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E-Concierge

Antoni Miralda

Multidisciplinary Artist

Art and Fashion went hand in hand at the unique event

We saw the celebration of Santa Eulalia's 175 years of history, an event created by the artist Miralda. The leitmotiv for the celebration was very much related to the store's name, its origins and also the ritual of dressing.



Miralda's pattern parade has been the first performance by Miralda in the streets of Barcelona


7PM - The pattern parade set off

The pattern parade was made up of 80 musicians and 150 students of drama, dance and design from different schools in Barcelona. They wore large-format symbolic patterns representing the store's most iconic garments from the last 175 years. This performance was inspired by processions and fashion shows but it was neither one nor the other. The Parade set off from Pla de la Boqueria, the same place where our first store was located, then it made its way to our establishment in Passeig de Gràcia. The Pattern Parade went up the Ramblas and Passeig de Gràcia. After covering almost three kilometres, the performance ended at our store.



9PM - Dress of Lights at Passeig de Gràcia 93

Once the night fell, Miralda clothed Santa Eulalia in a dress of lights. It was made up of 50 patterns and over 20,000 LEDs. It covered the store's entire facade at Passeig de Gràcia, in homage to Saint Eulalia the Martyr, which recreated the cross saltire and skirt of snow from the altarpiece of the Crucifixion of Saint Eulalia (15th century, Diocesan Museum of Vic).


Antoni Miralda (Barcelona, 1942), the creator of the celebration

After this long, and especially thrilling, 175-year voyage, we want to celebrate this important anniversary in a special and unique way. For this project, we have placed our faith in multifaceted artist Antoni Miralda.

A resident of Miami for years, Antoni Miralda is a proponent of ephemeral art and of the food culture concept, who attained the status of cultural and creative icon in 1980s New York with the 'El Internacional Tapas Bar & Restaurant'.

In 1988, he celebrated the wedding between the Statue of Liberty and the monument to Columbus in the project Honeymoon, and he has authored performance art on the streets of New York, Dallas, Paris, Kansas and elsewhere.

SOME OF HIS WORKS

Some of his works

His first works, Soldats Soldés (1967-72)), is an assemblage of anti-military objects based on a collection of white plastic army men.

“Wheat & Steak”. Nelson Atkins Museum of Art / Board of Trade, Kansas City. (1981)

“Apocalypse Lamb”. Columbus Day Parade, Fifth Avenue, New York. (1989)

“Honeymoon Project”. Pabellón Español, 44 Biennale di Venezia, Venezia. (1990)

“The Eternity Ring”. Ikon Gallery, Birmingham. (1991)

“Santa comida”. Museo Macba, Barcelona. (2016)

"Poster designed by Miralda for Santa Eulalia.175 anniversary." Barcelona (2018)


His professional works

He lived in Paris in the 60s, where he started doing projects like banquets and rituals, introducing the ceremony of food as a creative element based on its colour and symbolism.

From the 60s to the 90s he lived in New York, where he worked in the public, participatory space surrounding food. Of note are Fest für Leda, Documenta 6, Kassel (1977), Labor Day Festa, Artpark, Lewiston, New York (1977), Breadline, CAM, Houston (1977), Wheat & Steak, Kansas City (1981), Santa Comida (Holy Food), New York, Miami, Paris (1984-89). His creation alongside Montse Guillén of the renowned El Internacional restaurant in Tribeca, New York (1984-1986), and the Honeymoon project (1986-92), which used New York’s Statue of Liberty and the monument to Columbus in Barcelona to celebrate the imaginary wedding between freedom and conquest. He also explored the cultural and culinary exchange between the New and Old World with undertakings in New York, Barcelona, Venice, Tokyo, Paris, Las Vegas, Philadelphia, and Miami…

In 2010, the Reina Sofía Museum in Madrid presented De gustibus non disputandum, a retrospective look at his work.

In 2015 the MACBA (Barcelona Museum of Contemporary Art) brought together all his American projects for the Miralda Madeinusa exhibit.