--- El Proyecto de baño Flower Power,
realizado por Barasona Diseño y
Comunicación. Es uno de los claros
ejemplos de proyectos ejecutados y
--- The Flower Power bathroom project,
carried out by Barasona Diseño y
Comunicación. It is one of the best
examples of a well-executed and
of the brands, but they don’t have a particularly
Do you think that the work of communi-cating
a project should be done by journa-lists
or rather by the authors of the project?
Who expresses it better, the communicator
or the interior designer who has developed
The journalist will communicate well for sure,
because he knows how to write and how to
transmit the project, but if you do not have the
possibility of contracting a journalist, you have
the option of hiring a Communication Agen-cy,
which will always be cheaper than hiring
an on-staff journalist, which is exactly what
we do. Normally the interior designer does not
express the projects adequately, although there
are some that do, but the problem is that af-terwards
he does not provide high-quality pho-tos,
his reports do not arrive on time, nor does
he have all the contacts that a Communication
Agency may have.
What are the factors that will encourage
the media to publicize a project in your
First of all it has to be a good project, con-temporary
and of high quality. Then you have
to know how to photograph it with business
people, using stylists, such as an art director,
and a good professional photographer. And fi-nally,
you have to know how to draw up the
project, have press contacts, and know where
in the media the project should be published.
Do you think we have sufficient specialized
media in Spain?
I think so. We have excellent journalists and the
highest quality media.
When you face designing a space, do you
think first about how you will wish to pu-blicize
No, first I think about the project, create the
project that I want, and then I write about it. As
was the case with one of our latest projects, the
flagship store for Ramón Soler® in Barcelona.
A project in which we focused on interior de-sign
and later after it was inaugurated, we held
a press conference that was communicated in
What would be the perfect example of a
well-executed and well-communicated
contract project for you?
The projects undertaken by our agency are
clear examples of well-executed and well- com-municated
contract business projects.
“When we unite interior design and communi-cation,
the result is brilliant.” We are perfectly
clear that a project is not finished until it has
been communicated and publicized. We belie-ve
that it is very important to appreciate that all
projects must be designed for subsequent com-munication.
A project does not end when its
work ends, it is important to carry out a good
publicity campaign afterwards, both with good
photographs and with a detailed account to ac-company
How do you think that the contract business
will be affected by Valencia being its capi-tal
in 2022? What is your opinion about the
communication campaign that is being un-dertaken
by the candidate?
Being the capital of design is wonderful news,
and you must take advantage of it. It is a great
opportunity for the contract business and for all
Spanish companies. I think they are going to do
well in Valencia, but at the moment I see that the
communication campaign has halted somewhat.
What would you say to a company that does
not believe in brand communication?
That this company knows little about marketing
and that if you are not a brand, you are mer-chandise.
And if you are merchandise there will
always be someone cheaper than you and they
will always be lowering the price.
What projects are you involved in right
now? What will be the next thing we see
from Carmen Barasona Diseño y Comunica-ción?
We have just finished a stand for Supratex at
HIP; we will do the next stand for Ramon Soler
at Interihotel. And we are doing several world-wide
showrooms in different countries, such as
China and Mexico. Usually we run photo shoots
for clients. And maybe we will design some pro-ducts
for various brands.