client
FINSA
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.

As a prelude to the main event, the reception area was designed to offer a diaphanous scene, only dressed in large metallic balls representing the dew of the forests and convey a sense of technology and modernity. A futuristic aesthetic marked by the reflection of chrome and shine; a kind of metal pool created to submerge and wait for the product to come to the surface.

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.

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.

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.

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