#Sompatrimoni
Junta Central Fallera / 2020 Graphic campaign IV anniversary of the declaration of the Fallas as Intangible Heritage of Humanity by UNESCO
850 x 2060 mm, 500 x 700 mm and social networks
We usually associate heritage with what is tangible, with what is materialized and that occupies a physical space that we can see and touch. In addition, valencians are used to seeing the functioning of our cities and towns change for days. We record images of immense figures devoured by fire on our retina and we witness, moved, the rebirth of their ashes in our streets. Always, year after year, welcoming spring.
It seems logical to think that the origin of this recidivism is in the background, behind the cameras and the "flashes", where there is an immortal collective force, which has to do with the human and the sentimental, and that forms a local fabric that protects us against adversity, so that we sew to build a vital project together.
That is why the poster proposal, in a year where the failures have not been materially built and the importance of that human tissue is more transcendental than ever, aims to vindicate this immaterial and immortal heritage of the party, representing the immeasurable value that lies in all those human ties that, through our trades and our ways of life, protect and care for us in adverse times. For all this, a falla has been built, which is the central element of the celebration, with original materials from each of the trades that are intertwined in a magical and almost impossible collective balance: the cane of the dulzaina that represents the musicians, gunpowder to pyrotechnics, wood to Fallas artists, brass to goldsmiths and esparto grass and thread to clothing designers. All of them are seconded and intertwined with each other culminating in a fallas flower as a symbol of hope.
But the material is consumed, it is deadly and ephemeral. However, the cycle repeats itself thanks to all that immaterial force, which due to the fact of not physically existing, transcends beyond, is immortal and is represented sewn on the poster, because it is what remains when the material disappears cyclically consumed by the fire . Thus, the two posters complement each other: through the material the immaterial is represented and through the mortal the immortal is represented.
Because we are the result of a concrete ancestral knowledge, of a certain way of understanding life, and only by protecting and caring for us, the material will be able to rise again from the ashes, receiving the spring, and it will be because the immaterial and immortal heritage will have remained. Always, year after year.
Authors
Reyes Pe + Ricardo Ruíz
The falla represented on the poster is built with the original materials of the set of traditional trades whose techniques identify and distinguish the celebration. It is an ancestral knowledge, which is put into value in this campaign through the materials, collected thanks to human contact with the local artisans who have given them. These professionals and their knowledge were an indisputable part of the declaration of the fallas as intangible heritage of humanity by Unesco, and this graphic campaign commemorating its IV anniversary is a tribute to that distinctive Valencian human tissue, strongly rooted, immaterial and immortal. With a magical and almost impossible balance, they are represented intertwined:
Common reed arundo donax_Lutieres/cane artisans_Dolçaina-Tabalet. Instrumentos y accesorios
Plated brushed pine strip_Faller artist__Cooperativa Artistes Fallers
Gunpowder and dry gravel from tro de bac_Pirotécnico_Pirotecnia Zarzoso
Esparto_Warper_Cordelería Pitarch
4mm brass_Goldsmith_Santa María Orfebres
Rayon yarn for weaving_Clothing designer_L’atelier de la Seda. Textil editores
