SHAPED BY WINDS
AND VOLCANOES
Canary islands at FITUR Madrid
THE CHALLENGE
The Government of the Canary Islands presented us with an ambitious challenge: to design and build an exhibition space for FITUR 2025 that would capture the essence of the archipelago while oering a functional, sustainable, and impactful experience.
In one of the most important tourism trade shows in the world, with over 800 exhibitors from 152 countries, standing out meant combining identity, storytelling, and innovation.
Beyond aesthetics, the new stand needed to improve on previous editions by expanding key areas like media zones, conference capacity, and spaces for food and cultural experiences.
The stand also had to be adaptable to serve both professional audiences and general public, all with a real, measurable commitment to sustainability.
OUR APPROACH
We approached this project as an opportunity to merge design, sustainability, and emotion. Our team conceptualized a 1,768 m2 space, the largest within its pavilion, around three main pillars:
Symbolic and emotional design: At the heart of the stand was a sculptural canopy, inspired by the volcanic landscapes of the Canary Islands. Above it, dynamic LED tubes mimicked the gentle dance of the trade winds, while curved walls and furniture gave the space a soft, organic, and welcoming feel.
Sustainability as a foundation: We used certified sustainable poplar wood for the canopy, oseing its impact through reforestation eorts. All furniture was made from recycled marine plastics, including fishing nets and boles. The entire structure was designed to be modular, stackable, and easy to transport, minimizing its logistical footprint.
Transformative functionality: We created adaptable areas for business meetings, presentations, culinary activations, and a 120-person auditorium, four times larger than in previous years. A dedicated media area included 16 interview stations, while a central immersive videowall in the shape of a gateway showcased day-to-night transitions on the islands. Behind it, a natural plant wall with over 200 live species brought biophilic design into the experience.
On the weekend, the stand was fully reconfigured to host a wide range of public-friendly cultural activities. We achieved all of this in record time, even after a severe storm (DANA) flooded our facilities in Valencia just days before assembly. Thanks to the resilience and dedication of our team, we delivered the project on time and at the highest standard.
“It was incredibly rewarding to see the challenge of uniting five distinctive brands under one concept and design come to life in such harmony.”
José Vicente Gascó, Project Manager
THE RESULT
The effort paid off. The Canary Islands stand was officially awarded Best Stand at FITUR 2025 in the Institutions and Autonomous Communities category.
But more than the recognition, what we’re most proud of is creating a space that connected with people — one that brought the values of the Canary Islands to life through design, sustainability, and sensory experience.
This project reflects what drives us at TARS Design: turning complex challenges into unforgeable experiences.
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