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Right Around the Corner: Campaign to Showcase Catalonia’s Art Venues

Right Around the Corner: Campaign to Showcase Catalonia’s Art Venues

Right Around the Corner: Campaign to Showcase Catalonia’s Art Venues

At Atipus, we developed an awareness campaign for Catalonia’s Department of Culture with a clear and heartfelt mission: to shed light on the diverse network of art venues that make up Catalonia’s public system of visual arts, and to invite people to rediscover what’s right around them — culture that is literally next door.

Our main goal was to design a campaign that would truly resonate with a broad audience, particularly with those who are naturally curious about culture and creativity, as well as with local residents who, in many cases, live just a few minutes away from an art center without ever realizing it. We wanted to awaken that sense of curiosity and belonging, reminding everyone that contemporary art is not something distant or exclusive, but rather a living, breathing part of the local landscape.

The creative concept was built around a simple yet powerful idea: proximity. We sought to make this notion tangible — to visually express how close citizens are to cultural spaces — by metaphorically and literally putting them on the map. Through this approach, we aimed to highlight that art is not confined to museums or big cities; it’s woven into the fabric of everyday life, waiting to be discovered on a morning walk, a weekend outing, or even a spontaneous visit after work.

Visually, we drew inspiration from the recognizable graphic language of digital navigation tools such as Google Maps. Instead of focusing on a single pinpoint location, we reinterpreted those familiar visual cues as an abstraction — a way to emphasize the campaign’s central message of nearness and connection. This symbolic reinterpretation allowed us to speak a universal visual language that feels both modern and intuitive, instantly accessible to anyone accustomed to navigating their surroundings through a digital map.

The campaign was deployed across multiple platforms, both digital and physical. Billboards, posters, and street signage worked hand in hand with social media animations, and web content, creating a coherent and adaptable visual ecosystem. The overall visual identity was designed to be direct, recognizable, and approachable, ensuring that the message worked seamlessly whether it appeared on a bustling street corner, in a public transport hub, or scrolling through someone’s feed.

Ultimately, this is a project created to make culture visible, accessible, and close at hand — a reminder that artistic expression is not a remote experience reserved for the few, but a shared heritage that belongs to everyone. By inviting people to look around, to pay attention to what surrounds them, the campaign turns proximity into an opportunity: to connect, to explore, and to engage with Catalonia’s vibrant artistic landscape in a new and meaningful way.

CREDIT

  • Agency/Creative: Atipus
  • Article Title: Right Around the Corner: Campaign to Showcase Catalonia’s Art Venues
  • Organisation/Entity: Agency
  • Project Type: Campaign
  • Project Status: Published
  • Agency/Creative Country: Spain
  • Agency/Creative City: Barcelona
  • Market Region: Europe
  • Project Deliverables: Graphic Design, Motion Graphics
  • Industry: Public Utility
  • Keywords: graphic design

  • Credits:
    Creative direction: Atipus

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