The Gaulino Collection by Oscar Tusquets, BD Barcelona

A tribute to the legendary chair and its natural progression.

Some design objects transcend their function. The Gaulino Chair is one of them. Designed by Oscar Tusquets in 1987, it was his first chair in wood and the one he considers his best work. Inspired by the organic architecture of Antoni Gaudí and the sensual, surrealist forms of Carlo Mollino, the Gaulino carries a cultural weight that goes far beyond its silhouette. It is a Spanish design icon.

In October 2023, BD Barcelona presented The Gaulino Collection: the full expansion of that original chair. My role was to build the communications strategy around a story that was already extraordinary: how an icon grows into a family. The campaign needed to honour Tusquets' creative intelligence, make the cultural discourse legible across formats and audiences, and celebrate the collection for what it truly was not a product launch, but a milestone.

Thirty-six years after that first chair, the Gaulino had become a family. A refinement of material, detail and sinuous line that shows how an icon endures and evolves. To tell that story, the campaign was built around a film, a photo session and a launch event attended by over 1,000 people. The collection received international coverage in Architectural Digest, Wallpaper, Corriere della Sera, Elle Decor and Ideat, among others.