For this landmark exhibition at the Centre del Carme Cultura Contemporánea in Valencia, I served as curator and took responsibility for all artistic aspects—from the selection of works to the full development of the immersive experience. The exhibition, titled EVREKA, was envisioned as an extension of the 2019 Valencia Municipal Falla, for which I was the artistic director. This project, won by PichiAvo, allowed us to expand their work into the cultural exhibition realm through our collaboration.
For this occasion, I designed an immersive concept that harmonized with the architectural space, employing a visual and aesthetic narrative to transform the environment into a full sensory experience for visitors. The idea was to guide viewers through a universe where the boundaries between studio space and public space dissolve, blending the ecosystems of traditional art with Urban Art and Street Art. Additionally, the term «Urban Mythology»—used to frame PichiAvo’s distinctive style in this exhibition—is a concept I created in Italy in 2014, reflecting the fusion of classical mythology with contemporary street art.
The EVREKA exhibition was meticulously planned to fill every corner of the Renaissance Cloister and Refectorio Hall, creating a continuous dialogue between the artwork and the architectural space. In the cloister, I developed a monumental mural covering all the walls, interweaving urban art with classical iconography in an immersive visual journey that invites both reflection and interaction. In the Refectory Hall, a bold, conceptual environment centered on a monumental fallen column surrounded by sculptures and paintings allowed visitors to experience a narrative of myths and legends from a contemporary perspective, enhanced by mirrors that amplified the visual experience.
Every element of this exhibition was designed to create an immersive journey that resonated with casual viewers and art enthusiasts alike. The central installation, Hibris, embodies this concept, symbolizing the meeting of the classical and the modern within a context that honors and respects street art. The exhibit became the most visited of the year in Valencia, demonstrating its cultural and emotional impact on the public. This exhibition invited visitors not only to step into a unique space of contemporary art but also to engage in a dialogue between the past and the present, the studio and the urban space all under the artistic direction and creative vision I brought to this ambitious project.
