JORGE DE LA CRUZ — Interview


Jorge de la Cruz, Spanish industrial designer based in Stockholm, Sweden.

— Hello Jorge, how are you?

I’m good, thanks. Enjoying the Swedish winter and starting exciting new projects right now.

— Can you introduce yourself?

I’m a Spanish industrial designer based in Stockholm, Sweden. I graduated in Madrid and then moved here to work in a new context. My work ranges from accessories and consumer goods to furniture, lighting, interior design and brand development. In each project I work towards a reductionist design from a conceptual approach, yet always keeping the function in mind.

— Where does your interest in design come from?

Since I was very young I’ve been in contact with the furniture industry through my family’s woodworking company. It was natural for me to see drawings, assemblies, templates and machines. Then the wish for directing and taking part in the conception of the product made me become a designer.

— Would you like to explain to us one of your projects?

The UGO shelving system is my latest project although it began some time ago. It is a reinterpretation of the Uno Sull’Altro bookcase originally designed in 1967 by Italian designer and artist Ugo La Pietra. What I see as a sort of a statement, without wanting to be misunderstood as nostalgic; but sometimes it is good to evolve an existing product, acknowledge the original designer and not create something new only for novelty’s sake.

The shelf is based on a stackable module that can be inserted into each other to create a bookcase of several levels according to the height you need. It sits against the wall or freely as a room divider. It is a flexible system that can be arranged in different ways if you move to a new apartment or just need to switch things around.

— Do you have a favourite material to work with?

I’ve worked a lot with wood but I have also enjoyed designing in glass, metal, ceramic, silicone or plastic. I think the designer’s task is to choose the proper material for the right assignment.

— Is there any designer you appreciate a lot?

As everybody can see the Bouroullec brothers are showing an amazing level of sophistication and completing another year of brilliant projects. I also appreciate how Konstantin Grcic always seeks for surprise and challenges the public with not-easy-to-like-at-first-sight products. But also I’d like to mention the great work of Inga Sempé, Shane Schneck and Leon Ransmeier.

— Is there a book which opened your eyes about design?

“Super Normal: Sensations of the Ordinary” by Naoto Fukasawa & Jasper Morrison changed my approach when I was in school. At that time our easy references were some over-expressive products made more for the picture than for real life. I believe Design doesn’t have to be eccentric to be Design.

— The last word…

Thank you very much.

Interview: Dennis Moya & Tiffany Bähler — 03.16

Pictures ©Jorge de la Cruz