The Interactive Showroom space of the Valencian company Idai Nature, dedicated to Bio-Agriculture, is located inside its spectacular headquarters in La Pobla de Vallbona in Valencia.

The design of the space has the mission to show visitors the innovative character of the company and its exponential growth over the last few years. Architectural design and technology are combined in the space to show the history of the company, in a limited space of time, with great interactive and immersive effects.

The start of the experience takes the user into total darkness, so that any relationship with the outside, or the passage of time, is lost. Inside the Showroom, the black horizontal cladding, both in the carpet flooring and in the sound-absorbing ceiling, and vertical black MDF panelling, enhance the effect of the loss of references and limits for the visitor. The use of reflective glass that hides certain exhibition or showcase areas enhances the magical and provocative effect of the route.

In order to enjoy the experience, the visitor must follow the effects of artificial lighting (direct or indirect), audiovisuals (triple panoramic screen, video wall, or multiple spatial sound zones), or even olfactory effects (aromatisers).

The space is made up of different areas: Presentation and Welcome, Introduction, Raw Material, Product, Awards, and Farewell with Photocall (in addition to the technical room), through which the user will pass in sequence, achieving total immersion in the world of Idai Nature.

In short, architecture, design and technology united in the service of an impressive interactive experience.


Arquitectos | Architects

Ubicación | Location
46185 La Pobla de Vallbona, Valencia, España

Arquitecto a Cargo | Principal Architect
Rubén Muedra

Fotografías | Photographer
Adrián Mora Maroto

Colaboradores | Collaborators
Inés Fabra

Diseño Interior | Interior Design
Rubén Muedra Arquitectura

Construcción | Construction
Nideker Houses

Superficie Construida | Built Area
432 m2

Superficie Parcela | Plot Surface
482 m2

Año de Proyecto | Project year

Año de Construcción | Construction year
2021 – 2022  (6 meses)

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