El Capricho by Gaudí Gets a New Brand Identity for Its 140th Anniversary

The brand identity for El Capricho, also known as Villa Quijano, has been redesigned to align with its current role as a cultural space. Completed by Antoni Gaudí between 1883 and 1885 in Comillas for Máximo Díaz de Quijano, the building is one of the few Gaudí projects outside Catalonia. Its layout follows the sun from room to room, earning it the nickname 'architectural sunflower.' Today, El Capricho welcomes thousands of visitors monthly, including families, school groups, and international tourists. The new branding must function across tickets, signage, workshops, merchandise, digital channels, and the building's 140th anniversary, while never competing with the architecture itself. The redesign raises questions about how to update the image of a Gaudí building and who should be involved in that decision.