‘roca starts beating’ by saeta estudi

after the opening of roca barcelona gallery  in 2009, roca – leader in bathroom solutions – has now unveiled its newest space in madrid with the collaboration of architects lamela and saeta estudi who have developed a large sculptural work within the window of the space.

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.  

roca starts beating full view of the installation that is made up of 3,200 porcelain hooks

roca starts beating alternative view

roca starts beating front window in which ‘roca starts beating’ is installed

project credits: 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)

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication.