Our scene is set in the Museum Fodor in Amsterdam on November 9^th, 1972. We are told that it was “smoky, noisy and crowded”, and that the gathered audience made its presence felt through “frequent shouting”. The center of this fevered arena hosted the encounter between two Graphic Designers, two graphistes, two typographers, Wim Crouwel and Jan Van Toorn, in a country where their voices carry, where their thinking is important. A meeting, a conversation, or rather a confrontation, a controversy, it has been described as a debate, one that characterizes the way in which our discipline was represented in the 1980s and that continues to echo today.

Creating, traveling, drawing, and building: such is the DNA of the exuberant architect and designer Marcelo Joulia. Driven from his home country of Argentina by the 1976 military coup, this personal trauma gave him the strength to be a great builder. For thirty years, his agency Naço —‘intuition’ in the Guarani language—has been the laboratory of a global and inventive architecture, aiming to decompartmentalise genres and trades, and mixing knowledge, arts, and professional backgrounds together. Belonging to no specific school, and fiercely attached to his independence and freedom, he has imagined a unique creative space in which expertise and rigour both flourish within the domains of luxury, urban mobility, and major architecture. As an insatiable adventurer, he is able to take an interest in anything —large-scale buildings, design, furniture, bicycles, boats— while not denying himself anything. His passion revolves around teamwork and bringing talents together to conceive of new worlds. As an epicurean, a generous person passionate about art and gastronomy, Marcelo Joulia creates places in his image: unique, welcoming, and always dynamic.

This book showcases the vision of a man and an agency that has surrounded itself with the best and strived to bring to life a demanding and iconoclastic architecture, and carry it forth into the future.