<ul><li>Invernáculo is a pilot initiative by the Madrid Regional Government that explores new methods of communicating cultural activities in urban space.</li><li>The initiative integrates billboard-greenhouses that extend exhibitions into the public realm, showcasing large-format commissioned images as an open-air extension of the advertised exhibitions.</li><li>The structures are constructed with metal frames, transparent methacrylate sheets, and prefabricated concrete planters, providing stability, flexibility, and functionality.</li><li>Invernáculo reimagines urban advertising, blurring the line between greenhouse typology and museum display structures, creating a prototype for architectural experimentation.</li></ul>

invernáculo billboard-greenhouses redefine advertising within madrid’s public realm

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