Elorigen

Project for Estanco Serranos based on the raw product of tobacco.

2017, Valencia, Spain

Estanco Serranos is a tobacco store located in the historic centre of Valencia (Plaza de Manises, 1, 46003 Valencia). As part of the Intramurs Arts Festival, my friend Arancha and I made a window display design for this store.

“El origen” represents a phase in the process of producing tobacco. The idea behind it is to show the nature of the product and the way it is produced. This is very rudimentary and traditional, but also beautiful.

We thought it was important to link its natural quality to social interactions that happen when people use this product. In those instants of “ephemeral happiness”, humans relate not only in a social environment but also in a natural one.

This design also refers to the concept of Intramurs Festival 2017 named “RAW”, in which the story we tell comes from the raw product: the tobacco leaf.

As a way to help people understand the concept of the project, we wrote a slogan on the window:

“Nacer, crecer, secar y disfrutar”

(To be born, to grow, to dry and to enjoy). 

This represents not only the process of tobacco production until people get to enjoy it but also the nature of social interactions.

The colourful display shows the process of drying tobacco from the green leaf to the different brown tones. To make these leafs, we used crepé paper and thin rope.

Project made by: Laura Rubio and Arancha Alguacil.

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