The project consists of creating the corporate identity of the first play in a theatre with explicit sex – outside the realm of pornography – and promoting it in the various media. The space hosting it is the El Molino café-theatre, recovered as a symbol of the more artistic and vindicative Barcelona.
The aim is to create a contemporary image situated in the present visual context, which is why we'll take the spirit of El Molino but not the form. We won't see feathers or vintage costumes; we'll see impact, theatre tradition, naturalness, eroticism, stage art. These principles, accompanied by the theatre book as a graphic reference, will comprise the image of the project.
A purely typographic, classical image is created, which hides a radical, irreverent and incisive content. The aim is for the spectator to be an active element, which is why their imagination is empowered, so generating an almost perverse expressive intensity.
For the campaign, we use the basic promotion supports – marquee, flag, triptych, ticket, microsite, TV advertisement – and we transfer them to the stage design; we lay both the stage and the actors bare and we envelop them in light, colour and words. An abstract space in which the body is the protagonist.
