IFEMA, Madrid, 2015
V Emporia Ephemeral Architecture Awards 2017
The aim of the project is the design of a temporary stand for the promotion of an important transport company in the context of the FruitAttraction exhibition held in the IFEMA trade fair centre in Madrid.
The design process has its starting point in the new advertising campaign created by the promoter marketing team. Under the slogan "No importa dónde, no importa cúando, no importa qué" (No matter where, no matter when, no matter what), the company is proud to be able to transport packages of all nature, from any point to any other all around the world geography. Be inspired by this core idea, we designed a stand who tries to reflect the grandiloquence of some packages who take off the floor in order to be transported to their destination place as if by magic.
In a first level, a group of packets constructed of plywood still waiting to take off, knock the stand furniture: seats, counters, tables, etc. This level is completed by a big volume consisting of a large number of packets which hold a small office required by the clients programme.
Hanging with twisted steel cable beneath the building roof, a large cloud of packets which have already taken off towards its final destination, float above the stand. They create in this way a visual milestone which helps the project design to stand out among the multitude of interventions with which it shares the exhibition ground space.
In order to reinforce the stand’s visibility, a lighting system using strategically distributed LED projectors, allows for lighting up the packages cloud with a variable sequence of colors that identifies it with the corporate company image.
After the event, the packages employed in the stand construction will recover its mission. They will be utilized to get "no matter what" to its final destination, thus achieving a temporary reusable installation.
Architecture and interior design by CLAVEL ARQUITECTOS
Partners in Charge: Manuel Clavel Rojo / Luis Clavel Sainz
Team: Ricardo Carcelén González, Diego Victoria García, David Hernández Conesa
Photography: David Frutos (BISimages)