'The Plaza, with its open yet intimate space, creates a natural gathering place. It is where people meet and share experiences, a place where you can always find company - a social space to forge friendships and enjoy life in community.
In the squares of Madrid, as well as enjoying a beer, we find values such as unity, conviviality and celebration.' Adds Zappulla, founder and CEO of External Reference.
Designed to create a unique user-centric experience, the space is organised into two main areas: the large interior and the covered terrace, 700 m2 and 450 m2 in size respectively, where fans will enjoy various immersive atmospheres around this spectacular plaza that ''peeks out'' onto the pitch, creating an exclusive environment for visitors.
External Reference has developed a bespoke design for the different areas of the space: the public will be able to taste an unfiltered Mahou Cinco Estrellas beer in the brewery, which is set to produce around 30,000 litres of beer per year;
they will be able to savour the cuisine (based on typical Madrilenian dishes) in the restaurant; or learn how to serve 'the perfect beer' in the tapser area. There is also a VIP lounge, with its industrial style, characterised by sofas and furniture in cast aluminium and stainless steel.
After signing iconic spaces in Madrid such as The WOW Concept and the new Vicio restaurants, External Reference has created for Mahou a unique project, full of thoughtfully crafted details - by 3D printing or through local artisans - that immerse users in the perfect 'brewing' atmosphere.
The experience begins by going through an immersive tunnel, with digital projections and views overlooking the tank room, which takes the customer into the main space of Plaza Mahou where an imposing 28-metre bar becomes the centrepiece of the dining and social experience.
This, clad in hand-illustrated ceramics that pay homage to Madrid's urban life, is conceived in collaboration with Spanish artists Los Bravú, who also signed the large mural on the terrace.
The large, covered terrace, which opens directly onto the pitch, is a more informal space to enjoy the game in a casual and 'footbally' way.
The terrace is characterised by amber coloured round tables, evoking the movement and shine of the beer, which embraces the large, industrial-looking concrete pillars.
In a fusion of design, art and high technology, External Reference has created a system of distinct elements that characterise and make this space unique:
Most of the furniture is bespoke: display cabinets and tables inspired by industrial beer tanks and stools handcrafted from reclaimed kegs reflect External Reference's cradle-to-cradle approach and its ongoing interest in circular economy principles.
Lighting evokes the conduits through which beer flows and takes the form of amber glass tubular lamps with warm light framing the sculptural ceiling.
For this space, External Reference has developed a series of custom finishes for the floors and walls: 3D-printed frames and panels;
ceramics in off-white, with a texture and color that evoke the foam of the perfect draft; and ceramics in the brand's signature red color, both created using ceramic engraving techniques.
The experiential design of External Reference represents a perfect balance between innovation and high craftsmanship, where Mahou's values are reflected in every detail.
Celebrating the unique essence of Madrid, this project has resulted in an architectural interior where tradition, modernity and passion merge in perfect harmony in a truly memorable space.
