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Yota Devices Pavilion | 2013

Project: Yota Devices Pavilion.

Client: Yota.

Location: Barcelona, Spain.

Author: External Reference, Carmelo Zappulla, Nacho Toribio. 

Team: Katinka Szödényi. 

LED programming, installation: MID. 

Music: Stefano Vendramin.

Contractor: Craft Art Labor, Medio Design.

3D Mapping: Onion Lab.


This year, at the Mobile World Congress (the world's largest fair of mobile industry), visitors could see the Yota Devices Pavilion, where the Russian company Yota Devices presented YotaPhone - the first Android phone with a liquid crystal display (LCD) and a paper display (EPD). The company also presented its new LTE modems and routers. The purpose of the booth is twofold: to exhibit these innovative products and also induce a deep sensory experience.

The project is organized by three architectural operations. Firstly, we define a shelter, a case characterized by the deployment and the sliding of  2 continuous surfaces. This spatial container gives a response at all scales of the program. Secondly, we complete the space contained by these surfaces with a ´forest´ of metal rods; where structural elements are integrated. This operation will allow delimitating the boundaries of the pavilion without closing it visually. Thirdly, the communication and functional elements of the project; following the Yota Devices´ needs, will be solved with a series of capsules of bulbous geometry. These act as a showcase in co-ordination with custom made furniture. The latter will be used as a base station for presenting the Yota phones and the connectivity devices.

Apart from the architectural operations; scenographic recourses were incorporated such as 3D mapping. For this reason, space has been entirely reserved to house a show based on the projection over a 3d Model in order to show the brand ideology and the new Yota phone.

The Yota Pavilion Project aims to generate an artificial tech-scape which integrates several levels of design. This artificial landscape regulates the circulation of visitors through a system of thin bars. 

The whole project should be thought of as a permeable, interactive sculpture, which consists of arrays of thin tubes with hanging capsules containing devices. By exploring the sculpture, users will be able to walk around and explore the products presented by Yota.  

During this experience, the visitors will be hypnotized by synchronized lights, sounds, and colors, which produce a closely enveloping atmosphere.

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