La Palmera was originally a tavern, now a pub, founded by a retired night watchman in 1920 (although it may have been founded much earlier).

It is a survivor of the La Palma street. who has kept, as Carlos Osorio tells at Tabernas y Tapas, all the elements of the classic Madrilenian tavern: tiled decoration, a patched zinc bar and a wooden front door with painted glass signs with marvellous lettering in rather poor condition.

In addition to the main sign made up of geometric lettering, other smaller crystals accompany it, offering many ways to refresh the gullet and fill the craw. These are contrasted letters with an Art Deco flair that narrow and widen at the sign-maker’s whim to make the composition as lustrous as possible.

At MTM we have kept this idea of adapting to the format to develop a variable typography to meet the needs of the most demanding modern designer.

We have also added stylistic sets to play with the lowercase letters and a set of ornaments that appear in the framing, for a complete Art Deco Madrid tavern experience.

The Palmera signs have also inspired those of Toboggan, a modern bar in the Legazpi area, and will now hopefully come to digital life thanks to the hard work of MTM.