SKYLINE DESIGN. DAYBED SURABAYA ROBERTI. CORAL REEF ARMCHAIR & SUNSHADE
“Time has made the Habitat business sector evolve for the
better”
He grew up in the tapestry workshop of his father and, as a designer each of his projects is enriched with this craftsmanship
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and multifaceted vision. A citizen of the world, for Santiago Sevillano, the success of a design resides in its
social contribution. We spoke with him about the habitat business, Spanish industrial design, the pandemic and, why
not, his philosophy of life.
Valencia World Capital of Design in 2022, 81
awards at the 2021 IF for national creations,
is Spanish design fashionable?
Spain represents quality and it has always
been so in fashion, especially Valencia within
the habitat sector. With the Capitalidad, we
have been given another possible focus of attention,
which we must not fail to take advantage
of in any of its versions and opportunities,
but rather we must concentrate on bringing together
business people and try to exclude any
element that does not add value. We should
focus more on a cooperative community and
less on the ego. Our trade association which
is that of Spanish design is appreciated and
recognized worldwide.
As an industrial designer, you look to work
often more with South America, as the British
do with Anglo-Saxon countries. Why
Spain does not look more to the Spanishspeaking
countries?
I don’t know and it worries me. Latin America
is a concept that in perspective seems difficult
but should be within reach in terms of our language
and culture. We should seize and create
design and communication opportunities and
build bridges of collaboration. In the United
Kingdom and Ireland, for example, they are
clear about the matter: they have all the Commonwealth
countries aligned: Pakistan, India,
Australia, Hong Kong, etc.; where they export
luxury items, concepts and projects. In addition,
they find in Portugal, a great historical
ally, which has opened its door to the unlimited
resources and contacts from sub-Saharan
Africa and Brazil. There are many places in
South America that are really interested in
working with Spanish habitat companies.
Designers always seek to create objects that
will last over- time. Does this not conflict
with the immediacy of the consumer culture
in which we live?
We have a vaccine against immediacy: the holistic
vision of design. There are some almost
magical objects that inevitably last across
styles and aesthetics: the timeless object /
product, understood as an element with a long
service life with minimal maintenance. Aesthetic
and functional, it is also culturally basic.
The designer is a reflection of his time but he
must always pursue the essence of things, concepts
and ideas, that is, to provide the simplest,
most aesthetic and timeless solution possible.
The consumer culture is important, because
it turns the wheel and has its market. But it
is more important to know what we need and
what not. Nor must we confuse immediacy
with obsolescence or lack of a second life.
In addition to creating objects that fulfill a
function, a designer has to know how to sell
SANTIAGO SEVILLANO