15 2017 Roca Lisbon Gallery Roca Shanghai Gallery Roca Madrid Gallery A shared history. The brand through its communication In the words of Òscar Guayabero, the curator of the exhibition, Roca is and has always been the benchmark company in terms of bathroom design in Spain. Taking a retrospective look at its evolution is also a reflection of our collective and personal history. In this exhibition we want to show the trajectory of Roca’s communication. Perhaps it may seem redundant to talk of communication precisely by gathering together the firm’s communication pieces but, again, Roca is a good resource to capture the pulse of the different periods over the past 100 years. The changes in the uses of the bathroom space, the developments in hygiene habits, the function of the bathroom in the home, the roles of women, men and children, the configuration of homes, the introduction of new materials and technologies, globalisation, and the crises, the conflicts as well as the social and economic ups-and-downs are all reflected in each of Roca’s catalogues, magazines and printed or television adverts. After a thorough investigation of the company archives and of private advertising collections, it is evident that ifthan others. Hence, we explore the different stages of the a privileged situation to intuit what the bathroom space there is one thing which unites all the efforts and company, which mirror recognisable periods in the history of the future will be, which new solutions will arise and resources in terms of the firm’s communication it is the of Spain, and we have analysed what role and which how they will be sustainable to manage the planet’s four values which define Roca and underline its values each of them have. However, while one concept resources properly. This, therefore, is an exhibition which endeavours: wellbeing, innovation, design and may have more weight in a particular period, the other looks back at the past but above all speaks of the future. sustainability. The exhibition has been divided into these concepts are present as well. four concepts, which in one way or another are present throughout the 100 years of Roca’s communication. The 100-year trajectory is what allows Roca today – with Obviously, this presence is not equal over the years: over 22,600 employees, 78 manufacturing plants around some aspects were more dominant in certain periods the world and a presence in over 170 markets – to be in 17