Identity and exhibition design system for the Catalan pavilion at the Venice Architecture Biennale
Curators » Jaume Prat, Jelena Prokopljevic + Isaki Lacuesta
Project photographies » Arts Santa Mònica + toormix
Web » aftermath.llull.cat
Graphic identity and campaign for the Catalan pavilion at the Venice Architecture Bienniale 2016. “Aftermath_Catalonia in Venice, Architecture beyond Architects”
, a space built through cinematographic and visual stories.
The main challenge of the project was based on being able to graphically represent the audiovisual concept of the pavilion without losing the different levels that are present in the architectural project. Just as cinema was the inspiration to create the physical form of the exhibition, in a documentary way, how people and architectural spaces are related, the concept and the graphic identity want to convey the idea through the overlapping of layers.
Three levels of information are established that, as the commissioners explain, interconnect the three landscapes that integrate the architecture: the architectural project, the territory / context where the projects are located and the human / social landscape. Thus, the landscape of the territory, which forms part of the background, is represented by a texture that comes from a photographic image of the work treated as a hotspot (heat map), the intermediate layer representing the architecture, defined as “AFTERMATH”, composed according to the most iconic elements of each project, and finally, the third layer represents the flow of people experiencing the building and the space.
The visual project is composed of 3 levels that connect with 3 landscapes that integrate the architecture: the territory, the project and the human.
The result is a flow chart that represents people interacting in the building and continuously moving. The posters vary according to the shape of each architecture and the movement that represents people. A concept that connects the functionality of the project with the visual identity.