El lujo de combinar artesanía, diseño y tecnología

Lisa Montague, a senior advisor at Sanderson Design Group PLC and former vice-president of LOEWE, stressed the importance of understanding and valuing high-end design and craftsmanship combined with technology for the future of luxury. During the session at EXPANSIÓN Luxury Forum, which involved Círculo Fortuny, Fuera de Serie, and was supported by Puig, Santander, DILS Lucas Fox, Radisson Hotel Group, and McKinsey & Company, Montague advocated for craftsmanship over luxury, believing this approach uncovers the essence of exclusivity.

She lamented the loss of such skills among artisans, emphasizing their importance in preserving the unique character of products.

Patricia Urquiola, an international architect and designer, discussed the impact of Artificial Intelligence (AI) in design and architecture. Urquiola did not fear AI's advancement but rather viewed it as a tool to direct projects creatively, likening its function to a DJ in a musical composition. She emphasized that human creativity remains essential, as AI should not be considered an adversary or a concern.

Urquiola further noted that AI should not dictate design decisions, as each designer has their unique way of composing and that the human touch remains crucial.

Lorenzo Castillo, an interior designer and creator, strongly opposed the integration of algorithms into his field. He argued that AI cannot create spaces with the same depth and richness as human creativity, insisting that a house filled with artifacts, textures, and books was more valuable than a sterile white space. Castillo advocated for a return to rich, luxurious interior design, where age-old elements, complex textures, and intricate patterns were celebrated.

He believed that a house should reflect authenticity and spirit, rather than presenting a uniform, standardized appearance.

Regarding the value of authenticity, all panelists agreed that it lies in the human element. Sanderson's Montague stressed that the price of handmade products reflects the exceptional work of disappearing artisans. She also highlighted the importance of balance, combining technology, craftsmanship, quality, and affordability. The relationship between clients and designers, coupled with thorough research, was deemed essential for creating a unique value proposition that sets a company apart from AI-driven or mass-produced competitors.

Urquiola emphasized the importance of understanding one's culture, emotions, and fantasies, translating them into physical materials through a keen radar for trends and a deep understanding of market velocity.