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Private Facility Buildings / Roca Barcelona Gallery

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Roca Barcelona Gallery


2008-2009

Barcelona,Spain


In the very first stages of conceiving the institutional headquarters for Roca (or Roca Barcelona Gallery) the architectural design was already understood as a tool for disseminating a brand and the company behind it. The building is posited on the basis of the strategy of communication, as one more way of publicizing the values, history and challenges of the company and as a broadcasting channel for attracting peoples’ interest in the products, projects and preoccupations of a company with more than eighty years of history.

The assignment involves the carrying out of a complex program in which the institutional headquarters coexists with a museum of the brand and a platform of social events that also involve the business world.

The architectural design is based on two essential ideas: its form and outward appearance, and experiencing the space that is enjoyed inside it.

Due to its urban context, the building is surrounded by adjacent volumetries and is distinguished by its smaller size and the purity of its forms. Without resorting to the speculative formalism typical of an architecture that seeks realization through spectacle, as well as being discreet and elegant the building manages to be eye-catching and yet different to the ones around it.

When researching and working, our main objective was to conceive a facade that when looked at even cursorily would leave no one indifferent and would seek to arouse curiosity. Likewise, from the start we rejected the possibility of positing a ‘skin’ for the building that would perhaps present an attractive outward effect but which, on the other hand, would have no relationship or apparent consequence on the inside.

We sought, therefore, to take these premises as far as we could. Finally, after trying out different possibilities, we proposed a solution for the facade based on the way of placing a single material, a succession of multiple pieces of glass arranged at ninety degrees to the axis of the facade. Thus, on the basis of tests and prototypes, we were able to verify how new effects are produced, effects like the diffraction, reflection and refraction of light, resulting in the distortion, movement and superimposition of the image through the facade.

It was light, both natural daylight and artificial nightlight, that went on to become the main protagonist. In this way we obtained a totally ambiguous facade that appears as a solid sort of element by day and a liquid one by night, both heavy and light, rough and smooth, and it is difficult at times to recognize if its character is transparent, translucent or opaque.

Thus, when we look from the outside towards the inside of the building, the facade gives us a distorted view of the interior, obliging us to enter to really ascertain what it is, and, once inside, if we look towards the outside, towards the city, we observe a whole set of visual effects, almost as it were a game in which nothing is where it really ought to be. Beams of light cross in a straight line, while other beams are reflected upside-down, producing something akin to a superimposition of the image. At the same time others are also diffracted and present all the colors of the rainbow.

From within, we observe streets where before there were none, buildings are duplicated and we see pedestrians walking around and it seems they’re where we see them, but in actual fact they’re in some other physical place entirely. Our objective was fulfilled, given that we were after the creation of a facade that, whenever one looked carefully through it, would offer a perceptual effect that was plausible and at the same time subtle.

A building projected outwards, which seeks a world, a space and a unique ambience within. Through the use of light, audiovisual systems, materials and display elements, we have attempted to generate an interior space that is very different to the usual exhibition space, where the visitor lives through an intense, unique experience with the building. The interior space, then, is conceived as a personal, sensorial experience in which the user interacts with the building thanks to presence detectors, directional loudspeakers, changes of light, projections, projected characters that act with the visitors, and plasma screens that project objects in movement. All these features are ‘inserted’ in turn, as if they floated in an indivisible, continuous space. A slightly reflective, experimental, ceramic flooring, a false ceiling in stainless steel and walls of foam tetrahedrons go to form the three main materials. All of them are continuous materials, three planes that due to their state of continuity recreate a weightless space that emphasizes horizontality and lacks spatial or formal references, thus converting physical space into a sort of virtual space.

The technology applied to the actual building, the audiovisual systems and the way of explaining the brand and its products are essential to transmitting the commitment the company has towards the future. The design for Roca Barcelona Gallery echoes the most advanced technologies in matters of lighting and of materials like ceramic, glass and steel.

To achieve all this it has been necessary for Roca and the OAB team (Borja, Lucía and Carlos Ferrater) to fall back on a group of experts in such varied fields as communications, construction, lighting and audiovisuals, as well as many other excellent specialists, all of whom have made the creation possible of a state-of-the-art building that is an emblem of the Roca brand.

AREA

2.500 m2

ARCHITECTS

Borja Ferrater
Carlos Ferrater
Lucia Ferrater

COLLABORATORS

David Abondano
Rodolfo Reis

LANDSCAPE

OAB

INTERIORISTS

OAB

PHOTOGRAPHERS

Alejo Bagué

Monographs

OAB. 2015. Editorial Actar. ISBN: 978-1940291574. p. 170-183;

CARLOS FERRATER & Partners. 2010. Editorial Actar ISBN: 978.84.92861. p. 180-197;

CARLOS FERRATER. PREMIO NACIONAL DE ARQUITECTURA. 2009. Ed. Ministerio de Fomento. ISBN 978 84 498 0921 7. p. 74; 364-373;

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Cathalogs

CRICURSA. 2012 . Fabricantes de vidrio. p. 19-19;

LUXIONA. 2011. Luxiona and Architectural. p. 16-17;

LAMP LIGTHING SOLUTIONS. 2010. Premios Lamp 2010. p. 46-49;

CASA BARCELONA. Abr, 2010. Roca, nuevas formas de entender el baño. (26.04.2010) Link: http://www.interempresas.net/Construccion/Articulos/39848-Roca-nuevas-formas-de-entender-el-bano.html

IDL. Nº48. 2010. Agua, luz y color. Portada; p. 52-57;

CRICURSA. Dic, 2009. p. Portada; 218;

NOVA SEU ROCA. 2009 . Roca Ignaugura la nova seu i Galeria a Barcelona.

ARQUITECTOS 187. ASUNTOS INTERNOS.Nº2. 2009.p. 2;

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Book Chapters

XI BIENAL ESPAÑOLA DE ARQUITECTURA Y URBANISMO. 2011.p. 294-303;

SHOPING ARCHITECTURE NOW. Nº1. 2010. Carlos Ferrater OAB. Ed. Taschen. p. 110-117;

LA CERÁMICA EN ARQUITECTURA. May, 2010. Ritmos, Ciclos, Comportamientos. Ascer. 84-87;

ARQUITECTOS ASUNTOS INTERNOS. Nº2. 2009. p. 2;

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Guides

BARCELONA. GUIA D’ARQUITECTURA MODERNA. 2013. Ed. Actar. ISBN: 978-84-9850-453-8.  Manel Gausa, Marta Cervelló, Maurici Plà, Ricardo Devesa. p. Q37;

ARQUITECTOS EN ESPAÑA 2011-2012. 2011. 210-211;

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Audio/Videos  
STGO. May, 2011. Link: http://stgo.es/2011/02/roca-barcelona-gallery-carlos-ferrater/

WALLPAPER. Feb, 2010. “Roca Gallery Tour, Barcelona. Borja Ferrater. Link: http://www.wallpaper.com/video/interiors/roca‐gallery‐tour‐barcelona/61278300001

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Magazines

FUTURE ARQUITECTURAS. Nº  37-38. 2013. p. 216-219.

NAN ARQUITECTURA Y CONSTRUCCIÓN. Nº 82. 2013. Un escenario muy especial. p. 30;

PLATAFORMA ARQUITECTURA. Sep, 2012. Roca Barcelona Gallery / OAB. Link: http://www.plataformaarquitectura.cl/2012/09/29/comunidad-verde-paisano-oab/

ARQUINOTICIAS. Sep, 2012.
Link: http://saraviacontenidos.blogspot.com.es/2012/09/roca-barcelona-gallery-oab.html

ZEPPELIN. May, 2012. p. Contraportada.

EXKEMA. Dic, 2012. Edificio Roca Barcelona Gallery. p. 72-75;

UNIVERSITAT POLITÈCNICA DE CATALUNYA. Jul, 2012 . El Roca Barcelona Gallery, obra del arquitecto Carlos Ferrater, gana el premio a la excelencia Architectural Record. (15.07.11) 
Link:http://www.talent.upc.edu/noticies/mostrar/id/336/roca/barcelona/gallery/obra/arquitecto/carlos/ferrater/gana/premio/excelencia/architectural/record

EXÉ. Nº6. Dic, 2011. Architecture Liquide. p. 42-57; ROCA BARCELONA GALLERY.

ARQUITECTURA VIVA. Nº136. Jul, 2011. Internacional del vidrio. La fachada ligera, el caso de Cricursa. p. 98;

DEUTHSCHE BAUZEITUNG. Ago, 2011. Erwachendes Klimabewusstsein: Neue Glashüllen. p. 10;

ARCHITECTURAL RECORD. May, 2011. Good Design is good business. p. 88-89;

ALTO STANDING. Nº37. Abr, 2011. Geometrías de luz. p.72-73;

LUMÍNICA. Nº19. Mar, 2011. Diseño y concepto arquitectónico del edificio ≤Roca Barcelona Gallery>.p. 36-40;

INTERIOR DESIGN. Nº128. Nov, 2010. p. 78-81;

HUECO ARQUITECTURA. Nº3. Dic, 2010. Diseño y Concepto arquitectónico del Edificio Roca Barcelona Gallery. (Carlos, Borja y Lucía ferrater). p. 32-39;

INTERNATIONAL MAGAZINE OF SPACE DESIGN BOB.Nº76. Nov, 2010. p. 28-31;

TECTÓNICA. Nº33. Nov, 2010.  p. 22-37;

ROCA BARCELONA GALLERY. 2010. Catálogo corporativo ROCA BARCELONA GALLERY.

LA VANGUARDIA. Oct, 2010. Innovación, desarrollo y experiencia en el primer edificio emblemático de Roca. (15.10.10). p. 6;

MARQUETING DIRECTO. Oct, 2010. Construir un edificio en lugar de una campaña de publicidad. (24.10.10).
Link: http://www.marketingdirecto.com/especiales/premios-eficacia-2010/construir-un-edificio-en-lugar-de-una-campana-de-publicidad/

ON DISEÑO. Nº313. Sep, 2010. p. 108-113;

ARHITECTURA. Nº83. Abr, 2010. All Sences Experience. p. 30-35;

THE CHURCH OF HORRORS. Jun, 2010. Roca Barcelona Gallery. Carlos, Borja, y Lucía Ferrater. Link: http://thechurchofhorrors.blogspot.com/2010/06/roca‐barcelona‐gallery‐carlos‐borja‐y.html

LA VANGUARDIA. Jun, 2010. Dinero. Barcelona como marca estratégica. (13.06.10) p. 16-17;

ARQ.COM. Jun, 2010. (02.06.10) LinK: http://noticias.arq.com.mx/Detalles/11019.html

INTERIORES MINIMALISTAS. Feb, 2010. Carlos Ferrater diseña para Roca la sede Barcelona (01.02.2010) Link: http://interior-es.blogspot.com/2010/02/carlos-ferrater-disena-para-roca-la.html

ARQA.COM. Jun, 2010. (01.06.10) Link: http://pe.arqa.com/index.php/esp/arquitectura‐internacional/roca‐barcelona‐gallery.html

MIMOA.May, 2010. Link: www.mimoa.eu/projects/Spain/Barcelona/Roca%20Barcelona%20Gallery

URBANSTEP. Abr, 2010. Link: www.urbanstep.blogspot.com/2010/04/roca-barcelona-gallery-barcellona.html

LA VANGUARDIA. Ene, 2010. Cultura, Ruido silencioso. (29.01.2010). p. 35;

ABITARE. Nº502 . May, 2010. Design as Investigation. p. 84-89;

GUILLERMO PÉREZ – ARCHITECTURAL PHOTOGRAPHY. May, 2010. (24.05.10) Link: http://guillermoperez.tumblr.com/post/629161553/roca‐barcelona‐gallery‐oab‐carlos‐ferrater

ARQA.COM. Jun, 2010. L01.06.10) Link: http://pe.arqa.com/index.php/esp/arquitectura‐internacional/roca‐barcelona‐gallery.html

DISEÑO ARQUITECTURA. May, 2010. Luz y Cristal. Link: www.nuevo-estilo.es/extra/diseno/100/2_5.shtml

EXPANSIÓN.COM. Abr, 2010. Roca lanza una red mundial de Edificios singulares. (01.04.2010) Link: http://www.expansion.com/2010/04/01/catalunya/1270148290.html

VÍA CONSTRUCCION. Nº79. Abr, 2010. p. 6-7;

DISEÑO INTERIOR. Nº211. Feb, 2010. Ferrater: Ensamblajes en el baño. p. 20;

WALLPAPER. Nº131. Feb, 2010. Design Awards 2010. Best-lit Loos. p. 76;

CHANNELBETA PRESS RELEASE. Feb, 2010. Link: http://www.b-e-t-a.net/~channelb/projects/074roca/index_eng.html

ON DISEÑO. Nº308. Feb, 2010. 60;

ARQUITECTURA Y DISEÑO. Nº 111. Feb, 2010. Llamativo y diferente sin recurrir al espectáculo. p. 66;

AV PROYECTOS. Nº35. Feb, 2010. p. 2; .

BLUEPRINT. Nº286. Ene, 2010 . The leading Magazine of Architecture and Design. Art of the bathroom Barcelona. p.

56-57;

DESIGNER MAGAZINE. Ene, 2010. Link: http://content.yudu.com/Library/A1kven/designerJanuaryFebru/resources/index.htm?referrerUrl=http%3A%2F%2Fwww.yudu.com%2Fitem%2Fdetails%2F118105%2Fdesigner-January–February-2010

LA VANGUARDIA. Ene, 2010. Culturas. Ruido Silencioso. Llàtzer Moix. (29.01.2010). p. 35;

ROCA TOP PROFESSIONAL. Nº6. Ene, 2010 . Un novo conveito de galeria. p. 12-15; QUÈFEM. Ene, 2010. Roca

Barcelona Gallery. Un espai únic al món. (29.01.2010). p. 1;

DIARIO DESIGN. Nov, 2009. Roca Gallery, nuevo show-room de Roca diseñado por OAB. (18.11.2009) Link: http://diariodesign.com/2009/11/roca-gallery-nuevo-show-room-de-roca-por-carlos-ferrater/

LA VANGUARDIA. Dic, 2009. (21.12.2009). p. 65;

PANORAMA ARCHITECTURE NEWSPAPER. Nº3. Oct, 2009. Experiencia Roca – Galería BCNA. p. 3; 5; 8; 23;

ARQUITECTURA Y DISEÑO. Nº 110. 2009. Roca Presenta las novedades del 2010. 170;

LA VANGUARDIA. Ene, 2008. Roca Mima su marca. 21.12.09. 65;

WALLPAPER DESIGN AWARDS 2010, GOOD DESIGN IS GOOD BUSINESS 2010 ARCHITECTURAL RECORD, FINALIST LAMP AWARDS, SPECIAL CITATION IALP

Carrer Joan Güell, 213, 08028 Barcelona, España