Art as a transformation engine is the idea that explores and articulates the initiative that the agency Summa branding He is developing since the end of last year and has converted an advertising fence into a Visual Micargalería aimed at giving visibility to the work of different creators.
Located outside the agency’s offices in Barcelona, in the neighborhood of Poblenou, the nickname “Valla de Summa”, It exposes the works of contemporary artists with the objective of claiming art as a means of connection, dialogue and innovation.
“The fence offers new forms of inspiration, both for society and for brands”
The support, as Summa Branding explains in a statement, “It offers visibility to artists with outstanding trajectories and own looks, whose work feeds on creative processes away from the conventional, and that offer new ways of inspiration for both society and brands”
The initiative, launched in November 2024, is an expression of the agency’s commitment to culture and its will to Provide inspiration to brands. It also aspires to Enrich the urban environment with visual expressions that connect with the community.
“Both art and branding are born from a different look on reality“Rafa Soto, partner and executive creative director of Summa Branding, said.”The fence is our way of sharing that look with the city and betting on a creative community with which we feel deeply connected”
Since its start, the fence has already hosted four unique interventions, each with its own narrative and creative process. Are the following:
- “Threshold ___ st_martí”, by Xavi Tribó
“Threshold ___ st_martí” occupied the fence in November 2024. It is the work of the technodigital creative Xavi tribó and is a Visual experiment created with the help of artificial intelligence. As explained from the agency, the piece is based on real data sets of the Sant Martí district, that is, data related to hectares, population, births and deaths, number of homes or aging of the population.
In this case, the Prompt has written the artificial intelligence and the artist has been in charge of executing it. The result is an abstract, pixelada piece, where the data is transformed into color, movement and texture. As explained by Summa, it is “A reflection on authorship, technology, the relationship between artist and tool and how the environment is inspiration”
- “Garden de Forms”, by Ricardo Leite
In February of this year the fence welcomed “Garden de Forms”, created by Portuguese designer Ricardo Leite. It is composed of more than fifty Digitally generated sculptural figures and inspired by forms of the artist’s daily environment. They have been modeled in 3D with tools of virtual reality and artificial intelligence. “The result is a garden of surreal and unexpected geometries, a kind of post -edigital ecosystem where nature, artifice and game coexist”, Explains the agency.
- “Eye”, by Sergi Delgado
Sergi Delgado’s work occupied the fence last April, giving visibility to optical art. Black and white lines and concentric draw A great eye figure That awakens the feeling of being observed by something or someone. It evokes both human eyes and surveillance so present on a day -to -day basis. From the agency they point out that it is a symbol that questions from where and how we look, and that, in the words of the author himself, “open a door, although we do not know where he drives.”
- “Creative Loop” by PJ Richardson
In May, the Valley has given visibility to “Creative Loop”, by American designer and creative director PJ Richardson, founder of the Laundry Study. The piece consists of a series of Imaginary organic mechanisms that are organized in a kind of expansive wave that invades the space. It combines the aesthetics of the comic, with outsider art and digital illustration to propose a chaotic, energetic and deeply human visual trip.
