Spatial Branding & Urban Narrative (112 Original Pieces)

EXHIBITIONS OF THE FUTURE

THE CHALLENGE

Connecting the brand with Madrid’s cultural DNA

The AVANI Madrid hotel needed a visual identity concept for its circulation areas (corridors and communal spaces) that went beyond conventional décor. The strategic challenge was to anchor the hotel in Madrid’s identity as one of the world’s leading destinations for museums and art galleries. The challenge was to create an immersive experience that would make guests feel that their artistic journey did not end when they entered the hotel.

THE STRATEGY

“Madrid: Art Mecca of the Future” (Spatial Storytelling)

Designed a visual ecosystem made up of 112 original posters, created under the narrative concept of “Exhibitions of the Future.” The intervention was structured around three strategic pillars:

Local Transcreation (Madrid Art Hub)

I used Madrid’s identity as an art capital to build a distinctive narrative for the hotel. The concept of “Exhibitions of the Future” served as the common thread to project an image of innovation, sophistication, and constant modernity.

High-Volume Systemic Production.

The key differentiator was the ability to create 112 unique pieces, framed and strategically displayed while maintaining absolute visual coherence. This allowed each hotel corridor to have its own personality, transforming the space into a high-impact brand touchpoint.

Design for the Guest Experience (Guest Journey).

The AVANI brand is made tangible through this “graphic curation,” turning a transitional space into a cultural destination. The design reinforces the hotel’s positioning as a place connected to trends, art, and urban innovation.