16ENTREVISTA I INTERVIEW xxxxxxx xxxxxxxxxxxxx What do you think of perfumes in bottles shaped like objects? At the time, it was disruptive… has it now become just another option? Iconic bottles sell emotions: they tell a story, convey values, and build a universe around the product. They work especially well for gifting, where much more than just perfume is given. Today’s consumer is more informed, knowledgeable about ingredients, fragrance pyramids, and processes. This has boosted niche perfumery and the buyer who purchases for themselves, motivated by digital content. Iconic bottles remain relevant, but now they coexist with a more mature consumer. I believe there is room for both content and container, and we will continue to see major iconic launches for years to come. Luxury must be sustainable, but how can we achieve this? If consumption continues, sustainability must be mandatory. And luxury is the sector best positioned to lead this change. It has the necessary margins to work with responsible materials, respectful processes, and fair working conditions. Furthermore, luxury shouldn’t depend on constant turnover, but on durability. Planned obsolescence makes no sense in the highend market. Many brands already apply this very consistently: sustainability and luxury are not opposites, they are natural allies. How are digitalization and new technologies like AI integrated into design? Digitalization has completely transformed design. And AI is the latest major revolution. It allows us to optimize processes, save resources, and scale operations. In a sector so dependent on the human factor, AI frees up time for what is truly valuable: thinking better, creating better, and offering more value to clients. Why do you think they are not a “threat” but rather another tool? Because they democratize access to design. They allow sectors that previously could not access professional services to now do so. And in environments where design already existed, AI accelerates processes, enables extreme customization, improves the quality of deliverables, and enhances what is truly human: creativity, vision, and innovation. What do you think is the state of design in our country? After the boom of the 90s, design in Spain reached a high degree of maturity and professionalization. Today it is fully integrated into the productive, industrial, and economic fabric. One of the major challenges is generational change, but specialization and technological adoption are driving a new cycle of growth, internationalization, and competitiveness. Do you think that existing training covers all needs? Is continuing education a pending issue for many professionals? Continuous training is no longer an extra: it’s a necessity. Technological, social, and cultural changes demand constant updating. It’s true that there was initial resistance, but today we’re in a phase of mass adoption. More and more professionals are integrating technology as a natural part of their work. You participated in the Dakar Rally… How does your adventurous side integrate with your professional side? Do you sometimes have to make risky decisions? Competing the Dakar without assistance is a brutal lesson in organization, endurance, intuition, and risk. You go it alone with your motorcycle, your tools, and your decisions. That mindset is very similar to that of entrepreneurship: long-term vision, self-sufficiency, and the ability to constantly adapt. Undoubtedly, that experience has shaped my way of working. What are your future goals? We are transforming Aktiva into We Are Aktivists, the first creative ecosystem specializing exclusively in beauty. It already includes: The Beauty Insighter, Aktiva, Kulture, and Talent. Four brands offering a global service from Barcelona, with offices in Paris and Dubai, and a clear ambition for growth in Europe and emerging markets. Our goal is to build a leading international creative ecosystem. We Are Aktivists, el primer ecosistema creativo especializado exclusivamente en beauty, está formado por: The Beauty Insighter, Aktiva, Kulture y Talent We Are Aktivists, the first creative ecosystem specializing exclusively in beauty, is made up of: The Beauty Insighter, Aktiva, Kulture and Talent ‘
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