How An Audience of One gave form to air in its identity for Nube

Ephemeral architecture emerged throughout the 20th century as a response to accelerating consumerism and oversaturated cities. The discipline proposes structures that adapt and breathe rather than standing as static monuments, opening conversations about how people interact with space. For Madrid-based studio Espacio La Nube, founded in 2016 by Hugo Cifre and Miguel Ángel Maure, this means building large-scale inflatable installations that transport audiences into new realities. Their Mediterranean-rooted approach, drawing from Ibiza’s salt flats and Andalusian courtyards, has attracted clients from Space10 and Primavera Sound to Jeep and Airbus. An Audience of One faced an unusual challenge when developing the studio’s identity: how to give form to something as intangible as air. The Madrid-based design studio immersed themselves in ephemeral architecture’s history, studying a discipline that’s inherently experimental, deeply connected to nature and often inspired by cellular and molecular systems. This research revealed a fundamental duality. “While the brand is technologically innovative, its purpose is profoundly human: to transport audiences into new realities and provoke emotional, immersive experiences,” the studio explains. The resulting dimensional symbol synthesises multiple layers of meaning in a single mark. It references the shapes and countershapes created by inflatable structures and their seam patterns, subtly integrates the letter ‘N,’ nods to the classic cloud silhouette, and incorporates cellular and molecular imagery. The mark also evokes teamwork and the chain of processes involved in building a real Nube installation. Three dimensionality anchors the entire visual language, though the studio developed a flat version based on the brand’s colour palette for smaller applications. In print, embossing and UV varnishes reintroduce depth without relying on 3D rendering.