Designed to unveil the real nature behind FINSA, robots “dressed” in the brand’s materials parade in an immersive choreography around a “Natural Tech” 3D mapping show.
THE CONCEPT
“Behind the Scenes” is an emotional exhibition connecting the audience with the brand’s values through an immersive journey into the firm’s universe and products. The concept design responds to the need of reconnecting with clients, suppliers, and prescribers after two years of physical absence due to the pandemic. Through closer and more human sensations, CULDESAC’s proposal focused on revealing the driving force behind this firm; the “hidden” qualities of the product –the one and only star of the show.
“We believe in concepts with compelling reasons behind, ideas following a clear intention to stand out the brand, its values, its customers and their needs; with their product seen as a means to talk about everything that is behind and is not seen: Technology, innovation, efficiency and logistics capacity. In this case, we have done it through art, through the dynamism of light, movement and dance in a robotic choreography that breaks with the static space to generate an unforgettable experience.”
Borja Berna – Lead Architect & Strategist at CULDESAC
THE PARADE
From the tree to the stage, robots "dressed" in the brand's main products parade alongside a space structured as an eight-grid board designed to surround the public and offer a truly immersive experience through art, music and lights. As part of the experience, wood chips spread on the ground surrounding the public to account for the “roots” of the product. LED lights and vertical screens flood the central quadrant with 3D “Natural Tech” projections evoking elements of nature through its different stages: geometric figures give rise to organic curves, rings, plants and trees to form a forest that expands little by little to mark a parallelism with the foundations and growth of FINSA. These visuals not only distort the existing space but also provide new perspectives that “digitise nature” and What is behind FINSA? To unravel the true nature behind this Spanish industrial firm specialised in wood processing, CuldeSac presented last week in Madrid a new ephemeral architecture concept designed to introduce the brand strategy and show off its true essence. An unprecedented exhibition in this sector led by an original robotic choreography where materials and technology were harmoniously combined to offer an authentic immersive experience. An artistic scene made of warehouse robots carrying exclusive boards and following the rhythm of Celtic music while a 3D mapping lighting display reflects the origins and evolution of this Galician firm. introduce the idea of technology and evolution – two key elements in the creation of the brand's products and tools.
“The project materialises a real scenographic challenge: scaling and coordinating multiple and complex technical disciplines such as light, sound, music, mapping and robotics to transform the existing space into an effective staging. As art directors, our goal was to transform a traditional space into a creative but minimalist platform securing an artistic outcome where the product flows to the maximum expression.”
Lucía del Portillo – Lead Interior Designer at CULDESAC
THE OTHER SPACES 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.
