La Reserva de Aravaca

The narrative anchors the project in the legacy of 'Las Casas de los Americanos.' In the mid-20th century, following agreements between the U.S. and Spain, housing was developed in Madrid for American military leadership. It was within this context that Richard Neutra visited Spain in 1956 to take part in a competition, leaving a lasting imprint on local architects and introducing the principles of the Modern Movement. 

Shortly after, Federico Faci was commissioned to build a cluster of villas in Aravaca for high-ranking officers, which gave rise to the popular name. Over time, these residences evolved from military accommodation into a benchmark for outdoor living: a lifestyle defined by the garden, the porch, and the pool, and linked to an elegant, domestic modernity.

The brief required a very specific tone of voice and a factual approach to highlight the origins of the place and explain the development through facts: villas with gardens and everyday outdoor life in Aravaca, close to Madrid, for families and for those who want to step out of the city centre without losing proximity.

The solution draws directly from this history. The brand narrative traces the origins of Aravaca before shifting focus to the tangible value of life in the garden. The visual identity articulates this through a botanical system where each villa is distinguished by a unique leaf, integrating the Aravaca woods into both the storytelling and the visual expression.

This logic extends to the final packaging: a matte black bag holding a magnetised box with a book-style opening. Inside, a main volume and ten fold-out dossiers, one per home, are organised by levels and drawn out with a silk ribbon, a precise sequence where each villa reads as part of a single collection.