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Estetica del Riuso  /  2025-26

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Estetica del Riuso
Design: Marta Hervás Oroza for New Generations
Project curators: Gianpiero Venturini, Miguel Jaenicke, Esaú Acosta
Video translation: Elisa Montani for New Generations
Can we imagine a city built entirely from what already exists, where every material is given a second life and waste no longer exists? Estetica del Riuso is a collective project born to spark a cultural shift around the reuse of recovered materials in the construction sector.
The three-workshop series sparks a cultural shift by reimagining construction with reclaimed materials. Bringing together cross-disciplinary experts, the project offers laboratories, urban walks, and public lectures to explore how reuse can fuel a circular and regenerative process. With reuse still accounting for less than 1% of urban construction, it calls for bold strategies and fresh aesthetics to bridge gaps in knowledge, awareness, and practice.

Visual identity for a series of three workshops to take place in Rome in autumn 2025, revolving around the topic of material reuse in architecture. The proposal includes the creation of printed posters, programme booklets, content for Instagram in story and feed post format, email newsletters and short video interviews with participants and lecturers, such as architect Olivia Nöel (Rotor Brussels) or Iñaqui Carnicero (General Secretary of Urban Agenda, Housing and Architecture, Spain). The complete selection of video interviews, as well as the programmes, can be found on Instagram @newgens and on newgenerationsweb.com

The design, inspired by brick and construction materials in its colours, features a series of bespoke icons that showcase different construction elements and their recycling and reuse processes, arranged in various diagrams that convey the topics of the three distinct topics of the workshops.

© Marta Hervás Oroza 2026Contact

IG @buratonegro
martahervasoroza@gmail.com

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