A Greek creative brand is now journeying alongside one of the most significant figures in world cultural heritage. yiayia and friends, the brand created by the Beetroot team, has announced its strategic partnership with the Gaudí Foundation as Official Partner of the international exhibition «GAUDÍ: Back to the Origins», organized to mark the 100th anniversary of Antoni Gaudí’s death.
A world tour from Seoul and an exclusive yiayia and friends collection
The exhibition opened on August 1st at the Sinsa House exhibition space in Seoul, where it will be hosted for three months, marking the beginning of a five-year world tour. It will subsequently be presented at major international destinations, including Taiwan, Singapore, and Shanghai.
As part of the partnership, the yiayia and friends team designed an exclusive product collection inspired by the creative universe of Antoni Gaudí, which will accompany the exhibition at every stop of its international tour, bringing a piece of Greek hospitality and aesthetics to a global audience.
The collection represents a creative dialogue between two Mediterranean worlds. The distinctive mosaics, organic forms, geometric compositions, bold color contrasts, and symbolism that define Gaudí’s work are reimagined through the design language and narrative of yiayia and friends. Rather than reproducing the original works, the collection translates their creative spirit into a new design narrative, transforming everyday objects into small stories of warmth, joy, and inspiration.
The iconic figure of the “grandmother” — at the heart of the brand’s philosophy and a symbol of care, simplicity, and human connection — meets the imagination and creative boldness of the Catalan architect, giving rise to a collection that unites design, culture, and Mediterranean aesthetics.
As Alexis Nikou noted: “The greatest value of this partnership is not simply that our products will travel the world. It is that it proves modern Greek creativity can engage as an equal with iconic names in global culture. yiayia and friends was born to tell stories about care, optimism, and human connection. The fact that these values now meet the timeless work of Antoni Gaudí makes us believe even more strongly that the most meaningful collaborations are born when different cultures inspire one another.”
A creative collaboration with the Gaudí Foundation in Barcelona and Thessaloniki
The Gaudí Foundation, headquartered in Barcelona, is dedicated to preserving and promoting the legacy of Antoni Gaudí through education, research, innovation, and creative expression, inspiring new generations of creators in architecture, design, and culture.
The partnership will continue in the coming months with a series of joint initiatives in Barcelona and Thessaloniki, encompassing photo productions, interviews, and the development of original audiovisual content. The shared goal is to showcase how two distinct Mediterranean creative traditions can come together through design, art, and human creativity.
