Clemente 70 is a mixed-use development — residential, hotel, and retail — on Clemente Orozco Street in Guadalajara’s Colonia Americana. MM Estudio was commissioned to design the interiors of the apartments, the tower’s public areas, and the complete sales experience. The challenge: inhabiting Tapatío culture without falling into cliché.

The answer was abstraction. The design takes the structures, rhythms, and palettes of Tapatío art, dissolves them, and reinterprets them. The nods are there — but you have to know where to look. The first completed piece is the showroom in an old house on the site, installed while the tower is still being planned.

The showroom was born from an idea brought back from the Venice Architecture Biennale: in the Lithuania pavilion, a cube with projections told different stories. That image stayed with us. The result at Clemente 70 is a three-room space with a garden that doesn't sell square meters — it tells the stories of those who will live there.

The inspiration from the Lithuania pavilion at the Venice Biennale is the conceptual difference between a showroom that displays and one that evokes. Clemente 70 doesn't show a finished apartment — it builds the desire to inhabit it. In a market where the competition shows floor plans and renderings, the studio bet on sensory experience and narrative.