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Date 07.02.2015
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Workshop in collaboration Fundación Escultor Berrocal

Please Don’t Touch

Project: BERROCAL – Restaurante
by Carolina Rey, Christabell P. McDonald, Jason Hysin

The Berrocal Museum located in the Andalusian village of Villanueva de Algaidas, in the province of Malaga, is composed of a 3 place exhibition venue based on the work of the sculptor Miguel Berrocal. Inspired from the ‘Fibonacci Grid’, a logo family was created and used as a rebranding tool in order to create a visual identity framework that can be expanded and adapted to all of Berrocal’s systems.
In conjunction with creating a flexible logo design, a commercial restaurant was introduced to target new customers and bring revenue to the Foundation. Ángel León, a chef from the region, would become the permanent chef of the restaurant to capture high-class customers. Playing on Berrocal’s values of disassembly and interactivity, and concepts like food art as Food Deconstruction, and the use of Berrocal’s Cofanetto, these are part of the dining experience; and qualities, such as dining with sculptures inside the Museum and having lunch in the sculpture garden, further expresses the intention of giving the customers a unique and memorable experience.

Project Leader: Stefano Cardini

Project: BERROCAL - Restaurante

 

Project: Mundo Berrocal: Putting the Pieces Together
by Urso Chappell, Swapna Patkar, Chayut Prissawong

The works of Miguel Berrocal deserve a much larger audience, but we feel that the particular nature of his work demands engagement by an audience that hasn’t been particularly activated as of yet. Berrocal’s work straddles the world of art, engineering, mathematics, and science. His work is typically represented in an art context more than others.Our proposed program targets an audience that is particularly interested in engineering, mathematics, puzzle making, and other such pursuits. By creating a new unit of the organization that actively reaches out to new audiences, we hope to bring them into the world of Miguel Berrocal and continue to engage them, not just as passive observers but active participants. We feel that if Berrocal were creating his works today, he would be actively involved in this newly created community. Our program encompasses the possibilities of many kinds of outreach, but we are particularly focused on Maker Faires as a venue for educating this target and keeping them involved over time. Through recent developments in 3D printing technology, we allowed the general public to reproduce Berrocal’s artwork in many ways. This helps fulfill Berrocal’s original desire to have his work reproduced by the thousands and millions.

Project Leader: Stefano Cardini

Project: Mundo Berrocal: Putting the Pieces Together

 

Project: Berrocal Museum Wedding Service
by Cagil Aygen, Katja Pekhotina and Theodore La Motta

The idea was to take The Fundación Esultor Berrocal and to offer a wedding service in order to generate a higher income, as well as a promise of return. The problem is attempting to get people to have their wedding at the Berrocal Museum in Spain. Through careful and intensive research of other museums generating income around the world, wedding services are extremely beneficial for income and a growth in knowledge for the place. It is a wedding service offered by the Museum foundation of Berrocal. Museums generally have a difficult time creating revenue, and because of this museums offer many services, and are usually open to try anything that will help financially. This brings the plan for a wedding service, because not only does it rent out the museum space, it also brings in a high income (in one day), while exposing many new people to the works inside. The wedding service has different packages for those to choose to have a proposal plan, wedding ceremony, wedding party, and anniversary. A logo for the Fundación Esultor Berrocal has been proposed to show the known work of Berrocal titled “David”. The logo appears as a torso, and is made up of many interlocking geometrical shapes. These shapes can be interlocked in many different ways (like many of Berrocal’s works) in order to create it’s own type face. Creating this type face is important not only because of its representation of connection to Berrocal’s complexity, interlocking, limitless possibilities of out come of works, but to make it extremely unique and easily recognizable.

Project Leader: Stefano Cardini

Project: Mundo Berrocal: Putting the Pieces Together