Filed Under: Sculptures / Installations
Brand Roca has recently opened the new Roca Madrid Gallery, a stunning open space for cultural activities related to design. Its motto “Roca starts beating” is inspired in a project by a studio of architects, Saeta. It recreates a huge heart organ of more than 2 tons weight and more than 3 meters height. The idea? Show the heart behind Roca’s values.
Roca starts beating in Madrid…
Rocaâs new flagship space gives a new beat to the brand and the city.
Madrid, April 12th 2011 â After the successful opening of Roca Barcelona Gallery in 2009, Roca unveils its new space in Madrid with the collaboration of architects Lamela and Saeta Estudi.
Roca Gallery began as an exhibiting space, but also as a space open to the city with an exclusive cultural program. Under the brand values of innovation,
design and sustainability, Roca shows its most humane approach with Saetaâs installation, re-interpreting the heart, in the Madrid and Lisbon editions.
Roca Madrid Gallery opened on April 12th in Madridâs Lamela showroom building, divided in 2 floors making 1,200 m2. The motto âRoca starts beatingâ is inspired through Saetaâs proposal that recreates a big heart made of more than 3,200 porcelain hooks. These emblematic pieces by Roca represent, in more than 2 tons, the weight of the brandâs tradition.
The 4 meters high structure dominates the 75 m2 display window and appears to beat with strength, providing the space with great architectonic beauty. This particular vision of the organ aims to show the heart behind Rocaâs brand values through the 16m. x 5m. window to the soul.
This project strengthens the relationship between Roca and Saeta that started some years ago. In 2008, Saeta designed the Roca experience in the CasaDecor Madrid and Barcelona editions, followed by âThe White Cityâ that won the ASCER Interiors Award in 2009.
In the following months, Roca Madrid Gallery will host temporary exhibitions open to the audience, such as âBuilding the Cityâ (showcasing the Architecture
European Awards from the Mies van der Rohe fundation), âThe Bathroom, a historic retrospective,â showing the bath space evolution and âAral. The Lost Sea,â curated by Spanish director Isabel Coixet .
Project concept & development:
Bet Cantallops and Pere Ortega, Saeta Estudi.
with the special collaboration of architect Fernando Ansorena
Heart prototypes & production:
FabiĂĄn AsunciĂłn and Soledad Revuelto, AiR Maquetas y Proyectos
with the collaboration of engineer Lucio Altana and artist Roberto Pozuelo
Window display: Leona (Madrid)