The graphic intervention emerges from the students’ direct engagement with the exhibition dedicated to Barbara Kruger at the Guggenheim Museum Bilbao, inviting the public to reflect on their role within today’s complex reality
IED Kunsthal Bilbao presents “¿Y TÚ? TA ZU? ” in collaboration with the Bilbao Guggenheim Museum and the Mayor of Bilbao.
Date
23 February 2026
IED Kunsthal Bilbao has inaugurated “¿Y TÚ? TA ZU?”, a large-scale urban graphic intervention created by students from the Official Bachelor’s Degree in Graphic Design in collaboration with the Guggenheim Museum Bilbao.
The institutional event was attended by the Mayor of Bilbao, Juan Mari Aburto; the Councillor for Economic Development, Commerce, Tourism and Employment, Kontxi Claver; the Director of the Guggenheim Museum Bilbao, Miren Arzalluz; the Academic Deputy Director of the IED Network, Stefano Carta; and the Director of IED Kunsthal Bilbao, Gaizka Zuazo. During the event, a video documenting the creative process was screened and the identification plaque of the intervention was unveiled, highlighting the role of design education as a driver of cultural and urban transformation.
The piece temporarily reinterprets the water tank of the former Papelera Building in Zorrozaurre, home to IED Kunsthal Bilbao, transforming it into a large-scale graphic communication surface. Drawing inspiration from Barbara Kruger’s use of text and typography as critical tools, the intervention positions design as a discipline capable of activating critical thinking and fostering dialogue in public space.
Mayor Juan Mari Aburto expressed his “great satisfaction” with the work carried out by the students and emphasized that Bilbao “is in very good hands and we continue building the future,” underlining Zorrozaurre’s role as a new ecosystem for talent and creativity.
Miren Arzalluz highlighted “the role of museums as spaces for inspiration, reflection and exchange between disciplines and generations,” noting that the intervention brings to the urban space “a visual and conceptual force that invites the public to reflect through graphic language.”
Stefano Carta stressed the strategic importance of the IED Network’s presence in a city such as Bilbao, an international reference in innovation and design, while Gaizka Zuazo underscored that the project reflects “an educational model connected to professional, institutional and urban realities,” in which students experience the entire process, from conceptual research to the final installation of a public piece.
The project also included a workshop led by type and brand designer Laura Meseguer, who guided students in the conceptual and formal development of the proposal, deepening the relationship between message, typography and urban scale. The production of the piece was carried out in collaboration with Estudios Durero, a benchmark in graphic communication and large-format digital printing, incorporating innovative and sustainable technical solutions, including the use of Pureti Print, a transparent coating with air-purifying properties used on the Guggenheim Museum Bilbao’s outdoor graphic supports.
With “¿Y TÚ? TA ZU?”, IED Kunsthal Bilbao reinforces its position as an active cultural agent and as a school where design is understood as a critical, social and transformative tool.
Summary video of the work process
Miren Arzalluz, during her speech
Enara Biritxinaga, a student who took part in the project, unveils the project’s identification plaque
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