Spanish Institute for Foreign Trade (ICEX)

Curation, design and communication campaign of Spain Emotion. The Exhibition shows more than 50 products of Spanish design during Tokyo Designer’s Week 2008.

We chose emotion as a common thread for the exhibition, something very representative of Spanish character. We wanted to create a relaxed, suggestive and inspiring experience for the visitor. In order to communicate emotion we created a space more like a theatre than a gallery or museum, a space that aims to entertain, seduce and surprise rather than just show. Four large shelves act as theater stages, with a backlight that transforms the object into a character, using color as a narrative element. White objects are brought to life by the constant changing colour of light. The visitor becomes the spectator using the off-cuts of the shelves as stools.

In collaboration with Javier Esteban.