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On March 16th, we opened the doors of the Stonex showroom in Madrid for something we were really looking forward to doing.
Together with the Association of Lighting and Video Stage Authors (AAIV), we created Rosenthal Day, an event in which we brought together more than 40 professionals from the sector for six hours to share, discuss and put together different ways of understanding light.
The space was filled with lighting designers, video designers, and technicians who all shared something powerful: they shared how they actually work. No filters. No textbook theory—just how they create and how they face the real challenges of each project at a time when technology is advancing so rapidly.
The creative process: how a stage proposal is born
Elvira Ruiz Zurita, Rosa Fernández Cruz, and Sophya Acosta, moderated by Lola Barroso, delved into the very beginning of a project. They discussed how a story starts, their individual methods, and how to translate an idea into something the rest of the team can understand and implement. But above all, they spoke from experience, drawing on real projects, with their successes and challenges.
The conversation moved between key questions such as: how a story begins on stage, what method each one follows or how an idea is communicated to the rest of the team, but, above all, it relied on concrete experiences, on real projects and on the personal way of working of each one.
Focusing on their experiences allowed us to fully understand how four professionals in the sector think about and work with light from the inside, without closed formulas and without shortcuts.
Applied technology: when the idea becomes a project
In the afternoon, the focus shifted to the technical and technological aspects, in a discussion where the conversation also took the form of an exchange between speakers and attendees.
They talked about tools, adapting to different contexts, how to take a design on tour or to different spaces, and what role new technologies and AI play in the process today.
One of the most repeated ideas was clear: technology does not replace the creative process. It is incorporated later, once the idea is defined, as a tool to make it possible.
Color in ETC EOS: from theory to practice
One of the highlights of the day was the session given by Aleksandra Janas, Brand Manager of ETC at Stonex, entitled "The potential of color in the most in-demand control tables in theater."
After an initial part explaining how ETC understands working with color, the session moved towards a practical part where attendees could work directly with the EOS tables (Gio @5), resolve doubts and try different configurations for themselves.
Demos, conversation and community
Beyond the tables and talks, the day also left room for what happens between one block and another.
During the midday, the showroom became a meeting point where, between coffee and snacks, conversations, exchange of experiences and connections between professionals were generated.
At the same time, attendees were able to get up close to the equipment, try out the product, and talk directly with the Stonex technical team in a more relaxed but equally enriching environment.
Rosenthal Day has been one of those days that demonstrate how important it is to meet, get to know each other and share how we work.
Stonex and AAIV would like to thank all the speakers for their generosity in sharing their experience and all the people who came to the showroom to be part of the meeting.
We continue!
