Projects Presentation
Opening of the Graphic Installation at the Papelera Building
Date
12 January 2026 - 31 January 2026
Time
00:00 AM
Fruition
In-person event
Drawing from the work of the American artist Barbara Kruger, IED Kunsthal Bilbao articulates a generational message that invites reflection on the role of image and communication in the urban space
IED Kunsthal Bilbao and the Guggenheim Museum launch a competition aimed at students of the Bachelor’s Degree in Graphic Design, which will culminate in January next year with a monumental graphic intervention at the Papelera Building, the school’s headquarters.
The project, inspired by the work of Barbara Kruger, seeks to generate a generational reflection among young designers and to convey Kruger’s perspective on Bilbao, translating her visual and conceptual language into the urban space. The initiative coincides with the exhibition that the Guggenheim Museum Bilbao has dedicated to the artist, one of the most influential voices in contemporary art, on view until November 9.
This competition invites students of the Bachelor’s Degree in Graphic Design at IED Kunsthal Bilbao to reflect on the power of images and words in the public space, drawing on Kruger’s unmistakable visual style and her ability to challenge society through graphic language.
As part of the initiative, typographic and brand designer Laura Meseguer will lead a workshop with the students selected in the competition on December 12 and 13. These working sessions will also be attended by Lekha Hileman, curator of the exhibition Another Day, Another Night dedicated to Kruger at the Guggenheim Museum Bilbao.
Intervention on the IED Kunsthal Bilbao water tank
The intervention will transform the water tank of the Papelera Building—one of the most distinctive architectural elements of the IED Kunsthal Bilbao headquarters—into a monumental graphic support. The piece emerges from a direct dialogue with the exhibition dedicated to Kruger at the Guggenheim Bilbao, extending her presence beyond the museum and activating new forms of encounter between art, design, and the city.
“The project represents a unique opportunity for students to experience a complete creative process, from conceptual research to the final installation of a public artwork,” explains Gaizka Zuazo, Director of IED Kunsthal Bilbao. “Beyond artistic learning, it fosters a connection between contemporary art and Bilbao’s urban and cultural fabric.”
“We are excited to be part of this educational experience, because the exchange between established artists and young designers amplifies the reading of contemporary art,” notes Lekha Hileman (Guggenheim Museum Bilbao), emphasizing that “this intervention projects Barbara Kruger’s visual and conceptual strength onto Bilbao, inviting reflection on how art can inhabit spaces beyond museums.”
A collaborative process with the Guggenheim Museum Bilbao and Estudios Durero
The Guggenheim Museum Bilbao began its participation with a training session led by Lekha Hileman, curator of the exhibition dedicated to Barbara Kruger. This session, held on November 3 as part of the competition’s activity calendar, allowed students from all four years of the Bachelor’s Degree in Graphic Design to delve deeper into the artist’s work and discourse.
Lekha Hileman will take part again in the project by joining the ideation workshop led by Laura Meseguer, offering students valuable feedback on the conceptual development of their proposals. This workshop will also provide an opportunity to explore the relationship between concept, message, and large-scale typography, central elements of Barbara Kruger’s visual language.
Estudios Durero, a creative industry company specializing in graphic communication and a benchmark in large-format digital printing, will collaborate in bringing the final piece to life, contributing its experience in large-scale artistic projects and its commitment to sustainable innovation in processes and materials. For this occasion, they will use an innovative material, Pureti Print, a transparent coating applied to the printed surface whose impact is equivalent to the air-purifying power of trees. Durero has already used this technique in outdoor works for the Guggenheim Museum Bilbao.
The intervention, the result of this collaborative process, will be inaugurated in January 2026, marking its public unveiling.
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