The world some minutes ago

It was a world where good design were expanded. Where big companies made accessible a wide range of well designed products to a wide range of the consumers.

At a reasonable price.

Thanks to a not so reasonable cost of production -if we consider the human, social and ecological cost as part of the economy.

The desirable world in the next few minutes

Will be a world with less products, best designed.

Hence, designs that will help the evolution of the universe, of the world, and of the humans as a whole.

Products with a soul, that bring soulness to our lives. 


an esthetic that brings an ethic

Nulla aesthetica sine aethica

it is a phrase written on the blackboard by spanish poet and philosopher José María Valverde as farewell of his aesthetic Chair in the university of Barcelona in 1964, when he was exiled to USA. And he was very true: ethic has to prevail over anything.

Nulla aethica sine aesthetica

But the reversed phrase, “nulla aethica sine aesthetica”, is also very true.

Ethic and esthetic are two sides of the same thing.

Shapes, colours, harmony, can speak like letters, phrases, texts.

And far beyond, the way a design is conceived, made, and purchased, defines its soul.


A designer´s action has an effect on the world


Both, ethic and esthetic, become true through our actions.

The world is full of products, but very few of them are best designed.

“Fashions” are viral, and can have devastating effects both ecologically or socially -think about the Bangladesh case, where big retail chains make their profits by paying less that is worth. Or the “shark fin soup” as a fashionable sign of “exclusivity” for chinese weddings.

On the other hand, we can contribute positively by creating and consuming things that help the world and the people involved in the process.



And a consumer´s action has an effect on the world


That is the other side of the same reality:

Through the act of buying we expand the energy that is behind the product.

If we choose to buy cheap, we create cheapness. If we decide to buy healthy, we contribute to healthiness. If we buy products with a soul, we expand truth.

A friend of mine said once: “if you live low cost, your life will be low cost”. That means, if you pay 10$ for a shirt rather than 60$, you will probably end up being paid a 1,000$ salary instead of 6,000$.

We all live in an interconnected world, and everything we do is part of a chain that comprises everything in our lives. We are responsible for the paradigm we live in.