The global design frame focuses on Spain

Dali-inspired lines from BD Barcelona Design.
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With its focus on fresh, contemporary lines, strong customer service and attractive pricing, Spain is finally carving a niche for itself in the global design arena, says Selina Denman.

While Italy is globally renowned for its design flair, and quality is so synonymous with Germany that one might think it was a national obsession, Spain has been slow to carve a space for itself on the global design scene.

Underrated and underexposed, Spanish design has been consistently overshadowed by its nemesis to the east. “When people think of European markets for which design is important, they think of Italy. But there is some amazing design coming out of Spain,” said Gracia Duenas Vinuesa, promotion manager, The Association of Spanish Manufacturers of Office and Contract Furniture and Equipment (FAMO).

“The quality of our design is very high,” agreed Olivier Vidalot Lopez Tapia, export sales manager of Bordonabe, a manufacturer of executive furnishings. “The problem is that we expanded into export very late.”

Raising awareness

Industry insiders maintain that a lack of governmental support has compounded the problem. While the private sector is now actively promoting its products – and the concept of Spanish design – to a global audience, it has received limited assistance.

“In this way we have one of the least effective governments in Europe. The governments of Italy and Germany help them to promote and strengthen their brand. We are having to do the job ourselves,” said Marcos González, international manager of Actiu, a leader in the office furniture segment.

“There are still misconceptions and a lack of awareness regarding what we are capable of, which is a pity. But these things take time,” he continued.

Promotional efforts have in recent times adopted a renewed sense of vigour, with organisations such as FAMO concentrating on boosting awareness across the globe. “What we need is good promotion,” Vinuesa maintained. “Our products are not yet well known, so we are currently focusing on telling people, ‘Look what we’ve got’.”

While Spain may have been a little slow off the starting block in terms of global marketing, back home its design industry has been steadily – and stealthily – gathering strength. “From the Valencia area you get really nice designs for home furniture, while Barcelona, where Shetug is located, is becoming a European design capital, with many companies moving their design headquarters there,” Carsten Vestergren, marketing and operations director of Shetug, pointed out.

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“It is true that Spanish design has been overlooked, to a certain extent. It is a shame because there is some really good stuff around, but marketing-wise the Italians have done a better job. However, I would say that Spanish design is quite innovative and cutting edge,” Vestergren continued.

Get fresh

It is this fresh, innovative approach to design that is coming to characterise Spanish products. While they may not be as well known as their Italian counterparts, Spanish manufacturers are quietly positioning themselves as a refreshing and unique alternative to more traditional design solutions. “I think Spanish design is fresh, new, very Mediterranean, sometimes baroque and sometimes minimalistic, but definitely unique,” said general manager, BD Barcelona Design, Jordi Arnau.

FAMO has adopted the tagline ‘Sunlight shaping design’, a reference to the way that natural light infuses and influences Spanish architecture. “If we are a creative nation, one of the reasons is light. It is easy to see how fundamentally light influences Spanish architecture; it really plays a central role,” FAMO’s Vinuesa explained.

Light is also a fitting metaphor for the clean, contemporary, uncluttered lines that are inherent in many Spanish products. With companies striving to differentiate themselves in an increasingly competitive market, the pressure is on to create truly innovative solutions, noted Lopez-Tapia. This has translated itself into designs that are constantly evolving and pushing boundaries.

“We are working in an industry where it is very difficult to differentiate yourself. For us, the most important thing is innovation. Added-value products are the only way forward,” he said.

Focusing on the high end of the market, Shetug differentiates itself by creating unique designs featuring a high level of handcrafted steel work, undertaken by specialists. Use of 100% natural veneers and pure, full-grain leather also sets the company apart, Vestergren explained.

The company recently launched the Touring, a top management desking solution. Created in piano-lacquered, tropical wenge timber, the desk took two years to come to fruition. Each Touring takes seven weeks to complete and is hand numbered to preserve its exclusivity. In addition, the Inox steelwork on the desk legs is bent, welded and polished several times over two days by Shetug’s inhouse artisans to create a fluid contemporary base.

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