design: Brut Deluxe
team: joão gomez leitão, antonio bernacchi, giovanni maria biddau
client: City Council Madrid
constructor: Disval SA
area: 2m x 2m (base) x 16 m (height)
year: 2008 (project), 2010 (construction)
status: built/ 4 primary posts and 27 secondary posts installed (Madrid/2010)

The sign system for industrial parks totem de/dos has been conceived in order to guide visitors who are not familiar with the site visually to their destiny in clear and evident way. Therefore, the system employs two types of posts. The objective of the design of the first is to give a recognizable and distinctive image to all industrial parks of the city, to visualize and identify them from long distance and any angle of approximation and mark the main accesses. Once located the industrial district, the posts facilitate more detailed graphic information – a map of the area and business listings of all companies. This information is repeated on the smaller sized secondary posts located strategically in the interior of each industrial park.

The structure is composed of galvanized metal profiles. The cladding is entirely of white coloured 40 mm thick cellular polycarbonate plates fixed on the perimeter with white coloured aluminium profiles corresponding to the respective panel system. The exterior plane of the primary structure and the interior plane of the polycarbonate cladding are separated 60 mm in order to locate led stripes in the interstitial space and achieve a homogenous illumination on the interior.

The two inferior modules of all posts is realised in security glass to offer a greater resistance against vandalism. Printed vinyls with the graphic information are fixed on the inner side of these glassed modules. The roof is formed is realised also in horizontally laid security glass fixed punctually on the secondary structure. In the interior of the structure a series of stairways are located connecting different levels of galvanized metallic grids that give access to the installations and its maintenance. Both posts are illuminated in its interior by white coloured LED stripes. The illumination is activated simultaneously with the street lighting of the industrial district. A distinctive colour of the lightning for each industrial park was proposed originally though finally all will be illuminated in white. On top of the primary posts has been foreseen the optional installation of photovoltaic panels without having been realised so far. All posts are equipped with graphic information – a map of the district and a business listing.

In December 2010 the sign system has been installed in the first 3 industrials parks of Madrid (Villaverde, Vallecas and Aguacate) with a total of 4 primary posts and 27 secondary posts.

1012 brutdeluxe totem villaverde 002

Architects: Brut Deluxe


calle Alburquerque 5 – 5 izq
28010 Madrid
tel: +34 91 442 76 74
mail: imad(at)


Schieβstättstraβe 24 RG.EG
80339 München
tel: +49 (89) 389 993 80
mail: imuc(at)

Brut Deluxe is an architecture and design studio headed by Ben Busche. Founded in 2004, Brut Deluxe operates today from two platforms in Madrid and Munich.

Brut Deluxe is focused on the investigation and creation of space and its atmospheric qualities. The projects oscillate between different scales of urban intervention: from ephemeral artistic installations to industrial design, construction design and urbanism.

According to project objectives, a multidisciplinary team involving architects, artists, designers and engineers are engaged in the design process. Brut Deluxe thrives on the international academic education and provenance of its team members.

Brut Deluxe is oriented towards the social, economic and aesthetic qualities of the projects and combines both scientific strategies and artistic approximations in the creative process.