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Luis Ayala, Production Designer
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Luis Ayala ({{ chapter }})
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d.i.luisayala@gmail.com luisayala.com.mx
(00) Index Brand activations, stands, print and vinyl for premium brands.

Luis Ayala. Production Designer.

I take approved creative direction and make it exact, from the first layout to the last printed file.

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3D render of the general hospitality area: rows of wooden folding tables and chairs, a long backlit bar on the left, a large screen and arcade entrance at the back, and suspended timber canopies planted with palms overhead.
General hospitality area3D proposal render
(01)Design thinking

Design thinking

Santander hospitality for the 2021 Formula 1 Gran Premio.

Step 1 / 5

The brief and the insight

Lifestyle as the guiding idea, with the bar as the central piece.

Branding positioned both aesthetically and strategically, and every space used to improve the experience.

Concept board on a muted red field reading “Inspiración Platino Plus” beside the title Santander F1 Gran Premio, set in white.
Concept board, Platino Plus inspiration
Step 2 / 5

The layout

The floor plan, organized into ten zones.

Registration, central bar, stage, phone-charging booths, lounge booths, spa, activities, kids zone, outdoors and restrooms.

The bar sits at the centre; every zone faces it.
Top-down 3D floor plan of the hospitality tent. A long planted bar sits in the centre surrounded by tables. Along the top edge: Actividades, Escenario and Spa; along the bottom: Zona Kids, Booths and Registro; Baños and Outdoors sit outside the top-left corner.
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Floor plan with zone labels. 3D proposal render{{ zoneHint }}
Step 3 / 5

The system

A small set of materials and finishes, repeated across zones so it reads as one environment.

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Why one material repeats across zones: it reads as one place.
3D render of the registration area: a tall stained-pine lattice wall with a white outline Santander sign, a stone-finish counter beside a grey lacquered counter, and two stone and lattice entry posts in front.
Registration: lattice, stone finish and matte lacquer3D proposal render
Step 4 / 5

The specification

Every piece defined by concept, dimensions, finish, material and quantity.

An excerpt from the bill of quantities.

Mono figures, so every dimension lines up.
Bill of quantities, excerpt. Dimensions in metres
Concept H × W × D (m) Finish Material Qty
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Branded details
3D render of three fabric wristbands printed with the Santander logo: white for Friday, red for Saturday and black for Sunday.
Wristbands, one color per day. Render
3D render of two lanyards with red buckles, one white and one red, each printed with repeating Santander logos.
Lanyards. Render
Step 5 / 5

The delivery

Three months to build, with a team of 15.

About 1,400 m² of finished surfaces and nearly 300 pieces.

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Scope by category

Pieces per category, sorted. Area in m² on the right.

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Concept and design: GTQ, sister company of Nativo Taller. Production: Nativo Taller. Renders are 3D proposals, not event photographs.

(02)Typography

Typography discipline

Specimen

The typefaces on this page, at the sizes used on this page.

Baseline grid, 8 px. Every leading is a multiple.
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Aa Bb Cc Ññ 0123456789
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Type scale, size / leading in px
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Rules I work by

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One label, annotated

A single row from the bill of quantities, redrawn as a production label. Hover a note to find it on the label.

Santander F1, 2021Item 05
Tall partitions
1
H × W × D, m 2
3.4 × 1.6 × 0.15 3
Finish
Stone finish
Material
MDF 15 mm
Quantity 4
7
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(03)Visual taste

Visual taste

I work with restraint and give each space one idea. Color comes from the materials, not from decoration.

Look for it: the palette is the material list.
{{ g.n }} {{ g.caption }}3D proposal render
Concept references
Concept board on a muted red field: “Inspiración Platino Plus” beside the title Santander F1 Gran Premio, set in white.
Inspiration board
Look-and-feel board on white: “Propuesta Platino Plus” beside the title Santander F1 Gran Premio, set in red.
Look and feel
(04)Behind the work

Behind the work

Nativo Taller, 2019 to 2022. Files, cut paths and builds, as they happened.

I like being near the machine. A good file is one the workshop can run without a phone call.

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Instagram post, image to add ↗

Built by the Nativo Taller team. Workshop and site photos, except the one marked as a render.

(05)Contact

Nespresso, Bacardi, Ron Matusalem, 1800 Tequila (Formula 1), Ginza, Oktoberfest Mexico and Zona MACO.

3 to 4 activations a month, from a single partition wall to full hospitality environments.

Stands, branded print, vinyl graphics and carpentry

(+)Appendix

Also: digital work

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FeaturedLive

Barrio Mexico

Boutique stays in Guadalajara neighborhoods. Bilingual, Spanish and English. Powered by Nuclea Studio. barriomexico.travel ↗

“Ocho casas. Cuatro colonias. Un barrio para descubrir.”

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Barrio México home page: a dark full-bleed photo of a lounge with a neon Barrio México sign, the headline “Ocho casas. Cuatro colonias. Un barrio para descubrir.” in a light serif, and the four neighborhoods below.
Home, hero
Barrio México houses section on a cream background: the heading “Elige el viaje, no el cuarto.”, filter tabs for neighborhood and type of trip, and three house cards with photos.
Houses, filter by neighborhood or trip

Production precision, applied to digital work: design systems, templates and clean handoffs.

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