Abstract: Art exhibition commemorating the centenary of Romà Vallès, a Catalan Informalist painter.
My roles: Co-Director, UX designer, graphic designer, 2D animator, writer and editor.
Client: Cases Singulars and Museo Juan Cabré
Team: Albert Planas and Aina Febrer
Direction
My colleague and I were asked by Isabel Vallès (daughter of Romà Vallès and Co-founder of Cases Singulars) to create an art exhibition commemorating the centenary of his father in Calaceit, Spain.
She wanted something more fresh and dynamic than what they had done before.
It was a great adventure from the start; we conducted interviews with his family and asked for all the material they could find: photos, scans, sketches, paintings, texts, etc.
After the long investigation, we felt like we knew him; we felt we could design the exhibition Romà would have loved.
With that in mind, we presented an immersive idea focusing on the emotional journey of Romà. To make the public feel his journey, we focused on two things:
- A marked path. The rooms were arranged to tell the story of his life; each one had a visual theme and biographical elements that helped you understand the ideas behind his creations.
- 2 audiovisual pieces that gave life to his paintings and archival photographs. Making it easier for the public to digest information and to enjoy the paintings through a modern lens.
Art Direction
Once we knew Roma's trajectory, we started to notice his tastes in visual arts.
We learned he had a big appreciation for collage techniques and he would often practice and experiment with it. He was a lover of texture and very intuitive when he was painting.
Channeling our inner Romà Vallès, we started experimenting with visual styles. And as a result, we decided on a maximalist art direction mainly focused on collage and his favourite color palette: black, white and magenta.
Video 01: the Story of Romà
Biographic audiovisual piece which served as the introduction to the exhibition.
Voice-over: Isabel Vallès // Sound technician: Pere Botella // Script, edit and animation: Aina Febrer
More directed projects
