21 ENTREVISTA I INTERVIEW What do awards represent for Lo Siento? Are they just recognition, or do they help “open doors”? Surely, in the long run, the echo of the award generates some ripples that eventually reach a potential client, but it’s not proven… At least in our case, it’s the project that attracts the project. The project itself, if successful, becomes our own sales agent. For example, if we do a good wine label design project, more commissions of this type usually follow. Going back to the question about awards, I think everything we do counts, and it’s important to create and generate small ripples that can become new contacts with new experiences or design projects for all kinds of clients. What trends are currently being observed in design? Artificial intelligence, like a tsunami, is perhaps the most powerful current trend, but I would like to think that for this very reason, a countercurrent is being created that I would call Artisanal Intelligence. The human element is closer, the human and handcrafted is more real. We are forgetting how to feel... “Feeling is urgent now, ” from my point of view. I think artificial intelligence is too invasive, and although it does provide us with effective solutions, we forget that we are here on this planet to live, not to be lived. The capacity for effort is disappearing because of these tools that come to the service of humankind, a being that is becoming less and less human and more and more artificial, while the artificial (AI) wants to be more human... a change of roles, a change of parts... Loss of identity. The human element is the truth, the Artificial, false, and superficial. Are brands aware of the importance of their product packaging design? Of course, packaging design is key nowadays, especially as an object that sells itself. It’s important to give this object personality so that it communicates honestly and effectively with the consumer. Here again, visual identity is an important ingredient for translating meaning, function, and emotional aesthetic power, to explain and convince the consumer organically and honestly. What future projects do you have? We’re working on the new image for Santiago del Teide in Tenerife, the park surrounding the mountain. We’re also involved in several restoration projects in Barcelona, Alicante, and Madrid. In addition, we are working on visual identity projects in Beirut for a Lebanese architect, an olfactory brand for an Ibizan company, a collection of covers for the Alianza publishing house, and we have just finished the Sant Joan festival campaign for the Generalitat and a family of natural wine labels in Galicia.
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