{"id":17975,"date":"2025-11-03T08:01:32","date_gmt":"2025-11-03T08:01:32","guid":{"rendered":"https:\/\/codewebbarcelona.com\/diseno-grafico-destacado-la-semana-eat-it-cuando-diseno-se-atreve-hambre\/"},"modified":"2026-04-20T18:59:02","modified_gmt":"2026-04-20T18:59:02","slug":"disseny-grafic-destacat-setmana-eat-it-disseny-atrevit-ham","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/ca\/blog\/disseny-grafic-destacat-setmana-eat-it-disseny-atrevit-ham\/","title":{"rendered":"Disseny gr\u00e0fic destacat de la setmana: EAT IT \u2014 quan el disseny s\u2019atreveix a tenir gana"},"content":{"rendered":"<h2>Motion Sickness celebra la provocaci\u00f3, la sexualitat i la identitat cultural de Karangahape Road en una campanya que converteix el desig en llenguatge visual<\/h2>\n<p>\nCada setmana a <strong>Code Barcelona<\/strong> seleccionem un projecte que no nom\u00e9s brilla per la seva bellesa, sin\u00f3 per la seva <em>personalitat<\/em>. Amb <strong>EAT IT<\/strong> ens trobem davant d\u2019una explosi\u00f3 visual que trenca els l\u00edmits de la comunicaci\u00f3 gastron\u00f2mica: una oda a la identitat i a la transgressi\u00f3. Creat per l\u2019estudi neozeland\u00e8s <strong>Motion Sickness<\/strong> per a la <em>Karangahape Road Business Association<\/em>, aquest projecte demostra que el disseny gr\u00e0fic pot ser tan provocador com po\u00e8tic.\n<\/p>\n<p>\nGuardonat amb el <strong>Best Design Award 2025<\/strong> en la categoria <em>Design Communication<\/em>, <strong>EAT IT<\/strong> no es limita a convidar el p\u00fablic a menjar. El sedueix, el desafia i l\u2019arrossega a una narrativa visual carregada de desig, ironia i orgull de barri. No \u00e9s una pe\u00e7a que s\u2019explica: es viu.\n<\/p>\n<p><iframe title=\"vimeo-player\" src=\"https:\/\/player.vimeo.com\/video\/1083073525?h=52e04f6777\" width=\"640\" height=\"360\" frameborder=\"0\" referrerpolicy=\"strict-origin-when-cross-origin\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\"   allowfullscreen><\/iframe><\/p>\n<h3>Context: Karangahape Road, un quil\u00f2metre de cultura i llibertat<\/h3>\n<p>\nPer entendre <strong>EAT IT<\/strong>, cal entendre <strong>Karangahape Road<\/strong> \u2014m\u00e9s coneguda com a K-Rd\u2014, el barri m\u00e9s vibrant, irreverent i divers d\u2019Auckland. Des dels anys 70, ha estat epicentre de moviments queer, art underground, clubs nocturns i gastronomia alternativa. El seu esperit no segueix modes, respon a <strong>una manera de viure sense demanar perm\u00eds<\/strong>.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-6.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13623\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-5.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13624\" \/><\/p>\n<p>\nEl repte era maj\u00fascul: crear una campanya que captur\u00e9s aquesta ess\u00e8ncia sense caure en t\u00f2pics. Tal com explica l\u2019estudi: <em>\u201cThe time had come for Karangahape Road\u2019s take on \u2018restaurant month\u2019. So we created EAT IT \u2014 an ode to the road\u2019s provocative attitude, powerful sexuality and one-of-a-kind gastronomical offering.\u201d<\/em>\n<\/p>\n<h3>Concepte creatiu: menjar com a acte de plaer i provocaci\u00f3<\/h3>\n<p>\nLa idea darrere de <strong>EAT IT<\/strong> \u00e9s tan simple com brillant. Menjar no \u00e9s nom\u00e9s una necessitat: \u00e9s un acte sensual, instintiu i emocional. I a K-Rd, on la gastronomia conviu amb clubs, art i performance, aquesta connexi\u00f3 esdev\u00e9 inevitable.\n<\/p>\n<p>\nEl concepte es construeix sobre tres pilars:\n<\/p>\n<ul>\n<li><strong>Actitud provocadora:<\/strong> una invitaci\u00f3 descarada a gaudir sense remordiments.<\/li>\n<li><strong>Est\u00e8tica fetitxista:<\/strong> el BDSM com a met\u00e0fora visual de desig, control i llibertat.<\/li>\n<li><strong>Orgull local:<\/strong> fer servir la cultura del barri com a mat\u00e8ria primera creativa.<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-14.jpg\" alt=\"\" width=\"1000\" height=\"667\" class=\"alignnone size-full wp-image-13625\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-2.jpg\" alt=\"\" width=\"650\" height=\"440\" class=\"alignnone size-full wp-image-13626\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-9.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13627\" \/><\/p>\n<p>\nEl resultat \u00e9s una <strong>campanya d\u2019identitat<\/strong> que barreja erotisme, ironia i sofisticaci\u00f3 visual per celebrar el que K-Rd \u00e9s realment: una comunitat que no t\u00e9 por de mostrar-se tal com \u00e9s.\n<\/p>\n<h3>Direcci\u00f3 d\u2019art: cuir, metall i desig<\/h3>\n<p>\nL\u2019univers visual de <strong>EAT IT<\/strong> es construeix a partir de la materialitat: cuir negre, acer polit, cadenes, talons i reflexos que evoquen el m\u00f3n <em>fetish<\/em> i l\u2019est\u00e8tica BDSM. Per\u00f2 lluny de caure en l\u2019exc\u00e9s o la vulgaritat, el tractament \u00e9s <strong>est\u00e8ticament contingut i profundament elegant<\/strong>.\n<\/p>\n<p>\nL\u2019equip creatiu, liderat per <strong>Sam Stuchbury<\/strong> (Director Creatiu) i <strong>Hamish Steptoe<\/strong> (Director d\u2019Art), amb <strong>Freddy Riddiford<\/strong> a la redacci\u00f3, aconsegueix una s\u00edntesi perfecta entre sensualitat i disseny. Cada fotografia \u00e9s una met\u00e0fora del plaer: menjar, cossos i objectes es fonen en una narrativa visual que apel\u00b7la m\u00e9s al tacte que a la vista.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-1.jpg\" alt=\"\" width=\"1000\" height=\"605\" class=\"alignnone size-full wp-image-13628\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-4.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13629\" \/><\/p>\n<p>\nLes imatges, d\u2019estil <strong>cinematogr\u00e0fic<\/strong>, s\u00f3n denses, brillants i calculadament fosques. El negre domina la composici\u00f3, mentre que el color apareix en reflexos met\u00e0l\u00b7lics, textures humides i lluentors. No hi ha literalitat: nom\u00e9s insinuaci\u00f3.\n<\/p>\n<p>\nCom afirma l\u2019equip: <em>\u201cSuggestive and richly stylised imagery takes us on a journey deep into the world of BDSM and kink, which for decades has thrived along Karangahape.\u201d<\/em> Una frase que resumeix la sensibilitat del projecte: visualment potent, culturalment conscient.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-10.jpg\" alt=\"\" width=\"1000\" height=\"470\" class=\"alignnone size-full wp-image-13630\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-3.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13631\" \/><\/p>\n<h3>Tipografia i to: la veu del desig<\/h3>\n<p>\nEl text \u201c<strong>EAT IT<\/strong>\u201d s\u2019imposa a l\u2019espai com una ordre. Tipografia gruixuda, sans serif, compacta. La seva contund\u00e8ncia \u00e9s deliberada: sense floritures, nom\u00e9s for\u00e7a. En un m\u00f3n de missatges difusos, aquesta pe\u00e7a aposta per la claredat m\u00e9s directa.\n<\/p>\n<p>\nEl blanc sobre fons fosc no nom\u00e9s garanteix contrast visual, sin\u00f3 que refor\u00e7a l\u2019<strong>est\u00e8tica de poder<\/strong> inherent al concepte. Cada paraula sembla esculpida en acer. No hi ha ret\u00f2rica, hi ha acci\u00f3. El missatge no demana: mana.\n<\/p>\n<p>\nAquest to directe tamb\u00e9 es reflecteix en els textos de suport, breus, punyents, amb ritme de <em>tagline<\/em>. \u201cSuccumb to Karangahape Road.\u201d \u2014\u201cRendeix-te a K-Rd.\u201d La campanya converteix una frase en mantra, una invitaci\u00f3 en desafiament.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-11.jpg\" alt=\"\" width=\"1000\" height=\"667\" class=\"alignnone size-full wp-image-13632\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-8.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13633\" \/><\/p>\n<h3>Fotografia i materials: entre el gourmet i l\u2019erotisme<\/h3>\n<p>\nUn dels grans encerts del projecte \u00e9s la seva <strong>fusi\u00f3 sensorial<\/strong>: els codis visuals del disseny gastron\u00f2mic s\u2019entrellacen amb els de l\u2019erotisme. Una maduixa que degota esdev\u00e9 s\u00edmbol de desig; una copa de vi, met\u00e0fora de rendici\u00f3. Les textures s\u00f3n protagonistes: seda, pell, metall, l\u00edquid.\n<\/p>\n<p>\nEls objectes \u2014cadenes, talons, corretges\u2014 s\u2019integren amb el menjar de manera subtil i simb\u00f2lica. No hi ha xoc visual: hi ha equilibri. Tot est\u00e0 calculat al mil\u00b7l\u00edmetre per mantenir la tensi\u00f3 entre plaer i eleg\u00e0ncia.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-7.jpg\" alt=\"\" width=\"2336\" height=\"1652\" class=\"alignnone size-full wp-image-13634\" \/><\/p>\n<h3>El disseny com a activisme cultural<\/h3>\n<p>\nM\u00e9s enll\u00e0 de l\u2019est\u00e8tica, <strong>EAT IT<\/strong> \u00e9s un <strong>acte de representaci\u00f3 cultural<\/strong>. No busca \u201cnetejar\u201d la imatge de Karangahape Road, sin\u00f3 amplificar-la. No converteix la seva identitat queer i provocadora en producte, sin\u00f3 en <em>orgull visual<\/em>.\n<\/p>\n<p>\nEn aquest sentit, la campanya \u00e9s una forma de <strong>disseny social<\/strong>: no pret\u00e9n agradar, sin\u00f3 reflectir. L\u2019\u00fas del llenguatge BDSM com a met\u00e0fora visual s\u2019inscriu dins d\u2019una llarga tradici\u00f3 de resist\u00e8ncia i expressi\u00f3 de llibertat sexual a la comunitat neozelandesa.\n<\/p>\n<p>\nEAT IT no ven menjar, ven <strong>una manera de viure i desitjar<\/strong>. \u00c9s disseny gr\u00e0fic en estat pur: comunicaci\u00f3 visual amb c\u00e0rrega ideol\u00f2gica i emocional.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-13.jpg\" alt=\"\" width=\"650\" height=\"813\" class=\"alignnone size-full wp-image-13635\" \/><\/p>\n<h3>Recepci\u00f3 i cr\u00edtica<\/h3>\n<p>\nEls membres del jurat del <em>Designers Institute of New Zealand<\/em> el van descriure aix\u00ed:<br \/>\n<em>\u201cAn outrageously provocative invitation to K-Rd. So simple. So direct. Undeniably K-Rd in its attitude.\u201d<\/em><br \/>\nUna valoraci\u00f3 que capta a la perfecci\u00f3 l\u2019ess\u00e8ncia del projecte: provocaci\u00f3 amb sentit.\n<\/p>\n<p>\nI \u00e9s que aqu\u00ed la provocaci\u00f3 no \u00e9s gratu\u00efta. L\u2019erotisme no \u00e9s un recurs decoratiu; \u00e9s el llenguatge m\u00e9s honest per parlar d\u2019un lloc on la sensualitat i la diversitat han estat sempre motor d\u2019identitat.\n<\/p>\n<p>\nLa campanya va ser \u00e0mpliament comentada a mitjans i xarxes socials per la seva aud\u00e0cia i eleg\u00e0ncia, convertint-se en un <strong>referent de comunicaci\u00f3 urbana contempor\u00e0nia<\/strong>. I, sobretot, en un exemple de com l\u2019est\u00e8tica del plaer pot ser tamb\u00e9 una eina d\u2019inclusi\u00f3.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/diseno-grafico-motion-sickness-eat-it-karangahape-road-12.jpg\" alt=\"\" width=\"650\" height=\"610\" class=\"alignnone size-full wp-image-13636\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/11\/Artboard-13Best-0-2344-0-1652.jpg\" alt=\"\" width=\"2337\" height=\"1652\" class=\"alignnone size-full wp-image-13637\" \/><\/p>\n<h3>Una lli\u00e7\u00f3 d\u2019identitat i coher\u00e8ncia visual<\/h3>\n<p>\nEl que fa gran <strong>EAT IT<\/strong> no \u00e9s nom\u00e9s la seva direcci\u00f3 d\u2019art impecable, sin\u00f3 la seva <strong>coher\u00e8ncia absoluta<\/strong>. Cada element visual, cada textura i cada paraula responen a una mateixa idea: el plaer no necessita justificaci\u00f3.\n<\/p>\n<p>\nAquesta coher\u00e8ncia narrativa \u00e9s la que converteix una simple campanya en una <strong>obra d\u2019identitat cultural<\/strong>. El disseny deixa de ser un mitj\u00e0 i es converteix en protagonista, capa\u00e7 d\u2019emocionar, desafiar i representar.\n<\/p>\n<h2>Conclusi\u00f3: el disseny que s\u2019atreveix a tenir gana<\/h2>\n<p>\n<em>EAT IT<\/em> no nom\u00e9s celebra el menjar, celebra el desig. \u00c9s disseny gr\u00e0fic convertit en poesia visual, en gest pol\u00edtic, en declaraci\u00f3 d\u2019independ\u00e8ncia est\u00e8tica. En una ind\u00fastria saturada de branding complaent, Motion Sickness recorda que el disseny pot ser subversiu i sofisticat alhora.\n<\/p>\n<p>\nPer aix\u00f2, a <strong>Code Barcelona<\/strong> l\u2019hem triat com el nostre <strong>disseny gr\u00e0fic destacat de la setmana<\/strong>: perqu\u00e8 ens recorda que <strong>el disseny no \u00e9s nom\u00e9s comunicaci\u00f3, \u00e9s una manera de sentir<\/strong>.\n<\/p>\n<p>\nI perqu\u00e8, de vegades, el m\u00e9s valent que pot fer una marca \u00e9s mirar el seu barri, la seva hist\u00f2ria i el seu desig\u2026 i atrevir-se a dir, sense por: <strong>EAT IT.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Motion Sickness celebra la provocaci\u00f3, la sexualitat i la identitat cultural de Karangahape Road en una campanya que converteix el desig en llenguatge visual Cada setmana a Code Barcelona seleccionem un projecte que no nom\u00e9s brilla per la seva bellesa, sin\u00f3 per la seva personalitat. Amb EAT IT ens trobem davant d\u2019una explosi\u00f3 visual que [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2246,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210,134],"class_list":["post-17975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiracio","category-disseny-grafic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Disseny gr\u00e0fic destacat de la setmana: EAT IT \u2014 quan el disseny s\u2019atreveix a tenir gana - Code Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/ca\/blog\/disseny-grafic-destacat-setmana-eat-it-disseny-atrevit-ham\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Disseny gr\u00e0fic destacat de la setmana: EAT IT \u2014 quan el disseny s\u2019atreveix a tenir gana - Code Barcelona\" \/>\n<meta property=\"og:description\" content=\"Motion Sickness celebra la provocaci\u00f3, la sexualitat i la identitat cultural de Karangahape Road en una campanya que converteix el desig en llenguatge visual Cada setmana a Code Barcelona seleccionem un projecte que no nom\u00e9s brilla per la seva bellesa, sin\u00f3 per la seva personalitat. 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