Commercial SERIES  •  Project FEATURE

It is a thoughtful creation that stands out for its sensitive yet provocative dialogue between past and present. The project revives an old house to host a disruptive fashion brand, blending architectural memory with bold spatial gestures that invite reflection, participation, and cultural transformation.

Therapy Recycle & Exorcise is a fashion project founded by three sisters, built on the principles of upcycling, inclusivity, and creative freedom. Rejecting conventional fashion systems, the brand operates without gender distinctions, sizes, seasons, or trends, proposing instead a conscious and experimental approach to clothing and consumption. The first Therapy store is located within an old residential house in Cordoba, Argentina. The initial act of recycling occurs at an architectural level, where the existing structure is revived rather than replaced. This decision aligns directly with the brand philosophy, transforming the building itself into a manifesto of reuse and care.

"Therapy Recycle & Exorcise reframes fashion and architecture as gestures of care, creativity, and collective renewal."

Estudio Montevideo approaches the intervention as a dialogue between a traditional domestic space and an audacious contemporary identity. Original elements such as brick walls, wooden frames, and textured plaster are preserved and revalued, allowing the house to retain its character while becoming the stage for a new cultural narrative.

In contrast, strong graphic and material gestures introduce the disruptive spirit of Therapy. Industrial metal structures, chrome clothing racks, ropes, exposed lighting systems, and expressive murals activate the space. Fluorescent graffiti on the ceiling and bold signage reinforce a visual language that is raw, direct, and unapologetic.

"A small but powerful space where reuse, experimentation, and community redefine how we inhabit fashion and architecture today."

Functionally, the store is divided into two main areas, clearly differentiating recycled garments from vintage clothing. This spatial organization guides visitors through different expressions of reuse, while maintaining a fluid and open layout that encourages exploration and discovery.

At the heart of the store lies a production workshop, visible and integrated into the retail experience. This area allows visitors to witness the transformation process behind the garments, dissolving boundaries between creation and consumption. The space also adapts to host talks, workshops, and collective events.

Sustainability is embedded not only in the brand narrative but also in the architectural strategy. By preserving the existing house and incorporating reclaimed materials, the project minimizes waste and emphasizes material honesty. The result is a tactile environment where sustainability is felt rather than declared. More than a store, Therapy Recycle & Exorcise functions as a social and cultural platform. It encourages dialogue around circular fashion, creative agency, and new ways of consuming. Estudio Montevideo succeeds in creating a compact yet intense space where heritage, activism, and contemporary design coexist with clarity and intention.