• NeochaEDGE /// is a full-service creative agency dedicated to achieving ambitious ideas and inspired storytelling for the most forward-thinking brands in the world. Be creative, stay curious.
  • Language:

  • Lola Flores, a legendary Spanish Flamenco dancer, singer, and actress known for her incredibly artful and passionate live performances.  ///


    “No canta ni baila, pero no se la pierdan!” (English: “She can’t dance or sing, but don’t miss her!) – an infamous quote from a 1953 New York Times review of a Lola Flores show that resonated through the global Spanish / Latin community. Lola was not considered a great dancer or singer, but her legendary performances were unlike any other – bursting with passion and raw art. ///


    Inspiration for bar patrons from the great Spanish artist Pablo Picasso. ///


    This is a fun play on words with a well-known Spanish saying. In English “Abajo las drogas!” means “down with drugs!”, but it can also be understood as “the drugs are down below / in the basement,” hence the following line: “Beware of the people in the basement.” ///


    Subtle smoking area / welcome signage next to the main entrance; the graffiti tag on the woman reads “Buen Appetite.” ///


    The back wall of the bar area was dedicated to teasing the varietal / grape names of some of Spain’s best wines: Tempranillo, Garnacha, Mencia, Graciano, Mazuelo, Listan Negro, Bobal, Monastrell, Albariño, Moscatel, Moristel, Negramoll. ///


    A black Iberian pig (the type of pig authentic “jamón ibérico” comes made from) nibbling on acorns. Acorns gives the meat it’s perfect marbled fat content. ///


    A lyric from a Vicente Amigo Girol (a Spanish flamenco composer and virtuoso guitarist) song meaning: “You are pure as the wind that runs through Santiago, and your hands are her gypsy heritage.” ///


    “Las Meninas” (Spanish for “The Maids of Honour”) – a 1656 painting by Diego Velázquez, the leading artist of the Spanish Golden Age.  The work’s complex and enigmatic composition raises questions about reality and illusion, and creates an uncertain relationship between the viewer and the figures depicted. ///


    Montse Cortés (aka: Montserrat Fernandez Cortés), a renowned Spanish Flamenco singer ///


    graffiti tag: “Shanghai” ///



    Pata Negra’s “Gran Reserva,” where the jamón ibérico and wine is stored in optimal environment / temperature conditions. ///


    Rafael Amador Fernández, a legendary Spanish flamenco guitarist (& singer) of Pata Negra (the band) ///


    Duende – “having duende” loosely means having soul, a heightened state of emotion, expression, and authenticity. The word is often connected with flamenco music. “Deunde” literally is a fairy or goblin-like creature in Spanish and Latin American mythology. ///


    Traditional Spanish wall tile patterns recreated with intricate stenciling; used throughout the restaurant space. ///


    Lyrics from an Estopa song titled “Tu Calorro.” The song is about an encounter the band members (José and David Muñoz) had with a woman that made them go crazy. The lyrics roughly translate into English as: “Your perfume is a poison that contaminates the air that your hair chokes; it chokes me so that I can’t speak nor understand because its a drug that makes my head crazy.” ///


    Ricardo Zamora (aka: El Divino), a legendary goalkeeper for the Spanish national soccer team in the 20s/30s known for his eccentric behavior and iconic fashion sense. On and off the field, he was a rebel and a showman often in trouble with the law and at times a politically controversial and polarizing figure. ///


    Lyrics from a Raimundo Amador / Pata Negra song titled “Ay Que Gustito Pa’Mis Orejas” that roughly translate into English as: “How comfortable for my ears, wrapped in-between your legs. You say ay! And what can I answer, since I still haven’t heard you.” We put this on the wall between the pizza oven and the hallway to the restrooms because, well, that’s where it seemed most appropriate. ///


    “Que Aproveche”  – enjoy your meal / bon appetit tagged on the pizza oven. ///


    Womens / Mens bathroom signage ///


    Entrance signage ///

    MORE OF OUR CLIENT WORK

    PATA NEGRA, "A HAM LOUNGE" – RESTAURANT INTERIOR GRAPHIC TREATMENT

    Pata Negra is “a ham lounge” in Shanghai that sells, among other tasty dishes and wines, Joselito brand ibérico jamón – the world’s finest ham!

    Together with the Pata Negra’s dining set (tableware / napkin / cup), we designed and installed an interior graphic treatment paying tribute to the bits and pieces of Spanish culture that owner Miguel Jonsson is most passionate about: art, music, wine, sport, and of course, ham! The treatment was done in an urban style utilizing a variety of street-art techniques: stenciling, wheat-paste posters, spray can graffiti, and hand painting. Each wall-graphic tells a little story; collectively they convey the overall attitude and personality of the restaurant.

    The photos don’t do the work justice, so if you have a chance, be sure to stop by Pata Negra (Shanghai, 913 Julu Lu, close to the Changshu Rd. intersection) and experience the space for yourself…over a glass of wine and some ham, of course.

    EDGE Creative Collective member and Shanghai-based street artist Hurricane supported our team on this project.

    For more of our illustration / graphic design work, link here.

    For more of our installation work, link here.

    Share Our Work