The call for entries was issued as part of the "Impactá con tu Arte" contest, in which the shopping center invited artists, muralists, and art students to submit proposals for creating free-form artistic interventions on the billboard.
The theme chosen for the humanities program was sustainability and the environment, which encompassed a variety of topics such as community, diversity, social equity, biodiversity, the country’s flora and fauna, carbon footprint, and the circular economy, among others.
The creative process behind YoAmoUY
Lucía Barcia's design focused on Uruguayan flora and fauna, seeking to convey a message of care for and appreciation of nature.
Each letter was designed to interact with the countryside and the city. The heart of the landmark represented the mar, a symbol of Uruguay’s connection to water.
“The goal was to inspire others to care for and appreciate our environment, ”Lucía explained.
View this post on Instagram
Although she insists she doesn’t have a defined style, Lucía acknowledges that her work tends toward the childlike, playful, and cartoon-like. That colorful and cheerful aesthetic is what she chose for the contest, and it may also be the reason she was selected to paint in August, the month in which Children’s Day is celebrated.
One of the main challenges was translating her style from the digital realm to mural painting. Accustomed to working with a high level of detail in her illustrations, she had to adapt that approach to the brush and the large format.
In addition, the project had to be planned with its location in mind—a high-traffic area visible to both pedestrians and motorists.
Throughout the process of painting the landmark, Lucía was assisted by her friend and illustrator Valentina Rosas, a graduate of the Bachelor of Graphic Design program.
Learn more about theBachelor of Graphic Design at the
From a mural to a landmark
Lucia had previously helped design a mural at the Plaza Infantil Libertad y Pereira, alongside Karen Spalter, a graduate of Multimedia Design and Graphic Design, and Florencia Guida, a Graphic Design graduate.
Although she wasn’t the muralist on that occasion, the project gave her insight into the challenges of working in an unconventional space. That mural, with its irregular L-shape and surrounded by windows and plants, forced her to consider how the work would be perceived from different angles and distances.
The mural in Pocitos helped me realize that it wasn't just a flat canvas; instead, I had to think of it in three-dimensional terms. I applied that same approach to the letters, which were even more complex because they were 3D forms.
As a result, the artist approached the competition with a broader perspective on proportions, visibility, and adaptation to the urban environment—insights that made all the difference in her proposal.
- You might be interested in:From the classroom to the urban space: ORT designers transform a mural.