It is not often that we see an extensive series of images depicting the visual and physical interpretations of a restaurant brand and we think: Wow. These are ALL great!
But that was the case with El Montero. It is a restaurant located in the city of Saltillo in the Mexican state of Coahuila, not far from the Texan border. The surrounding area is desert and the visual and culinary style of the restaurant reflect this.
The town itself is nicknamed both the Athens of Mexico (for its history and concentration of intellectuals) and the Detroit of Mexico for the automobile assembly plants of Mercedes Benz, General Motors and Chrysler. Seems odd that one city could be both an Athens and a Detroit, but that’s what we are told.
As always, we fall in love with dualities and juxtapositions. We like the combination of sophistication and aged materials, contemporary and historical, dark and light. One cannot miss the fantastic, custom-created chandelier consisting of more than 4 kilometers of chain.
Or the cactus forest of the roomy terrace. Or the great combination of an exposed old-stone wall with ornate gold detailing.
The branding and interior design of El Montero were developed by Anagrama, a multi-disciplinary creative agency located in San Pedro Garza García in the state of Nuevo León. - Tuija Seipell