The Mayor of Lloret, Jaume Dulsat, explained that this space was chosen because of the cemetery's high heritage value and because the aim of the Catalan Capital of Culture is to decontextualise the different cultural events that will be organised with the aim of highlighting Lloret, its culture and traditions.
The Lloret Capital of Catalan Culture brand is the work of the Lloret-based company Ladeus Web Branding, which has donated the design to Lloret as the company's contribution to the Capital of Catalan Culture celebrations.
Jordi Sureda, one of the company's partners, said that Lloret is different, unique, special, a town that already has many cultural proposals and magnificent heritage sites, and that the town always finds a way to surprise, 'to bring something different, to go beyond what is understood as conventional...'. And that is why, he explained, when it came to creating the proposal for the Lloret 2023 Catalan Capital of Culture, they sought a brand that would be solid, forceful and impactful, contrasting with a disturbing, irreverent, cheeky, decontextualised element...
Thus, the brand that we are presenting today, said Jordi Sureda, responds to this provocative need, responds to the intention of intriguing the public, arousing their curiosity.
The Lloret Capital of Catalan Culture 2023 brand is an image that will be easily identifiable in all the acts and events that will form part of the Lloret Capital of Catalan Culture 2023 and that will make sense as we see it applied in all its formats. It is also very easily identifiable, so that the viewer will be able to recognise an event within the CCC Lloret 2023 campaign with little effort, simply by looking at the graphics.
The presentation of the corporate image took place this morning in Lloret's Modernist Cemetery. Lloret's Councillor for Culture and Festivals, Cristian Fernández, said that the cemetery was chosen for the presentation because it is a space of great artistic interest and because the roadmap for the Catalan Capital of Culture 2023 is based on the decontextualisation of all the cultural activities that will take place during 2023, and we were also seeking this effect: to de-localise in order to enhance. To displace in order to celebrate what we are and what we celebrate.
The event was also attended by the President of the Catalan Capital of Culture organisation, Xavier Tudela, who said that today is an important day because it marks the beginning of the commemoration of Lloret as Capital of Culture.
Work is currently underway on the programme of events to be held during the year 2023. According to the mayor, Jaume Dulsat, this programme will enable Lloret's cultural and artistic potential to be highlighted and made visible.