The team

This project born of the international collaboration between AIDI (Association of Engineering in Industrial Design) and AHEC (American Hardwood Export Council). Together we have co-organized this call for sustainable design: Toca Madera

AIDI is a community of designers that develops products, services, systems, and innovative experiences in a collaboration with others and in line with a more contemporary design culture that seeks to positively impact the world.

AHEC , for more than 25 years, has played an important role in the international promotion of hardwood and has managed to create a unique and distinctive brand for American hardwood. The program of global initiatives, in addition to promoting the use of American hardwoods, shows the performance and aesthetic potential while providing technical advice and innovative ideas for use.

Selection committee

Nacho Lavernia

He studied at the School of Arts and Crafts in Valencia and at the Elisava School in Barcelona. In 1992, he took the General Business Management course of the Economy and Management Club, approved by the Polytechnic University of Valencia.

He has been part of different professional teams: Caps i Mans (1979-1984), La Nave (1984-1989) and Gimeno and Lavernia (1989-1994). In 1995 he founded, with Alberto Cienfuegos, the studio LAVERNIA, CIENFUEGOS Y ASOCIADOS, which works for international companies such as Unilever, Delhaize, Zara, Puig, Philip Morris, Nivea, Oriflame, Natura, RNB, Nong Fu, Kose, Henkel, Kao Corporation. From May 1992 until January 31, 1996, he was President of the Association of Designers of the Valencian Community (ADCV).

He has been a design professor at CEU S. Pablo and at the Polytechnic University of Valencia. He received the National Design Award 2012.

Antonio Serrano

Antonio Serrano Bulnes, industrial designer and creative director of the design objects editor Mad Lab. Design consultant for companies and public and private institutions. He has been teaching for more than 25 years.

My works are an expression of timeless, durable and inheritable design looking for solutions that bring naturalness in the choice of materials and the management of solutions contrasted with a mixture of high technology and craftsmanship with a high ecological value. & Quote; The union of great craftsmanship with a high technology results in a product of unquestionable quality. We create unique objects, with an author signature, timeless and sustainable that transmit a different view of the world that surrounds us.

The main characteristic of my work is that I like things well done, well manufactured, a concept very devalued by furniture offers with a very short shelf life. Retrieve the concept of inheritable object versus object with programmed obsolescence. Another characteristic is to recognize and make the user recognize the language of the subject, without having to manipulate it in excess, letting the objects speak to you and propose their best solution without forcing much matter.

Izaskun Chinchilla

Ph.D. in Architecture from the E.T.S.A.M. She has received recognition from the RIBA as an honorary foreign member. Since 2001 she runs her own firm Izaskun Chinchilla Arquitectos. She is a Senior Teaching Fellow and Senior Research Associate at Bartlett School (University College of London) where she directs the Teaching Unit 22. She has extensive experience in teaching at the undergraduate level, Head University Geneva, University of Alicante, San Pablo Ceu University, Instituto de Company as in postgraduate, Institut d’Arquitectura Avancada de Catalunya (Barcelona) and European University of Madrid.

More than 200 magazines and publications of the architecture of the world have made reference to her work. her proposals have been awarded in different calls such as Europan 7, Emilio Larrodera Award, contests of the Municipal Housing Company of Madrid, Javier Morales Competition, Preliminary Contest of the Valencian Housing and Land Institute, Contest for the Permanent Headquarters of the Collection Arco, Competition for the Spanish Pavilion at the Shanghai Expo, expansion of the Modern Art Museum of Medellin, City of Dreams NY, Competition for the ARCO VIP Room 2016). She has spoken as a lecturer in more than 150 specialized forums in universities and institutions around the world.

Herwork has been exhibited in the 8th and 10th Venice Biennale, in the exhibition New Trends in Architecture Europe-Asia 2009, Open Innovation, Fresh Madrid, Jovenes Spanish Architects, in the V Biennial of Architecture and Design of Sao Paulo, etc…

As an architect, she claims for his profession a strong commitment to innovation. She proposes multidisciplinary exercises in her projects where, through ecology, sociology or science, architecture distances itself from stylistic discourse and encounters the complexity of life in the contemporary world.

Her contribution to architecture through projects and research has been recognized with an Honorable Mention in the Arc Vision Prize 2013 that highlights the career of women architects around the world.

María Fontes

María Fontes works at Feria Valencia collaborating, from the Department of Communication and Marketing, with different areas and events in the management and organization of exhibitions and cultural events.

She specializes in the design and management of platforms for young talents.

She has been the founder and responsible since its creation in 2002 of the nude “Salón para talents en diseño”, from which the most cutting-edge designers who are triumphing inside and outside our borders have emerged. Since its inception, it has been the ideal platform to be known and an unmissable event for designers, businessmen, trend hunters, and media. It is held annually within Feria Hábitat Valencia, María is responsible in turn for the cultural contents in the fair, she is also the coordinator of CEVISAMAlab, the Cultural Area of the CEVISAMA fair.

Pilar Marcos

Journalist and editor, Pilar Marcos has been working for more than two decades in specialized publications in architecture, design, interior design, and decoration. Director of Interior Design magazine since 2011, publication in which she started as editor-in-chief from 1997 to 2004, she has been responsible for the launch of the contemporary decoration magazine 20 Casas and director of the practical decoration magazine Encasa. She has participated in round tables on interior design and design, and as a jury in numerous design awards and final master projects. She is a professor of Contemporary Design in the Masters of the IED Madrid since 2013.

Marcelo Leslabay

Marcelo Leslabay has a Ph.D. in Design from the Polytechnic University of Valencia and a degree in Industrial Design from the National University of La Plata (Buenos Aires). For more than twenty-five years he has directed his studio Leslabay Diseño specialized in curating, design and organization of design exhibitions. He has organized more than fifty exhibitions that have represented Spanish Design abroad. He is a founding partner of DiMad Asociación Diseñadores de Madrid and creator of the Ibero-American Design Biennial -BID-. Since 2015 he has been the Editorial Director of Experimenta, a publisher specializing in Project Culture, Design and Communication, of which he had been Deputy Director between 1992 and 2004.

He is currently Professor of the Degree in Industrial Design Engineering at the Faculty of Engineering of the University of Deusto (Bilbao).

Isabel Roig

Diploma in Tourism from the University of Gerona, and Marketing and Advertising Management from the Higher Institute of Marketing of Barcelona.

Since 2000, she is the General Director of the Barcelona Design Center (BCD), an institution with 45 years of experience in the promotion of design as a transformation factor for competitiveness, sustainability and improving the quality of life of people.

Her previous professional experience as Director of Marketing and Communication in large consumer, industrial and service companies has provided her with the necessary tools to establish successful and innovative strategies in the center.

In 2006 he founded Barcelona Design Week and is currently a member of the board of directors of the World Design Weeks network.

She has been a member of the European Design Leadership Board appointed by the European Commission, and from 2013 to 2015 President of BEDA (The Bureau of European Design Associations).

Soledad Hernández

Born in Barcelona in 1964.

Graphic designer trained in Fine Arts, Psychology and Philosophy. She participates in the painting workshops of the Círculo de Bellas Artes with Isidoro Valcarcel Medina (National Prize of Plastic Arts 2007), Francesc Torres and Concha Jerez. Participates in the production of the exhibition The Head of the Dragon, Francesc Torres, (Reina Sofía National Art Museum).

In 1986 she founded the design studio Publyco, specializing in programs of visual identity, corporate image, and editorial design. Member of the Board of Directors of AEPD since 2005 and President of 2006 to 2009.

She has given several conferences on design, forming part of different juries and collaborated with public and private organizations for the writing of competitions and calls for designers.

David Venables

David Venables is the European director of the American Hardwood Export Council (AHEC) since 2000. He has made AHEC one of the best wood promoters in Europe. David has been the door in the collaboration between the best designers and architects in the world with AHEC, which has led to innovation with hardwood. He has been behind the global environmental strategy in the American hardwood timber industry and a pioneer in the use of these woods in structures including CLT.

David has very extensive knowledge of wood, with a BSc in Wood and Technology. With an experience of more than 30 years working in the international market of hardwood. Throughout his career, he has given numerous specialized presentations on American wood, the market, manufacturing, and design.

Álvaro Matías

Bachelor in Art History at the University of Valladolid and Master in Cultural Heritage Management at the UCM. He began his professional career in the field of creative industries in La Fábrica – a pioneer company in the sector and a benchmark in Spain – where he performs different functions until summer 2019. In La Fábrica he is General Director of the company and responsible for the departments of Communication, Consulting, Digital and Editorial.

Throughout this stage as a cultural manager he has participated in the design of communication plans and strategies; image and advertising campaigns; cultural, social and entrepreneurship programs; design and implementation of creation centers such as La Casa Encendida or La Térmica; and has been editor of books, magazines and online media. He is founder and director of Madrid Design Festival since 2018.

Alberto Vera

Born in Mequinenza (Zaragoza) and based in Madrid, Alberto is an Industrial Designer, consultant in innovation and professor in Freelance Design who works with agencies, consultants, startups. He is currently President of AIDI (Association in Industrial Design Engineering). Understands Industrial Design from an integral perspective, deepening in the conceptual exploration and the business strategy associated with each project. He has been a Designer selected in Salón Nude 2018 of Feria Hábitat Valencia and has exhibited at Producto Fresco 2019.

Sebastian Cox

Sebastian is the founder and co-director of the company. His training was in design, making and sustainability. Growing up in the Kent countryside he spent hours playing in the woods, developing a deep respect for them as a resource and near-sacred space. He laid the foundations of the business in 2010 with a collection which sought to ignite a much needed conversation about our woodlands and the unlocked potential they contain. He’s mostly found running between the workshop and design studio, admiring and selecting boards of wood, drawing new and beautiful ideas for furniture, fixing machines and excitedly, passionately driving the business forward.

Advisory Committee

Izaskun Chinchilla

Ph.D. in Architecture from the E.T.S.A.M. She has received recognition from the RIBA as an honorary foreign member. Since 2001 she runs her own firm Izaskun Chinchilla Arquitectos. She is a Senior Teaching Fellow and Senior Research Associate at Bartlett School (University College of London) where she directs the Teaching Unit 22. She has extensive experience in teaching at the undergraduate level, Head University Geneva, University of Alicante, San Pablo Ceu University, Instituto de Company as in postgraduate, Institut d’Arquitectura Avancada de Catalunya (Barcelona) and European University of Madrid.

More than 200 magazines and publications of the architecture of the world have made reference to her work. her proposals have been awarded in different calls such as Europan 7, Emilio Larrodera Award, contests of the Municipal Housing Company of Madrid, Javier Morales Competition, Preliminary Contest of the Valencian Housing and Land Institute, Contest for the Permanent Headquarters of the Collection Arco, Competition for the Spanish Pavilion at the Shanghai Expo, expansion of the Modern Art Museum of Medellin, City of Dreams NY, Competition for the ARCO VIP Room 2016). She has spoken as a lecturer in more than 150 specialized forums in universities and institutions around the world.

Herwork has been exhibited in the 8th and 10th Venice Biennale, in the exhibition New Trends in Architecture Europe-Asia 2009, Open Innovation, Fresh Madrid, Jovenes Spanish Architects, in the V Biennial of Architecture and Design of Sao Paulo, etc…

As an architect, she claims for his profession a strong commitment to innovation. She proposes multidisciplinary exercises in her projects where, through ecology, sociology or science, architecture distances itself from stylistic discourse and encounters the complexity of life in the contemporary world.

Her contribution to architecture through projects and research has been recognized with an Honorable Mention in the Arc Vision Prize 2013 that highlights the career of women architects around the world.

Pilar Marcos

Journalist and editor, Pilar Marcos has been working for more than two decades in specialized publications in architecture, design, interior design, and decoration. Director of Interior Design magazine since 2011, publication in which she started as editor-in-chief from 1997 to 2004, she has been responsible for the launch of the contemporary decoration magazine 20 Casas and director of the practical decoration magazine Encasa. She has participated in round tables on interior design and design, and as a jury in numerous design awards and final master projects. She is a professor of Contemporary Design in the Masters of the IED Madrid since 2013.

Soledad Hernández

Born in Barcelona in 1964.

Graphic designer trained in Fine Arts, Psychology and Philosophy. She participates in the painting workshops of the Círculo de Bellas Artes with Isidoro Valcarcel Medina (National Prize of Plastic Arts 2007), Francesc Torres and Concha Jerez. Participates in the production of the exhibition The Head of the Dragon, Francesc Torres, (Reina Sofía National Art Museum).

In 1986 she founded the design studio Publyco, specializing in programs of visual identity, corporate image, and editorial design. Member of the Board of Directors of AEPD since 2005 and President of 2006 to 2009.

She has given several conferences on design, forming part of different juries and collaborated with public and private organizations for the writing of competitions and calls for designers.

Carlos Jiménez

As a child, he shows great enthusiasm for entomology, photography and the construction of objects with his own hands.

Since 1997, as a graduate in Biological Sciences, he works as a freelance photographer in scientific and environmental photography, combining it with more than 30 design projects of Nature Interpretation Centers, museums, traveling exhibitions and documentaries, all of them on environmental issues.

In 2007 he is the co-founder of photoAlquimia creative studio, whose main focus is to provide innovative communication solutions, in terms of sustainability and environmental awareness.

Currently, photoAlquimia develops projects in various creative fields such as innovation and advice on sustainability, product design, branding, packaging, architectural design, art installations, and photography.

In recent years, the studio has received several national and international awards in recognition of their work.

Nando Abril

Product designer focused on people with extensive international experience. He has developed sustainable design projects for all types of industries, from Startups, to public cultural entities, leisure, health, consulting and multinationals.

University professor with more than 15 years of experience, transmitting knowledge with innovation projects, product design, digital area, and entrepreneurship/startups. He teaches undergraduate and master’s degree in Universities such as University School of Design, Innovation, and Technology (ESNE), Nebrija University, Istiutto Europeo di Design (IED), European University of Madrid (UEM) and School of Design of Madrid (ESDM). Teacher in various digital disruptive schools such as EXE Education. He has taught and directed courses at EDIT, UXER School.

How Strategic and Design Thinker carries out Service Design projects through Innovative Tools and Methodologies in a Co-Creative way.

Head Hunter specialized in Creative Industries.

Founding partner of HECHO.COMPANY, innovation based on people and questions. The activity of the company: Design thinking / Digital and industrial product / Service design.

It develops projects, based on values ​​and triple balance (people, planet & prosperity), counting on the vision and experience of the company to understand its need, processes, and resources. With 5 Basic Heuristic Principles; “Centered in User, Co-creation, Sequencing, Evidenced, and Holistic”.

Daniel Sánchez

Industrial designer and self instructed interior designer, Daniel García has lived in Mexico and England, he has worked in different design studios until he creates his own, developing design projects in different sectors; furniture, interior design or packaging, for companies such as Repsol, Gas Natural, UEFA, Dolce & Gabbana, Vodafone, etc.

He is a co-founder of the furniture and accessories brand WOODENDOT and a professor of design at several universities. The products he has developed have won several international design awards. In addition, many of its products have been exhibited at fairs and exhibitions around the world; Milan design week, Tent London in London, Washington, Paris, Mexico, in Madrid, etc. His works have been published in the prestigious press within the field of design such as Wallpaper, Domus, AD Architectural, On Office, Interior Design, Designboom or Experimenta among others.

Media

Wood’s benefactors

AE Wood, minerals and distributor of wood, boards, moldings and floors. An innovative, modern, professional company adapted to the new market needs, but with a long family tradition linked to wood. AE Maderas is committed to the sustainability of natural resources through its PEFC and FSC certifications in Chain of Custody. With a team of more than 50 people and more than 50,000 square meters of warehouse, AE Maderas reaches more than 4,000 customers.

Meeting points