Made of steel and aluminum, the humongous Floralis Genérica landmark dominates United Nations Plaza in Buenos Aires, Argentina. Created to be a tribute to all flowers, it has become a modern and distinct icon for the city that has enabled a new type of engagement with both residents and visitors.
A Gift to Buenos Aires
In the 1970s, plans to create an “Altar of the Homeland” began to take shape for the park on Avenida Figueroa Alcorta that bridges the Palermo and Recoleta neighborhoods in Buenos Aires. However, a change in government put an end to the project in 1976. That opened the door to a gift to the city by the Argentine architect Eduardo Catalano that came nearly two decades later.
Dedicated in 2002, Floralis Genérica weighs 18 tons and rises over 75 feet into the air. The six stainless steel and aluminum petals open during the day and close at night, with specific timing depending on the time of the year. At night, the entire piece glows red, giving a hint to the rebirth that will take place in the morning, which connects to how Catalano once said that the flower “is a synthesis of all the flowers and, at the same time, a hope reborn every day at opening.” He further explained that “Genérica” comes from the concept of gender, enabling the piece to represent all the flowers in the world.
Floralis Genérica has become a key attraction in the area but has also become an icon that is utilized and recognized across the city and country. Featured in maps of the area while also becoming a stalwart on social media thanks to offshoots that compel selfies and pictures, Floralis Genérica has become an icon that audiences connect with in different ways, all of which are driven by the power of a new icon for Buenos Aries.
An Instantly Recognizable Landmark
In becoming one of Buenos Aires’ most instantly recognizable landmarks, Floralis Genérica compels audiences to stop of pictures or relax in the surroundings, enabling distinct experiences that make sense to both residents and visitors.
