100 Years of Roca | 100 Years of Design: The Brand Through its Communications

  • 2Mar
  • 29Jul
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100 Years of Roca | 100 Years of Design was a year-long initiative that celebrated Roca’s centenary. The exciting campaign  incorporated a number of activities, including two exhibitions and several events, tracing Roca’s journey from its origins in 1917 as a family workshop in Barcelona, to becoming a global bathroom company.

This first exhibition, The Brand Through its Communications explored the dynamic connection between marketing communications and the evolution of Roca. It offered a unique insight into how the brand has not only captured the mood of the times, but has also progressed and adapted over the past 100 years in line with changing attitudes, lifestyles and needs.

Visitors followed an informed and insightful path through the extensive Roca archive, curated and displayed for the first time, depicting a rich panorama of historic advertising, publications, photography and design material. The display reflected the emergence of Roca as a global brand and also marked the bathroom transformations that took place in this era as a result of functional and spatial trends, hygiene habits, new materials, technologies and the major social, economic and political moments of the last century.

The four values that define Roca map the brand communications journey through the exhibition: wellbeing, innovation, design and sustainability.

 Wellbeing: Going back to Roca’s origins as a radiator manufacturer, the introduction of central heating marked a major step forward in providing comfort, health and wellbeing in the home. During this time, Roca’s communications embodied this transformation whilst keeping a strong focus on family and the moral values of the period.

Innovation: Roca has always recognised the value of innovative communications, both to be effective and also to echo its own innovation in materials, manufacturing processes, technology and products. Its imaginative advertising campaigns, ground-breaking products and Roca Galleries reflect this concept.

Design: Design is not just about aesthetics for Roca, it is the cornerstone of its philosophy. Roca’s commitment to design is reflected in its products, from collaborating with renowned architects and designers through to the presentation of its imagery, style and positioning.

Sustainability: It is often thought that sustainability is a recent message but looking back over Roca’s communications during its 100 year history, visitors can see how it emerged more than 50 years ago.

Other exhibitions

The last exhibitions