Under the name DESEO, the 2024 edition of the arquia/próxima Festival of the Fundación Arquia is celebrated, promoting and disseminating projects of a cultural and social nature in the field of architecture. Specifically, in this edition, the arquia/próxima Festival calls upon architecture to “offer a relevant perspective on how to free desire from the ambitions of the market,” desire understood as “a creative, collective, and social energy, rooted in the awareness that the shift toward other ways of life is necessary and possible,” in the words of Marina Otero, its curator.
In line with this vision, we have developed a visual concept that represents desire as a driving force—one that is not static but rather moves and transforms. It is a desire that finds its most compelling expression at the limits: the threshold between nature and urban space; between the urban and society; between society and the individual; or between individuals themselves.
We have created fluid, organic patterns with shifting gradients that move yet never fully touch. This dynamic visual language extends across all festival communications, both physical and digital: from the catalog and diplomas to merchandising, accreditations, and the festival’s presence on social media.
