A Greek creative brand is joining forces with one of the most important figures in world cultural heritage. “yiayia and friends,” the brand created by the Beetroot team, announces its strategic partnership with the Gaudí Foundation as an Official Partner of the international exhibition “GAUDÍ: Back to the Origins,” organized to mark the 100th anniversary of Antoni Gaudí’s death.

The exhibition opened on August 1 at the Sinsa House exhibition space in Seoul, where it will be on view for three months, marking the start of a five-year global tour. It will then be presented at major international destinations, including Taiwan, Singapore, and Shanghai.

As part of this collaboration, the yiayia and friends team designed an exclusive collection of products inspired by the creative universe of Antoni Gaudí, which will accompany the exhibition at every stop on its international tour, bringing a piece of Greek hospitality and aesthetics to an international audience.

The collection represents a creative dialogue between two Mediterranean worlds. The distinctive mosaics, organic forms, geometric compositions, bold color contrasts, and symbolism that characterize Gaudí’s work are reinterpreted through the design language and narrative of yiayia and friends. Rather than replicating the original works, the collection translates their creative spirit into a new design narrative, transforming everyday objects into little stories of warmth, joy, and inspiration.

The iconic figure of the “grandmother,” which lies at the heart of the brand’s philosophy and symbolizes care, simplicity, and human connection, meets the imagination and creative boldness of the Catalan architect, creating a collection that unites design, culture, and Mediterranean aesthetics.

As Alexis Nikou noted, “The greatest value of this collaboration is not just that our products will travel around the world. It is that it proves that contemporary Greek creativity can engage on equal footing with iconic names in global culture. ‘yiayia and friends’ was created to tell stories that speak of care, optimism, and human connection. The fact that these values now intersect with the timeless work of Antoni Gaudí strengthens our belief that the most meaningful collaborations arise when different cultures inspire one another.”

The Gaudí Foundation, based in Barcelona, is dedicated to preserving and promoting the legacy of Antoni Gaudí through initiatives in education, research, innovation, and creative expression, inspiring new generations of creators in the fields of architecture, design, and culture.

The collaboration will continue in the coming months with a series of joint initiatives in Barcelona and Thessaloniki, which will include photo shoots, interviews, and the development of original audiovisual material. The shared goal is to highlight how two distinct creative traditions of the Mediterranean can come together through design, art, and human creativity.