year


2022

services


Ephemeral architecture, Branding, Visual design,

industry


Building construction,

location


Madrid,

milestones


2022

"Behind the scenes" event

BEHIND THE SCENES: NATURALEZA Y TECNOLOGÍA EN UNA INSTALACIÓN EFÍMERA ATÍPICA

What is behind FINSA? To unravel the true nature behind this leading Spanish industrial firm specialised in wood processing, we developed an emotional immersive experience connecting clients and prescribers with the brand´s capacity and its products potential. The result was an original ephemeral architecture concept including a choreography with warehouse robots carrying exclusive FINSA boards and following the rhythm of Celtic music while a 3D mapping lighting display reflected the origins and evolution of this Galician firm.

➀ BEHIND THE SCENES

The concept design responded to the need of reconnecting with clients, suppliers, and prescribers after two years of physical absence due to the pandemic. We focused on closer and more human sensations revealing the driving force behind this firm; the “hidden” qualities of the product, its technology and logistics capacity and innovation through the dynamism of light, movement and dance in a robotic choreography breaking with the static space to generate an unforgettable experience.

➁ NATURAL TECH

Following the “Natural Tech” concept, the design stages the technological nature, the production processes and the future vision of FINSA.

The space is presented as a continuous game of contrasts between the natural and the technological through video mappings introducing the digital nature, in contrast with tree pits made of remains of the FINSA product at the feet of the public.

Each gesture in this setting is designed to define this two-sided identity.

➂ THE PARADE

From the tree to the stage, robots “dressed” in the brand’s main products parade inside an eight-grid board space surrounding the guests while wood shavings scattered at the feet of the public evoke the roots of the product.

The products circulate on stage on warehouse robots creating a choreography among an audience totally immersed in the pieces and projections.

LED lights and vertical screens flood the central quadrant with three-dimensional projections representing different elements of nature at its different stages. Geometric visuals provide new perspectives about technology and evolution while architectural designs represent the application of these products.

Once the parade is over, attendees are invited to go to the “backstage” of the event: a space made up of 12 boards projecting narratives linked to the FINSA value chain inviting to discover “what is behind” each board through direct interaction with the products.

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