Photographers: Mateja Vrčković, Ines Novković, Mario Pavlović
Three floors above one another were the place for tasting, socializing, dancing, but also a platform with a unique perspective on the festival events. It was a promotional pavilion of the main festival sponsor – Adris Group, developed by agency Brigada, and carried out in partnership with agencies Bruketa&Žinić OM and Pepermint.
The stair-like structure of the pavilion builds on the creative concept of the recent annual report of Adris Group, titled Success Factory, inspired by the constant growth and development of operations of the Adris Group, or rather companies within it – Maistre, Cromaris and Croatia Insurance. Thus, each company received a kind of a floor for presentation as part of the construction that uses the form of a stylized letter A to represent the unity of the Adris Group.
Floors were made of three transport containers – a growing global trend in the design of spaces, from residential, through office, retail, to exhibition spaces. During the day, visitors of the festival on the ground floor could taste Cromaris fish snacks, on the second, Maistre floor, they could “step into” the new hotel Amarin and relax with the music background of WMF‘s DJs, while at the top, the best view of the Weekend Media Festival was secured by the Croatia insurance. In the evening hours, the illuminated sculpture that framed the pavilion had an even stronger function of a spatial marker and a stage for the entertainment part of the program.
“We wanted to make an installation that provides a unique view of the Rovinj archipelago, and also creates a new image of the central festival area and space for visitors who use it for communication and entertainment, which is the core of this event,” said Marina Brletić from Brigada whose team for many years develops promotional pavilions of Adris at the Weekend Media Festival. “The biggest challenge of such projects is to integrate the key message of the brand with the spirit of the events for which it was designed in a natural, attractive and efficient way,” added Brletić.
Along with the architect Marina Brletić, the project included creative directors Damjan Geber and Davor Bruketa, business director Ivana Lišnjić, artistic director Nebojša Cvetković, creative director Ivan Čepelak, account director Maša Ivanov, account assistant Zrinka Požar, product designer Dominic Cergna and junior creative Dina Mužek.
