BRITISH COUNCIL | 'ANIMITA' EXHIBITION
STRATEGIC DIPLOMACY & CIRCULAR CAPITAL
'Animita' Exhibition – Somerset House. London

The Design Philosophy behind 'Animitas'
Research Angle

The Animitas are born from the mercy of individuals and communities at the precise spot where a ‘bad death’ has taken place. It could be defined as a popular cenotaph, since the human remains, which perished in a tragic manner rest in peace at the cemetery, while what is honoured in this other space is the soul of the ‘anima’. “The ‘animitas’: religious and historic testimony of popular piety in Chile”
Antonia Benavente, Anthropologist.

We conducted a deep dive into the Semiotics of Scarcity, identifying the Animita—the Chilean roadside shrine—as a masterclass in "Resourceful Sacredness." The research analyzed how geographic isolation in Chile creates a natural predisposition for circular systems. From this, we mapped the transition from "Waste" to "Altar," by sponsoring four contemporary fashion designers proving that scarcity could be framed as an avant-garde luxury.

Featured Designers
The Vanguard of Chilean Fashion

For this project, we worked with four visionary Chilean designers who embody the intersection of innovation, sustainability, and cultural heritage in contemporary fashion. Each of them reinterprets traditional techniques and materials, breathing new life into Chilean design.

✶ Lupe Gajardo redefines scarcity with avant-garde designs, transforming coffee sacks and candle wax into striking garments that celebrate unconventional beauty.

✶ Ingrato revives ancestral knitting and crochet, crafting viral sculptural pieces that challenge fast fashion and beauty norms through raw emotion and political edge.

✶ SISA blends fashion, architecture, and sustainability, experimenting with bio-textiles made of Cochayuyo (Chilean seaweed) to create garments rooted in Chile’s landscapes and indigenous heritage.

✶ Matías Hernán merges futurism with tradition, using laser-cut fabrics, fiberglass, and LED lights to reinterpret religious iconography and urban culture with theatrical boldness.

Because fashion and art are deeply intertwined in Chilean culture, the exhibition also featured five artists exploring textile and identity through video art and documentary-style films on traditional weaving techniques.

Sustainable Practices
Creative Process

Chilean design thrives on resourcefulness, turning limitations into innovation and scarcity into craft. With an ethos of sustainability, garments become wearable heirlooms—expressions of personal history rather than fleeting trends. The ritual of dressing transforms into an intimate dialogue between ethics and identity, where customization is not a luxury but a necessity. Cochayuyo, a humble seaweed from Chilean shores, is just one example of the vast natural materials waiting to be reimagined through new technologies. In a country shaped by isolation, collective creativity flourishes—open calls for material collection are not just about sourcing fabric but about building community, bridging tradition with the digital age, and redefining what it means to belong.

Art Direction Strategy
Personal Insights

My role was to shape a cohesive visual language that positioned Chilean identity for an international audience. I led research, branding and communications, ensuring the exhibition spoke through both cultural authenticity and global relevance.

To bridge local tradition with international perception, we centered the visuals on religious iconography, current fashion trends and the local ritual of building animitas. This informed both the graphic identity and the digital catalog system, allowing visitors to take the exhibition beyond the physical space.

Communications
Personal Insights

Editorial imagery was another key pillar. I directed high-standard press visuals designed for national and international publications, aligning with govermental organizations, cultural institutions and The British Council's editorial needs. The goal was to ensure the exhibition's presence extended beyond the venue–into glocal cultural discourse.

Complementary Views
Insights from the Curator, Art Coordinator and Exhibition Designer.

Andrea Pacheco, curator of the exhibition, highlighted the importance of cross-disciplinary practices in Chilean design, blending indigenous traditions with cutting-edge techniques. Cultural coordinator Tamara Poblete emphasized the project’s deep connection to southern Chile, bridging heritage and innovation. Meanwhile, Loreto Martínez and her team designed an altar-like structure that expands in presence as you enter, evoking the quiet immensity of sanctuaries and local shrines, reinforcing the exhibition’s spiritual undertones.

Arts Manager | British Council: Alejandra Szczepaniak
Arts Project Coordination: Tamara Poblete
Curator: Andrea Pacheco G.
Featured Designers: Lupe Gajardo, Matías Hernán, SISA, Ingrato
Guest Artists: Ana Pavez, Jo Muñoz, Jon Jacobsen, Sandy Muñoz
Valeria Montti Colque

Art Direction & Brand Strategy: Jon Jacobsen
Photo Assistant: Enya de la Jara
Make-Up / Hair: Niki Ossandón
Model: Zina Jorna
Exhibition Design: Loreto Martínez
Exhibition montage: Los Contadores Auditores
Production Assistant: Carola Chacón, Ingrid Hernández
Audiovisual Tech Assistant: Gustavo Muñoz
3D and Planimetry: Mercedes Castillo

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