A narrative of territory, material, and memory, woven through the language of contemporary design. In the elegant heart of the Prati district, Dolcemascolo comes to life, where tradition is renewed, dressed in essential forms and warm atmospheres, striking a perfect balance between past and present. The project, designed by Maurizio Vellucci of WOWARCHITETTURA, reinterprets territorial identity with a contemporary perspective.
The façade, with its soft ivory and beige tones, dialogues with the historic architecture that surrounds it, suggesting discretion and refinement. Two large windows, veiled by matching light curtains, create a transparent threshold between inside and outside, inviting the eye to enter and explore. The sign, understated yet bold, with its matte black background and mirrored logo, marks the space with timeless elegance.
Inside, every detail is designed to welcome. The walls, coated with lime plaster in soft, matte textures, wrap the space in a warm and delicate embrace, evoking the memory of ancient craftsmanship. The natural travertine flooring, with its material elegance, reconnects the project to its Roman roots, while the wooden fiber ceiling panels introduce a tactile and acoustic dimension that softens the environment and enhances its conviviality.
At the heart of the space stands the central counter—an essential, powerful black wooden monolith. Its pure form guides movement, shapes the flow of visitors, and becomes a stage for fresh products, displayed like small works of art.
Along the walls, brushed steel shelves and display units reflect the productive soul of the workshop, blending functional precision with aesthetic lightness. Their modular design organizes and highlights each product without detracting from the space’s narrative.
Towards the back, a small oasis of conviviality opens up to guests: the tasting area, furnished with classic beechwood tables and chairs, evokes the authentic atmosphere of Roman osterias, where food becomes a pretext for gathering and sharing.
Light completes the story—warm, soft, and never intrusive, it guides visitors through the different spaces: caressing materials, sculpting surfaces, and illuminating the products, making them the true protagonists. Focused lights enhance the central counter, while adjustable spotlights animate the shelves, creating depth and movement. Every detail speaks of care and authenticity, turning the simple act of purchasing into a slow ritual that celebrates local heritage and the art of craftsmanship.
CREDITS
Project: Dolcemascolo
Studio: WOWARCHITETTURA
Location: Rome, Italy
Year: 2024
