Telling the story of a trade through museum displays.
We bring visual and narrative form to an exhibition itinerary: the history of beer is presented as an interactive museum experience that places each artefact in the context of its time.
Mahou San Miguel opens, at its Alovera production centre, a visitor route built around its brewing heritage: historic pieces and works of industrial archaeology that tell how beer was produced across the last century. We designed the museography that gives them value, with a coordinated exhibition system that unfolds throughout the route.
We define the concept of the visit and structure each stop.
Before starting on the design, we organise the narrative. We defined the overall concept of the tour and structured the stops along the route – from the origins of beer to the collection of brands that now make up the group – so that visitors follow a coherent sequence rather than a series of disjointed elements. For this initial draft, we designed a map of the route that will situate visitors within the overall context of the production plant.
We develop each piece, from sketch to final production.
We approached each section as a module, in collaboration with the teams at La Fábrica and Mahou San Miguel. We designed the elevations, adapted each support structure to the actual architecture of the space, and rendered the result to validate it before production: from the drawing to the final image, everything was finalised on paper before moving on to the installation.
We approach each section in its context and resolve the technical development of the displays.
In a project like this one, each piece is the result of an exhibition goal, but also an element of consensus, shaped by its requirements and its location. This is not a conventional exhibition space, where we have the freedom to tell the story, but a working factory in full operation. Different teams oversee the content, the manufacturing and the placement to adapt them to a food production environment, which — together with the design of the visit — shapes every decision.
We tailor the content to the brand identity. By designing the explanatory displays, we give shape to the information.
We design each explanatory display and define the content — texts, labels, multimedia pieces — that gives every stop its voice. And we do so by applying Mahou San Miguel's newly launched identity, translated into a coherent exhibition language across the whole route. Each piece has to be designed to live in a specific environment: sometimes outdoor corridors exposed to the elements, and other times passageways crossed by pallet trucks and cleaning or loading machinery.
We create content tailored to the different stages of the journey.
We don’t just design each display, both structurally and visually. In addition to this, we plan the production of specific audiovisual elements to ensure the information reaches visitors as clearly as possible. All of this is made possible through prior coordination with the relevant team within the brand and with the professionals who lead the tours, so that we can make their day-to-day work easier.