Exhibition Concept / Research / Execution

Plaza de la Merce _ Barcelona _ Spain

2023 -

In 1981, Pablo Picasso’s home at Carrer de la Merce 3, Barcelona was demolished as part of a city-wide urban regeneration scheme. Known only to a handful of art critics and neighbors, the memory of his residence has vanished over time. Little over four decades later, the Plaza de la Merce provides much-needed public space for nearby residents and visitors in the densely populated Gothic Quarter of Barcelona; however, no one is aware of the fact that there in the middle of the plaza is where one of the most significant artists lived.

The destruction of Carrer de la Merce 3 is a grievous loss to the link between Picasso and Barcelona; however, fortunately, the location of Picasso’s residence occupies a portion of public open space. This was an opportunity for us to tell a story and initiate a conversation with the residents of Barcelona about the role of Barcelona and the neighborhood in Picasso’s life.

Picasso regarded Barcelona as his true home, and he shared a symbiotic relationship and temperament with the city which was reflected in his bold and innovative life and art. As much as Barcelona left a huge impact on Picasso’s life and his works, our immersive experience aims to impart the significance of socio-economic, historical, cultural, and urban environments in anyone’s personal and professional development.

Using the latest augmented reality technology, we plan to create a temporary location-based experience that will tread lightly on the existing plaza and bring online and offline immersive experiences with multiple narratives according to age and personal interests. Taking advantage of the digital medium, visitors will be immersed and engaged through a combination of augmented reality and the “Serious Game” methodology. We aim to impart the importance of our urban environment(s) through a combination of abstract and realistic representations of Picasso’s neighborhood and personal experiences associated with his residence at Carrer de la Merce, 3.

To launch the experience, we chose to share it with Barcelonians and the local residents of the old historic heart of Barcelona first as it is their very own forgotten urban memory. Our exhibition will be featured in the 2023 Fiesta de la Merce, an annual festival of the old historic center of Barcelona with an incredible 155 years of history. The festival attracts over 2 million visitors, who are mostly locals and residents of Barcelona, to celebrate the city’s rich culture and heritage.

And the timing of the launch couldn’t be more appropriate as art lovers and fans of Picasso around the world are remembering his death 50 years ago this year with a series of carefully chosen exhibitions and venues around Europe. “La Merce de Picasso” has been chosen as one of the events promoted by the Picasso Museum of Barcelona and the Picasso Foundation in Paris. Through this global network and media attention, the immersive cultural experience will once again help to reinstate Barcelona as a city of innovation and creativity.

For more information about sponsoring this project, please check this sponsorship package link: Download

www.lamercedepicasso.com