Redesign of betevé TV station
La Mirada Imperfecta (Trans. Imperfect Look) –the repositioning campaign for betevé–, lead by FOLCH studio, is representing the wish to change the perception of the city by avoiding glorified landmarks and iconic elements and instead giving recognition to the distinguishing features, the reality, the normality, the beauty of the everyday life in each neighbourhood. This urge to alter the notion of not only the local channel but the city as well, through place branding, has been the driving force and motif behind the rebirth of betevé.
The new set is defined by a raw and very sincere space. It consists of a few elements which are arranged in a flexible manner around a table. There is no single direction, front and back do not exist; just a single scene in which several elements and cameras are all organized in 360 degrees without a background and right inside the premise where the set is placed.
Wood, black MDF, textured glass and cellular polycarbonate are the materials that have been used to generate transparency, depth, volume and texture in the space. A large screen in the background centralizes the contents of the news. All the elements are supported on wheels allowing an easy and fast space management. In collaboration with the design studio Anoche, we designed an integrated lighting system that allows generating different registers and controlling the intensity and the color of the light sources among the elements of furniture.