b-ing Design
Martín Azua / Create without haste / Cervezas Alhambra
The value of things made over time
The Alhambra monument with its timeless architectural character, its internal spaces covered in arabesque motifs and intricate plaster decorations, its lattice window screens and geometric pattern tiles, the courtyards with their fountains and the magical sound of water as well as its Arcane myths that tell of mysteries and legends have not only moulded the character of the city of Granada (where the Alhambra is located) and its people but also the regional products giving them their unmistakable features: savoir-faire, seduction, unique distinctiveness and traditional crafts.
With Cervezas Alhambra Beers, founded in Granada in back 1925, the essential character of a crafted beer and the passion of a master brewer are present in everything the brand has done since then. A beer to contemplate, to savour, to be experienced through all five senses and that can be best enjoyed over time to appreciate all it subtleties.
The result of genuine passion for craft beer, Cervezas Alhambra has created a contemporary creation platform: create/without/haste. An initiative created to promote, through collaboration with respected contemporary craftsmen, a lifestyle that invites you to take the time to enjoy things using all the senses. Cervezas Alhambra and the artists who are taking part with the create/without/haste platform are united through their passion for raw materials and the process, as well as by the time and dedication given to their creations.
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Through this create/without/haste platform Cervezas Alhambra will be working with some of the most talented artists and craftspeople in the creation of art installation that consider the process shared by both. The selected artists and craftspeople will produce a unique and unpublished piece that requires time to bring to fruition, in the same way as the process behind Cervezas Alhambra.
One of the first collaborations happened in Barcelona, the city where renowned designer and Basque national Martín Azúa works and lives. For Azúa the difference between something that is merely good an something that is exceptional is in the detail and which according to him “can only really be appreciated when you take the time to look at something motivated by curiosity.” Details that can be founded in the threads of esparto (type of reed), the working hands of the craftswomen of the Murica region, the underlying perfume of barley through the rough weave of its strands.
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Based on all this the intervention that took place last February in the Plaza del Born, was named Parar, and consisted of a carpet of 45 sq.m. made of esparto, which invited the public to walk, to sit or lie on it. The Parar carpet, created exclusively for the platform create/without /haste, adds to some of the other esparto designs created by Martín Azúa forming part of the permanent collection at Barcelona’s Design Museum.
Esparto combines tradition, crafts and design representing the laid back lifestyle of the Mediterranean. Cervezas Alhambra together with Marín Azúa provide a brief but welcome break from the frenetic pace of the cities where most of us live.
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