Interview with Maria Bernat Prats, Chief Planner of the Casa Batlló Light Show

In February 2025, the digital art light show at Barcelona's landmark building Casa Batlló attracted over 110,000 residents and tourists. This annual cultural event, blending cutting-edge technology and artistic creativity, has been successfully held for four editions and was specially scheduled during the Chinese New Year for the first time. Nearly 300 mainstream media outlets worldwide reported on it, including authoritative outlets such as Spain's El País and La Vanguardia, the UK's Financial Times, and the US's AD Magazine. Social media interactions exceeded 12.7 million, showcasing the global influence of this artistic event.

The Casa Batlló light show is not only a new artistic interpretation of Gaudí's architecture but has also become an important platform for cultural exchange and brand collaboration. In recent years, the project has attracted the attention of many international sponsors and has established partnerships with brands such as the ISE Audio-Visual Exhibition and the Sónar Electronic Music Festival, while exploring broader business models. Faced with its growing global influence, how will the future development of the Casa Batlló light show further break through? How can it find a better balance between art and commerce? This time, we specially interviewed the project manager of the light show, Maria Bernat Prats, to delve into the behind-the-scenes stories and future plans of this world-class cultural phenomenon.

Q: In the first edition of the Casa Batlló digital art light show, some artworks were auctioned at Christie's in the US, but in the last two editions, similar commercial operations were not seen. Will future light shows incorporate more business strategies?

Maria Bernat Prats: We are indeed considering integrating commercial operations into future light shows, but we are still formulating specific strategies. For the upcoming light show, we plan to open an exhibition on the second floor of Casa Batlló in collaboration with the light show artist, open to the public, which will generate some economic returns for the project. Additionally, we are working with each artist to launch limited-edition merchandise in our brand store, SIMBOLIC. Although art auctions are not our core business, we are more focused on how to create high-quality art experiences that reach a wider audience.

If any Chinese brands or companies wish to participate, we are completely open to the possibility of collaboration. We believe that leveraging the power of the Chinese market could further expand the influence of the light show while providing a more stable and sustainable development path for the art project.

Q: Casa Batlló is managed by the Bernat family. As a family business with strong brand awareness, do you plan to turn the light show into an economically sustainable commercial project?

Maria Bernat Prats: Currently, we view the light show as an artistic gift to the public, rather than a direct commercial project. However, it is worth noting that an increasing number of international brands and institutions have shown strong interest in this project and are willing to provide sponsorship support to allow such high-quality art events to continue without Casa Batlló bearing all the production costs.

This is a great boost for us and can provide artists with broader creative space. We welcome Chinese companies to join as partners in this global cultural event, jointly promoting the development of the light show and achieving a win-win for art and commerce.

Q: After the light show ends, how does Casa Batlló plan to sustain its influence and maximize its long-tail effect?

Maria Bernat Prats: We have a permanent exhibition on the fifth floor of Casa Batlló showcasing highlights from the first three editions of the light show. Additionally, we are renovating the second floor and plan to open a special exhibition in collaboration with a new artist when the 2026 light show launches. Furthermore, we plan to launch artist merchandise, produce a documentary, and release behind-the-scenes stories on the official Casa Batlló YouTube channel. We are even considering publishing a comprehensive book documenting the artistic journey of all past light shows.

We hope to extend the influence of the light show not only in Barcelona but globally through these methods. If any Chinese enterprises or cultural institutions are willing to collaborate, we can jointly explore how to promote these artistic contents in the Chinese market, turning it into an international cultural phenomenon.

Q: We heard that some Chinese companies have shown interest in sponsoring. Are there any specific cooperation plans currently?

Maria Bernat Prats: Certainly, we fully welcome sponsorship from Chinese companies. This year, we have already collaborated with the ISE Audio-Visual Systems Exhibition, the Mandarin Oriental Hotel, and the Sónar Festival electronic music festival. At the same time, we are also in discussions with more potential partners who have shown strong interest in participating in cultural and artistic projects in Barcelona.

The influence of the Casa Batlló light show is greater than ever this year, sparking dialogue not only in the art and architecture worlds but also gaining significant attention on global social networks. We hope to continue developing this cultural exchange platform in the future, and the involvement of sponsors will undoubtedly make the project more outstanding and ambitious. Therefore, we look forward to establishing cooperative relationships with Chinese brands to jointly create a world-class visual feast.

Q: Since the Casa Batlló light show is specifically designed for its facade, it is not applicable to other cities. Is there any consideration of converting these artworks into other forms for commercial profit?

Maria Bernat Prats: We have been studying this issue, but it is indeed difficult to replicate the unique artistic experience brought by the facade of Casa Batlló. Each piece of the light show is tailor-made for the building, combining 3D modeling, music design, and environmental factors such as the architecture of Passeig de Gràcia, tree shadows, and audience interaction, creating a holistic artistic effect.

Nevertheless, we are exploring ways to collaborate with artists to extend these digital artworks globally. For example, we are considering creating mobile exhibitions or converting the works into multimedia art installations that can be more easily displayed around the world.

If Chinese art institutions, museums, or commercial exhibitions are interested in collaboration, we are willing to discuss how to bring these unique digital artworks into the Chinese market, allowing more audiences to appreciate this innovative art form.

Q: When selecting artists for Casa Batlló, does the focus lean more toward their market appeal or the artistic value of their work?

Maria Bernat Prats: We look for the most innovative artists globally, who must excel in using new media art. Many artists come from the digital art field but also have interdisciplinary backgrounds, daring to push traditional artistic boundaries.

We particularly favor artists who are curious about art, willing to explore new forms, open to collaboration, and bold in experimentation. Moreover, outstanding artistic quality is indispensable. In fact, these traits are exactly the spirit Gaudí embodied in his creations.

If there are Chinese digital artists who meet these criteria, we are very much looking forward to collaborating with them, bringing Chinese innovative art into the Casa Batlló light show, allowing the world to see the vitality and creativity of contemporary Chinese art.

Q: Is the 'The Heritage of Tomorrow' art project led by Casa Batlló? Why was such a project launched?

Maria Bernat Prats: The core goal of 'The Heritage of Tomorrow' is to take Gaudí's legacy into the future. As managers of Casa Batlló, we have the responsibility to protect and pass on both the tangible and intangible cultural heritage left by Gaudí. This is not just about maintaining the building but also about continuing Gaudí's creativity and spirit of innovation.

Therefore, through this project, we aim to provide a platform for the most avant-garde contemporary artists, allowing their works to engage in dialogue with Gaudí's architecture, giving new artistic vitality to this century-old building. This also means that we hope future artists can, like Gaudí, continuously push boundaries and create artistic expressions for their time.

If Chinese artists, cultural institutions, or brands wish to participate in this project, we would warmly welcome collaboration. China has a rich cultural heritage and innovative art. We believe that through this platform, we can jointly create an artistic bridge connecting history and the future, and blending Eastern and Western cultures.