Echoes of the Med
The overall concept and architecture of the building are by Benedetta Tagliabue – EMBT Architects from Barcelona: "In a way, we interpreted what was behind Roca and especially the new designs," says architect Benedetta Tagliabue. The structures of the Mediterranean landscape and the alternation of light and shadow were thus strong inspirations for the open design of the approximately 140-square-metre Nutura Pavilion. Nutura, a melange of the names of the new collections "Nu" by Inma Bermúdez and "Tura" by Andreu Carulla – already shows the sense of detail with which planned the presentation. The result is an undulating wooden construction for a conceptual show that pays homage to Mediterranean architecture and lifestyle. The choice of natural materials continues in the small-format ceramics, whose colour scheme echoes the tones of the Mediterranean landscape. "A Mediterranean echo", as Tagliabue says. To produce the extraordinary unique pieces, she had traditional craftsmanship combined with modern technology: The engravings (abstract images of the new Roca collections) created by robots in collaboration with Ceràmica Cumella and the Institute for Advanced Architecture of Catalonia, IAAC.
Teamwork is paramount in this multifaceted project, which also offers perspectives on the technological future of the globally active family-owned company Roca: Part of the multi-sensory experience is the digital work "Mediterranean Metaverse: an oneiric journey" by 3D artists Julia Ippolito and Joe Mortell under the creative direction of Isern Serra: in a surrealistic world with dream-like effects, the products of the "Ona" collection move in harmony with the element of water.
"Each presentation is a snapshot that brings the brand to life with all its history and layers while continuing to write its DNA," says Marc Viardot, Corporate Marketing and Design Director of the Roca Group. The visualisation of the origin is significant in this installation. The architecture of 20th century Barcelona served as inspiration not only for the new "Tura" collection. "Benedetta Tagliabue understands and elaborates on this architecture like no one else," says Marc Viardot. For Roca, she transfers it into a sustainable installation that will last even after the Milan Design Week.
The result is a dynamic structure that becomes clear to visitors as they walk through the pavilion. One of the grounds' unique trees, 'Ginko Biloba', is embedded in the space, which invites visitors to spend some time in the centre. Guests can explore, discover and relax in Roca's Nutura Pavilion, as the structure offers many opportunities to sit down for a while and let the numerous impressions sink in. Nutura Pavilion can be visited from 17 to 23 April 2023 in the Università degli Studi di Milano courtyard. (am)
Nutura Pavilion by Roca and Benedetta Tagliabue – EMBT Architects
Università degli Studi di Milano courtyard
Via Festa del Perdono 7
20122 Milano
Exhibition dates:
17 to 23 April 2023
