Summa Branding transforms a Poblenou billboard into a micro-gallery, blending art, data, and AI to inspire both brands and the local community.
Art Takes Over the Billboard Space
Barcelona’s Poblenou district is now home to one of the most creative uses of OOH media in Europe. Since November 2024, Summa Branding has turned the billboard outside its headquarters into a curated exhibition space known as “La Valla de Summa.” This micro-gallery showcases contemporary artworks from artists who challenge conventions—bringing culture and creativity to the streets.
More Than an Ad—A Cultural Statement
In a public statement, Summa explained that the billboard aims to give visibility to artists with distinct voices and unconventional creative processes. It’s not just a branding exercise—it’s a commitment to inspiration, connection, and social dialogue. The idea is simple but powerful: to transform a static medium into an evolving artistic platform that speaks to both society and brands.
Threshold___St_Martí: Data Meets Digital Art
The first featured artwork was “Threshold___St_Martí” by technodigital artist Xavi Tribó. Created with the help of artificial intelligence, the piece transforms real demographic data from the Sant Martí district—such as population, aging trends, and housing figures—into a vibrant, pixelated visual language. In a twist, the AI wrote the initial prompt, while the human artist brought it to life.
The result is an abstract exploration of how urban environments shape creativity, and how technology and art can coexist in unexpected harmony. It challenges traditional notions of authorship and invites viewers to reflect on the tools and contexts that influence artistic creation.
Branding and Art, Speaking the Same Language
“Both art and branding come from a different way of seeing reality,” said Rafa Soto, Partner and Executive Creative Director at Summa. “The Valla is our way of sharing that perspective with the city and embracing a creative community we feel deeply connected to.”
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