The Verbena
The Verbena of the Centennial celebrates the 100th anniversary of the Palace of Telecommunications in Madrid, the current headquarters of the City Hall, through an urban scenography that transforms numbers into ephemeral architecture.
The project is based on the number 19 as a conceptual and visual axis: 1919-2019 becomes an infinite series of graphic, spatial and symbolic combinations that invade public space with meaning, humor and belonging.
A festival that, beyond the party, proposes A critical and playful look at the city's numerical and cultural identity.
Strategy
The strategy consists of activate institutional assets from contemporary design, generating a visual and spatial language that appropriates a seemingly neutral element—the number—to transform it into a collective experience.
Through structures, prints and scenographic compositions, the number 19 It multiplies and appears in totems, typographic showers and illustrated tablecloths, creating a ephemeral urban landscape loaded with meaning.
The intervention converts urban numbering into a story of memory, celebration and participation, connecting past and present through a playful and reflective aesthetic.
"The Centennial Festival turns a number into a place, making its memory a service to the collective experience."
Impact
The stage design not only accompanied an institutional event, but also became the spatial driving force of the celebration.
By intervening the space with a recognizable, close and identity-based visual narrative, the installation generated a sense of urban belonging, amplifying the visibility and reach of the centenary beyond the anniversary.
The project activated the architectural heritage as a living stage and established a bridge between the building's historical identity and Madrid's popular culture, through a precise, symbolic design open to citizen participation.
"One hundred years of history summarized in two figures that become a living scenery."
year of construction
2019
total built volume
(adaptable to space)
total built area
1,000 m² approx.
customer
CenterCenter
Madrid City Council
location
Palace of
Telecommunications,
Madrid (Spain)
situation
Finalized
typology
Ephemeral
City
Institutional
Social
Cultural
disciplines
Ephemeral Architecture
Urban intervention
Participatory installation
Experiential design
Comprehensive Management
impacts
Differentiating Concept
Institutional prestige
Greater social value
Precision and innovation
Lower environmental impact
