Barcelona Design Week is one of the most importante events in the Spanish Design Agenda and begins June 02 to June 14. The design event is organized by the Barcelona Centre de Disseny (BCD) and this year the central theme is the “Entrepreneurship”, and Israel will be a guest country.
Among the novelties presented is the complete rebranding of the show.
The custom image campaign of Barcelona Design Week 2014 is generated from the idea by the BCD to “enhance the design as a discipline and to demonstrate its necessity in any business environment,” explains Oriol Armengou of Toormix, the agency responsible for the new image. This edition also wants to stress the importance of design in ‘entrepreneurship’ that is the concept around Barcelona Design Week this year.
The concept starts with the identity of the event. “We have made a small restyling of the brand with the idea of explaining the design is a discipline that is always in the hands of the company, the business, the entrepreneur. Are inseparable” points.
The idea of linking the two circles moves in that direction. “This idea goes further and we visually wanted to explain the need to form a good team between designer and entrepreneur to the success of any project. You have to ‘marry them’. As one piece says: “The teamwork between designers and entrepreneurs is key to starting a company and position.”
Another strategic changes was playing with the word Barcelona in the brand instead of BCN. “A decision that makes the brand-town hero instead of the original, sometimes not recognizable to everyone and especially pear foreign audiences.”
In turn, Toormix wanted to give a claim to help develop the campaign. On one hand, this message should explain the idea that design is everywhere, and the other was to be a claim and announce that the Barcelona Design Week has come to town. Finally, the claim is: The disseny és here! / Design is here! / Design is here! . “The way to visualize it through an arrow-shaped symbol indicates that each piece indicates a different direction.”
The campaign was developed through different advertising pieces as banners, posters and outdoor advertising, but also through other parts as a more interactive arrow shaped stickers to place anywhere, other actions that allow any person to generate a headline in the format “Design ____.”
“In this way, it becomes a participatory and open to all professionals but also people from the street campaign, ‘says Oriol Armengou. Soon you be able to follow these actions from Twitter and Facebook accounts BCD and BDW.
Start Date: June 02 2014
End Date: June 14 2014
Various Locations across Barcelona
Consult the map of the city with all the locations HERE