Roca shares dreams

The Newcast bath is transformed into a sleigh pulled by reindeer full of gifts and illusions. 

  • 28 Nov
  • 8 Jan

Christmas is coming, and Roca Madrid Gallery joins in the excitement and magic of the season with its new window display. The proposal, 'Roca shares dreams,' is the pop-up version of a Christmas card.

The window display is a concept by the Unaluna Publicidad studio and the sculptor Pedro Ganogal in the form of a large-format three-dimensional Christmas card. In it, a Newcast bath is transformed into a sleigh pulled by reindeer who take off with a sack full of Roca products and good wishes for the customers.

Ganogal, a sculptor and multidisciplinary artist, has created the reindeer using wire covered in fluorescent paint to convey this excitement. This ethereal and light approach achieves a magical and luminescent effect at night. He has also used very light wood for the card and the relief, creating a paper effect.

The piece is 9 metres long, 2.5 metres deep, and 3 metres high and will be on display until 7th January. The set also includes the Newcast bath, a freestanding vintage-inspired model with removable legs available in different colours, the Easy shower tray, the Raindream and Rainsense shower heads, the Inspira Round basin, and the L90 and Lanta mixers.

Every year since its opening, the Roca Madrid Gallery has presented a series of unique window displays created in collaboration with design studios, artists, interior designers, and advertising agencies, which showcase the brand's products in an innovative and creative way. At this time of year, the window displays also serve as Christmas greetings, while those for the rest of the year are based on the company's principles to create original and unique atmospheres, such as, for example, 'Noah's Ark,' in which the brand's entire history was displayed symbolically, paying tribute to and acknowledging its almost 100 years of history.