Roca gallery began as an exhibition space, but also as a place that is open to the city with an exclusive cultural program. Under the brand values of innovation, design and sustainability, roca shows its most humane approach with saeta’s installation, re-interpreting the heart entitled ‘roca starts beating’. the motto ‘roca starts beating’ influences saeta’s proposal that recreates a big heart spanning over lamela’s showroom building that is divided into two floors that cover 1,200 m2. The huge sculptural work is made-up of more than 3,200 porcelain hooks, an emblematic piece by roca. The 4 meter high structure dominates the gallery’s 75 m2 display window and appears to beat with strength, providing the space with great architectonic beauty. this particular vision of the organ aims to show the heart behind roca’s brand values.
project concept & development: bet cantallops and pere ortega, saeta estudi with the special collaboration of architect fernando ansorena heart prototypes & production: fabián asunción and soledad revuelto, air maquetas y proyectos with the collaboration of engineer lucio altana and artist roberto pozuelo
window display: leona (madrid)