The FSWD / Identity and Territory exhibition is conceived as a living “entity” in its itinerancies, so the pieces on display may vary from one exhibition to another, incorporating local designs and/or designs linked to the territory in which the exhibition is installed.
Within this framework, we present the FSWD / Identity and Territory exhibition, which brings together design projects from different areas which, rather than just responding to this convening slogan, stand out for their quality, for their projection in the national and international market, for being a model of synergy between designer and company, for giving coherent responses and adding value.
FSWD / Identity and Territory wants to make visible various and varied initiatives carried out by Spanish professionals in recent years to disseminate the productive layer and that has allies such as production and distribution companies. Companies that understand the role of discipline, its transformative power and its contribution to society.
This backbone idea is complemented by different conceptual axes that contribute to narrowing down a selection of 123 participants grouped into various thematic axes: Intersections, Identity and Territory, Internationalization, Sustainability and Complicities. Through them, we subtly approach the stories offered by objects, spaces or ways of communicating, which have had a use, a utility, an end, and which have created identity from the context in which they were born, responding to a problem or demand and above all to people’s needs.
Curated and coordinated by Uqui Permui (DAG), Ángel Martínez (ADCV), Gloria Escribano (DIMAD) and Juan Lázaro (Cuenca Diseño) for the FSWD Platform in its first call.
It has been developed in collaboration with members of the eleven associations that comprise READ and is a strong example of open, generous and participatory work that has been enthusiastically joined by the design professionals and production companies taking part.
In a still atomised panorama, more and more impulses are needed to make an impact on the market and make opportunities strong. That is why we hope that this exhibition –which is a limited selection of proposals from a wide and excellent range of work throughout our geography– brings good design to the general public and collaborates in positioning and giving even greater prestige to the role that discipline can and should play.
Identity and territory
This is the main core that brings together proposals that speak of heritage and that add the voices of their inhabitants, drink from a culture and a natural space and a local identity to create their own mindset that converses with a universal and global story. Design interprets –and addresses– the feeling of belonging, ways of acting in a geographical space, values, rules and community ties in relation to the territory and repositions them with a transformative gaze.
This is shown in works such as “Baleas” by Jon Abad, which speak to us of the sea and the Basque memory, or “Val de Barco” by Tomás Alonso, a reinterpretation of craftsmanship, made with granite from Vincios and chestnut wood from Lalín. These pieces contrast with the parasols by Odosdesign, which speak to us of the heat and the Mediterranean sunshine.
The practice of design crosses more and more areas and connects diverse fields and professional activities, positioning itself in broad, transversal spaces that link different categories and disciplines, resulting in solutions that are sometimes hybrid, not necessarily more complex, but rather covering a terrain that is sometimes unclassifiable. Conceptual crossovers, confronted thematic axes, creative convergences and divergences, common paths that transform the linearly established. This block includes works by Pep Carrió, Idoia Cuesta and Martín Azúa, among others. Craftsmanship, advertising, art, design, conceptual and formal explorations go hand in hand, contributing new objectual or communicational visions.
Currently, there are many Spanish professionals with an international projection, independent professionals, studios and companies, either because they have managed to introduce products or services on the market, develop contents and processes or because they have received recognition and/or awards. Working and producing beyond our borders is a long-term investment and an experience with an increasing number of success stories, such as the designs of Patricia Urquiola, Mormedi, Luzifer, Leblume, DIARADESIGN and Javier Jaén, whose works, among others, are to be seen at FSWD.
Design can and should have a positive impact on our living environment, on mobility, goods, ideas, industry, employment and on our whole way of life. It is necessary to take environmental impacts into account and to look for healthier processes and innovative and environmentally friendly scenarios. In this section, we have some experimental projects such as the chair made with ropes and fishing nets by Amalia Puga or “Cultivo Desterrado” by Rafa Monge.
We could say that this is transversal to the whole exhibition because the current moment forces us to paint the world taking people’s wellbeing into account, while assuming challenges in a much more responsible way. By way of example, we can highlight several works such as the interventions by Arauna Studio /Rai Pinto, designed to improve the experience of children in hospitals, or glasses that convert the surrounding 3D space into intuitive sounds, designed to offer the best User Experience, signed by Alegre Design.