The Asociación of Designers from Comunitat Valenciana (ADCV) with the support of Las Naves, commissioned us, through a call for project, the commissioning, graphic image and the expositive design of the exhibition "El fruit del disseny", an exposition that reflects the alliance between design and agro-food in Comunitat Valenciana, one of the traditional economic engines of the region.
The name of the exhibition, ‘El fruit del disseny’ comes, on the one hand, from the theme of the exhibition itself, which is the confluence between design and agro-food sector, and on the other hand portraits design as the result of a process that bears fruit.
The orange, an icon in the Comunitat, is the starting point for the creation of the whole universe in the exhibition and it becomes the main character on the graphic through color and organic shapes. Shapes that contrast with the geometric typography and reminds us the concept of innovation.
The box of oranges, in blue, which is the traditional color, is the other fundamental element of the exposition, because it turns into the constructive element of the exhibition itself.
The room, configured as a tunnel, thanks to this blue, highlights the large center table. A table with different heights and in contrast with materials and color, that gives prominence to the projects exhibited and allows us a circular route.
Credits
Year: 2023
Client: ADCV. Association of Designers from the Comunidad Valenciana
Sector: Private Organizations / Agro-food / Cultural
Discipline: Exhibition Curator, Graphic Design, Design of Exhibition Areas
Creative direction and design: Chavo Roldán Studio & Uve Francés Studio
Animations: Javi Polo
Production: Chavo Roldán Studio & Uve Francés Studio
Photographs: Alvaro Crivillés
Inauguration photographs: José R. Gandara
