FITUR 2025

Ephemeral Architecture

Barcelona takes part in the world’s largest tourism fair at a time of growing saturation and social tension. This paradox offers an opportunity to rethink how the city presents itself to the world, highlighting its authentic essence, moving beyond stereotypes, and seeking a new narrative: “The new Barcelona of always.”

A white wall separates the stand from the fair. The wall is perforated with openings that compose an urban façade and allow glimpses of the interior. The stand does not open itself up to everyone, but instead invites those willing to make the effort to discover what is happening inside.

In contrast to the sober exterior, the interior is defined by three intense colours representing different spaces: yellow for the transitional space, red for the meeting rooms, and blue for the main room. These primary colours symbolise the diversity of its inhabitants and all the nuances that emerge from their coexistence.

An audiovisual installation brings the new narrative to life. Images of the city are displayed within the openings in the wall, while a series of headphones allows visitors to listen to different testimonies from Barcelona residents explaining what the city means to them. This collective narrative seeks to counter stereotypes by shifting the focus towards the city itself and those who inhabit it every day.