Escuela Superior de Escaparatismo,
Visual Merchandising, Diseño e Imagen
Curso | Cualificación profesional
postgraduate | Retail scenography, events and ephemeral spaces

The Retail Scenography, Events and Ephemeral Spaces course provides students specific knowledge and ability to develop the scenic space of advertising actions, events, marketing activities, showcases, stands, fairs, outdoor spaces, … to improve the context of representation and it’s visual communication.

Our production designer - art director is responsible for designing, creating and capturing the visual elements of a scene and its function goes from mounting the decorations, accessories and lighting, to the fusion of the scenery with the marketing and organization of events to create a unique project. That’s why professionals of the scenery every day are more open to new realities, project their work in various environments and expand their fields of action.

Ártidi offers a specific training where different subjects are taught in an innovative and current perspective. These programs are taught from a broader concept, with the main target that each student learns to apply the whole set of strategies in each professional activity in a competitive and efficient way.

The SQA is an exclusive course consisting of an Ártidi own degree with national and international scope recognized by ASEMAIC, ACAP, and Trends School.

The Retail Scenography, Events and Ephemeral Spaces course has 84 hours, it is divided into 3 training modules and a final project. 

  • Merge students into the world of retail scenography, events and ephemeral spaces in all its fields of application.
  • Prepare an empty field into a sensitive space to communicate the brand through the creative process and the assembly of scenes.
  • Evoke an appropriate scenic climate for a given space.
  • Having a domain of the application of forms and colors.
  • Combine scenery with events and organizing events to create a unique project.
  • Place the student in a competitive working environment. 


Scenographers for sale
• The scenographer as art director.
• The visual communicator of a brand through the scenography.
• The designer as responsible for the design, creation and capture of a scenic space.
• Professional scenographer and their areas of competence.
• The most prominent creators of scenic panorama.

The professionals of the scenic team
• Brand manager: The one who commissions the project.
• Locators of spaces and props.
• The director of decorations: the materials expert.
• Technical team: lighting and sound.
• Operators of facilities.
• Set the Design team: costume designers, actors, choreographer and hostesses.

The dimension of the scenic space
• Plastic and scenic space extension.
• Relationship and interaction between scenic, scenography, playground and theatrical space.
• Scenographic samples: performing arts, fashion presentations, photo sessions, showcases, among other art installations.
• Alternative and unconventional scenarios.

Morphology of the visual field
• Influences from outdoor space and indoor interior design.
• Color: physical properties, color scales, harmonies and contrasts.
• The power of the light in function of the type of project.
• Material and texture in the space.

Creative process in the development of the commercial scenery
• Space, moment, location, brand and clients
• Creation Methodology. 
• Project creation from scratch to success.
• Projects presentation according to customer.

Materialization of the scenery
• Art, aesthetics and technique in the theatrical production.
• Conceptual and scenic nature factors.
• Budgets and costs.
• The show: production and assembly.
• Analysis of show fragments  and its realization.

Location of outdoor and indoor spaces
• The location according to the project.
• The natural environment applied to sale.
• Regulations and permits for outdoor spaces.
• Locations with or without a budget.

The influence of the theatrical universe in commercial scenery
• Different types of theatrical spaces.
• The Italian theatre.
• Architectural characteristics of the scenic space: parties and function.
• Analysis in situ of the TNC (National Theatre of Catalonia).


Branding: Marketing and scenery
• Image and brand identity.
• Techniques and strategies of communication of a brand
• Position the brand through the scenery.
• The company out on the street to share their art: Street Marketing and Buzz Marketing.

The director of art as event planner
• Types of scenic events: campaigns, inaugurations, product launches, fairs, parades, etc. • The production of the event: briefing, research, contra briefing and negotiation.
• Transformation of the space, creating a new use.
• The details of the event: from the invitation to the costume designers.
• Music, animation and show.
• Actions that alter the perception of the event.
• Good use of planning tools: retro timing, timing, rundown and road book

Ephemeral spaces and new realities
• The brands on the ephemeral spaces.
• Case studies: stands, pop-up stores and storefronts.
• Creative process: how to translate the values of a brand into space.
• Resources: materials, vendors and budgets.
• The process: preliminary draft, executive project and execution.


Think, feel, and look at the light
• Role, interpretation and metaphors of light.
• Objectives and characteristics of the lighting.
• Direction, color, intensity and movement, materials and light sources.
• Spectacular lighting. Scenography and lighting.
• Different genres and spaces; and aesthetic trends.

The language of materials (practical)
• Materials and dialogue with the space.
• The cultural and emotional weight of materials in scenography: boots, showcases, facilities, etc.
• Authenticity, quality and durability.
• Humanize materials and integrating them into the space.
• Handling and processing of materials.

Art and action in a montage (practical)
• Construction techniques: hang, nailed, upholster, glue, etc.
• The strange world of tools: types and uses.
• Innovative mounting and finishing strategies.
• + skill – cost.
• Design and realization of a real scenography.

Props: dressing space
• Props and its interaction with the space.
• Custom or purchased orders?
• Best buy: antique shops, flea markets, scrap yards and junkyards.
• Props search engines.

Special effects: looks like but it is not
• Homemade special effects.
• Types of machinery: smoke, turbines and fans, snow and foam, etc.
• You produce the effect.


Workshop: Techniques for promoting your personal brand with creativity
• To have answers you need to do things differently.
• Useful and practical tools to exploit your creativity.
• How to unlock and argue the performance of creative potential.

Professional development and brand self (online subject)
• Design and build your professional blog.
• Effective ways of job searching: internet, networking and self nominations.


To complete the academic formation is necessary to develop a creative and innovative project where all theoretical and practical knowledge are applied.

The program is taught in Spanish. 

• Our scenographer is the art director of the event and not part of the scenography.
• Allows you to create communicative actions using the scenography as a lure.
• Create events based on the scenery.
• The production designer contribute added value to companies since they can also perform showcases and scenographic installations.
• At the end of the course a professional counselor advises students, considering their studies, professional experience and personalized SWOT analysis about job opportunities.

The faculty is comprised of working professionals with national and international professional recognition in different brands. A team that integrates training with business reality.

José Luis Martínez (General Director of Ártidi and trainer of trainers at ICE of the University of Barcelona)
Mireia Carles (set designer and art director)
Gina Mas (Art director, stage design and advertising)
• Maria Domenech (enlightening)
• Meritxell Muñoz (production designer)
Miriam Torres (Expert in Branding and brand communication)
Alexandra Proaño (Architect, specializes in retail and temporary spaces)
• Walter Temporelli (Filmmaker and production designer)
Silvia Foz (Image and Personal Brand Consultant)

See the guidance department for each edition’s teachers. 

• Direction and development of global actions in scenography.
• Create original and functional exhibition spaces for companies selling products or services.
• Design of ephemeral scenery for performances or entertainment events.
• Design and planning for the assembly of ephemeral exhibition spaces for commercial brands.
• Creation of atmospheres for indoor commercial spaces .
• Innovative techniques to create spaces with its own identity.
• Techniques of visual expression to get the stamp of personal creativity.
• Implementation of forms, volumes and colors for brands commercial spaces.
• Design, construction and assembly of projects and ephemeral decoration elements.
• Analysis and development of the brand personality.

Ártidi has agreements with over 90 partner companies with international and national recognition for training practices: Ikea, Escada, La Mallorquina, Inditex Group, Custo, LROptics, Adolfo Dominguez, Intersport, McGregor, Oysho, Reebok, Pronovias, Swatch, La Perla, Adidas among others. 

Qualifications: SPQA Specialization in scenography and corporate visual communication.

Granted by Ártidi Advanced School of Window Dressing and Visual Merchandising. National and international professional competitions.  


Aimed at professionals in industries such as design, sales, marketing, decoration, trade, window dressing, visual merchandising, as well as people without experience but wishing to get training and SQA ÁRTIDI certification to guide their career.


Del 20 de Octubre al 13 de Julio (Curso de un fin de semana durante 9 meses)

Fechas de los fines de semana: 

20 y 21 de Octubre
10 y 11 de Noviembre
15 y 16 de Diciembre
12 y 13 de Enero
9 y 10 de Febero
9 y 10 de Marzo
6 y 7 de Abril
11 y 12 de Mayo
15 y 16 de Junio
13 de Julio 
Horario: Sábado de 10h a 14h y de 15 a 18h y domingo de 9h a 13h y de 14h a 18h



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More information: Studies Department
Mobile: 661124767
Tel:+34 93 485 08 15
Fax: +34 93 300 80 66
Carrer la Llacuna, 50 - 08005 Barcelona

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