FORGED BY WINDS
AND VOLCANOES
Canary Islamds at FITUR Madrid WTM London ITB Berlin 2025
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, offering a functional, sustainable and impactful experience.
At one of the world’s most important tourism fairs, with over 800 exhibitors from 152 countries, standing out meant combining identity, narrative, and innovation.
Beyond aesthetics, the new stand had to be an improvement over previous editions, expanding key areas such as press zones, conference capacity, and spaces for gastronomic and cultural experiences.
The stand also had to be adaptable to cater to both professional and general audiences, all with a real and 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:
Emotional design: At the heart of the stand was a sculptural marquee, inspired by the volcanic landscapes of the Canary Islands. Above it, dynamic LED tubes mimicked the gentle dance of the trade winds, while the curved walls and furniture gave the space a soft, organic, and inviting feel.
Sustainability as our foundation: We use certified sustainable poplar wood for the decking, minimizing its impact through reforestation efforts. All furniture is made from recycled marine plastics, including fishing nets and logs.
Transformative functionality: We created adaptable areas for business meetings, presentations, culinary activations, and a 120-seat auditorium, four times larger than in previous years. A dedicated media area included 16 interview stations, while a central immersive video wall in the shape of a gateway showcased the transitions from day to night on the islands. Behind it, a natural green wall with over 200 living species incorporated a biophilic design into the experience.
Over the weekend, the stand was completely reconfigured to host a wide range of cultural activities for the public. We achieved all of this in record time, even after a severe storm (DANA) flooded our facilities in Valencia just days before setup. Thanks to the resilience and dedication of our team, we delivered the project on time and to the highest standard.
"We transformed wood, light, and vegetation into an experience that speaks the language of the Islands: natural, immersive, and vibrant. We wanted to translate the trade winds and volcanic earth into ephemeral architecture; the Canary Islands inspired every decision."
José Vicente Gascó, Project Manager
THE RESULTS
El esfuerzo dio sus frutos. El stand de Canarias ha sido galardonado como Mejor Stand de FITUR 2025 en la categoría de Instituciones y Comunidades Autónomas.
Pero más que el reconocimiento, de lo que más nos enorgullece es de haber creado un espacio que conecta con la gente, que da vida a los valores de Canarias a través del diseño, la sostenibilidad y la experiencia sensorial.
Este proyecto refleja lo que nos impulsa en TARS Design: convertir desafíos complejos en experiencias inolvidables.
LET'S GET TO KNOW
EACH OTHER
