Seat and Barcelona are inextricably linked. It is therefore in the heart of the Catalan capital between Passeig de Grazia and Avinguda Diagonal that the brand has set up its spectacular new headquarters. For those of you who don’t know BCN is precisely at this intersection that you will head to the four corners of the city. A purely strategic choice. I also think that Seat sends a clear message:
A new horizon is taking shape and we will be there.
The architectural project was led by Carlos Ferrater who wanted a visible place. Already from the outside, the building is in evidence with a rounded and continuous façade, which gives the building an open character. I let you imagine the space illuminated at night, the place becomes statutory and forcefully viral. The architect’s work is based on this ability to adequately solve complex interior spaces through a limited repertoire of formal elements.
The CASA SEAT is a very good example of this. As soon as I enter the space, my eye is drawn to the care taken with the colours and details. The interior architecture is based on geometry as an instrument to create a harmonious relationship between natural and artificial elements.
Honestly, more than just a showcase displaying its latest models, the CASA SEAT is an ultra-contemporary interpretation of a car dealership. We all remember the time when we used to come as a family to stroll around and see the models on display. Dad could already see himself at the wheel of this or that model. But after a few minutes, Mom wanted to go. It was already late for shopping. Luckily, the dealership was in an area close to a huge shopping mall… Unfortunately, those days are not over, but soon banished by a demanding generation wishing to live an experience in a dematerialized way – yes – and with several people – if possible. (Well yes, I’m still wondering why, only Dad was allowed to try the car…).
The CASA SEAT takes you to another world, that of contemporary mobility, where pleasure is at the forefront. The emphasis is on the experiential with or without a license, and whether you like cars or not, because here, mobility is paramount. The brand is at the forefront in terms of urban mobility services, with Seat Mó, a range of electric scooters & co that are also on display on site.
After 10 minutes, I had forgotten that I was at a car manufacturer. The place has several spaces such as co-working and its large bay windows overlooking the street. The restaurant offers the menus of 6 chefs from all over the world. The elevator that brings the cars to the first floor (the dream of every little toy) and the architectural route. A place where you have to take your time… You’ll even stay on, curious to discover the programme of activities including conferences, workshops and various cultural events on the subjects of mobility, sustainable development, technology and business.
And the even more private “Casa Seat Design Lab” – it’s here – on the second floor that designers will be working on the first stages of the new models.
The CASA SEAT is the exposure of the mobility that has reached its ultimate form, circulating without attachment or hindrance.
I’m finishing up on this!