This project is based on the creation of a stand for the International Tourism Fair (FITUR) in Madrid. Although the country, city or region to be represented could be freely chosen, the design had to meet specific requirements in terms of regulations, available space and maximum occupancy capacity.

Choice of concept: Bilad al-Sham as a cultural tribute

From the outset, it was decided to focus the project on a Levantine Arab country, selecting Bilad al-Sham, a historical region encompassing present-day Syria, Palestine, Jordan and Lebanon. This decision was made in the interest of paying tribute to the greatness and cultural diversity of the area before the conflicts and crises that have marked its recent history.

Although Bilad al-Sham is not a recognized national entity today, it remains a symbol of unity and aspiration for the Levantine peoples. Its historical importance as the cradle of civilization makes it a key reference in the collective imagination of its inhabitants.

Symbolism and inspiration in the Phoenician Empire and the Phoenix Bird

To convey a message of hope and rebirth, the design was inspired by the Phoenician Empire, a prosperous and peaceful civilization with great influence in the Mediterranean. This reference ties in with the metaphor of the Phoenix, a symbol of resurgence, immortality and resilience.

The concept seeks to reflect the ability of the Levantine peoples to overcome adversity, being reborn from the ruins of their history despite conflicts and difficulties.

Stand design: fusion of destruction and regeneration

The stand has been conceived as a visually striking structure, where the duality between destruction and rebirth is represented by two main elements:

• Ash (symbol of devastation and loss):
  
  • Represented with dark colors, such as black and gray.
  • Use of a palisade structure evoking a cell or prison, conveying a sense of confinement and anguish.
  • Inspiration in the lack of freedom suffered by the Levantine people, reflecting their history of repression and resistance.
• Fire (symbol of hope and transformation):
  • Represented with warm tones such as orange and gold.
  • Central element: a giant 360-degree rotating sun, with a changing lighting system throughout the day.
  • The interaction of light and movement seeks to convey the resilience and adaptability of the Levantine people.

Message and purpose of the project

Beyond a simple visual representation, the stand aims to be a tribute to the strength of the Levantine people, highlighting their ability to rise from adversity. Through the combination of ash, fire and the metaphor of the Phoenix Bird, visitors are invited to reflect on resilience, unity and hope, fundamental values that define the history and identity of Bilad al-Sham.