REBRANDING THE ICONIC
LAS POZAS GARDENS

REBRANDING
THE ICONIC LAS POZAS GARDENS

Las Pozas is a surrealist sculpture garden in the jungle of Xilitla, Mexico. It was built by Edward James - patron of the surrealist art movement and close friend of Salvador Dalí. It is the biggest surrealist artwork in the world and includes more than 32 hectares (80 acres) of towering concrete sculptures interlaced with natural waterfalls and pools.

This proposal is meant to help Las Pozas find its way into the 21st century and help preserve this iconic piece of art and make the vision of Edward James live on. It includes a total rebranding of the visual communications, a museum store collection, and an exploration into how Las Pozas can bring this real life experience to digital audiences worldwide.

Las Pozas is a surrealist sculpture garden in the jungle of Xilitla, Mexico. It was built by Edward James - patron of the surrealist art movement and close friend of Salvador Dalí. It is the biggest surrealist artwork in the world and includes more than 32 hectares (80 acres) of towering concrete sculptures interlaced with natural waterfalls and pools.

This proposal is meant to help Las Pozas find its way into the 21st century and help preserve this iconic piece of art and make the vision of Edward James live on. It includes a total rebranding of the visual communications, a museum store collection, and an exploration into how Las Pozas can bring this real life experience to digital audiences worldwide.

THE HISTORY OF LAS POZAS
It all started in 1962 when a once-in-a-lifetime frost destroyed Edwards’ orchid garden, that initially brought the eccentric English aristocrat to the subtropical rainforest of Xilitla. Crushed, he decided to recoup in concrete and build a city of flowers four stories high that no frost could ever kill.

Construction of this surrealistic dream garden cost $5 million and took over 20 years to complete, employing as many as 150 locals at one point in time. During this time, Edward became well-known in the village of Xilitla due to his eccentricity and generosity. 

Las Pozas officially opened to the public in 1994 and has since drawn a high number of tourists and admirers to the dreamy San Luis Potosí region, where surrealism is alive and celebrated.

THE HISTORY OF LAS POZAS
It all started in 1962 when a once-in-a-lifetime frost destroyed Edwards’ orchid garden, that initially brought the eccentric English aristocrat to the subtropical rainforest of Xilitla. Crushed, he decided to recoup in concrete and build a city of flowers four stories high that no frost could ever kill.

Construction of this surrealistic dream garden cost $5 million and took over 20 years to complete, employing as many as 150 locals at one point in time. During this time, Edward became well-known in the village of Xilitla due to his eccentricity and generosity. 

Las Pozas officially opened to the public in 1994 and has since drawn a high number of tourists and admirers to the dreamy San Luis Potosí region, where surrealism is alive and celebrated.