- Bathroom Equipment
- Coatings
- Construction Finishings
- Exhibition
- Tile Industry
Obra Blanca has been a proud partner of VXLAB since 2022, and together we have reached major milestones: a +50% increase in exhibition space, +70% growth in visitor attendance, +103% growth in exhibitors, and a +159% boost in social media presence.
Today, Obra Blanca stands as the leading event in Mexico for architectural finishes and design products — and more importantly, as the premier gathering for the architecture and interior design community.
In 2025, fueled by the event’s rapid growth, the brand has taken a major leap forward by refining its value proposition, clearly defining its target audience, and solidifying the purpose of Obra Blanca: to build the largest community dedicated to architecture and interior design in Mexico.
This project entry presents the 2025 Obra Blanca Brand Evolution. To explore the brand’s origins and full development journey, click here.
The Obra Blanca Experience
Obra Blanca is a three-day happening that offers a full 360° immersion into the world of architecture and interior design.
Each year, thousands of industry professionals come together for three days to experience Obra Blanca — a fusion of a pioneering exhibition of finishes and design products for architecture, and a curated agenda of activities designed to meet the highest expectations of the architecture and interior design community. Forums, conferences, tours, cocktails, business lunches, and networking events create a content lineup that has become a must-attend for the industry.
Communicating such a comprehensive event has been a task carried out by VXLAB. Given Obra Blanca’s expansion, a brand evolution was necessary to accompany and support this growth.
A brand evolution that leads us into the future
The Obra Blanca brand has had two pivotal moments: the turning point with the first rebranding, which brought us numerous successes and had its primary focus on creating awareness and positioning ourselves as the center of dialogue. And the current moment of expansion, which focuses on the refinement and selection of a very exclusive audience, to better target the specific community dedicated to architecture and interior design.
For this reason, this rebranding is summarized in three symbolic points, which we explain in the following image:
For the sixth edition of Obra Blanca, we worked on the concept of a Trends Observatory. All the efforts of Obra Blanca’s stakeholders have been directed toward positioning the event as a benchmark for trend discovery — not only in terms of products, but also in new ways of building, conceiving architecture, and approaching emerging ways of living.