Stella Artois Stand by Hitzig Militello Arquitectos

The Stella Artois Stand, designed by Hitzig Militello Arquitectos, is a compact yet striking architectural project located in Villa Crespo, Argentina. Completed in 2020 with an area of just 15 m², the stand reinterprets the identity of Stella Artois through architectural language, bringing together branding, heritage, and spatial design.

Concept & Inspiration

The design emerged from research linked to the Artois Café project, where the architects explored how architecture can embody a brand’s identity. Drawing inspiration from early 20th-century European cafés, particularly Parisian styles, the stand combines nostalgic charm with modern architectural expression.

Design & Materiality

The central design feature is a series of arches, a recurring motif reinterpreted with elegance and simplicity. These arches create a wrapper façade of repeated and superimposed circumferences, forming a dense yet permeable boundary. Strategic voids allow communication with the service area while maintaining visual continuity.

The stand has two distinct facades:

• One connects seamlessly with the historic market booth structure,
• The other detaches from walls and ceilings, asserting itself as a contemporary architectural intervention.

Inside, the material palette balances tradition and modernity. Refractory brick, iron, and marble create a tactile and tectonic richness. Decorative touches such as antique mirrors and chandelier-style lighting fixtures with glowing spheres recall the intimate and atmospheric ambience of Parisian cafés.

Spatial Experience

Despite its modest size, the stand achieves a strong brand-driven identity. Its monochromatic character enhances the architectural form, while its layered material composition establishes depth and sophistication. Visitors experience both a functional bar and a symbolic architectural gesture, reinforcing the heritage and elegance of Stella Artois within a contemporary market setting.

All Photographs are works of Federico Kulekdjian