TAI brings art to AULA 2025 with a stand advocating for the absence of information
Pedro Pitarch, the architect of the ARCO 2025 pavilion, has been commissioned to design the stand for the University School of Arts TAI at the fair Aula, which takes place from 26 al 30 March en IFEMA Madrid.
The stand, which has 6x6 meters base and 6 meters high, aims to "question through architecture the mechanisms of cultural and commercial presence of institutions, individuals and brands in contemporary society""In a context of hyperinformation, where the saturation of audiovisual communication makes it practically impossible for a cultural product to stand out or distinguish itself from the rest, the only possible way to differentiate itself, ironically, is through the elimination of information," the architect argues.
“It is precisely for this reason that we have designed a piece of architecture that, en Amidst the whirlwind of information overload and noise at a trade fair, it is distinguished by the almost total absence of information: A 6x6x6m black cube, executed in stage textiles on structure of trusses and finished off by a mirrored prism that subtly reveals an empty interior, occupied only by one huge 6x6m LED screen that, once the visitor has made this transition from information overload to information absence, allows you to focus on the content to be communicated"He says.
The stand of TAI, by Pedro Pitarch
Although Pedro Pitarch's studio already has established experience working with ephemeral architecture, especially in the cultural and artistic sector, This project has been “a great challenge”, since they normally work on projects closely related to the art world, which involves more neutral contexts."However, we have taken the apparent initial challenges of working in a context as dense with information as an educational fair as a positive starting point, a trigger for the project, and part of its DNA. I believe that this strategic approach to design is a necessary characteristic in contemporary society, in which design transcends the formal or plastic and requires more sophisticated mechanisms.", says the architect, who assures that for the development of their projects they do not have a unique methodology but rather "a common attitude that has to do with a critical approach to the assignment or need."
In the case of the stand of TAI, also implies “a material reflection of what the institution itself is”, says Pitarch. “The challenge was, while maintaining the formal abstraction of the piece, achieve a materiality that integrates all the arts. That is why the entire structure of the project has been resolved with trusses scenic, the skin of it is a black velvet blackout theatrical textile with lifting system to allow the versatility, the lighting is solved with movie spotlights y all the information is integrated into a Vertical wall of 50x50cm LED modules that make up a prism that is cut out to frame a scenic balcony from which musical performances will take place", he says.
At the Aula fair, aimed at students in their 4th year of compulsory secondary education, 1st and 2nd years of high school, and families with children of an age to choose their future, public and private universities, vocational training centers, and other educational institutions gather to share information, offer educational guidance, and help analyze educational path options and resolve questions. TAI She is a regular guest at this fair, and this is the fifteenth year she has participated.
Pedro Pitarch
Pedro Pitarch (1989) is a contemporary architect and musician. He lives and works in Madrid. Occupying a somewhat peripheral position within the architectural field, his research focuses on the interrelations between society, contemporary culture, and the media.
Pitarch has been responsible for the design of the ARCO pavilion in its 44th edition, in which he developed the concept of Object-oriented urban planning which was already tested in the 43rd edition, held in 2024.