Art of merging spaces

The symbiosis between Architecture and Advertising.

Advertising and architecture have been developing parallelly over time, complementing each other and allowing for large-scale evolutions. 

The use of architecture as a support for advertising has been a determining factor in the construction of significant and relevant spaces worldwide. This is how architecture becomes the "background" of advertising, not only serving as its support but also as part of the message to showcase a product or service, making it more aesthetically appealing and creating a stronger, more cohesive identity.

The fusion of architecture and advertising has allowed for the creation of social spaces in which humans can develop in ways that provide innovative solutions. 

Not all advertising can be applied to architectural spaces; the perfect union between architecture and advertising must occur under certain conditions, especially relating the tone of the message to the aesthetics of the construction supporting our advertising, ensuring that everything fits perfectly and conveys what we want to say.

At this point, we realize that both architecture and advertising are equally important; they achieve a perfect symbiosis that, when executed well, enriches our advertising symbolic universe.

So, what happens when architecture itself is the product being sold?

In this case, such examples are frequently used by the ministries of each country to promote tourism in their cities. They use major architectural landmarks as references, such as the Christ of the Concordia, or internationally recognized landmarks like the Eiffel Tower or the Empire State Building. It's almost certain that most people can identify these spaces and know to which country or city they belong. This represents a kind of "positioning" of architectural spaces thanks to their promotion through advertising.

Despite the significant influence of technology on advertisements, the fusion of architecture and advertising remains a continuously growing trend that is widely used by major brands. Advertising has elevated the status of architecture through various media channels, while architecture allows for the promotion of advertising in a highly creative and media-driven manner. We are surrounded by architecture in our daily lives, making it practically impossible not to encounter one of these advertisements, especially when they have an impact on us. What do you think?

CONTINÚA LEYENDO
Arte de fusionar espacios

Art of merging spaces

Cultura Maker: Learning by doing

Maker Culture: Learning by doing

Bernardo Treviño - CEO

His journey began in the legal realms of Aerosur, where he played a pivotal role. The path to advertising magic began when he was summoned to breathe life into the Aerosur Cup, and soon his urban odyssey took a new direction. Assuming the role of manager for four consecutive years in the city of La Paz, Bernardo found his true passion. He forged such a deep connection with advertising that he veered away from a legal career, venturing into uncharted territory that would lead him to become one of the founders of Urban Group in 2006, where a dream was born that gave rise to the agency we know today, an entity that transcends the ordinary and breathes innovation in the city of Cochabamba. Guided by audacity and adaptability, Bernardo's path was marked by perpetual reinvention. New services were created, roots were established in new areas, and their growing branches were stabilized. His immediate plan includes the bold challenge of conquering La Paz, a step that would solidify urban presence along the central axis. Armed with years of experience, they have set their sights on global horizons, projecting the export of their products to international markets, a testament to their growth and innovation.

Rodrigo Treviño - Art Director

A maker in heart and spirit. Rodrigo's journey into the architectural and advertising world began with seven years of restoration work in Italy at the school of artisans... renowned for training artisans of the highest caliber for seven generations. Among his most notable works, we find the historic restoration of the Santa Maria in Trastevere Church and the Vatican. He then pursued a master's degree in history with a focus on art at the Second University of Rome to further enhance his skills. Rodrigo is one of the founders of Urban Group, driven by the idea of beautifying the city in a unique way, innovating in every possible aspect, particularly in the use of materials and architectural conceptualization focused on advertising. He always bets on the youth that takes you out of your comfort zone to provide a different and fresh perspective in any area of knowledge. These actions position him as a leader in the existing areas of the company. During his leisure time, he seeks to perfect his skills in restoration, photography, and all manual design work.

Gonzalo Antelo - Production director

Master of Forms and Architecture, Gonzalo embarks on creating worlds, overseeing construction projects, and remodeling spaces that breathe life into structures. At the 2022 Cochabamba International Fair (FEICOBOL), together with the Urban team, they brought a dream to life with the award-winning DEL VALLE EMBOL stand. But that's not all; imagine building a nightclub from scratch, starting with creating its essence and ending with crafting a monument to architecture. That's VENTO, established in Santa Cruz, a project born from the spark of creativity destined to become a place where nights come alive. Gonzalo is widely recognized for his design style, aesthetics, and creativity, attributes that make him an irreplaceable and indispensable part of the Urban team.

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