In the heart of Mexico City, EL MORO isn’t just a place to grab churros and hot chocolate, it’s a cultural landmark. Since 1935, the beloved café has been one of the most recognizable images of daily life in the capital. Now, thanks to a thoughtful redesign by Cadena + Asociados, it’s entering a new chapter, still steeped in history, but with a fresh, vibrant twist.
From the outside, it’s hard to miss. The building is wrapped in white tiles sprinkled with vivid blue motifs, a nod to the classic mosaics that have long been part of the EL MORO story.
That white? It’s inspired by sugar. The blue? Drawn straight from the brand’s signature identity. These elements don’t stop at the walls either, the tiles flow down onto the floors, creating a seamless graphic language that carries throughout the space.
Step inside, and the details get even richer. The furniture is minimal and light, with a warm combination of white and wood tones that echo the café’s overall palette.
Even the staff uniforms are part of the design story: dressed in crisp blue and white with brown leather accents, the aprons are patterned in the same geometric motifs as the walls, tying the people and place together in one cohesive vision.
But this is more than just good design. The new identity draws deeply from EL MORO’s past, from its stained glass windows to its iconic products. The design team set out to honor the brand’s authenticity and family roots, simplifying historic forms into modern, minimalist shapes without losing their soul.
A touch of Art Deco runs through the signage and logos, evoking Mexico’s Golden Age when that style shaped everything from movie posters to city streets. It’s a smart nod to the era when EL MORO first won over locals, and a way of connecting today’s visitors to a shared visual memory.
The result is a space, and a brand experience, that feels both contemporary and timeless. Every detail, from the tiles underfoot to the uniforms and typography, works together to tell a story of heritage, flavor, and emotion. EL MORO isn’t just serving churros and chocolate. It’s serving nostalgia, reimagined for the now.
Here’s a look at the architectural drawings for the space.
Photography by Moritz Bernoully
