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Sensory Design and Design & Emotion | Kube Architecture

Photographer by Talitha Soares

Kube Architecture was founded in 2004 by Juliana Neves, their commercial architecture office focuses on designing spaces that connect emotionally with people. This week she tells us how Kube Architecture was born and their ambition of designing projects all around the world.


Q: Why did you get into Interior Design?

A: Since I was 16 years old, I worked in Interior Design in a Work Experience Program and haven’t stopped since then.

Q: How did you start up your career?

A: Kube Arquitetura was founded in 2004, I wanted to hold the clients by their hands and tell them that we can go further together. During my career, I was always connected to the interior design world, especially commercial projects. I have worked with big architects and with Brazilian brands such as Farm, Livraria da Travessa, Elle et Lui Home, among others. In 2007, I decided to dedicate myself to my own projects, and It was when Kube Arquitetura finally had its fuel. Today, Kube is a well-known architecture office specialized in Sensory Design and Design & Emotion and works with clients such as Outer. Shoes, Hugo Boss and others.

Q: Where does your inspiration come from?

A: From the emotional responses we have when we enter a space which we admire and feel welcome.

Q: Can you tell us about a significant accomplishment or project that you regard as notable?

A: At Kube Arquitetura, we designs stores, restaurant, bar and snack bar of Paineiras’ Visitors Center, a place visited by more than 10k daily tourists visiting Christ the Redeemer, besides the store and coffee shop of the Aquarium of Rio de Janeiro. Both places get lots of visitors every day so it’s good to know that people get to see our projects.

Q: Where would you like to see your company in 5 years from now?

A: We’d like to be recognized worldwide as a big architecture company specialized in commercial projects that focus on sensory design.

Q: What project(s) are you working on at the moment?

A: We are currently working on two Hugo Boss projects, three Outer. Shoes stores, a burger restaurant called Le Max, a laundry services shop called Laundry Express, a very well-known bed, bath and kitchen utensils store called First Class and a few other projects like stands and medical offices.

Q: How do you think an Interior Designer should dress?

A: They should dress however they like, as long as it’s suitable for the occasion.

Q: If you could design anything, what would it be?

A: A store for elderly people.

Q: What type of restaurant would you choose to go to for dinner?

A: I prefer a romantic dinner at home.

Q: Can you give us a statement about Design.

A: We really like this one from Juhani Pallasmaa:

“The quality of a space or place is not merely a visual perceptual quality as is usually assumed. The judgement of environmental character is a complex multi-sensory fusion of countless factors, which are immediately and synthetically grasped as an overall atmosphere, feeling, mood or ambiance.”

Juhani Pallasmaa, ‘Space, Place and Atmosphere’ lecture, Royal Academy of Art/STROOM, The Hague, 24 April 2012.

Q: If you could describe your designs related to food, what would it be and why?

A: We prefer designing sweet projects that engage all senses.

Q: What do you think of the design trends in the future?

A: We believe in more human designs, where people and their feelings will drive all projects.

Q: Who is your favourite Designer and why?

A: DS+R, Juhani Pallasmaa, Daniel Libeskind, Peter Zumthor. Their works always engage our senses, and that’s why they are our favourite designers.

Q: In which country would you like to have your project in?

A: All around the world! Germany, Finland, Argentina, South Africa, Thailand…

Q: What element of a design is the most important thing to you?

A: Materials and finishings and their authenticity. We dislike fake materials that pretend to be one thing looking at them and when you touch them, they are completely different.

Q: What is your favourite cocktail?

A: I’m a simple person! I enjoy beer and a good wine!

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