When advertising enters the museum

Advertising usually occupies screens, shop windows, or streets. Not exhibition halls. But what happens when it leaves its usual habitat and enters a space like the Palau Robert? This is the exercise proposed by The Power of Advertising. The Guild. One Hundred Years Making Brands Talk, an immersive experience that covers a century of Catalan advertising to show how ads have ceased to be simple tools to sell products and have ended up becoming part of collective memory.

The tour combines interactive screens, audiovisual pieces, and large immersive installations to understand how brands have built narratives, influenced consumption habits, and ended up living in the popular culture of various generations. But the exhibition does not only look back. It also raises a reflection on the future of creativity, new consumption habits, and the role that artificial intelligence will play in communication and advertising in the coming years.