Josep Torrents i Alegre
- Creative Direction
Joan Marc Blanch
Grafting conveys the idea of a new organism that combines the strength of its original components, whether new or old, and is more vigorous than any of them alone: an idea of renewal and growth
Catalonia participated in the 14th Mostra Internazionale di Architettura - Biennale di Venezia presenting the work of 16 Catalan architects who share a similar attitude. This attitude is based on a profound dialogue between the new and the pre-existing, creating architectural projects that fuse new materials with existing ones, in the same way that trees are grafted.
The starting point for "grafting Architecture" is the restoration of Casa Bofarull (Els Pallaresos, 1913-1933), one of the main works of Josep Maria Jujol (1879-1949), where the architect inserts a new layer over an existing one. This creates a fusion of resources and materials that, throughout the different periods and different ways of living, are stratified and overlapped, so that in the end it is impossible to differentiate the parts of the Whole.
Just like Jujol in Casa Bofarull, Gironès in the Transmitter Space in Seró, Pinós and Miralles in the La Llauna Institute in Badalona or, RCR in the public space La Lira in Ripoll, we, as graphic designers, wanted to graft Venice with a visual code that would be integrated into the city, avoiding the strict regulation that exists for this type of intervention in Venice: this means that, to avoid visual pollution, interventions in public space must be integrated into the urban landscape, in other words: they must be grafted onto the city
We achieved this challenge by formulating four principles that define a unique visual code that is scalable to different types of applications.
Working with our hands on large, hard surfaces and with heavy equipment that we are not used to, made us remember that there is life beyond the screen and the digital world.
For two months, in a warehouse in Sant Joan de Mediona and for a week in Venice, we dedicated ourselves to embroidering, cutting, heat-welding strips, nailing and combining materials to create all the elements.
The result is a series of interventions and elements, grafted on to each other, distributed around Venice, some indicating the way to the exhibition and others grafted on to the building itself.