Sejal Parekh Brings Artistic Vision to La Roca Village’s “Your Style, Your Game”

This season, La Roca Village kicks off “Your Style, Your Game”—a campaign celebrating the intersection of fashion, sport, and artistic expression. While the project spotlights nine athletes from across Spain, a major creative force behind the scenes is Barcelona-based artist Sejal Parekh, whose sculptural works are now on view throughout the Village.

Born in the UK, Parekh studied Fine Art at the Winchester School of Art. Her practice spans sculpture, video, and sound, often focusing on rituals and the layering of meaning in daily life. Her poetic explorations of identity and ritual bring a unique perspective to the project. With Your Style, Your Game, she bridges the aesthetic of athletic performance with themes of transformation and empowerment.

Her project, Portals of Return
 includes a series of artworks inspired by materials and movements from the world of sports. The body of work is comprised of 6 site-specific installations and 8 transformed pieces created for boutiques across the village, turning the open-air shopping destination into a public art gallery.

The works emerge from a conceptual manifesto exploring the tension and beauty between
 soft and strong power. Through a feminist lens, the work plays with materials that stretch, hold, and adapt: punch bags re-imagined as vessels of duality, sports materials transformed into symbols of inner strength. It’s about the kind of resilience that isn’t loud or rigid but grounded, transformative, and deeply embodied. Each piece invites you to reflect on how we carry power, how we endure, and how we shape who we are on our own terms.

Parekh’s work challenges monolithic definitions of identity, home and belonging, confronting hegemonic narratives that seek to reduce and categorise human experience. Her artistic practice embodies the understanding that resilience isn’t merely about withstanding pressure, but about transformation in the face of dominant cultural forces.

In this piece, Parekh reimagines the punching bag and transforms it into a large-scale sculptural form that dominates the space, while being both porous and delicate. The outer layers—woven with badminton and football nets—envelop the inner structure, further reinforcing the message of strength. Parekh transforms the gauze wraps used by boxers to protect their knuckles and wrists into an intricate sculpture. The weaving process creates a topography inspired by patterns of resilience.

The punching bag functions as a metaphor in this work by Sejal Parekh. Built with materials that are both delicate and resilient—gauze wraps, chiffon, and metal mesh—this installation reminds us that resilience is not an exercise in toughness, but in adaptability. Like the punching bag, we absorb the impact, flex, and return to center.

Parekh’s artistic response to the campaign combines layered conceptual ideas with creative
 artistry to create an engaging experience that showcases human potential and the necessity to challenge mainstream narratives. “My work always begins with observing everyday beauty and the ways we perform who we are,” Parekh shares. “For this campaign, I wanted to reflect on the resilience and strength of both athletes and individuals—how personal style becomes an extension of one’s inner power.”

Alongside Parekh, the campaign features typographic installations by lettering artist Óscar Lorenzo, whose hand-painted messages—like “fashion makes you stronger”—frame the experience. La Roca Village attracts more than five million visitors each year, offering not only a luxury shopping experience, but also a growing cultural and artistic program. With artists like Sejal Parekh at the forefront, Your Style, Your Game becomes more than a fashion campaign—it’s a celebration of identity, expression, and the artistry behind movement.