Rosario Contrasta (Poster promoting an architectural project for the city of Rosario)

About / Biographic Information:

Pablo Kunst began his professional career as a creative director in an advertising agency in Rosario, Argentina, during the 1970s. He is a co-founder and director of the first School of Graphic Design in Rosario and the founding president of ADA Argentina (the Argentine Alliance of Designers). Kunst views design as a "philosophy of life" and believes designers play an important social role that goes beyond simple production.

The poster "Rosario Contrasta" was created in 1998 to promote a specific architectural project for the city of Rosario.

Description:

This poster features a high-contrast, surrealist image of a black boot with an ornate, architectural heel resembling a spire or historical monument, set against a vibrant red background. The visual metaphor of the "architectural heel" reflects Kunst's belief that design should link back to general principles of architecture and art while maintaining a clear and specific functional role in communication. The work demonstrates his interest in "intellectualization" as a necessary process for developing meaningful design outcomes.