La Casa de la Arquitectura
The Ministry of Housing and Urban Agenda of Spain recently celebrated the grand opening of “La Casa de la Arquitectura”, a creative and innovative organization whose objective is to raise awareness about the value of architecture and its impact on our quality of life. The institution is headquartered in Madrid with exhibition spaces, and there is also a digital space with an encyclopedic catalog of works, itineraries, and architects.
The Ministry called for a public competition to select a team of curators to handle the development and implementation of the concept for La Casa de la Arquitectura’s website.
Client
Services
Team
Cristina Marcos
Andrea Palomino
Mariona Genís
Queralt Garriga
Cesc Camps
“A visually stimulating project, and the use of an optimistic language is especially valued, as well as the enhancement of the direct experience of the cataloged works where they are built, showing interest in everyday architecture that may otherwise go unnoticed.”
Our proposal
The architects Queralt Garriga and Cesc Camps asked me to join the team to lead the communication area. The curatorial concept focuses on bringing architecture closer to the non-specialized public, not only through understandable language but also with an inclusive approach to the "architecture of the everyday," which can often go unnoticed in our daily lives.
In addition, there is a special emphasis on the user experience in the space, bridging the gap between the brick-and-mortar museum, the website, and the "live museum" which consist of the catalogued architectural works all over Spain.
I am responsible for coming up with the communication strategy, a comprehensive plan aimed at establishing a regular and permanent, two-way channel of communication and awareness about the values of architecture to a broad audience, paying special attention to using language for a general public.
To do this, we created a wide variety of online actions and content overseen and coordinated by the curatorial team in different formats, to be posted at regular intervals on social media. This approach ensures steady online presence; attracts multiple audiences, and positions us to become a leading voice in the world of architecture.
After the jury's deliberation, the proposal under the motto "ON SITE_ON LINE" is awarded second prize, garnering this praise: "a visually stimulating project, and the use of an optimistic language is especially valued, as well as the enhancement of the direct experience of the cataloged works where they are built, showing interest in everyday architecture that may otherwise go unnoticed."
