Doritos Corona Capital — Juan Vértiz Márquez

Doritos Bunker - Corona Capital

Temporary Architecture

Project Information

Project
Doritos

Commissioned by
Doritos

Agency
Brandport

Location
Corona Capital, Mexico City, Mexico

Year
2018

Type
Temporary Architecture

Role
Concept · Spatial Design · Design Development

Description

Developed for Corona Capital, the Doritos pavilion explored how temporary architecture can translate a brand's identity into a memorable spatial experience. Conceived as a highly recognizable landmark, the project balanced bold geometry with an open and accessible layout that encouraged visitors to gather throughout the festival.

From the initial concept through design development, the architecture integrated hospitality, visibility, and circulation into a cohesive structure capable of responding to the dynamic conditions of a large-scale music event. Rather than relying solely on graphic expression, the project used form and spatial composition to establish a distinctive presence within the festival landscape.

By treating architecture as a medium for identity rather than decoration, the project demonstrates how temporary structures can create memorable places that extend beyond their commercial function.

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