Within the “BMW Initiativa per la innovació”, IT Comunicacion devised a cultural project to better understand the identity of the city, which resulted in finding the color that best would defineBarcelona. To find the answer they used the help of artists, historians, designers and other professionals. He came to the conclusion thatBarcelonahas the color of the sardine, this analysis was present in the exhibition “BCN: Silver Fish. En busca del color de la ciudad”, an exhibition curated by Oscar Guayabero FAD headquarters.