Miró Vermouth’s strong connection with the Reus territory and culture has led us to participate in an initiative that combines art, heritage, and innovation. As part of the Gaudí Year, Reus will feature a mural dedicated to the brilliant architect, located at Josep Sardà i Cailà Street, 9, which will include interactive digital content to explore the legacy of the Catalan modernism pioneer.
The project was presented this Tuesday, March 31, in a press conference attended by several institutions and cultural representatives: Sandra Guaita, Mayor of Reus; Noemí Llauradó, President of the Tarragona Provincial Council; Maite Gaudí, President of the Reus Gaudí Friends Association; Xavier Romeu, Artistic Director of the mural; and Jonatan Carranza, muralist and architect responsible for the artistic execution.
Jonatan Carranza, known as Sojo, was selected from a pool of 25 candidates. His career began in the world of graffiti in 1993 and has evolved into muralism, combining aerosol techniques with drawing to create colorful and visually impactful works. Sojo has participated in various urban art festivals and received international recognition, becoming a reference in transforming public spaces through art.
The mural will measure 21 m x 6.5 m and will be executed in two phases. The first, scheduled for May, will focus on Carranza’s artistic creation. The second phase, planned for October, will feature a QR code granting access to digital content with 2D and 3D animations, created by artist Gala Mirissa, allowing the public to interactively explore Gaudí’s life and work.
The initiative has the support of the Parish of Sant Joan Baptista and the Archbishopric of Tarragona, which will provide the façade of the parish rectory for the mural. In addition, the project has been made possible thanks to private sector involvement, including Vermuts Miró, Volvo, Repsol, and Escardó Serveis, showing how culture, art, and local companies can collaborate to create visually and culturally impactful projects.
For Miró Vermouth, participating in this mural represents a commitment to the city of Reus and its cultural identity, reinforcing the brand’s connection with creativity, innovation, and local tradition, while helping to promote Gaudí’s legacy in a participatory and contemporary way.
