Le mot d'étapes:
Les deux sœurs designers qui forment les Yarza Twins sont aujourd'hui installées à Londres, mais ont gardé un fort attachement pour Vigo, leur ville natale. Depuis plusieurs années, elles participent à un projet de réhabilitation de la Panificadora, une ancienne fabrique de pain, en centre d'art et de création. Pour inciter les autorités à investir dans cet espace singulier, elles ont imaginé tous ces éléments de branding, inspirés de l'architecture du bâtiment.
1. Le projet
When we were 18 we saved an old bread factory from demolition, the building was declared well of cultural interest in 2011 but is, still, ruined. This is a campaign that tries to revive the interest for its rehabilitation.
Panificadora was meant to be demolished to construct a new neighborhood of luxury flats.
Inspired by the rehabilitation of TATE Modern in London and Matadero in Madrid, we decided to stop the demolition and to promote the creation of a space for culture and arts in our hometown, Vigo.
Panificadora is an old bread factory based in one of the main streets of Vigo, Spain, despite being in ruins for over 20 years, it is still considered the most important architectural legacy in the city.
The building, made mainly of concrete, is a clear example of brutalism architecture. Founded in 1924, it was mainly based on production of bread and was opened till 1980.
Our campaign, Salvemos a Panificadora (Save the Bread Factory), collected around 5,000 signatures from citizens around the world and pushed the mayor to protect the building. It was declared 'well of cultural interest' in 2011 but it is still ruined.
This is a project imagining the branding of the centre if Panificadora would have become a centre for arts, culture and youth, we do hope that one day, it will finally have the place it deserves in the city.
We believe that design can change the world, and we hope that this project will help the rehabilitation of the building be a reality.
2. Le processus créatif et les éléments clés de la solution
The branding consists in
1. The original typeface found in the entrance of the building
2. The graphic reinterpretation of the silos, the most representative part of the building
3. Red as the color of Vigo
We are Yarza Twins, Eva & Marta Yarza, twins and designers born in Vigo, Spain, and currently living in London (UK)