The Palau Robert, the exhibition center run by the Generalitat de Catalunya, teamed us up with Isern Serra to create the exhibition design and graphic communication for one of the most anticipated shows of the season: ‘Nova Pantalla: el Videojoc a Catalunya’ (‘New Level: the Video Game in Catalonia’). The content of the exhibition seeks not only to celebrate Catalonia’s booming video game industry, but also to zero in on the creations of various companies and individuals from a contemporary, innovative and inclusive perspective.
The central goals of our proposal were, on the one hand, to create a visual language that could remain consistent both inside the exhibition space and on its outdoor communication; and on the other, to generate a unique and contemporary experience, underscoring the role of aesthetics within a forward-looking demonstration of both the local scene and the industry in general. Inspired by the title of the exhibition and determined to convey the progress of the industry (Nova Pantalla is a play on words meaning both ‘new screen’ and ‘new level’), we created a set of dynamic elements inspired by loading screens. In doing so, the design conveyed a notion of progress that is relevant to the industry and to video games as a form of expression (new screen/new scenario/next phase…), while also signalling the different stages of the exhibition. In terms of information hyerarchy, the proposal minimized the use of superfluous elements so as to direct the viewers’ attention to the lighting design and the content of the show. This led to the use of lightweight materials with futuristic and conscious overtones, like recycled polypropylene and MDF made of recycled wood, on the physical signage. Resorting to such materials helped integrate the tangible elements in the space in an unintrusive way, while also underlining the notion of architecture created through the use of graphic design – thus managing to seamlessly connect with the color treatment and experience of each room.
The meeting of physical materials and digital signage, along with the design of the interactive panels and various additional graphics, results in an immersive sensory experience. Aided by the minimalistic use of typography and color, the resulting space and graphics convey the potential and sensitivity of the sector, and offer an all-encompassing experience where color and texture work hand in hand to emulate a video game experience.