What was the challenge?

CAFIRA is the most important interior design exhibition in Argentina, bringing together industry leaders, brands, and designers.
In this highly commercial and visually competitive setting, the challenge was to design a space where nature could be experienced rather than just observed — a place for visitors to rest, meet, or simply reconnect in the midst of a bustling fair.

What was the idea?

The concept was “Projecting Nature”, brought to life through the senses.

• Visually, we recreated the four seasons, designing a corner for each with a chromatic palette that reflected its atmosphere.

• Audibly, we created an immersive soundscape with birdsong and natural sounds, so visitors felt as if they were in a forest.

• Emotionally, the aim was to create a relaxing, unstructured environment, where nature was the true protagonist.

The strategy also included inviting partner companies to contribute sustainable furniture, decorative objects, and plants, turning the space into a collaborative showcase that benefited both visitors and brands.

How was it executed?

• Designed a nature-inspired lounge area with sustainable furniture and native plants.

• Developed a four-seasons installation, each corner reflecting a different chromatic palette.

• Integrated birdsong and natural sounds throughout the day for a sensory experience.

• Collaborated with participating brands who provided furniture, décor, and materials, as well as promotional content and on-site presence.

• Co-created with landscape designer Marcela Veinberg.

The result was a living plaza inside an exhibition, a multifunctional space where people could pause, work, or connect.

What was achieved?

The CAFIRA installation became one of the most visited and memorable spaces of the exhibition:

• Visitors used it as a resting point, informal meeting room, and networking hub.

• Brands gained increased visibility by integrating their products into an experiential environment rather than a traditional booth.

• The collaborative model allowed participation without paying for exhibition space, only contributing products and logistics.

• The sensory approach (visual + auditory + emotional) created a distinctive identity in the fair, where most proposals focused only on aesthetics.

In the words of visitors, the space felt like “a breath of fresh air in the middle of the exhibition.”