Behind the Scenes is a live installation revealing the true nature behind FINSA –a leading Spanish industrial firm specialized in wood processing. The exhibition was designed to respond to the brand’s need of reconnecting with clients, suppliers, and prescribers after two years of physical absence due to the pandemic. 

Following closer and more human sensations, CuldeSac’s proposal focused on revealing the driving force behind this firm; the “hidden” qualities of the product –the one and only star of the show– through an original robotic choreography where materials and technology were harmoniously combined to offer an authentic immersive experience. 

An artistic scene made of warehouse robots carrying exclusive boards and following the rhythm of Celtic music while a 3D mapping lighting display reflects the origins and evolution of this Galician firm. From the tree to the stage, robots "dressed" in the brand's main products parade alongside a space structured as an eight-grid board designed to surround the public and offer a truly immersive experience through art, music and lights. 

As part of the experience, wood chips spread on the ground, surrounding the public to account for the “roots” of the product. LED lights and vertical screens flood the central quadrant with 3D “Natural Tech” projections evoking elements of nature through its different stages: geometric figures give rise to organic curves, rings, plants and trees to form a forest that expands little by little to mark a parallelism with the foundations and growth of FINSA. These visuals not only distort the existing space but also provide new perspectives that “digitise nature” and introduce the idea of technology and evolution – two key elements in the creation of the brand's products and tools. 

Once the parade is over, attendees are invited to go to the "backstage" of the event: a space made up of 12 boards projecting narratives linked to the FINSA value chain inviting to discover "what is behind" each board through direct interaction with the products.