As a claim, in the welcome area to the stand, an animated picture of the famous portrait of Miguel de Cervantes, by the painter Jauregui, was located, where one could read the quote of the writer who best conveys the essence of Don Quixote: "Too much sanity may be madness. And maddest of all, to see life as it is and not as it should be."
Looking for a solution to save the only column located in the access to the stand, a scenographic recreation of a pentagonal castle was carried out, which would serve as a support for a video installation on each of its faces. On the front side was the animated Cervantes picture and surrounding this, 4 monitors with video recordings of inhabitants of the region at real size , who through gestures, encouraged to visit it.
The Windmill
Visual icon of the architecture of Castilla-La Mancha. This unique photovoltaic windmill transmitted the commitment to renewable energies, as well as serving as a TV studio set for the live broadcast from the fair.
The Virtual Farm
Scenographic creation of a farm where an experience of virtual reality and immersive video unfolded. The sheep are made by artisans Antonio Martinez (wicker) and Neil Callagan (wood carving). The rocking horses are made by the craftsman carpenter Facundo Blanco. These artisanal handcrafted pieces have been designed by the photoAlquimia team.
Foods from Castilla-La Mancha
Three-dimensional installation for the value enhancement of food that comes from the land of Castilla-La Mancha. For its realization was used real earth of the region, the plants were realized in iron by the master blacksmith Ramón Recuero and the background mural was composed digitally by Pilar Balsalobre with more than 30 photographs of the region. All elements of the installation have been designed by the photoAlquimia team.
"Dulcinea" Inn
Graphic recreation of a village inn at Castilla-La Mancha, inspired by the graphic style of a travel watercolor notebook.
Digital Wall Art
Digital Art of Backlit Canvas
Wall art in area of "Craft of Castilla la Mancha"
Wall art in Tastings Area
Wall art in the Windmill area
Wall art in the area of presentations and radio offices.
AWARD
FIRST PRIZE for the best design of institutional stand at FITUR 2017
Creative direction, artistic direction, photography and graphic design of the stand of Castilla-La Mancha for the International Tourism Fair FITUR 2017. IFEMA. Madrid.
With the claim "Somewhere in your life" and on an area of 1300 m2 an experiential tour for the visitor was designed, being gastronomy, local products, new technologies and sustainability the conceptual axes of the project.
FIRST PRIZE for the best design of institutional stand at FITUR 2017. IFEMA. Madrid. Spain.
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Digital Art of Backlit Canvas
Wall art in area of "Craft of Castilla la Mancha"
Wall art in Tastings Area
Wall art in the Windmill area
Wall art in the area of presentations and radio offices.
