A project presented at the 13th International Architecture Exhibition, La Biennale di Venezia, from a team of 20 Peruvian architects who have taken the initiative in getting together to propose urban and architectural dwelling strategies to tame the desert landscape that reflect the millenary Moche legacy.
Develop the identity, environmental graphics, and information brochures for the Peruvian installation. The architectural concept was based in the necessity of creating an entire city in the middle of the desert of northern Peru. Evoking Moche craftsmen representing their ways of living through ceramic models called “huacos”, all of the firms came up with their projects of living in the desert through “huaquetas” (from the Spanish word “maquetas” (models) and the word “huaco” mixed together) made out of clay of 20 × 20 × 20 cms. We had to create a graphic solution that involved all of the proposals and at the same time keep the individual identity of each project.
The logo is based on the idea of an unfolded cube with the word “PERU” enigmatically written in a very similar style to the huaquetas. Also, the entire graphics were based on a grid that unifies each project without blurring their particular details. We achieved the goal of explaining complex concepts in a clear and didactic way.