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IGNASI MONREAL X ETNIA BARCELONA VOL. II // THE SURREALIST APPROACH

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After her first successful collaboration with the artist Ignasi Monreal, ETNIA BARCELONA launches a continuation of her. The artist and the brand work so well together not only because of their common working envIronMent, says creative director Edu Pitarch, but also because of the mutual respect and seamless cooperation they enjoy.

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Hello Edu, you extend your collaboration with Ignasi Monreal for a second round. How was the first round?

Our first collaboration went spectacularly well. With Ignasi, we didn’t want to leave it like that. Normally we do “one shot” collaborations, but in this Case, we wanted to do a second one, especially since the collection was a copycat edition and very few pieces were made.

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What appealed to you personally about it?

Personally, his ability to mix a more classical style of painting with the modern universe. I also enjoy his ability to insert details into his paintings that evoke contemporary culture, as well as his overall hip look.

Ignasi Monreal – like you – comes from Barcelona. Was it a coincidence or is it part of the local connection to you?

I liked him before I kNew he was from Barcelona. The fact that both ETNIA and he share a place of origin helped us understand each other. However, at the time of the collaboration, he was living in Rome; he exuded classical artistry in all of his work.

How does collaboration work in practice? Who contributes what?

When we go looking for an artist, obviously we already know what he does and that we like him. From there, the challenge is to introduce them to a field in which they are not used to working, such as the design of glasses. We suggest ideas but never limit the creative freedom of the artist. He is our way of working from the beginning. We want them to give the best of themselves and we can only achieve that if they feel free.

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TheIgnatiusCollectible glasses have a very flashy design and are PRObably not designed for everyday use, right? Who wears the model and for what occasion?

We think of this model as a collector’s item, but the fashion envIronMent has welcomed it as a fetish object. It has been bought by artists, people from the fashion world, Ignasi fans, people who want to go to a music festival with unique glasses or people who want to be very fashionable at a wedding…

What is the most unique design eleMent of theIgnasi Capsulecollection?

I think the central element is the eye, that surreal world that the fact of having a show with four eyes, or an imaginary peripheral vision, opens us up to.

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What is behind the idea of ​​the pair of eyes in the temple? Is there a philosophical element?

Ignasi was inspired by the work of John Berger’s “Ways of Seeing”, where he reflects on vision.

Without a doubt, the eye also gives us a powerful sensation of surrealism, referencing the work of Dalí.

His campaign embraces this surreal mood. Why does it work so well with theIgnatiuscollection?

For this campaign, Ignasi wanted to work with photographer Cho Giseok, an amazing photographer who deals with dream worlds. The glasses are also very visually striking in campaigns.Ignasi always likes to work with a point of humor in the concept.

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What has changed from the first to the second collection?

Just the colors and the campaign. Ignasi wanted to update the collection with two trendy colors: lavender and jade green.

vol. II, of course, will again be limited in the number of parts. How many interested customers will be able to enjoy a model?

Very few really there are apPROximately 300 units of each color. But who knows, maybe there will be a third edition.

vol. II …😉

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still photos RAPHAEL SCHMITZ,campaign images BARCELONA ETHNICITY

PostingIGNASI MONREAL X ETNIA BARCELONA VOL. II // THE SURREALIST APPROACHfirst appeared inSpectrum.

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