[Concéntrico - The Secret Donut Society - COVER IMG] Jose Miguel González / Apertura Arquitectónica
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The Secret Donut Society

Firm LocationSan Pedro Garza García, Mexico
Project locationMexico City
CompanyConcéntrico
Lead DesignerAlejandro Peña Villarreal
Design TeamChiara Bartolacelli, Andrea Verástegui, Paulina Garza, Mauricio Hinojosa
ClientThe Secret Donut Society

The Secret Donut Society has opened a new donut shop in Mexico City. The store transports you to a naturally created ecosystem within a scientific lab ambiance. Forest sounds and the smell of wet soil invade your senses while fans create a windy environment. After ordering on touchscreens, you’ll head to a room where nature disappears, and you become part of a digital realm where all eyes are on you. This room, full of security cameras and mirrors, aims to capture your every move. Upon exiting, you find yourself back with nature and soon enough, back into reality.