Gutiérrez-De La Fuente
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Beer&Food Pavilion in Madrid, Spain (Completed)

Date:   2015
Status:   Built. 1st Prize Beer&Food Restricted Competition for the Design and Construction of the Temporary Pavilion for “Expofranquicia 2015” Fair in Madrid, Spain
Category:   Completed, Installation
Tags:   Beer&Food Pavilion, Temporary Pavilion Heineken Group

 


Credits

Client: Beer&Food SA (Heineken Group)
Location: Expofranquicia 2015 in Ifema, Madrid. Spain
Status: Built. 1st Prize Beer&Food Restricted Competition for the Design and Construction of the Temporary Pavilion for “Expofranquicia 2015” Fair in Madrid, Spain
Program: Temporary Pavilion
Built Area: 40,00 m2
Architecture: Gutiérrez-delaFuente Arquitectos
Collaborator: Eduardo Camarena (competition stage and video)
Construction: General Events SL
Media Facilities: Innomedia Recursos Creativos SL
Photographs: Jorge Carrión



THE PLATFORM, THE ACTION AND THE MEDIA BOX

Innovation and visibility: the temporary pavilion of Beer&Food for “Expofranquicia 2015” had two main goals: innovation and creativity, so that the installation could transmit the values of the company and the Heineken Group. Following the brief, the pavilion should show several franchise models with a contemporary media experience, including a high degree of visibility and accessibility.
The platform, the action and the media box: figuring out all these requirements, the pavilion is designed around three different elements:
01. The platform: the floor and the wall are covered with the regular fair-carpet in graphite color. It’s just the scene, containing all the facilities, where the action will take place. The visitors will move freely in the pavilion due to the lack of pillars. A high degree of accessibility is reached thanks to the permeability of the scheme. More visitors, most successful.
02. The action: the programmatic activation of the platform is triggered with three pieces of wooden furniture, supporting the regular expo-uses such as: information point, meeting zone, resting area, storage, and kitchen. After disassembling the pavilion, most of these pieces of wooden furniture were recycled and reused in the company headquarters.
03. The media box: the ensemble is completed with a four meters suspended “media box”. Out of the pavilion, the white box is a big advertisement that works as a landmark to improve the visibility of the brand in the expo hall. Inside the pavilion, the empty box contains a media experience, a device to awake the curiosity of the visitors. More visitors, most successful. The interior walls of the box hold four video projectors, with all the Beer&Food franchises content that must be showed. In order to complete the media experience, a group of eight headphones are hanging from the roof-box which is built in black nylon fabric. Each headphone is associated to a certain projection, adding a ludic asset to the media experience.