Joan Miró Foundation, a cultural center dedicated to research and studies about Miró and contemporary art, asked Mucho to design the opening campaign of its new permanent collection.

The goal of the campaign was to transmit to the public the idea that they could make their own collection. To do so, we made a collection of 24 trading cards, respective to 24 of the more than 200 artworks of the collection; and an album, the main object of the campaign.

The challenge was to create a graphic system that could be represented in the album as well as in all the campaign applications. This system was based on several geometric shapes of the Foundation’s building, creating an architectonic landscape, in which you could stick the cards of the artwork of the famous catalan painter.

From the concept of this album, we developed a code capable to be applied to the entire campaign.
On these applications there can be seen the same graphic system, complemented with strong and vivid colours, which add a festive and cheerful tone to the campaign.

The visual language of the campaign makes a reference to the idea of space and collection, which takes it beyond of simply showing the artwork of Joan Miró.