SOUVENIR: reconstruction of the city's image

SOUVENIR: reconstruction of the city's image
Yaiza Camacho and Mauro Coll
"SOUVENIR" explores urban identity, societal constructs and marginalized imaginaries to find tangible solutions for environmental concerns.

Yaiza Camacho
Madrid, Spain
Yaiza Camacho is a creative professional with experience in architecture, investigation and curatorial, interior, product and editorial design.
Team members
Yaiza Camacho
Field of work
Architecture, Design, Curating, Communication, Research
Project category
Raising awareness
Project submitted

Yaiza Camacho is a creative and multidisciplinary professional with experience in architecture, research and curation.

She graduated in Architecture with her undergraduate thesis "SOUVENIR: Appropriation and Reconstruction of the City Image," a year-long investigation that unveils the existence of an excluded imaginary which needs to be made visible to raise awareness about its degradation.

She obtained her Master's Degree in Architecture from the Escuela Técnica Superior de Arquitectura de Madrid (UPM), with her master's thesis "APOLOGIA AL ESCOMBRO," grounding the theoretical conclusions of SOUVENIR into a realistic architectural project addressing the urgent context of excessive waste production in construction. New materialities were proposed to generate an architectural image that highlights the problem of waste and lost landscapes, as well as their potential and the opportunity they offer to be reclaimed.

Since 2018, she has been part of the team of sustainability-committed architects at the international studio Moneo Brock. She participates in numerous architecture, design, interior design, and urbanism projects. Additionally, she is responsible for the studio's communication and for _2B space to be, an art space where she organizes exhibitions, conferences, and film cycles.

She has been guest lecturer in the Master of Architectural Communication (MACA), art director for various independent projects, and writes for independent media outlets.

Her notable interest in editorial design is highlighted by her roles as editor-in-chief of the publication 255.255.255 and graphic designer for the Student Delegation of the ETSAM.

Her work has been published and exhibited nationally and internationally, with notable participation in the Venice Architecture Biennale, the Mackintosh School of Architecture at the Glasgow School of Art, and the Colegio Oficial de Arquitectos de Madrid (COAM).

In response to the ongoing crisis of urban identity and the environmental challenges facing cities, "SOUVENIR" emerges as a critical exploration of the intricate relationship between architecture, urban environment, and societal constructs, aiming to spark a discourse on the ethical and social dimensions of spatial culture.

"SOUVENIR" stems from a concern regarding the commodification of urban landscapes and the collective imagery influenced by capitalist media narratives that prompted an investigative journey that culminated in the research project "SOUVENIR: Appropriation and Reconstruction of the City's Image." Through this exploration, insights were gleaned into the anthropological mechanisms shaping urban imagery, the existence of marginalized urban imaginaries, and the challenges posed by the format-content relationship in representing cities.

Building upon these insights, the subsequent master's thesis project "APOLOGIA AL ESCOMBRO" translated theoretical conclusions into tangible architectural interventions. Focused on addressing the urgent issue of construction waste, this project proposed novel material approaches to foreground the discourse on urban decay and the potential within discarded landscapes.

The journey from conceptualization to practical application underscored the potential for interdisciplinary dialogue and action within the realm of architecture. By bridging theoretical inquiry with real-world challenges, the research not only contributed to academic discourse but also offered tangible solutions to pressing environmental concerns.

The initiative aims to catalyze broader conversations on urban identity and the role of architecture in shaping collective narratives. Through continued research, collaboration, and advocacy, the vision is to instigate a paradigm shift wherein architecture becomes not just a reflection of society but an active agent in fostering positive societal change.