In Qatar, the perfect portrait of the Instagrammable ice cream shop

Cloud and Co is an ice cream shop in Doha that plays on the contrast between total pink and total blue to give a dreamlike world of the perfect ice cream.

Housed in one of the many buildings clad in limestone that characterize the residential areas of the capital Doha, the Cloud and Co ice cream parlour breaks with the ordinary codes of the city's stores - as well as with the association between natural materials and organic ingredients typical of many ice cream chains of the latest generation - imposing on its interiors a fanciful patina played on the predominance of pink and blue colors.

Its rooms, inspired by Escher's drawings, are divided into an entrance with a counter and a room with chairs and tables for eating. To divide them there is not only the threshold outlined by the arcade of a colonnade, but also the adoption of a specific color for each room - blue for the entrance, pink for the lounge - distributed evenly on the floor and walls. The volume of the counter in terrazzo finish and the details brought by lights and accessories break the totalizing use of these colors, highlight profiles and details giving a distinctly graphic and highly Instagrammable environment.

The interior design of Cloud and Co was developed by the communication agency Futura, which had previously been entrusted with the coordinated image of the store. An increasingly less unusual operation, which considers architecture as the spin-off of a successful branding and that seems to play in favor of the creation of distinctly artificial environments, built to measure for the ideal world they embody.


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