Madrid’s AR/VR Museum, The Portal
Brand Strategy + Brand Identity
“Cutting through time & space.”
All the major world capitals have their own Design Museum. Madrid has put aside for many years the capture of talent in this discipline until a few years ago, when the value of design began to be perceived as an engine for the city. The new visibility obtained by some studios and agencies in Madrid and the differential value that design brings to the city, makes it necessary to undertake new projects and ideas.
In this environment, we proposed the conception of a Design Museum in Madrid. A place that brings together local talent and the transformative power of the design community, as well as a venue for exhibitions, conferences, training and visitor attraction center.
Location & Infrastructure
The project is established in a historical building in Madrid, El Cuartel Conde Duque. The Space was rehabilitated to accommodate a Museum, understanding its reconversion by first considering the circumstances that define a Museum in the 21st century.
Value Proposition
The project focuses on presenting Madrid as a cultural and technological nexus both for visitors and designers. In this way, The Portal sponsors, finances and exhibits projects within the fields of Machine Learning and Augmented/Virtual Reality that seek to culturally educate and teach about the city of Madrid and other cities across the globe.
Throughout the museum, projects and activities are distributed and color-coded along two axes according to their nature:
West: This section relates to time and brings the visitor to different timelines in history. The Now includes AR-focused projects while The Then features activities that involve VR.
East: This section tackles space and brings the visitor to different locations. The Here includes AR-focused projects while The There features activities that involve VR.
Special Passes
Aside from daily, individual tickets, customers can sign-up for special memberships to get unlimited access to pre-determined circuits:
Special Passes:
Every Now: Grants unlimited access to Red Sections.
Every Then: Grants unlimited access to Green Sections.
Every Here: Grants unlimited access to Yellow Sections.
Every There: Grants unlimited access to Blue Sections.
Premium Passes:
Every Now & Then: Unlimited access Throughout Time Sections.
Every Here & There: Unlimited access Throughout Spatial Sections.
Omnipresent: Grants unlimited access to all gates.
Portal Brochures
Each gate offers foldable brochures available at The Portal’s entrance. These small zines fit perfectly in a pocket and contain details about the activities involved within each room. These allow for visitors to choose between circuits before purchase as well as they offer tips and safety recommendations.
