It is said that summer is often a feeling, a sensation or an impulse. That in the same way as art, it shakes us and brings us back to life. With this idea in mind I helped the Museum of Contemporary Art of Barcelona (MACBA) to launch a  campaign to encourage people to visit the museum during summer.

We created the concept “Fem estiu” based on a Catalan expresion that in English would roughly equate to “Let’s summer”. We wanted to own an attitude: Summer and art are powerful catalysts for renewal and resurgence. We linked the temperament of the museum with the essence of summer.