The Tura exhibition is based on a main premise: to present a new collection by Roca without being able to show the objects themselves. This starting point shifts the focus of the exhibition toward the atmosphere and environment that inspired the design by Andreu Carulla, specifically 1950s Catalan architecture, where the filtering of light and the use of volumes are essential characteristics.
This leads to a strategy structured in five points.
Have a large element (a shutter) that filters the light in the space and plays with revealing and concealing. Thanks to a large pivoting door, only invited guests can see the new products before the official presentation.
Bring architecture into the space through five large-format photographs by Català Roca. And to create a mimicry with Català Roca’s photographs through detail images of the new collection. These photographs are arranged on a parallel plane to that of Català Roca’s work, mirrored.
Moreover, a large volume that appears solid from the entrance is hollowed out on the inside with the shapes of the new collection. We cannot see the objects themselves, but we can see their imprint.
Finally, show the process and journey of the collection’s author, through milestones and a large diagram, visitors can experience the scale and depth of the design process.
