The Hard Rock Cafe Gramado project represents a unique architectural and branding challenge: integrating the vibrant energy of one of the world's most iconic brands into the rustic, refined aesthetic of the Serra Gaúcha region.
Located in the prestigious Belvedere neighborhood, the venture occupies a traditional three-story manor—a landmark of the stone and wood architecture typical of Europe’s colder climates.
Moodboard: Finishes for the facade, representing materials and colors from the region.
Projeto de Sinalização: O desenho da marca Hard Rock Cafe Gramado, seguindo os padrões da identidade visual.
Foto: Marcelo Castilho
Foto:: Marcelo Castilho
The Challenge
The primary objective was to transform a traditional commercial landmark into a high-energy "House of Rock" without compromising the city's visual heritage.
The design strategy aimed to create a modern, festive atmosphere that respects the original volume and the noble materials of the historic property.
Rock Shop, Fonte Google Chrome. Desenho diferenciado para o piso vinílico wood.
Pavimento Térreo: O bar à esquerda e o Atrium com o vazio entre os pavimentos / Fonte Google Chrome
Moodboard: Tons e cores para os ambientes internos
Estudos para bar do pavimento térreo
O bar no Pavimento Térreo / Foto: Marcelo Castilho
Key Project Pillars
Material Preservation:
Maintaining the raw stone facade and exposed timber structures, elements that provide both the essential thermal insulation and the European aesthetic central to Gramado’s identity.
Technological Contrast:
Implementing state-of-the-art sound and lighting systems that integrate organically with the rustic environment, creating an immersive experience without visual clutter.
Memorabilia Curation:
The layout of historic rock artifacts was meticulously planned to dialogue with the interior architecture, utilizing the high ceilings and natural wall textures as organic frames for these museum-quality pieces.
Elevações das paredes internas
Detalhe do guarda corpo interno.
Acima o detalhe do guarda corpo, com desenho exclusivo para o Hard Rock Cafe.
Acima fotos de Marcelo Castilho, responsável pelo projeto de Luminotécnica e Som.
The Result
Hard Rock Cafe Gramado has established itself as a new landmark in the city, proving that it is possible to blend local Gaucho charm with a global rock and roll attitude.
The space is more than just a restaurant; it is a design destination where rustic heritage meets modern edge in perfect symmetry.
Projeto de Arquitetura e Interiores: Triplo R Arquitetura e Consultoria
Arquitetos: Frederico Marques e Renato Siqueira
Administração: Jaqueline Crocoli e Tomazelli Engenharia
Luminotécnica e Som: Marcelo Castilho Projetos
Projeto de Cozinha: Cozinha Carioca
Projeto de Acústica: SRESNEWSKY
Thanks for taking a look!