Scroll to top

Fitur 2018


Agència Catalana de Turisme

January 2018

Stand

Briefing

The Agència Catalana de Turisme (Catalan Tourist Agency) was to launch a new campaign entitled “La ruta de l’atzar” (literally, "The Random Route"). A campaign based on the story of two girls who find, in a railway station, a book of travel notes about Catalonia belonging to a street musician. Attracted by the content, they decide to go to the same places in Catalonia as the musician has visited.

The brief was just this, to reinforce this new campaign on the stand to be taken to all the domestic and international trade fairs over the year 2018.

Concept

The Random Route

Concept

The Random Route

On the basis of the new campaign "The Random Route", we made the travel notebook and its routes the stars of the stand to present and forge links with different regions in Catalonia, with the aim of publicising the best of the tourist attractions in each area.

A giant travel notebook greeted visitors, inviting them to discover everything Catalonia has to offer.

From this notebook, routes set off around Catalonia, stopping off in each of the regions which formed each exhibitor's exhibition spaces.

Un gran llibre de viatges dona la benvinguda als visitants i els convida a descobrir tot el que Catalunya pot oferir.

From this notebook, routes set off around Catalonia, stopping off in each of the regions which formed each exhibitor's exhibition spaces.

The stand, open to the public, presents the best of each region round the side, giving the less visited areas
the meeting rooms and the store.
The stand also has a private gastronomic patio with all the kitchen equipment necessary to serve Catalan dishes and there is a formal presentation, like a festivity in a town square - including a closing event - of the campaign video.

Graphic

Graphic

The musician's notebook is a highly personal document. It accumulates photos, notes, sketches and so on as a travel souvenir of Catalonia.
The graphics on the stand set out to imitate all the resources of scrapbooking to present the very best of each place: images that look stuck on with sticky tape, hand-written notes, illustrations of special places and more.

And to reinforce the concept, a graphic is used of a map as a background for the friezes and as large pieces to mark the most interesting routes in each region.

Stand

Stand

Music is an important part of the campaign. As the route progresses through Catalonia instruments are added until a closing party in Girona where the girls come across the musician giving an informal, festive concert.

We wanted the visitors to the stand to experience something of this party. This is why we prepared a photocall area with Girona in the background and different instruments that people could pick up to take a photograph as a souvenir of their visit to the Catalan stand. To liven people up, the music from the commercial was played in this area.

Friezes

Friezes

Construction

Construction

The construction design sets out to make responsible use of materials, both in creating and in setting up and dismantling the stand.

It is basically built with wood, the most ecological and least polluting building material. This material also allows the different parts to be re-used whenever the stand is set up in the course of the year.

Moreover, we work with approved companies that guarantee their commitment to good environmental practices and sustainable forest management, as well as the origin and processing of their materials, and we insist that these companies have certificates for the Chain of Custody under the two most widely-recognised international certification systems.

1600 m2 of wood

Carpentry details

Carpentry details

Construction of the book

Construction of the book

Stand Case Study

Fitur 2018

Task

Interior design, Stand design and building

  • Date

    January 16, 2018

  • Client

    Agència Catalana de Turisme

  • Fair:

    Fitur 2018

Share project