External Reference

www.externalreference.com Architects Catalogue

Plaza Lesseps 30, 1º 1ª
08023 Barcelona
T. +34 936 243 773
nacho@externalreference.com
carmelo@externalreference.com

Author: External Reference

Art directors: Carmelo Zappulla,
Nacho Toribio
Graphic designers: Helena Principato,
Bianca Turbanti, Taja Luxa
Contributors: Kanaka Raghavan
Photos: Adrià Goula Photo,
La Fotografica, Lorenzo Patuzzo,
Angelika Sechremeli, Sameer Kishore
Printer: TecnoArt Barcelona
Published by External Reference
First published in June 2015
© External Reference

This book had a life of its own and

that we just followed. One project led
to another. We want to thank all our
clients, providers and collaborators
who have made the works shown
in this publication possible.

All rights reserved. No part of this

publication can be reproduced, stored
in retrieval systems or transmitted in
any form or by any means electronic,
mechanical, photocopying, recording
or otherwise, without the prior
permission of External Reference.
External Reference Architects is a
multidisciplinary design firm that
aims to break the boundaries among
architecture, visual art, and digital
fabrication for generating new spatial
experiences.
Design method
When a design team establishes
a method of approaching projects,
the method is seen to have reached
a certain level of maturity. However,
the ability to continously redefine the
project process, reveals how successful
and exercised a certain methodology
is. Over the years, External Reference
Architects have developed a polycen-
tric or multinuclear arrangement
method, focusing on attention nodes
within the project. Any project process
is, at least in our case, not purely
linear and is driven by a number of
generic direction vectors. The paths
linking various project phases are
never straight but are often irregular.
Moreover, returning to the idea of
multifocal processes, we never start
a project from a single origin. Usually
our projects stem from a variety of
coordinates, that are defined by the
approaches that constitute a project.
With regards to this, we stand as far
as possible from formal determinism,
thereby subjecting the project to
conscientious evolutionary processes
in which the final result often be-
comes clearer after a diverse strategy
is adopted. Unquestionably, the final
stage of a project, is rarely understood
as finite, but as an ‘equilibrium state’
in which the project may temporarily
stabilize without depriving it of its
potential for evolution.
Thus, in the words of Gregory Bate-
son, any system that supports certain
living behavior could be described
in terms of interrelated variables,
in which variation in any of these
parameters, automatically generates
a redefinition of the entire system.
By employing the framework of a
Bateson’s perspective, we could define
architecture as a complex system
in which all key factors are intercon-
nected, or rather, are the result of the
interaction between endogenous and
exogenous characters. Endogenous
factors include geometric-spatial
aspects, compositional, technical and
functional; aspects that are specific to
the discipline, which is the basis of any
architecture. By exogenous we mean
those environmental factors
in which the project derives its shape,
that originate from the social, cultural
and programmatic. Consequently,
the architectural object is specified
when characters from both categories
interact within a dynamic and active
relationship. On the basis of the
above, the architectural project has
to be capable of managing the interac-
tion of the various components of the
project. The projects articulate pro-
grammatic interactions and, ultimate-
ly, present geometries that operate
as reactive systems. These tools are
able to define generic structures and
at the same time, produce specific
conditions by variations from geomet-
rical structure.
 XREF CONTENTS 9

XREF PROFILE p. 14

TS
About us , p. 15
Approach, p. 19

N
Publications, p. 24

C EF
TE
EXHIBIT DESIGN p. 25
XR

N
Yota Devices Pavilion ‘14 , p. 26

O
Yota Devices Pavilion ‘13, p. 38
Yoseu Expo Spanish Pavilion, p. 48
IED Talent Blood Bank, p. 60
Brandery Summer IED, p. 68
Gigamesh, p. 76
GinRaw display, p. 84
Yota Display, p. 92
Expo Macson, p. 100

INTERIOR DESIGN p. 109

Ham on Wheels, p. 110
Joan D’Austria 48, p. 122
M-Store Souvenir, p. 134
M-Store 2, p. 146
Movimento Centrale, p. 160

EVENT DESIGN p. 169

Moda Fad ‘15, p. 170
080-Moda Fad Sant Pau, p. 178
080-Moda Fad Proyecto T, p. 188
Shopping Night Barcelona, p. 198

Work with us p. 209


About us
LE
PR EF
FI
XR
O
Awarded by New Italian Blood as the
best Young Italian Architects of 2011,
External Reference is an architectural
office involved in design and research
in the fields of interior design, archi-
tecture and landscape design. Interest-
ed in generating intensity nodes the
office is currently involved in research
and design in the fields of exhibition
spaces, galleries, hotels, accommoda-
tions and cultural events. Based in
Barcelona the office establishes work
collaborations with international pro-
fessionals coming from different fields
such as graphic design and art. More
of a professionals network rather
than an office, External Reference is
constantly questioning conventional
configurations and solutions in order
to engage, speculate and innovate.
External Reference notices that
there is a big connection between
evolvement of architecture projects
and business models, and believes
in sustainable development, balance
between architecture, innovative
strategy and business improvement.
Directed by Nacho Toribio and Carme-
lo Zappulla, External Reference offers
a broad range of design strategies with
the aim of pushing the boundaries to-
wards new outcomes. Looking for the
unexpected the office team works on
external factors such as client needs,
budget limits and sustainability as
XREF PROFILE 11
driving forces for the design. Devel-
oped and under construction projects
have been developed in Spain, Korea,
Italy, UK, Germany, France and Russia.
External Reference have won several
prizes through participating in inter-
national competitions including first
prize for the Spanish Pavilion’s exhi-
bition space, the ONU-Art Consensus
exhibition, the project Le corti di Bue-
nos Aires, Milano for the renovation
of 22.000 sq.m buildings and through
developing the winning proposal for
the Toulouse Aerospace Campus
in collaboration with Foreign Office
Architects. External Reference’s
projects have been exhibited in the
Venice’s 12th International Architecture
Exhibition Biennale, Eme3, MAXXI
Museum. Interested in the materializa-
tion of projects, the office team is con-
stantly researching through lecturing
and teaching at IED, Instituto Europeo
di Design, Barcelona, ELISAVA and
UIC, Universidad Internacional de
Cataluña in Barcelona, NABA, Nuova
Accademia di Belle Arti, Milano and
in collaboration with Welsh School of
Architecture, Cardiff University. Most
of the relevant projects are published
in several magazines including
Il Sole 24 ore, Pasajes de Arquitectura,
Metalocus, Via Construcción, Future,
Magazine-La Vanguardia, Blueprint,
Materia, Frame, Domus.
12 XREF PROFILE XREF PROFILE 13

London, UK

Toulouse, France

Berlin, Germany

Järvenpää, Finlandia

Moscow, Russia
Irkutsk, Russia
Opole, Poland

Bahrain
OUR CLIENTS
Acción Cultural Española
Yeosu, Korea ACTAR
Palermo, Italy Barcelona Football Club
Seoul, Korea Chu Uroz
Creative Dialogue
Milan, Italy FC Spartak Moscow
Dubai, UAE IED Barcelona
La Fura dels Baus
Barcelona, Spain La Pedrera
Minister of Spanish Culture
Moda Fad
Madrid, Spain Moritz
ONU Art
Yota Devices

External Rereference Architects

headquarter

Projects realized

Projects and competitions/

under construction
14 XREF PROFILE XREF PROFILE 15

Approach

More of a professionals net than

an office External Reference Archi-
tects is constantly questioning con-
ventional configurations and solutions
in order to engage, and innovate.
In doing this External Reference
Architects speculates using cutting
edge design processes, computational
methods, digital technologies.
New tools, both theoretical and
pragmatic, are needed to analyse
and understand the contemporary
architectural phenomena. For this
to happen, the relationship between
mathematical models and architecture
needs to be cemented and pattern seen
as an invaluable component of archi-
tecture. A methodology based on our
belief that Complexity Theory could
be the basis for interpreting architec-
ture and pattern as structure, in order
to transform the abstract into reality.
16 XREF PROFILE XREF PROFILE 17
Museography/
Industrial design
museology
Brand development
Furniture

Environmental
graphics for
buildings
Motion broadcast/
motion graphics/ Comprehensive service
animation
Refurbishments

Parametric desgin

Business planning

Architecture Innovation

Pavilions
Augmented reality
Brand for exhibition

Visual art
Event design Exhibition content/
digital interfaces
Restaurants
Museums

Motion design

Booths

External Reference Architects

Housing
Functionality Multifocal approach
Retails

Offices Exhibition design

Lighting
Displays Immersive/ High technologies
interactive Digital museum
installations experience: games,
maps, visual and
physical simulations
Graphic design
Gastronomic offer
Art direction
Services Diagram
 18 XREF PROFILE
Parametric
design
External Reference Architects use
parametric tools which determine
a deep control of every design phase.
Moreover these computational
instruments provide the possibilities
of integrating all the different com-
ponents of the project enhancing its
aesthetics features.
Views and 3D
simulations
Virtual images are used to show the
different possibilities of the project.
It is a fundamental tool to show
volumes, materials, textures and to
establish a dialogue with the client.
XREF PROFILE 19
Digital
fabrication
Our projects are built through a
hybrid process of traditional-crafting
and digital-cutting edges technologies.
Digital fabrication allows to perfectly
control every single phase of the
fabrication.
Control
assembly
External Reference Architects follow
all the construction phases, until the
delivery of the built project.
20 XREF PROFILE
Publications Books
- Shaoqiang, W. (2015). “On show
by design”. 1st ed. China: Sandu
Publishing, pp. 8-9, pp. 126-131,
ISBN 978-988-13582-8-8.
-Ruili Huo. (2014) “Event”. 1st ed. Beijing,
China: Designerbooks, pp. 130-139,
pp. 188-193, pp. 194-199, pp. 200-205,
pp. 416-423, ISBN 978-988-12232-4-1.
-Gengli Lin. (2014). “Show time. The
Art of Exhibition 2”. 1st ed. Hong Kong:
SendPoints Publishing Co, pp. 192-195,
pp. 286- 289, ISBN 978-988-13834-2-6.
- Ciorra, P. and Padoa Schioppa,
C. (2013). ‘‘Erasmus Effect’’. 1st ed. Re-
canati (MC), Italy: Quodlibet, p. 186,
ISBN 978-88-7462-602-1.
- Toribio, N. and Zappulla, C. (2013). “Ex-
ternal Reference Architects”. Lee H.,
ed., “Architect’s Notebook”. 1st ed. Seoul:
Damdi Publishing, pp. 242-259,
ISBN 9788968010224.
- Barbarelli, D., Prestinenza Puglisi, L.
and Trovato, F. (2012). ‘‘30 [less than]
40’’. 1st ed. Siracusa: LetteraVentidue,
pp. 84-89, ISBN 978-88-6242-049-5.
- Jiménez Catalán, J., Ortega Gómez, D.
XREF PROFILE 21
1 2 Figure 1. Frame n°95;
Figure 2. Made n°7;
and Ubach, T. (2010). ‘‘Dibujo a mano
alzada para diseñadores de interiores’’.
1st ed. Barcelona: Parramón, p. 177,
proyectos’’. Via Construcciòn, (120),
pp. 34-35.
- Suau, C., Zappulla, C. (2014). ‘‘Air Art,
- Puig, A. (2013). ‘‘Pabellòn Yota: experi-
encia espacial’’. Interiorismo Plus, Top
Proyectos de Interiorismo (30), pp. 8-10.
ISBN 9788434235267. Structural and Ludic Spatial Exper- - Zappulla, C. (2013). ‘‘Connections
imentation for Future Arid Environ- Between Architectural Design and
Magazines ments’’. Fikfak, A. “Smart Urbanism” Mathematical Patterns’’. Made Journal,
-“Yota Devices Pavillon-MWC14” (2014). Teaching Sustainability. Paper pre- (7), at Welsh School of Architecture,
International New Landscape, (5), sented at “Smart Urbanism_Pametni Cardiff University, p. 74-85,
pp. 42-49, ISBN 978-7-5390-5216-8. Urbanizem”. Ljubljana: University of ISSN 1742-416X.
-Heungchae, J. (2014). ‘’Exhibi- Ljubljana, Faculty of Architecture, - Puig, S. (2012). ‘‘Entrevista con Car-
tion Booth, Yota Devices Pavilion pp. 181-193, ISBN 978-961-6823-52-4. melo Zappulla y Nacho Toribio’’. Via
2014’’. |bob| International Magazine - 2×4, (2014). ‘‘My work is my life’’. Arper Construcciòn, (107-108), pp.32-33.
of Space Design, (123), pp. 16-17, Brief n°4, Vol.I, Life/work, pp. 16-25. - ‘‘Il New Italian Blood arriva a Sira-
ISSN 1739-2845. - ‘‘Waterlamp”. (2013). Mercado de Ideas cusa’’. (2011). Libertà, Quotidiano di
-‘‘Joan De Austria, Barcelona, Spain’’. Diseño, section Habitat, pp. 28. Siracusa e Provincia, 23 Settembre 2011,
(2014). IW magazine, (99), pp. 092-095, - MC Ediciones SA. (2013). ‘‘External p. 6.
ISSN 1561-3909. Reference Architects – Diseñar es dar - Salerno, M. (2011). ‘‘Gli under 36 di Ne-
-“Na tapecie. Biuro w domu”. (2014). respuesta a una pregunta in Sala de witalianblood.it’’. Il Sole 24 Ore, Milan,
Architektura od Wnetrza (3), p. 23 , visitas’’. Proyecto Contract – Casa Viva, 26 March 2011, p. 3.
ISSN 1899-2579. (98), pp. 27-36. - Tepedino M., Toribio N., Zappulla C.
- Patel, R. (2014). ‘‘Double Up. Domestic - Gallagher, B. (2013). ‘‘Live/Work Poble- (2011). ‘‘Spazi da vivere tra società ed
life and work blend seamlessly in a nou’’. b-guided> Barcelona, (#56), ecologia. Giovani Architetti’’. Il Gior-
flexible space for a fashion designer by pp. 38-41, ISBN 977-15-7686-400-6. nale, Milan, May 2011.
External Reference Architects’’. Frame, - Marcos Arango, P. (2013). ‘‘Paisaje - Zappulla, C. (2011). ‘‘Sarebbe preferi-
(95), p. 54, ISSN 1388-4239. Líquido’’, Zoom. Diseño Interior, Inte- bile un concorso’’. Voci, M.C. (2011), ‘‘Il
- Puig, S. (2014). ‘‘Under 40 Arquitectura riorismo Arquitectura y Diseño, (252), Politecnico di Torino nel <<dragone>>
Barcelona: Jóvenes Arquitectos con pp.28-29, ISSN 1130-9458. di Isola’’. Il Sole 24 Ore, Milan, 16 April
22 XREF PROFILE
3 4 5 6
2011, p. 4-5.
- Velez Trueba, G. (2011). ‘‘36 The Calls.
A landmark building on a car-park site
in United Kingdom’’. Future arquitec-
turas, (28/29), p. 16, ISSN 1390-6054
- Peng, X. (2011). ‘‘Suite Real Hotel Juan
Carlos I in Special Feature’’. Interior
Architecture of China, pp. 162-167,
ISSN 1672-2167.
- Azzeh, L. (2010). ‘‘Design Road brings
together aspirers, achievers’’. The Jor-
dan Times, Amman, 22 July 2010, p. 3.
- Molinari, L. (2010). ‘‘Italians do
it better’’. Materia, (66), pp. 48-53,
ISSN 1121-0516.
7 8 - Molinari, L. (2010). ‘‘Young Italian Ar-
chitects’’. Blueprint, (290), UK, pp. 42-47,
ISSN 0268-4926.
- Yingwei, J. (2010). ‘‘The feast of Super-
box’’in Fitting Trend. Interior Public
Space, p. 169, ISBN 978-7-900774-70-5.
- Velez Trueba, G. (2008). Reflections
from External Reference Architects.
Future arquitecturas, (11), pp. 10-13,
ISSN 1885-8228.
- Barba, J.J. (2007). ‘‘A010. Camping
House – X-ref: Esther Rovira, Nacho
Toribio, Massimo Tepedino, Jordi
Ciuraneta’’. Metalocus, (020),
pp. 128-131, ISSN 1139-6415.
- Da Silva, G. (2007). ‘‘Actualidad y fu-
turo de arquitectura española – Entre-
vista Esther Rovira Raurell, Massimo
Tepedino, Nacho Toribio y Carmelo
Zappulla’’. Via Construcciòn, (45),
pp. 84-85.
- De León, J. (2007). ‘‘Camping House,
Barcelona, X-REF’’ en Noticia. Pasajes
de arquitectura y critica, (87), pp. 12,
ISSN 1575-1937.
- De León, J. (2007). ‘‘MUUH HOUSE, Os
Capelos, a Coruña, 2006, X-REF’’. Noti-
cia. Pasajes de arquitectura y critica,
(86), pp. 16-18, ISSN 1575-1937.
- Godó, J. (2007). ‘‘Concurso Nuevo
Diseño 2007, Diseño joven con mucha
energía. – Lámpara perchero Mol-la, J.
Ignacio Toribio y Esther Rovira’’. Maga-
zine (La Vanguardia), pp. 90-91.
- Suau, C., Zappulla, C. & Markuekiaga,
N. (2006).‘‘Railtown: Dealing
with Infrastructure in Norway’’,
EUROPAN 8, Norway, pp. 107-108,
ISBN 2-914296-07-X. Book chapter:
XREF PROFILE 23
Figure 3. Blueprint n°290;
Figure 4. Bob n°123;
Figure 5. 30 [less than] 40;
Figure 6. Erasmus Effect;
Figure 7. Materia n°66;
Figure 8: Show time.
The Art of Exhibition 2.
http://www.europan-europe.com/pag-
es_eng/publication/publication.php
- Suau, C., Zappulla, C. & Markuekiaga,
N. (2006).‘‘Railtown in Hamar, Nor-
way’’. ByggeKunst 02/06, Oslo, pp. 58-59
& 93, ISSN 0007-7518. Professional
Journal: http://www.europan.no/E8/
Hamar/winners.
- Suau, C., Zappulla, C. & Markuekiaga,
N. (2006).‘‘Hamar Railtown, Norway’’,
EUROPAN Spain, Madrid,
pp. 139-144, ISBN 84-934051-4-0.
Professional Journal.
- ‘‘Railtown’’. Europan 8 Norway (2006).
Concept, (92), International Magazine
of Competition ISSN 1265-4262.
- ‘‘Vespella graveyard project’’. (2006).
disey, (07).

IG IT
ES IB
N
H
EX Introduction
D
When it comes to Exhibition Design,
External Reference Architects trans-
late customers needs, wishes and
desires, into a consistent and emo-
tional experience. Thus, as a starting
point, we get a range of possibilities.
The project is only one of all possible
responses that a designer can give to
a question initially raised by the user.
The potential of each option is valued,
in this case under the criteria of the
customer, consequently the design
process begins.
The aim of our exhibition spaces is
to offer visitors an intimate, slow
paced and calming ambience while
maintaining visual contact with the
rest of the environment. The Exhibi-
tion Space’s mission is to showcase the
contents by turning a didactic exhibit
into a sensory experience which aims
to go to the heart of the visitor.
In doing this External Reference
Architects uses cutting edge visual
tolos, dynamic graphics, 3D mapping,
synchronized LED light systems.
The visitors will find themselves im-
EXHIBIT DESIGN 25
mersed in a space filled with sounds,
lights and videos which interact
with each other, in a scenario which
allows them to live an unprecedented
experience. Regarding Booth Design,
one of our initial approach is to get
the maximum visibility without creat-
ing a sealed space detached from
the outside.
Finally, the design of the functional as-
pects of the exhibition, materialise at
an industrial scale with furniture and
communicative elements, showcasing
real objects. Undoubtedly, the archi-
tectural expression always carries a
powerful visual charge but in this
aspect, our attitude is to avoid purely
aesthetic commitments that put into
question the intellectual foundations
of the project. In the particular case of
an exhibition hall, the client will offer
a series of formal entry points attuned
to the idiosyncrasies of the brand.
26 EXHIBIT DESIGN EXHIBIT DESIGN 27

YOTA DEVICES PAVILION

MOBILE WORLD CONGRESS
BARCELONA, 2014 Type of project: Booth/Exhibition
Project: Yota Devices Pavilion
Location: Barcelona, Spain
Status: 1st prize competition, Built
Opening: 24th February 2014
Closing: 27th February 2014
Client: Yota Devices, Moscow
Built up area: 120 sq.m.

Project: External Reference Architects

Collaborators: Carlos Bausa, Luca Brucculeri
Led programming, installation: Mid
Production: Craft Art Labor, Medio Design, Fab Lab
Uniforms: Chu Uroz

Use the QR code below to see the

exhibition video.
28 EXHIBIT DESIGN EXHIBIT DESIGN 29

Yota Devices
Pavilion 2014

Once again, one year after realizing of the Pavilion through simples rib-
the first Yota Pavillion in 2013, External bons deformations: size increasing for
Reference Architects have been able encapsulating the devices or size re-
to successfully produce an immersive duction for integrating the projection
experience for the visitors. This year’s areas. Moreover this landscape covers
industry-defining event, Mobile World the functional areas such as: technical
Congress, was once again hosted in the rooms and two meeting rooms.
Mobile World Capital Barcelona, 2. Outside it is the result of the ero-
at two world-class venues, Fira Gran sion. A dark dotted surface whose pat-
Via and Fira Montjuic. More than tern allows to perceive the mesmeriz-
85.000 attendees from over 200 coun- ing light effects of the inside. All in all,
tries were treated to a wealth of learn- the whole project should be thought
ing and networking opportunities, of as a welcoming plaza where the
product showcases and announce- visitors can appreciate a sensorial
ments, inspiration and innovation. experience and discover the new prod-
Also this year the main purpose of ucts showcased by Yota Devices.
the booth is inducing a deep sensory
experience through light, music and
projections. Above, a topographic ceil-
ing generates an attractive, evocative
cell, punctuated by the deep music
rhythm. Below, an eroded landscape
dialogues with the ceiling. This techno
landscape has two different natures:
1. Inside it is made of a series of
ribbons and it is smooth, clear and
sensual. It embodies all the needs
30 EXHIBIT DESIGN EXHIBIT DESIGN 31
32 EXHIBIT DESIGN EXHIBIT DESIGN 33

On the left, an
external view.
On the top, a
close up of the
pavilion wall. On
the right, the CNC
cutting machine
during the drilling
process.
34 EXHIBIT DESIGN EXHIBIT DESIGN 35
36 EXHIBIT DESIGN EXHIBIT DESIGN 37

On the left, an
interior view.
On the right and
below, details of
the inner surfaces
with the devices
displays and the
back projected
screens.
38 EXHIBIT DESIGN EXHIBIT DESIGN 39

YOTA DEVICES PAVILION

MOBILE WORLD CONGRESS
BARCELONA, 2013 Type of project: Booth/Exhibition
Project: Yota Devices Pavilion
Location: Barcelona, Spain
Status: 1st prize competition; Built
Opening: 25th February 2013
Closing: 28th February 2013
Client: Yota Devices, Moscow
Built up area: 85 sq.m.

Project: External Reference Architects

Collaborators: Katinka Szödényi
Led Programming, installation: Mid
3D Mapping: Onion Lab
Production: Craft Art Labor, MedioDesign

Use the QR code below to see the

exhibition video.
40 EXHIBIT DESIGN EXHIBIT DESIGN 41

Yota Devices
Pavilion 2013

In 2013, at the Mobile World Congress will be hypnotised by synchronized

(the world’s largest fair of mobile lights, sounds and colours, which pro-
industry), visitors could see the duce a closely enveloping atmosphere.
Yota Devices Pavilion, where the Rus-
sian company Yota Devices presented
YotaPhone – the first Android phone
with a liquid crystal display (LCD)
and a paper display (EPD). The compa-
ny 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 senso-
ry experience.
The Yota Pavilion Project aims to
generate an artificial tech-scape which
integrates several levels of design.
This artificial landscape regulates the
circulation of the 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 ex-
plore the products presented by Yota.
During this experience the visitors
42 EXHIBIT DESIGN EXHIBIT DESIGN 43
EXHIBIT DESIGN 45
46 EXHIBIT DESIGN EXHIBIT DESIGN 47

On the left,
a view of the
custom-made
furniture
showcasing the
phones. On the
right, a view from
the meeting room.
Below, the 3D
mapping room.
48 EXHIBIT DESIGN EXHIBIT DESIGN 49

YEOSU EXPO
SPANISH PAVILION
YEOSU, 2012 Type of project: Exhibition
Project: Yeosu Spanish Pavillion
Location: Yeosu, Korea
Status: 1st prize competition, Built
Opening: May 2012
Closing: August 2012
Client: Acción Cultural Española
Built up area: 500 sq.m.

Project: External Reference Architects

Collaborators: Marina Cella, Elsa
Rodriguez, Bartek Poteralski
Art director: Chu Uroz
Graphic design: Research Studio
Audio Visual/Mapping: Onion Lab

Use the QR code below to see the

exhibition video.
50 EXHIBIT DESIGN
Spanish Pavilion
at Yoseu Expo 2012
South Korea pays homage to oceans
and coasts by opening the Yeosu Expo
2012 with the slogan: “The Living
Ocean and Coast: Diversity of Resourc-
es and Sustainable Activities”. Spain
names its exhibit “Spain Explores”.
The exhibition project consists of
4 main stages:
1. In the entrance hall, the sea routes
pioneered by Spanish voyagers are
shown and explained to the visitor.
2. The central space shows Colombo’s,
Malaspina’s and Malaspina 2010’s expe-
ditions (carried out by the Hesperides’
crew). A circle split a didactic projec-
tion in the upper part and an interac-
tive show in the lower one. The three
expeditions are explained in detail by
three Magic Glasses. In the rightmost
showcase the Hesperides’ research,
which has gathered more than 8000
samples at a depth of 5000m using
collection tubes, is presented.
3. The key area in the project is Deep
Ocean. The visitors will enter a
space lit up with samples containing
water collected at a depth of 5000m.
EXHIBIT DESIGN 51
Through the use of peculiar tubular
collectors of marine samples, scien-
tists have been able to explore ma-
rine biodiversity and the impact of
climate change on the Oceans. Here
Hesperides’ samples turn into hi-tech
glazed amphorae which generate a
sort of abyssal topography. Their wa-
ter contains scientific data which can
be deciphered through the shift of col-
our. The visitors will find themselves
immersed in the bottom of the sea.
4. In the last room a Dymaxion 11m
map presents Hesperides’ discoveries.
The enclosed water is the generative
and informative pixel within the in-
stallation. On an unfolded worldmap
the data collected by the Malaspina
expedition are projected. The inten-
tion of the pavilion is to present its
contributions and proposals for the
future in response to the problems
and threats which global warming rep-
resents for the marine environment.
The Spanish Pavilion is once again
playing a role of public diplomacy,
cooperation and scientific education.
EXHIBIT DESIGN 53
54 EXHIBIT DESIGN EXHIBIT DESIGN 55

On the left
and on the top,
the abyssal
topography
generated by the
water capsules.
On the right,
the assembling
and filling of the
capsules and their
light test.
56 EXHIBIT DESIGN EXHIBIT DESIGN 57
 58 EXHIBIT DESIGN EXHIBIT DESIGN 59

On the left, a wiew

of the Dymaxion
map showing
last spanish
discoveries, made
of light pixels.
Below, a detail of
the water pixels.

Pitatur? Quis
et aut ima cor
rerestist hitibus
am, imi, consectur
aut etur.
60 EXHIBIT DESIGN EXHIBIT DESIGN 61

TALENT BLOOD BANK

ISTITUTO EUROPEO DI DESIGN
BARCELONA, 2015 Type of project: Exhibition Design
Project: IED Talent Blood Bank
Location: Barcelona, Spain
Status: Built
Opening: 9th March 2015
Client: IED Barcelona
Built up area: 49 sq.m

Project: External Reference Architects

Collaborators: Chu Uroz
Building engineer: Enrique Sanchez

Use the QR code below to see the

exhibition details.
62 EXHIBIT DESIGN EXHIBIT DESIGN 63

Talent Blood
Bank IED

During the SalÓ del Ensenyament 2015

Fair, IED Bcn participated with a booth
bringing together the best student
projects of the last 10 years. The booth
is a light, permeable white structure
generating the support for the IED
Talent Blood Bank.
A modular structure in line with the
rules and restrictions of the fair. The
depth of the structure is multiplied
through the overlapping of wire-
frames, producing a continuous tissue
that adapts to different situations.
This art installation come booth,
highlights the different disciplines
taught in the school through a system
of color coding. Accordingly red is the
color of fashion design, the orange
of industrial design, violet of interior
design and pink of graphic design.
66 EXHIBIT DESIGN EXHIBIT DESIGN 67

On the left, detail

of the blood
bags used in the
installation. On
the right some
showcase details.
68 EXHIBIT DESIGN EXHIBIT DESIGN 69

BRANDERY SUMMER IED

ISTITUTO EUROPEO DI DESIGN
BARCELONA, 2011 Type of project: Exhibition
Project: Brandery Summer IED
Location: Barcelona, Spain
Status: Built
Handing over date of project: 2011
Client: IED Barcelona
Built up area: 3 sq.m.

Project: External Reference Architects

(N. Toribio, C. Zappulla with M. Tepedino)

Use the QR code below to see the

project details.
70 EXHIBIT DESIGN EXHIBIT DESIGN 71

Brandery
Summer IED

How can a garment float in the middle

of a box? This showcase is based
on the premise stated in this question
and its answer consists in finding
its tectonic solution. Hence, as the
context of the project is a small white
box, it is feasible to deploy a net made
of dense wires to be able to fix the
garments. For this reason, the sides
of the box are used as frame for weav-
ing by repeatedly crossing, a single
nylon thread through a spikes pattern.
As a consequence, this system of lines
generates a new material condition
with new properties. The whole is
more than the sum of its parts: an
over scaled transparent tissue able
to freeze the garments inside of its
fibers. The design matter consists
of 5000 spikes and 7000m of rainbow
nylon wire.
74 EXHIBIT DESIGN EXHIBIT DESIGN 75

On the left, a
general view of
the display. On the
right and below,
some details.
76 EXHIBIT DESIGN EXHIBIT DESIGN 77

GIGAMESH
GAME OF THRONES
BARCELONA, 2015
Type of project: Shop Window
Project: Games of Thrones
Location: Barcelona, Spain
Status: Built
Opening: 5th May 2016
Client: Gigamesh

Use the QR code below to see the

project details
78 EVENT DESIGN
EXHIBIT DESIGN
Gigamesh
Comic Bookshop
When Gigamesh comic and fantasy
bookshop located in Barcelona was
chose to host the presentation of the
of A World of Ice and Fire (Spanish
version, Elio M. Garcia Jr., Linda
Antonsson, George RR Martin).
It was decided to transform its main
display window into something that
exceeds standard visual merchan-
dising. To bring it closer to the epic
narrative of the Game of Thrones saga.
Intended to present not only the text,
but also several books belonging to
the Song of Ice and Fire collection.
The management team put forward
the idea to contextualize the shop win-
dow through a cycle of events of great
communicative power (lectures, book
signing and display). Therefore, it was
necessary to approach the project not
only as a strategy for product display
but as an element to contribute to the
sepcial atmosphere of the event.
According to the symbolic mood of
these texts, The concept of the pro-
posal was refined from a reductionist
view that amalgamates different
EVENT DESIGN
EXHIBIT DESIGN 79
physically important items within the
narrative of A World of Ice and Fire.
Thus the idea of forged steel together
with the an icy wasteland, become
expressive linkages leading us to iron
throne and impossibly massive wall
of ice. Whilst attempting to avoid any
wholly literal display, offering instead
an intense sensory experience through
light, temperature and geometry.
In trying to represent the cine-
matographic feel of the show, stage
and production design influenced
heavily a number of decisions. The
light and matter were considered
inseparable. Steel with intense warm
light juxtaposed with semitransparent
delicate materials bathed in cold light.
Both sets composed from sets of mod-
ular triangular geometry to create a
complex scene. All coming together to
tickle the viewers senses and imagina-
tion before even opening a page on the
new book.
80 EXHIBIT DESIGN EXHIBIT DESIGN 81
82 EXHIBIT DESIGN EXHIBIT DESIGN 83

On the left,
a view of the
shop window
installation.
Below, a close up.
84 EXHIBIT DESIGN EXHIBIT DESIGN 85

GINRAW DISPLAY
GINRAW
BARCELONA, 2014 Type of project: Retail
Project: GinRaw
Status: Built
Handing over date of project: 2014
Client: GinRaw

Project: External Reference Architects

Production Collaborator: Luca Brucculeri
Art Direction: Chu Uroz

Use the QR code below to see the

project details.
86 EXHIBIT DESIGN EXHIBIT DESIGN 87

GinRaw Display
Design

The GinRaw is a premium gastro-

nomic Gin produced in Barcelona by
Mediterranean Premium Spirits S.L.
and contained within a clean, trans-
parent bottle. Like a new-found joy
fossil, GinRaw has been protected
by a rough monomaterial block. In
fact this aluminium monolith encap-
sulates the Gin Flavor which remains
unchanged for centuries. If you want
to reveal its taste you have to break
the block in half. Only then will you
appreciate the secret of its selected
botanical ingredients coupled with
a unique distillation process.
So, which may be the best way to ex-
pose GinRaw than to display it within
its block? The display is made of recy-
cled cast aluminum which is molded
and mechanically textured. Moreover,
a LED light from the bottom illumi-
nates the bottle through its liquid.
Finally, each piece is punch marked
with its brand and the series number.
88 EXHIBIT DESIGN EXHIBIT DESIGN 89
90 EXHIBIT DESIGN EXHIBIT DESIGN 91

On the left a
frontal view of
the display with
the bottle and on
the right a detail
detail of the punch
marked series
number.
92 EXHIBIT DESIGN EXHIBIT DESIGN 93

YOTA DISPLAY
YOTA DEVICES
BARCELONA, 2013 Type of project: Retail
Project: Yota Display
Status: Built
Handing over date of project: 2013
Client: Yota Devices

Project: External Reference Architects

Use the QR code below to see the

project details.
94 EXHIBIT DESIGN EXHIBIT DESIGN 95

Yota Display
Design

Yota Display integrates at the same

the Yota-phone exhibition and a tablet,
which provides all its information.
It is a digital fabricated display man-
ufacturedby a CNC milling machine.
The final object is the result of
a subtractive process of a single
plexiglass-panel.
96 EXHIBIT DESIGN EXHIBIT DESIGN 97
98 EXHIBIT DESIGN EXHIBIT DESIGN 99

On the left, some

details of the
smartphone
display. On the
right, a detail.
100 EXHIBIT DESIGN EXHIBIT DESIGN 101

EXPO MACSON
ISTITUTO EUROPEO DI DESIGN
BARCELONA, 2011 Type of project: Exhibition
Project: Expo Macson
Location: Barcelona, Spain
Status: Built
Handing over date of project: 2011
Client: IED Barcelona
Built up area: 5.000 sq.m.

Project: External Reference Architects

(N. Toribio, C. Zappulla with M. Tepedino)

Use the QR code below to see the

project details.
102 EXHIBIT DESIGN EXHIBIT DESIGN 103

Expo
Macson IED

In November 2011 the Istituto Europeo

di Design is delighted to throw open
the doors to its new campus. And
naturally it is doing so by showing
off its investigations. We’ve been
invaded by a series of beings that
are genetic specialists in welcom-
ing talent. You’ll find them walking
through the entrance hall, the open
spaces, the main hall. They’ve taken
over the entire school! There’s no need
to worry! They’re completely peaceful
and harmless. Simply feed them a
few minutes of your time and you’ll
be rewarded with the experience of a
familiar reality, life at IED, narrated
simultaneously through six heads.
Feel free to stroke their stylised metal
legs and a colony of digital spiders
will weave you a tapestry of creativity
on which you can walk through an
imaginary landscape. Close your eyes
for a minute and let yourself be led
by the beings of the Future Design
Generation to the magical place where
all great ideas come from.
104 EXHIBIT DESIGN EXHIBIT DESIGN 105

On the left and

below the digital
spiders projecting
on the floor.
106 EXHIBIT DESIGN EXHIBIT DESIGN 107
 INTERIOR DESIGN 109

N R
IG IO
ES R
TE
IN Introduction
D
For External Reference Architects di Design, where Nacho and Carmelo
the Interior Design represents a vision are director of the Interior Design
for the future where new technolo- Master program. Therefore the
gies and formal research become the academic experience is a constant
means for achieving novelty, emotions workshop for learning, experimenting
and experiences. Interior Design is and testing new interior scenarios.
an opportunity to interpret the inner
limits that architecture establishes
with its environment and a pretext
to think about our interior world.
A world that is intimate, creative,
sensual and poetic.
Keeping a certain distance from
fashion tendencies External Reference
Architects developed his own vocab-
ulary intertwining simplicity and
complexity, rationality and creativity,
art and science. Along these years this
vision has emerged naturally in their
restaurant, bar, hotel, retail, apartment
interior projects. Among their Clients
we remember: Spanish Minister of
Culture, ONU Art, Yota, Barcelona
Football Club, Chu Uroz, Moritz,
ModaFad. The office team is constant-
ly researching through lecturing and
teaching at IED, Instituto Europeo
110 INTERIOR DESIGN INTERIOR DESIGN 111

HAM ON WHEELS
TAPAS BAR
BARCELONA, 2014
Type of project: Tapas Bar
Project: Ham on Wheels
Location: Barcelona, Spain
Status: Built
Client: Albert Castellón
Built up area: 45 sq.m.

Project: External Reference Architects

(N. Toribio, C. Zappulla and M. Ateca)
Marketing concept: Albert Castellón
Art director: Chu Uroz
Corporate Identity and Graphic Design: Forma & Co

Use the QR code below to see the

project details.
112 INTERIOR DESIGN INTERIOR DESIGN 113

Ham on Wheels
Tapas Bar

What if we combine the best Spanish “Moritz”, “Barcelona’s Best Beer”,

ham, the best Catalan ‘Coca’ bread “Take Away” and “Fast Food”.
and bicycle culture? We get Ham on 4. The tomato usually rubbed
Wheels, premium Catalan fast food over bread for preparing the ‘Pa amb
within a tiny urban space full of color, tomàquet’, is another gastronomic
aromas and flavours. The project de- protagonist of the Catalan cuisine
composes the basic ‘ingredients’ of and in particular for Ham on Wheels.
the concept reassembling them into Hence, tomatoes are highlighted with-
a new spatial experience: in the space through a large mosaic
1. The best ham is made by happy made up of hexagonal jars traditional-
pigs. Happy animals who roam ly used in Spain for storing tomatoes.
freely in their natural habitats.
We like to imagine them riding free
around Barcelona. This naïve vision
is sculpted on to the wall, producing
a textured mural.
2. Road markings invade the floor.
A signage system that orients
the users, provoking a relation
between pavement, program and
furniture such as the bike stools
parked along the walls.
3. The ham becomes an iconic element
that when repeated, produces a lumi-
nous landscape ceiling. The hanging
Hams differ in color, graphics and
display messages such as:
116 INTERIOR DESIGN INTERIOR DESIGN 117

On the left a
general view of the
bar. On the right,
a view toward the
mural.
118 INTERIOR DESIGN INTERIOR DESIGN 119
120 INTERIOR DESIGN INTERIOR DESIGN 121

On the left the

road marking on
the floor. On the
right a details
of the Tomato’s
hexagonals jars ,
Below, a view
of the ceiling.
122 INTERIOR DESIGN INTERIOR DESIGN 123

JOAN D’AUSTRIA 48
CHU UROZ
BARCELONA, 2012
Type of project: Plateau
and Apartment Design
Project: Joan D´Austria
Location: Barcelona, Spain
Status: Built
Client: Chu Uroz
Built up area: Plateau: 400 sq.m.
Apartment: 80 sq.m.

Project: External Reference Architects

Collaborators: Katinka Szodenyi,
Elsa Rodriguez, Daniel Rodriguez

Use the QR code below to see the

project details.
124 INTERIOR DESIGN
Joan d’Austria 48
Chu Uroz Apartment
Our user, an industrial designer, active
art director and very involved in the
world of fashion, advertising and
performing arts in genera, raised the
idea of devoting a warehouse to hold
a recording studio, design space, meet-
ing room, room for auditions, castings
and fashion shows, and finally, a
home. Therefore, the project acquired
exceptional guidelines. We were forced
to manage contact between extraor-
dinarily collective-use spaces and
others with a private and personal use.
The socially outgoing and energetic
personality of the user is reflected in
the project. His friends and contacts
are very important to him so their
presence and the needs they present
also become part of the briefing, the
space becomes a kind of inhabited
scenery where public and private,
interact with few apparent limits. If
we divide the operation into two main
levels, there are:
first floor. On the entrance level
there is a large space for a recording
studio. On the same floor is a work and
INTERIOR DESIGN 125
meeting area that sits below
the loft housing.
second floor. In this mezzanine, the
casting and catwalk area are combined
with a large livable space in which
domestic programs hybridize with
common spaces. In this area, kitchen,
bathroom and storage uses, are packed
into a large container with large slid-
ing doors. Moreover, the central space
is occupied by a group of island-sofas,
serving the larger piece to conceal the
bed, designed as a drawer.
As a link between the two levels, we
employed a large structure made of
steel that serves as support for the
user’s collection of pop and kitch ob-
jects. At the same time, this structure
will absorb the loads of the window
which separates the public space from
private space. The original building,
a taxi garage, offers a powerful indus-
trial spirit, which serves as a reference
for the project. So we have a space in
which the functionality leads to low
budget building systems and eloquent
dramatic effects.
126 INTERIOR DESIGN INTERIOR DESIGN 127
128 INTERIOR DESIGN INTERIOR DESIGN 129

On the left a
general view of the
first floor. On the
right, a detail of
the sliding bed.
132 INTERIOR DESIGN INTERIOR DESIGN 133

On the left and

right, a side view
and a close up
of the metal
installation. Below,
a view of the
service wall.
134 INTERIOR DESIGN INTERIOR DESIGN 135

M-STORE
MORITZ SOUVENIR
BARCELONA, 2013
Type of project: Store design
Project: M-Store
Location: Barcelona, Spain
Status: Built
Client: Moritz

Project: External Reference Architects

and IED Master Students
Colaborators: Pawel Kochanski, Carolina Tarkovska,
Ebi Abdoh, Michelle Levy, Marjolein van der Woude

Use the QR code below to see the

project details.
136 INTERIOR DESIGN INTERIOR DESIGN 137

M-Store Souvenir
Barcelona

Mortiz, a beer sold worldwide, is grants the sun to shine through

harbored in a building refurbished and allows the passing visitors
by Jean Nouvel. Our assignment: to to catch a glimpse of the Moritz
create an eye-catching M-Store design beer world.
which changes every six months as
well as a display window to state the
trade of Moritz.
The concept design aroses in collab-
oration with the Master of interior
design, IED Barcelona. The souvenirs
shown on piled rhombuses, in order
to lead the visitor through the varied
weighted topography-showcase, are
the recognition value for the cor-
responding cities. A map affixed to
the wall showcases all certain spots
whereabouts Moritz is active all over
the world.
Therefore, a fibre connects the rele-
vant well-known souvenir with the
appropriated locality on the map to
make the volume of trade of Moritz
beer accessible to the customer. For
the window a huge “M” is made out
of the three different coloured best-
known Moritz beer bottles. Beyond
that the translucence of the bottle
INTERIOR DESIGN 139
140 INTERIOR DESIGN INTERIOR DESIGN 141

On the left, some

details of the
products display.
Below, a detail of
the wall map.
142 INTERIOR DESIGN INTERIOR DESIGN 143
144 INTERIOR DESIGN INTERIOR DESIGN 145

On the left,
a view of the
shop window
intallation. On
the right some
showcase details.
146 INTERIOR DESIGN INTERIOR DESIGN 147

M-STORE 2
MORITZ FACTORY
BARCELONA, 2013
Type of project: Store design
Project: M-Store 2
Location: Barcelona, Spain
Status: Built
Client: Moritz
Open: September 2015

Project: External Reference Architects

and IED Master Students
Graphic designer: Guillerm Pericai
Illustration: Giovanni Bruni

Use the QR code below to see the

project details.
148 INTERIOR DESIGN
M-Store 2
Moritz Factory
Moritz, a beer company based in
Barcelona since 1856, when it was
founded by French man Louis Moritz
Trautmann, returned to business in
2004. Previously, the company had
almost been wiped out during the
70’s. Since then the company has gone
from strength to strength. Impacting
not just on the business landscape but
also revitalizing the cultural life of the
city. As a result notable examples of
industrial and hospitality architecture
were recovered. The Velodrome Bar
or Moritz Factory, originaly served
as production centers but are now
positioned as a flagship leisure centers
in Barcelona. This complex contains
not only spaces dedicated to gastron-
omy but also a concept store in which
a diverse selection of products related
to the world of culture and design are
on offer. Moritz, is actively strength-
ening it’s ties with the city, carrying
out a collaboration with students of
the Master in Interior Design of the
IED coordinated by Nacho Toribio and
Carmelo Zappulla, working in coordi-
INTERIOR DESIGN 149
nation with Chu Uroz, art director
of the factory. Students designed
a display space according to a brief
which is renewed and updated each
year. The store offers a selection of
products, coordinated with a script
that highlights communication with
each edition. M-Store 2, pays tribute to
classic design. These designs are heirs
to the aesthetic values of 19th century’s
industrial design. This industrial ma-
chine like feel and timelessness, leads
us to the world of Steampunk in which
the British Victorian and Edwardian
appearance, imagery from the indus-
trial revolution is stitched together
with early science fiction literature.
Creating a fantastical civilization built
on a technological discovery based
on the power of steam. Drawing on
a palette of leather, wood, copper and
iron builds an atmosphere accompa-
nied by recovered 19th century Catalan
industrial machinery. Mechanical de-
vices highlight areas of the exhibition
created by specialist Kinetic Steam
Work artists.
INTERIOR DESIGN 151
152 INTERIOR DESIGN INTERIOR DESIGN 153

On the left and

below the careful
selection of
products: a tribute
to classic design.
154 INTERIOR DESIGN INTERIOR DESIGN 155
156 INTERIOR DESIGN INTERIOR DESIGN 157

In this spread,
some views of the
Moritz Factory.
In the following
pages detail of the
mechanical device.
160 INTERIOR DESIGN INTERIOR DESIGN 161

MOVIMENTO CENTRALE
DIY BIKE CAFÉ
SIRACUSA, 2013
Type of project: Bike café
Project: Movimento Centrale
Location: Siracusa, Italy
Status: Built
Client: Private
Built up area: 60 sq.m.

Project: External Reference Architects

Collaboratos: Maria Laura Maiorana
Photographer: Alfonso Peralta

Use the QR code below to see the

project details.
162 INTERIOR DESIGN INTERIOR DESIGN 163

Movimento Centrale
DIY Bike Café

Movimento Centrale is a bike café configurations.

located in Ortigia, the historic center - the exploded bike axonometric
of Siracusa, Sicily. Consisting of two wallpaper which contextualizes
areas, the bar and the bike workshop the café within bicycle culture.
café is a place for bicycle lovers - the rib like bar, a large bar suspended
to meet for healthy refreshments. over a platform, occupies the initial
It is also an information hub for cycle area of the bike café.
tourists promoting bicycle friendly - the tables are formed of recycled
and sustainability-oriented initiatives.  wheel rims forming the structure
Movimento Centrale is an example of the tables.
of a self-build project. A driving force In this project External Reference
in it’s development was that is has to Architects acted as designers and
be constructed entirely through DIY facilitators to the clients, friends
techniques, on a low budget and an and family. Creating a framework for
even lower carbon footprint. All the participants to design through play, to
details are the result of a collabora- explore collectively and productively.
tive design and fabrication process
in which the owners actively partici-
pated. Therefore, the project is based
on both spontaneous and structured
research explorations.
The elements of this explorations are:
- the skeletal boxes, which indiscrimi-
nately parasite the walls, showcasing
the café’s stock.
- the open boxes, pixel-like seats
that generate different topographic
164 INTERIOR DESIGN INTERIOR DESIGN 165
166 INTERIOR DESIGN INTERIOR DESIGN 167

In this spread two

different views
of the counter.
 EVENT DESIGN 169

ES T
EN

N
IG
EV Introduction
D
External Reference Architects is
always looking for the unpredictable.
Events are spectacles in which one can
unveil a story, provoking emotions and
reactions to the visitors who become
the protagonist of the show.
Therefore, theatricality represents the
fundamental for innovation, rhythm,
space experience and interaction.
In doing this External Reference
Architects design the scenario, acting
as creative and art directors and
produce a comprehensive design
of the event. A strong relation with
new artistic trends has generated
a contemporary and transgressive
aesthetic which crosses different dis-
ciplines such as design, music, lighting
and interactive design.
170 EVENT DESIGN EVENT DESIGN 171

MODA FAD 2015

MODA FAD
BARCELONA, 2015
Type of project: Event Design
Project: Moda Fad 2015
Location: Barcelona, Spain
Status: Built
Opening: 2015
Client: Moda Fad

Project: External Reference Architects

Collaborators: Kanaka Raghavan

Use the QR code below to see the

fashion show detail.
172 EVENT DESIGN EVENT DESIGN 173

Moda Fad
2015

The cultural entity devoted to fashion guided us to a volume generation sys-

design Moda Fad, holds each year tem through ribs digitally produced
a competition to highlight and and then assembled using a notching
reward fashion students’ final projects. system again inspired by the original
Public fashion shows are organized ship wrights. Finally, the catwalk was
within public landmarks of Barcelo- colonized by a series of pieces that
na. The last edition was held at the reinterpreted the image of ancient
Barcelona Maritime Museum, located beached ships whose naked frames
in the Royal Shipyards of Barcelona, textured the pavement with dramatic
dedicated to shipbuilding between the shadows producing an expressive
thirteenth and eighteenth centuries. theatrical atmosphere.
The shipyards were initially fenced
enclosures containing ephemeral
installations. 14th century structures
with rectangular bays bounded by
pillars and arches. Resting on these
elements, large diaphragm arches out-
line the gable roof shape of the nave.
With all this, the architectural context
with its gothic style and its historical
use as a shipyard determined the
design conceptually. The repetition of
structural arches acts as a start point
to start an exercise of mimicking a
fashion show atmosphere. In parallel,
the construction system of wooden
boats with timbers fixed on a keel,
174 EVENT DESIGN EVENT DESIGN 175
176 EVENT DESIGN EVENT DESIGN 177

On the left and

on the right, some
shoots of the
fashion show.
178 EVENT DESIGN EVENT DESIGN 179

080-MODA FAD SANT PAU

MODA FAD
BARCELONA, 2014
Type of project: Event Design
Project: Moda Fad
Location: Barcelona, Spain
Status: Built
Handing over date of project: July 2014
Client: Moda Fad
Built up area: 600 sq.m.

Project: External Reference Architects

Use the QR code below to see the

project video.
180 EVENT DESIGN EVENT DESIGN 181

080-Moda Fad
Sant Pau 2014

On 4th of July 2014, a fleet of alien

spacecrafts landed on earth and colo-
nized the catwalk of Barcelona Moda
Fad, surprising all the guests with the
laser beams emitted from their eyes.
The aliens have an elegant and slender
structure made of fluorescent steel
and control the scene by projecting
a beam of red laser. The models show
their spectacular outfits walking
between the aliens and the laser lights
that create a scenographic and surreal
atmosphere.
184 EVENT DESIGN EVENT DESIGN 185

On the left and

on the right, some
shoots of the
fashion show.
186 EVENT DESIGN EVENT DESIGN 187
188 EVENT DESIGN EVENT DESIGN 189

080-MODA FAD PROYECTO T

MODA FAD
BARCELONA, 2013
Type of project: Event Design
Project: o80-Proyecto-T
Location: Barcelona, Spain
Status: Built
Handing over date of project: July 2013
Client: Moda Fad
Built up area: 600 sq.m.

Project: External Reference Architects

Collaborators: Pawel Kochanski

Use the QR code below to see the

fashion show details.
190 EVENT DESIGN EVENT DESIGN 191

080-Moda FAD
Proyecto T

Wild animals are great buddies for

brave and extravagant ideas of young
Spanish fashion designers. They can
reveal an uncontrolled behavior in
their habitat, but in the D-Hub fashion
show environment you’ll be surprised
by their striking attitude. Eye-catch-
ing, agile, fast, majestic, elegant, light,
animals that won’t distract you from
the show. Don’t be afraid if the “beasts”
aren’t just a background, because they
love the catwalk, they parade amongst
the models walking beside them. We
all live in the same wildwood. These
amazing animals are famous for their
graceful discretion. Transparent net
silhouettes live in the modern jungle
of contemporary fashion. Fragile and
delicate wireframe skeletons produce
new landscapes where novelty and
unpredictability emerge from their
overlapping. Shining with UV light
before the show startes, they domi-
nate the catwalk field. But when the
lights are on, and the show starts, they
vanish into the background leaving
protagonism to the fashion show.
194 EVENT DESIGN EVENT DESIGN 195

On the left,
an image of the
gorilla. On the
right the flamingo.
196 EVENT DESIGN EVENT DESIGN 197
198 EVENT DESIGN EVENT DESIGN 199

SHOPPING NIGHT
AMPERSON
BARCELONA, 2013
Type of project: Event design
Project: Barcelona Shopping Night
Location: Barcelona, Spain
Status: Build

Project: External Reference Architects

Production: Craft Art Labor, Fab Lab

Use the QR code below to see the

event video.
200 EVENT DESIGN EVENT DESIGN 201

Barcelona Shopping
Night 2013

The theme of the Barcelona

Shopping Night 2013 is: “Viva Verdi!
Es lebe Wagner!” For this special
event we bring to life the characters
and the atmospheres of the Verdi’s
operas to the Passeig de Gracia. Based
on Verdi’s Operas seven figures have
been chosen: Alfredo, Duca, Violetta,
Toreros, Trovador, Rigoletto, Gitanillas;
and transformed into giant masks.
Notched laser-cuted panels are assem-
bled for generating these huge masks,
fixed on a slender, metallic structure.
As a movable scenography, these char-
acters are carried on by actors who
animate the street.
204 EVENT DESIGN EVENT DESIGN 205

On the left and

on the right some
views of some
characters in front
of Casa Milà.
206 EVENT DESIGN EVENT DESIGN 207
208 WORK WITH US WORK WITH US 209

Work with us

External Reference Architects ment of the project and will produce

will orient you during each phase of all the documents necessary for the
the project: Design Concept, Design construction. During the production
Development, Suppliers Seeking and External Reference Architects will
Coordination, Execution Design. It’s discuss changes and options with
a time-tested method for establishing you, and ensure that alterations are
a close working relationship, and pro- compatible with your vision for the
ducing the very best solution. project. Our way of compensation can
During the briefing all of the discus- be based on time, a stipulated sum or a
sions, and exploration lead to the first percentage of the budget.
ideas that will be developed during the
design process. Once the requirements
of the project are determined, the
design phase begins.
In the Conceptual phase External
Reference will start to refine a “vision”
for the project, its atmosphere, the
space feeling, its purpose. Through
the Design Development External
Reference will develop the proposal
of each part of the project until the
submission of drawings and written
specifications. The design phase ends
when the clients agree to the plans
that will guide construction. For this
to happen External Reference Archi-
tects will work for a further develop-
210 WORK WITH US WORK WITH US 211

Cost estimation Views

3D mapping
Constructive drawings

Design report
Site supervision

Technology definition
3D simulations Choosing providers

1. Client needs 2. Design concept 3. Basic design 4. Development design 5. Execution design 6. Fabrication 7. Result

2d drawings Applying cutting edges technologies

Audio/visual design

Control assembly
Research

Digital fabrication
Eliminate

Analysis 3D digital model

XREF working
process map.
 Parque
GÜell

Plaza
Lesseps

La Sagrada
Familia
Passeig
de Gracia

Plaça Plaça de les

d’Espanya Glòries Catalanes

Plaça de
Catalunya

La Rambla

La Barceloneta www.externalreference.com
Plaza Lesseps 30, 1º 1ª
08023 Barcelona, Spain
T. +34 936 243 773
nacho@externalreference.com
carmelo@externalreference.com