Num. 03
2009



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Celebrating catalan literature
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The Night of Santa Llúcia is, without a doubt, a synonym of literature, renowned awards, unknown and famous authors and over all, culture. Òmnium Cultural, the organizing entity, entrusted Gerona Grup to celebrate its 58th edition. A celebration of Catalan literature that is remarkable for the fact that it takes place in Barcelona and for being broadcast live by Televisió de Catalunya. The spirit of renovation, dynamics and plasticity are the main objectives. Gerona Grup accepted the challenge.

From A to Z, all the letters were main characters at the Palau de Congressos de Catalunya, oversized letters dominated the entrance to almost 2000 guests. Politicians, important names in culture, music and sports pass through a photoshoot crowded by journalists.  The finalists anxiously awaited the sentences that declared the new Sant Jordi Award 2008, the Carles Riba Award, the Mercé Rodoreda Award and up to 12 awards more. Gerona Grup suggested a new strategy: four large screens creating a mosaic of images in the auditorium dominating an austere stage that evolved and changed with the succession of different light atmospheres.

The screens became ally of a multidisciplinary show, broadcasting live the most exciting moments of protocol at the event. This dynamic element was able to recreate a single or four different images that complemented the pace of the show.

Carles Santos, National Music Award and his team provided entertainment for the evening where it was possible to sing under water or hear a deconstructed hymn of “Els Segadors”. A convulse, unusual and effective universe for an event that demands to be repeated.

Televisió de Catalunya has made this celebration of literature and its awards available live to spectators. By broadcasting the audiovisuals designed by Gerona Grup, both entities emphasized the importance of each one of the awards and spread the work of Òmnium Cultural to the general public.

“Culture can be expressed by many means, and one of them is gastronomy” declared Jordi Porta, president of the organization. After attending the deliverance of the awards and its closure with the act of the Segadors hymn sung by the audience and the Lieder Camera Chorus, the guests were received in the Exhibitions Lounge. There, four young and renowned chefs offered their own culinary interpretation of the Catalan culture taste: Nando Jubany, Jordi Vila, Oriol Ivern and Albert Ventura.

Trees that offered letters as fruits along with tables decorated for the occasion became the stage for small, intimate shows together with actors that combined literature with the plate served or offered visual poetry in order to accompany it.

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