Tuesday - Sunday, 10 am - 8 pm
El vivero design studio proposes a project to research and rediscover the graphics of fruit brands, focusing on popular designs created since the late 1950s, some of which have been around for years and have been updated almost without our noticing.
During this period, since the economic revival at the end of the post-war period, a change of style took place with respect to the creations of the beginning of the 20th century, brought about by the renewal of printing techniques. If in the past the images of fruit featured complex illustrations, now graphics prevail, with designs centred on typography, based on plain and striking colours for brands with all sorts of surprising names such as Delirio, Fantasía, Fetiche, Filósofo, Infinita, La Deseada, Solita, La Soculente, Pillín, Pirulí, Top, etc.
Design fruits includes more than 250 tissue papers, 120 boxes and 360 labels. This selection does not claim to be either complete or definitive, but rather an open archive that brings together samples collected over the years in neighbourhood greengrocers’ shops, with the addition of items that come from collectors, visits to central markets, printers, box factories and fruitmongers.
The images used to wrap fruit are part and parcel of the everyday graphics of consumers in Spain and Europe. Designer Fruits presents a selection of these brands, identifying design excellence in the products that surround us and highlighting the value of the work of often anonymous local creators and designers whose work is framed in the contemporary design environment.
El vivero studio was founded in 2004 by Florencia Grassi, a graphic designer and sociologist who specialises in the communication of artistic and cultural projects, visual identity and the design of publications, and by Leandro Lattes, an industrial designer who specialises in the design of exhibitions and the development of visual identities for cultural projects. He is the author of the books While Stock Lasts. Urban Details of Madrid I and II.