The Saeta Estudi Roca Starts Beating Display is Monumental in Structure

 - May 27, 2011
References: & designboom
It's weird, puzzling and oddly alluring -- The Saeta Estudi Roca Starts Beating display is certainly like no other sculpture to hit the art world as of late. Made up of 3,200 porcelain hooks, it's overwhelming in size and structure.

Housed in the window space of Roca Museum in Madrid, which opened to mass audiences in 2009, the Roca Starts Beating display is a reinvention of the human heart with a strong message.

The structure is a whopping 4 meters high and overtakes the gallery's entire display window as it "appears to beat with strength, providing the space with great architectonic beauty," claims DesignBoom, "This particular vision of the organ aims to show the heart behind roca's brand values."Photo Credits: designboom,