ARTEL

Architects

Christian Matzner
Thomsen Nicolás Matzner Weisner

Projected area

8 x 21 mts

Date of Construction

November 2008

Location

Av. Eduardo Frei Montalva 9700, Quilicura, Santiago, Chile.

The Artel factory in the area of Quilicura is located on the border of a main highway called Ruta 5, which crosses Chile from north to south (therefore, it has great deal of traffic flow). For this reason, a large promotional totem for Artel  -which would advertise the company’s logo as well as its associated brand names- was requested to be designed and constructed.

The totem design was based on spiral morphology. The different brand names were placed on large signs arranged in different directions –around the spiral core–, giving the sensation and impression of movement. Even though the totem is immobile and positioned on the ground, the conductors who pass it in their cars at great speed discover the different faces and signs of the totem volume as they drive by.

Its structure is made of galvanized modules that assemble and come together by screws. This type of assembly simplifies the manufacturing and building on-site of the totem.