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aquí.

Aquí. is a furniture brand that wants to reshape the idea of consumption through active participation within our local community. Clients become an essential part of the building process giving higher value to the final product and to their own role as consumers.
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Graphic Elisava 2020

Lots of things tend to happen during a graphic.elisava master’s program. Mountains of research. Maybe one or two existential crises. Designing so much that you have nightmares about mismatched hex codes.

In some weird twist of fate, this year’s biggest ‘thing’ ended up being a global pandemic. We were forced to embrace digitalism over presentialism, do more with less, and channel disillusionment into positivity. In school, the lesson comes before the test, but life often takes the opposite approach. We think we’re better for it.

PLATFORM AND IDENTITY

For this year’s degree show we decided to continue the digitalist lifestyle that we’ve come to know. Pills replace name tags, thumbnails replace handshakes, and ingenuity replaces normality in order to illustrate how we view topics like “design ethics”, “comfort”, “manifestos”, and “freedom”.

About

This is graphic.elisava’s digital Degree Show. Find out more about the program at graphic.elisava.net

Acknowledgements

Many thanks to this year’s students in the Graphic Design and the Editorial Design master’s degrees. The 2020 graphic.elisava Degree Show – both the platform and the campaign that precedes it – wouldn’t have been possible without the indefatigable work of a group of design students making time for it in the middle of their end-of-year presentations.

On the typeface

Thanks to Non Foundry for letting us use their Non®Natural Grotesk throughout the website and campaign of this digital Degree Show.

Visit nonfoundry.com to find out more about their work.

Project Information

aquí.

We don't build furniture.
We build habits.

Giving shape to wood? That’s an old story.
In aquí.’s workshop, what we do is reshaping consumption.

In our ever-growing capitalist society, self-expression rarely takes place without consumption. Aside to the many benefits we all enjoy day by day, this fast-paced transformation is however devaluing our role as individuals and, paradoxically, weakining our identity and sense of community.

In addition to this, the recent lesson given by the covid-19 pandemic made all of us rethink values and priorities we had eventually taken for granted. Being more aware than ever of threats and opportunities of our capitalised world, now it’s the time we regain beauty, authenticity and spontaneity that only our human nature can supply.

How to do so without compromising our happines and wellbeing? Aquí tries to give a possible answer, offering a furniture workshop where users will engage directly with the building process, supported by expert crafts-men and the minds of professional designers.

With the insight that experiences create emotional connections, the workshop becomes a nest where we don’t only shape raw materials, but especially the way we perceive consumption and, naturally, our role within the community.

Aquí. is where DIY meets good design.

Our space in Poblenou (Pasaje Montoya) is a fundamental part
of our service: it’s where the magic happens. The workshop is the main space
where people will build their furniture, finding not only all the tools and assistance
they need, but also a space where the community comes together as one.

An area will be in fact dedicated to ever/changing temporary exhibitions, meant
to channel in potential customers while expressing aquí’s roots of good design.
This season we are displaying the greatest pieces in the history of Italian design.

Last, the customers will also have the possibilty to test our secondary product,
the toolbox, which they’ll then be able to buy online, together with our magazine.

People are our secret ingredient. That’s why we involve them from the start.

For the brand launch, potential users are invited to draw over random frames. When put together, we have an unexpected result where our identity and the personal touch of the community co-exhist in a dance of tools, hands and brand taglines.

Craftsmanship and creativity are our main characters. We let hands and tools represent them for us.

The graphic system is based on the interaction between our graphic elements with the typography, who transforms and plays with them. The concept is to mimic the role that these instrument have in real life and making them alive in our compositions.

Our elements are hands and tools, which are the main characters of our service, rather than the products. They represent craftsmanship and technique, and creativity and the human touch, respectively.

Our image treatment was originally thought to be photograms, but was however limited due to the recent pandemic events. In this sense we used cutouts with a subtle photocopy feeling to to depict rawness and express its unconventional beauty.

Our products? You have to build them first.

While we play with our building trademark, we also want to provide our users with – literally – all the tools to push forward the new idea of consumption that they experience in our brand. This is why we created aquí.’s toolboxes – for wood, coating or textiles.

With an easy movement, this portable toolbox opens up providing you with all the necessary gears and an anti-shock blanket where anybody can create and experiment in the comfort of their own home, without the fear of messing too much around.

Even when we don’t build, we are are all about the local community. This is why we have dedicated a special section of our website to the discovery of the best and freshest local initiatives.

The discovery, is supported by our experience section, that displays products and services through a unique scrolling experience – all our services are made accessible while you read our manifesto.

Are you ready to build better habits?

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memo
Salima Kobaiter Catarina Dias

The video game industry
focuses on innovation.
We focus on inclusivity.