How to decorate the best Festival in the World? Torrevieja shines
At first glance, the answer may seem simple: a stage, a few fences, a bit of raffia and little more, right? If that’s what came to your mind, it means it’s been a long time since you’ve been to a festival. If you have done it in recent years you will have noticed the care and detail with which they work a land that historically has been destined to the “battle”.
Motivated by social media and the dictatorship of the image in which we find ourselves, it is becoming increasingly difficult to differentiate yourself. All the festivals have raised the bar a lot. And for example the Festival Brilla Torrevieja, in its third edition.
I begin.
A festival must have its own image, according to the values it wants to transmit. These values are not the same for a festival of alternative, electronic or rock music as for one that does not distinguish between genres. The Brilla Torrevieja Festival, in addition to bringing together different musical genres, offers several monologues and performances for children (over several days). The most normal thing is that they all try to transmit joy, modernity and freshness, but they also take care of details such as exclusivity, sustainability or technology. It is a difficult task for developers, isn’t it? For this reason, the word “organizers” seems much more realistic to me.
So far so good.
How does a festival share its image and communication with multiple sponsors, authorities and artists?
That is the crux of the matter.
Next, I will tell you about our experience decorating the best Festival in the world, the Brilla Torrevieja Festival. For us and for the organizers (friends of La Música Mola) it was essential to do something memorable, impressive… to create an experience for all the senses in which the visitor will be AMAZED from the moment they enter until the moment they leave. For this reason, it was important to generate differentiated spaces in which to generate that emotion.
We have taken care of the decoration and furniture…. They have provided the fireworks and a know-how that impresses me.
The entry
Returning to the objective of making an impact , we made an es-pec-ta-cu-lar entry. A huge space so that there is no overcrowding. In addition, it had to be functional since there were scheduled itinerant performances (dancers, stilt walkers, batucadas, jugglers…), a small stage for resident DJs and this year we have also added a brutal space for accreditations. We put 4 Chester sofas, luminous messages, vegetal decoration, incredible decorative lamps and artificial plants everywhere. All of this was gathered under beautiful tents that protected us from the sun during the wait. Of course, artificial turf occupied most of the festival making every ride a very pleasant experience. The grass is not only beautiful, but it also absorbs the heat in Torrevieja, which is a lot.
The corridor
The hallway is visible through the entrance. We all headed towards it with a mixture of anxiety and intrigue. The effect is pure magic … we had a hallway 10 meters wide and with a red carpet! By the way, the red carpet was no coincidence. It was a statement of intent, we all felt special there. It is the place through which we all pass; visitors, Vips, authorities, sponsors, press, workers… a river of happiness and good vibes that introduces us to the unknown. But our hallway was not a “formality”, it was also a meeting place under millions of small light bulbs that served as a starry sky. The touch of grace was given with a large vertical garden (artificial) in which the messages “Live”, “Shine”, “Enjoy” and “Dance” could be read.
The stands
In the previous edition we already defined a space for all sponsors to give free rein to their creativity and have the best of spaces to show themselves to the public. The space available to each brand is the same… we all follow each other on a wooden wall divided by columns lined with artificial turf. Afterwards, each one tunes it to his own taste. With this we achieved that a space that at first sight seemed boring was the opposite… a space of colors and creativity.
This year, for example, Grupo Zaragoza2012 installed a mini salon that played with the spaces and where you could take a really original photo. For our part, Irel Studio’ s booth recreated that typical Parisian terrace. There, people could sit and take original photos to participate in a contest and win one of the Chester sofas at the entrance. On the other hand, Mahou installed a ball pool with surprises and Sangría Republic invited people to participate in an aiming game.
VIP terraces and boxes
These two areas are the two areas for institutional relations. We have tried to provide authorities, companies and guests with a space where they can feel comfortable to enjoy themselves and whatever comes up! As for the decoration, we had a limited space that was also elevated. We had to be subtle and elegant. For this we strategically placed lamps and backlit planters that were beautiful. The bar didn’t go unnoticed either, as we took care to put some beautiful banners and flags behind it. As for the furniture… high tables and stools with a very festival design.
We also took advantage of these spaces to place large vinyls combining the image of the festival and the sponsors … something key when it comes to cohesion of all those involved.
Restoration area
As for the Brilla Torrevieja we do not deprive ourselves of anything… we set up an area (more than an area, a real esplanade!) to fill the belly and refresh the gullet. Feeding 31,000 people is no easy task, it takes a lot of chairs and tables in addition to the foodtruck’s and various food stalls.
What did we do? We decided to go all out and look for super comfortable tables and designer chairs… even in this area we have not lost the main objective of creating unforgettable memories and for this neither the organization nor we have spared any effort whatsoever.
Although Irel Studio is the official decorator of the festival, we have to thank and applaud the collaboration and drive of the organizers and other sponsors with whom there is a special chemistry. This communion generates a sense of teamwork for those of us who are part of the festival, which is wonderful. And well, this obviously rubs off on the visiting public. Surely this is the secret why Brilla Torrevieja is the best festival in the world (besides the decoration, of course!).
