Overview
The layout is centered around the expansive canopy, which anchors the space and defines the main meeting zones beneath it. Four well appointed seating areas with stylish armchairs and tables sit under the canopy, offering a comfortable environment for conversations. The front of the stand houses a reception and bar area with a custom shaped counter, illuminated bar edges, and a glowing wall backdrop. Toward the rear, a private meeting room for up to six people is discreetly integrated, along with a hidden storage area. Additional informal seating areas, including corner benches with puffs, provide flexible space for casual interaction.
Initial Sketches
Early design concepts revolved around transforming the Altenar logo into a grounded architectural feature that shapes both the structure and flow of the stand. The idea was to combine sharp geometry with smooth, rounded corners to reflect the brand’s identity in a spatial context. Light, openness, and branding integration were central to the sketches, from illuminated floor perimeters to windows shaped like branding elements and skewed structural lines that give the entire stand a dynamic, modern form.
Details & Highlights
The grounded canopy is edged with thin LED lighting and fitted with spotlights in the ceiling, adding depth and ambient glow. Large 3D illuminated logos are positioned both outside and inside the canopy to maximize brand visibility. Behind the bar, thin vertical wooden panels frame a carved wooden symbol of the brand, accompanied by a large 50-inch TV for content display. A translucent LED screen forms one wall of the VIP meeting room, while light boxes, branded window cutouts, and integrated illumination in the floor sections add visual interest throughout. The raised flooring includes selectively lit perimeters, and real green plants are placed around the space to enhance the natural, welcoming feel.
Final Look
As a concept, the Altenar stand presents a bold and immersive vision for ICE Barcelona, one that transforms the brand’s visual identity into a dynamic physical space. The grounded canopy becomes the central architectural statement, shaping the layout while serving as a strong brand marker. Through the thoughtful use of materials, lighting, and branding elements, the design balances open interaction zones with more private, functional areas. With a modern color palette, refined details, and an emphasis on quality and comfort, the concept aims to create a welcoming and visually impactful experience, making it a strong foundation for future development and realization.
