Training

From Spain With Design is a project of the Spanish Network of Design Associations (Red Española de Asociaciones de Diseño; READ), conceived collaboratively in the National Design Meetings as a tool for the projection of Spanish design at international level.

Training

On-line training EXPORT DESIGN SERVICES

Organised by READ as part of its Programme for the Internationalisation of Spanish Design, with the support of the Spanish Ministry of Culture and Sport. Training focused on the internationalisation of Spanish design with speakers from various disciplines.

Training programme held on 15, 22 and 29 March 2022 and focused on the internationalisation of Spanish design professionals and studios. The event was very well received by professionals from READ associations, and places were sold out, with participants from practically the whole of Spain, with the exception of La Rioja, Ceuta and Melilla. Its objective was to share experiences of internationalisation personally

and from different disciplines and territories. The three sessions focused on a mixed programme of export experts and success stories representative of all design sectors, from different types of companies, as well as of different ways and methods of internationalisation to show the different options open to the sector in relation to the potential internationalisation of Spanish design.

Training programme held on 15, 22 and 29 March 2022 and focused on the internationalisation of Spanish design professionals and studios. The event was very well received by professionals from READ associations, and places were sold out, with participants from practically the whole of Spain, with the exception of La Rioja, Ceuta and Melilla. Its objective was to share experiences of internationalisation personally and from different disciplines and territories. The three sessions focused on a mixed programme of export experts and success stories representative of all design sectors, from different types of companies, as well as of different ways and methods of internationalisation to show the different options open to the sector in relation to the potential internationalisation of Spanish design.

First session

The first session was attended by María Ramos, from NM Type (Santiago de Compostela- Stockholm); Miguel Crespo and Sixto Martín, from Zooco Estudio (Madrid); and Santiago Sevillano (Valencia), moderated by Nerea Domènech (Dimad-READ).

After working as a graphic and editorial designer for several studios in Galicia, María Ramos’ professional career changed direction when she decided to specialise in typography. Since 2016, together with Noel Pretorius, she has run a typographic factory, NM Type, where they develop and distribute their own typefaces, create custom fonts and undertake experimental typography projects for clients such as Jägermeister or the Xunta de Galicia. Their work has been recognised by international publications and awards such as the Type Directors Club of New York or the European Design Awards.

Santiago Sevillano (1975) is a Valencian industrial designer who started out in the world of furniture by helping his father in an upholstery shop he owned, which ended up by becoming his second home. After studying Technical Engineering in Industrial Design and working with recognised Valencian designers, he founded his own studio in 2004, from where he develops projects for important companies in the furniture, lighting and household goods sector, both nationally and internationally.

Zooco is an architecture studio founded in 2009 by Miguel Crespo Picot, Javier Guzmán Benito and Sixto Martín Martínez, which covers a broad spectrum of design, from buildings to furniture. They currently have offices in Madrid and Santander, developing their projects both nationally and internationally. With over 50 works published in national and international specialised media, some have been recognised in various international awards. They have recently been chosen by Forbes magazine as one of the 100 most creative Spaniards in the business world.

After working as a graphic and editorial designer for several studios in Galicia, María Ramos’ professional career changed direction when she decided to specialise in typography. Since 2016, together with Noel Pretorius, she has run a typographic factory, NM Type, where they develop and distribute their own typefaces, create custom fonts and undertake experimental typography projects for clients such as Jägermeister or the Xunta de Galicia. Their work has been recognised by international publications and awards such as the Type Directors Club of New York or the European Design Awards.

Santiago Sevillano (1975) is a Valencian industrial designer who started out in the world of furniture by helping his father in an upholstery shop he owned, which ended up by becoming his second home. After studying Technical Engineering in Industrial Design and working with recognised

Valencian designers, he founded his own studio in 2004, from where he develops projects for important companies in the furniture, lighting and household goods sector, both nationally and internationally.

Zooco is an architecture studio founded in 2009 by Miguel Crespo Picot, Javier Guzmán Benito and Sixto Martín Martínez, which covers a broad spectrum of design, from buildings to furniture. They currently have offices in Madrid and Santander, developing their projects both nationally and internationally. With over 50 works published in national and international specialised media, some have been recognised in various international awards. They have recently been chosen by Forbes magazine as one of the 100 most creative Spaniards in the business world.

Second session

On the second day we had the knowledge of Pablo Conde, director of Fashion, Habitat and Cultural Industries of ICEX, and Marcelo Alegre, from Alegre Design (Valencia) and Fagerström Studio (Madrid) who also spoke about their experiences. The conference was moderated by Gloria Escribano (Dimad-READ).


Pablo Conde holds a degree in Economics from the Complutense University of Madrid and a Master’s degree in Institutional Framework and Economic Growth from the King Juan Carlos University. A Commercial Technician and State Economist since 2010, his professional career is linked to trade policy and foreign trade with various positions of responsibility in the Subdirectorate of Financial Promotion of Internationalisation of the Secretary of State for Trade. He has also been Economic and Commercial Counsellor Chief of the Economic and Commercial Office of the Spanish Embassy in Warsaw (Poland). He has collaborated as a lecturer in academic courses at the George Washington University and at the Centre for Commercial Studies.

Marcelo Alegre is CEO and founder of Alegre Design, a studio specialising in industrial design and product development in which they understand design as a bridge between idea and production, and


provide effective and lasting solutions in all their projects, based on creativity, innovation and experience. Their goal: the reinvention of daily life. With more than a hundred different products on the market, Alegre Design works in all areas of the project.

Fagerström is a design studio specialising in visual identity, branding and packaging, working mainly for brands in Europe, North America and Asia, developing projects for clients of all sizes and from different sectors. Their approach combines detailed and meticulous work with strong conceptual thinking, seeking to provide each brand, company or project with a simple, recognisable and unique identity. Since it was founded in 2017, Fagerström have worked for clients in more than 20 countries and international projects now account for over 90% of their customers.

Pablo Conde holds a degree in Economics from the Complutense University of Madrid and a Master’s degree in Institutional Framework and Economic Growth from the King Juan Carlos University. A Commercial Technician and State Economist since 2010, his professional career is linked to trade policy and foreign trade with various positions of responsibility in the Subdirectorate of Financial Promotion of Internationalisation of the Secretary of State for Trade. He has also been Economic and Commercial Counsellor Chief of the Economic and Commercial Office of the Spanish Embassy in Warsaw (Poland). He has collaborated as a lecturer in academic courses at the George Washington University and at the Centre for Commercial Studies.

Marcelo Alegre is CEO and founder of Alegre Design, a studio specialising in industrial design and product development in which they understand design as a bridge between idea and production, and provide effective and lasting solutions in all their projects, based on creativity, innovation and experience. Their goal: the reinvention of daily life. With more than a hundred different products on the market, Alegre Design works in all areas of the project.

Fagerström is a design studio specialising in visual identity, branding and packaging, working mainly for brands in Europe, North America and Asia, developing projects for clients of all sizes and from different sectors. Their approach combines detailed and meticulous work with strong conceptual thinking, seeking to provide each brand, company or project with a simple, recognisable and unique identity. Since it was founded in 2017, Fagerström have worked for clients in more than 20 countries and international projects now account for over 90% of their customers.

Third session

The third session featured Olaia Irulegi, from Diaradesign (Mondragón-EIDE), Pedro Martins, from LARUS (Portugal) and Roberto Concha, from Procorp (Chile), in a session moderated by Juan Lázaro (Cuenca Diseño-READ).

Olaia Irulegi has been the director of DIARADESIGN since 2012 and president of EIDE, the Basque Design Association, since 2020. With a degree in Technical Engineering in Industrial Design (Mondragon Unibertsitatea, 2003) and a degree in Industrial Design (Universität Duisburg-Essen, Germany, 2006), she has taken part in design projects both nationally and internationally in areas such as Mobility and Health, contributing her strategic, open and innovative vision of design. Thanks to her international experience and market knowledge, she has been invited to speak at various forums in Europe and Asia.

Pedro Martins holds a degree in Metallurgical Engineering from the Faculty of Engineering of the University of Porto. He started his professional life in the family ALBA foundry and in 1988 he founded LarusDesign, which is dedicated to the design, manufacture and marketing of street furniture. Author of numerous pieces of urban equipment, with Larus he has won several national and international awards, notably the DME (Design Management Europe) and several Red Dot Design Awards. He supports education, collaborating with several universities and institutes and takes part at seminars, workshops and training sessions.

Roberto Concha is a Chilean graphic designer, managing partner of Strategic Design at Procorp and Director of the Diploma in Branding at the Andrés Bello University. Former President of the Chilean Association of Design Companies “Chile Diseño” A.G. for 2 periods, he has also been advisor of the Design Area and member of the Design Internationalisation Board at the Ministry of Cultures, Arts and Heritage of the Chilean Government.

Olaia Irulegi has been the director of DIARADESIGN since 2012 and president of EIDE, the Basque Design Association, since 2020. With a degree in Technical Engineering in Industrial Design (Mondragon Unibertsitatea, 2003) and a degree in Industrial Design (Universität Duisburg-Essen, Germany, 2006), she has taken part in design projects both nationally and internationally in areas such as Mobility and Health, contributing her strategic, open and innovative vision of design. Thanks to her international experience and market knowledge, she has been invited to speak at various forums in Europe and Asia.

Pedro Martins holds a degree in Metallurgical Engineering from the Faculty of Engineering of the University of Porto. He started his professional life in the family ALBA foundry and in 1988 he founded LarusDesign, which is dedicated to the design, manufacture and marketing

of street furniture. Author of numerous pieces of urban equipment, with Larus he has won several national and international awards, notably the DME (Design Management Europe) and several Red Dot Design Awards. He supports education, collaborating with several universities and institutes and takes part at seminars, workshops and training sessions.

Roberto Concha is a Chilean graphic designer, managing partner of Strategic Design at Procorp and Director of the Diploma in Branding at the Andrés Bello University. Former President of the Chilean Association of Design Companies “Chile Diseño” A.G. for 2 periods, he has also been advisor of the Design Area and member of the Design Internationalisation Board at the Ministry of Cultures, Arts and Heritage of the Chilean Government.

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