We transformed Madrid 2011´s new tourist campaign presentation in an experiential event at Invernadero La Arganzuela (Arganzuela Greenhouse).

The City Council relied on us to celebrate the launch of the city’s new tourist campaign, based on the idea of a sustainable city with new green spaces such as Madrid´s River, recent remodelled Calle Serrano and the hub of Prado-Recoletos. In the past few years, Madrid has been and is seeking to become a City that leaves room for oxygen to flow between its buildings.

For this presentation, which was attended by the Mayor, business leaders and well known personalities in the cities tourist industry, we transformed Palacio de Cristal´s greenhouse, La Arganzuela, in a metaphor of green space and sustainability. In order to do so we dressed the floor with a layer of green grass and used cardboard recycled furniture that the guests could take home to be recycled once again however they considered. We wanted the event to recreate a garden that transformed a typical institutional presentation, into a gathering that would materialize the idea of the campaign.

Photos by: Javier Garceche

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