- Mercedes-Benz Fashion Week Madrid, the main platform for the promotion of Spanish fashion, organized by IFEMA, opens a new image for its 2020 editions inspired by the great spanish painters of the Prado Museum.
Mercedes-Benz Fashion Week Madrid, the main platform for the promotion of Spanish fashion, organized by Ifema, opens a new image for its 2020 editions inspired by the great Spanish painters of the Prado Museum. An inspiration, based on the dark mode and techworld trends, for an image that has been designed by the creative agency Making Science from the main hallmarks of the great figures of national classical painting. The exclusive presence of national designers is the basis on which the argumentative thread of the new MBFWMadrid image is developed. The 100% national design has moved to the image looking for its visual and conceptual references in the Spanish mannerist and baroque painting. In the same way, the city of Madrid has been present in the creative process taking as its main focus the museum’s Prado Museum, the axis of classical authors and the starting point of Modernity. El Greco, Velázquez and Goya are the great masters who have served as inspiration for the new image of MBFWMadrid, whose use of the color palette has been the main pictorial source of the poster. The image is divided into two versions to accompany each of the two editions of MBFWMadrid in 2020. In the version for the January 2020 edition, the tone and light reflected in the sky blue and violet magenta mantles of the most representative works of these authors has been reflected in the image, together with the chiaroscuro perceived in the last pictorial stage of Goya, which conceptualizes the dark mode, and which is presented merged with the trendy bet for 2020, the techworld. Both trends have been the source of inspiration for the creative development of the poster, together with both the abstract and figurative representation of the movement, transferring the concept of liveliness and harmony that emanates from the catwalk, the models and the own collections. Currently, Making Science is the digital partner of IFEMA, first operator in Spain and one of the most important in Europe inside the International Fairs and Congress Circuit. The consultancy supplies IFEMA with digital marketing services and help them in the creativity and UX/UI area.