• 
  Project Title

  The Secret Donut Society

• 
  Winning Firm
  
  

  Concéntrico

• 
  Lead Designer
  
  

  Alejandro Peña Villarreal

• 
  Awarded
  
  WINNER, INTERIOR DESIGN, Retail Small

• Project Location
  Mexico City, Mexico
• Project Status
  Completed
• Completion Date
  February, 2024
• Client
  The Secret Donut Society
• General Contractor
  Alzo Acabados
• Photographer credit
  Jose Miguel Gonzalez / Apertura


• Interior Design Firm
• Interior Design Firm / Studio
  Concéntrico
• Lead Interior Designer(s)
  Alejandro Peña Villarreal
• Other design Team Members
  Chiara Bartolacelli, Andrea Verastegui, Paulina Garza, Mauricio Hinojosa
• About the interior design firm
  Concentrico is an interdisciplinary studio based in Monterrey, Mexico and focused on architecture, interior design, and concept creation. We believe in the strength of collaboration, convinced that creative input from strategic partners elevate every project. As a diverse and dynamic team, we take a concentric approach to design, layering creativity, collaboration, and innovation, all centered around a core vision to bring extraordinary projects to life.

The Secret Donut Society has opened a new donut shop in Mexico City. The store transports you to a naturally created ecosystem within a scientific lab ambiance. Forest sounds and the smell of wet soil invade your senses while fans create a windy environment. After ordering on touchscreens, you’ll head to a room where nature disappears, and you become part of a digital realm where all eyes are on you. This room, full of security cameras and mirrors, aims to capture your every move. Upon exiting, you find yourself back with nature and soon enough, back into reality.