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LOTA Cultural El Chiflon Del Diablo San Matias Apostol ENACAR Ritmo Teatre Essibio Stadium

Commerce Market - Feria Hotel Soneo

Nature Parque De Lota Cascada Lota Linear Park Los Ladrillos Stair Connection

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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

History Product of coal mining in Lota developed between 1852 and 1997. It created different factories such as the Lota pottery factory which produced bricks, tiles, pipes and artistic pottery. The boom period was from 1940 to 1951 where workshops were created for real works of art. In 1951 it stopped producing these ceramics and returned to producing bricks. It is suggested that Lota developed a Decorative Art Nouveau style in the early 1900 and in the mid-30’s Lota developed the Art Deco style. Its ceramic factory is one of the significant contributions in addition to Lota’s mining culture because there are elements of identity, equality and solidarity.


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Mano a Mano, Piedra Piedra Building on the past into the future brick by brick


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Project Brief We are designing a sea food restaurant and Bistro on a former industrial site that was used for manufacturing bricks. We will be creating a destination on the coast that compliments the natural beat as well as the cultural beat. Our site will be the connection between Lota Park and the Market. It will reflect the culinary cuisine of Chile while promoting arts and heritage.


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Target “It’s the perfect get-away from the city. Los Ladrillos takes you on a journey that ends at with breath taking view.” “I never knew this place existed in Lota. There are so many rhythms to this place. The bricks, the paths, the old structures, the ocean…”

“Having a restaurant and bistro allows us to experience different atmospheres. One evening I can dine on seafood and wine in an intimate setting. Another evening I can party with friends and eat traditional food. La Casa de Ladrillo is the perfect setting for any occasion.”


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

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La Casa del Ladrillo


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Restaurant - lounge/bar


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


La Casa del Ladrillo

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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Restaurant - fire


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


La Casa del Ladrillo

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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Restaurant - earth


Plato principal

natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

All our dishes are served with grilled vegetables, rice with herbs, or boiled potatoes with vegetables and quinoa

Langostino Langostinos are Chile’s best deepwater seafood. Coming from the brackish waters of the coast these shrimps are brought in daily from the Feria

Aperitivo Empanada de mariscos Typical turnover filled with seafood

Locos Locos are shellfish served in seasoned soups. Try our chupe de locos served in a thick creamy chowder.

Pan con pebre Bread with tomatoes, onions, coriander, spicy chili sauce

Congrio (Conger Eel) Congrio is a big, meaty sea eel prized by our chilean chef. We can serve it grilled (“a la plancha”), in a chowder (“chupe”), or in soup (“caldo”)

Ceviche Cut salmon, red pepper, onions, parsley, coriander, oil & white wine

Salmon Our salmon is one of the finest in the world. Try it grilled with butter and spices

Paila Marina Small ball of seafood soup with different kind of clams, white wine, garlic & tomatoes

Pejerrey (Kingfish) Pejerrey is a fish only found in Chile. This small, long fish is very tasty when served “relleno” which is broiled and stuffed with bread, herbs and cheese

Dessert Helados Artesanales Artisanal ice cream (vanilla, chocolate chips, mint, lemon pica) Manjar A cake filling made from boiled milk and sugar Mote con Huesillo Cooked dried peaches and stewed corn served as a drink Papaya con Crema Preserved papaya with whipped cream. Alfajo Flat round pastry filled with manjar and covered in chocolate Berlin A round donut filled with manjar jelly

Para tomar Cervezas Beer Sangría Pisco Sour con limón de Pica Lemon pica Vino blanco White wine Agua Mineral Puyehue Mineral water Café Coffee Té Orgánico Organic Tea

Kuchen A German fruit flan often found in the South of Chile Sopaipillas Pasadas Sopaipillas are immersed in a warm sauce that contains water, dark brown sugar, cinnamon and orange rind

Wine Vino

Cabernet Sauvignon Errázuriz, Max Reserva Los Vascos, Gran Reserva Montes, Alpha Merlot La Rosa, Don Reca Montes, Alpha Tres Palacios, Cholqui Syrah Casa Lapostolle, Cuveé Alexandre Falernia, Alta Tierra Lagar de Bezana, Edición Limitada Malbec Caliterra, Tribute Viu Manent, Reserva Viu Manent, Single Vineyard Organic Wines Antiyal, Maipo Morandé, Pinot Noir Coyam, Colchagua Pinot Noir Casa Marín, Lo Abarca Hill Cono Sur, 20 Barricas Garcés Silva, Amayna


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


La Casa del Ladrillo

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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Restaurant - water


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


La Casa del Ladrillo

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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Bistro - interior La Ladrillera – The Brick District


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


Plato principal

natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Aperitivo Terrina de berenjenas Terrine of eggplant, and roasted peppers with goat cheese, served with tomato coulis and capers Champiñones salteados Sauteed mushrooms, white wine and herbs Quesadillas Chicken served with lettuce and tomato salad

Empanada de Pino Typical turnover filled with diced meat, onions, olive, raisins and a piece of hard-boiled egg, baked in earthen or plain oven Empanada de Queso Typical turnover filled with cheese Pastel de Choclo Ground corn and meat, chopped onions small pieces of chicken, pieces of hard boiled egg, olive raisins - baked in clay or regular oven Arrollado de Chancho Chunks of pork wrapped in pork fat smothered in red ají

Chiloé sheep cheese Served with apple and toasted walnuts

Bistec a lo pobre Beefsteak, French fries, fried onions, topped with a couple of fried eggs

Queso de cabra Goat cheese with olive oil and

Carbonada Meat soup with finely diced beef and all kinds of vegetables such as potatoes, onions, carrots, broccoli, green pepper and parsley

Guacamole Guacamole, corn chips and carrot sticks

Humus Ceviche de Algas Algae Ceviche Tiradito mixto Joint Tiradito Seaweed ceviche, marinated tofu and raw mushroom slices

Chancho en Piedra Tomatoes, garlic, and onions grounded together in a brick Charquican Diced meat cooked with garlic, onions, potatoes and pumpkin Cazuela de Vacuno Beef soup with pieces of meat, potatoes, corn on the cob, carrots, onions, green beans, garlic, chunks of pumpkin, rice or noodles Signature dish Curanto en Hoyo - Traditionally prepared by heating fish, seafood, potatoes, some meat, milcaos and types of bread over red hot bricks in a our traditional Chilean brick oven. The food is wrapped in big leaves and then covered with earth, slowly cooked over several hours

Postre Panacotta Light almond flan Panqueque con Manjar y Nueces Delicacy and nut Pancakes Ensalada de Frutas Frescas con helado, opcional Fresh fruit salad with optional icecream Queso de Oveja de Chiloé Cheese served with apple and toasted walnuts

Para tomar Jugos de frutas Fruit juices Limonada Lemonade Te Verde Green tea Cervezas Beer Sangría Pisco Sour Lemon Pica Agua Mineral Mineral water Café expresso o cortado Coffee, espresso or cut


La Casa del Ladrillo

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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Restaurant - patio


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


System Matrix

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natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Branding Los Ladrillos – The Brick District La casa del Ladrillo – The Brick House Restaurant & Bistro Muelle De Carbon – Boardwalk The concept developed for the logo revolves around our motto of building a community by connecting the locals as well as the tourists. Drawing from the heritage of the site as a former brick manufacturer, we developed an icon that represents the roof of a house. This roof represents our aim to gather everyone in to one community or house. The icon was designed in an abstract way to allow it to continue to grow and to give viewers the opportunity to interpret the logo as they wish. The colour palette chosen is also drawn from the heritage as well as the ruins that were left behind. The neutral colours are meant to represent the bricks that formed the original building as well as the bricks that were manufactured there.

abcdefghiklmnopqrstuvwxyz abcdefghiklmnopqrstuvwxyz Geneva - Body Copy

abcdefghiklmnopqrstuvwxyz abcdefghiklmnopqrstuvwxyz Euphorigenic

C 0 M 40 Y 95 K 0

C 22 M 49 Y 95 K 0

C 43 M 64 Y 84 K 42

C 4 M 87 Y 100 K 0


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Marketing Media Strategy In order to promote Los Ladrillos, a media strategy needs to be developed where it will involve national and international media communications • Advertising Campaigns: • News Papers • Magazines • Customer Programs • Channels of distribution: • Social Marketing • Blog tools • A web site of the district with all the information • Ipod application • Video Marketing


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Seasonal Events FRUITS FROM THE SEA

LA CASA DEL LADRILLO RESTAURANT

TASTES FROM LOTA

LA CASA DEL LADRILLO BISTRO

OUTDOOR EVENT (not avaliable in winter)

LA LADRILLERA PARK

FIRE ON THE PATIO LOTA PATH

VENUES

LA CASA DEL LADRILLO VENUE

OCEAN VIEW

MUELLE DE CARBON

CONTACT WITH NATURE LOTA PATH


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

SWOT Strengths • Ocean view • Nature • Historical site • Sustainable resources from the sea and earth • High potential for economical development • International recognition from the mines rescued in 2010 • Local technical students

Weaknesses • Lack of interest for investors • Lack of enthusiasm of community to recover site • Technology • Trained workers

Opportunities • To create sustainable tourism based on resources from the sea • Employment opportunities to local community • Create new experiences connecting nature, history and community • Business expansion for the city and community • New image and site for Lota Threats • Future earthquakes • Wineries in the area that attracts more tourists • Seasonal tourism • The waters becoming depleted by overfishing


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

1

Stake holders and negotiations

EStimated time 6 MONTHS

12

24

36

48


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

1

12

24

Stake holders and negotiations

EStimated time 6 MONTHS

2

Planning and design

EStimated time 8 MONTHS

36

48


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

1

12

24

Stake holders and negotiations

EStimated time 6 MONTHS

2

Planning and design

EStimated time 8 MONTHS

3 TERRAIN PREPARATION EStimated time 6 MONTHS

36

48


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

1

12

24

36

Stake holders and negotiations

EStimated time 6 MONTHS

2

Planning and design

EStimated time 8 MONTHS

3 TERRAIN PREPARATION EStimated time 6 MONTHS

4

BUILD AND LANDSCAPE

EStimated time 12 MONTHS

48


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

1

12

24

36

48

Stake holders and negotiations

EStimated time 6 MONTHS

2

Planning and design

EStimated time 8 MONTHS

3 TERRAIN PREPARATION EStimated time 6 MONTHS

4

BUILD AND LANDSCAPE

EStimated time 12 MONTHS

5

FINAL RECONDITION

EStimated time 3 MONTHS


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

Mano a Mano, Piedra Piedra Building on the past into the future brick by brick


natural beat History Project Brief Target Inspiration site branding Marketing swot implementation team

los Alba単iles



Los Ladrillos - The Brickhouse Restaurant