Asociación Comerciantes Calle Alfonso LOGO OF THE COMMERCIAL AREA IN ALFONSO STREET
(Before 1973)


What can we say about the logotype of the commercial area in Alfonso Street? The creator seemed to indicate us that LSD effects lead straight to the Basilica of El Pilar, as justifying its consumption.

We suppose that the encouraged merchants did not know the hidden meaning of the logo that represents them.






Desgraciadamente se traspasa ANTONIO GAZO

A very modern typography for this tailor's shop that unfortunately is now for sale. The pickaxe and minimalism will destroy its design.






Pasaje Ebrosa EBROSA PASSAGE 1

In January 1970 when the Ebrosa Passage was inaugurated in the city centre, it was considered an architectonical advance that placed Zaragoza at the level of New York.
Its ruinous commercial gallery like all commercial galleries is at the moment full of offices and technical services. But the intention was different when it was first built trying with a glamorous design of ceilings and marquees to group another type of more fashionable establishments: boutiques, fur shops and jewelleries of top standing. (They had to close one by one because of customer's absence).
Marquesina Ebrosa EBROSA PASSAGE 2

We emphasize the delirious (and dangerous) roofs design of houses and offices halls in the Ebrosa building composed of an endless number of bath wall lights that naturally are never switched on since they would cause the spontaneous combustion of anyone who walked underneath. (Each roof has 56 wall lights with 2 light bulbs and that makes a total of 112 light bulbs!!).
Hidrostar ARAGONESE HYDROSTRATICS

Hidden in the old industrial sector of Cataluña Avenue we find this shop window that shows that an industrial product (stainless braided nitrile hose) can be showed with exquisite good taste.






Torre Pikolin PIKOLIN TOWER
Logroño road


The first "Piruli" (TV tower) of Zaragoza was the Pikolín Tower. Please look the evocation that the architect wanted to shape in so a peculiar construction: the superior part remembers several beds joined by their headboards...
As a company of mattresses we suppose that it was not an accidental design.
It was a time when beds were not called "canapes". (If somebody knows the reason of this change of name, please send us an explanation.





IVORY CLOTHING
Portillo Square


This is a curious example of sign recycling. This tailor's shop renewed its sign by a small transposition of the letters in a near household electric appliances store called BRORVY that became famous by a popular jingle with the letter "when you go to Brorvy to buy, guarantee and quality you will find".

Returning to Ivory clothing, the aesthetic concept of its window dresser is most interesting. He/She took advantage of the posters in the Ministry of Information and Tourism in the 70s and relates Iberian landscapes with male fashion.





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