Invernáculo is an innovative pilot initiative by the Regional Government, designed to reimagine cultural communication within urban environments. By using greenhouse structures as billboards, the project showcases large-scale artworks and photographs in public spaces, effectively transforming traditional advertisement formats. The initiative aims to foster new interactions between cultural institutions and the community, building on earlier research projects. The design reflects careful consideration of surrounding urban infrastructure, particularly near the Canal de Isabel II Exhibition Hall, illustrating the project’s adaptability and forward-thinking approach to urban integration of cultural exhibitions.
Invernáculo integrates cultural exhibitions into urban settings via billboard-greenhouses, offering a novel means of displaying art that extends beyond traditional advertising.
The pilot project examines potential new relationships between cultural institutions and public spaces, reimagining common urban furniture for effective communication.
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