Apr 2012/June 2012
Irún [Basque Country]
Temporality: 3 months
Client: Beorlegi Róotulos / Conexiones Improbables [Píldoras Creativas]
Participation: 45 dancers / Txelo danza
Formats: urban action + Txelo danza Sign
[Social Alphabet] is presented as a participatory creative investigation for small shops signs with street-level influence.
In the current situation, most small shops are presented to the public through signage (name + logo) representing your corporate identity in the same way they do much larger centers (which spend huge sums of money in the generation of an image "brand").
The identity of a small business goes beyond the "mark" to be structured into three pillars: products / services offered, actions / experiences that customers make with them and the relationships between people who are in their own business. Thus, the workshop proposes rethinking the signs of these small businesses from these three essential conditions: Products / Action / People for the generation of new forms of participatory representation.