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Diego Fuertes

Diego Fuertes

Creative director & Founder, Fuertes Design
Spanish designer Diego Fuertes Pedrosa was born in 1987 and received his education in Madrid and Valencia. He obtained a bachelor's degree in Industrial Design Engineering from UAX University, followed by a Master's degree in Product Design from CEU. During this period, he participated in product innovation and sustainability cases. He later pursued further studies in Industrial Engineering.In 2011, he moved to Shanghai, where he designed art installations, spaces, and products for clients such as Porsche, Nike, One Plus, and Kvadrat with the Shanghai-based creative agency GreenHouse Core. In 2014, he founded his own studio and completed his first project, "The Temple of Deadly Quickness", an immersive space for Nike that won the Spikes Asia Award and two One Show awards.Through smart objects and immersive spaces, Diego brings brands to life by emphasizing emotional and intuitive interactions between people and their environments. He also focuses on how objects and spaces influence happiness and can improve one's quality of life, not only in terms of rational functionality but also as they relate to emotions.The aesthetic of Diego's designs, highlights the ‘fun’ in ‘functionality’, as he believes that designing a product is akin to designing a relationship, with the concept of ‘interaction’ at the forefront. His projects have been featured in both digital and print media worldwide.Apart from running his own design studio, Diego also served as a tutor and lecturer of Product Design at Xi'an Jiaotong-Liverpool University and Alfonso X University (Madrid). He provides professional consultation on design and product development to international agencies such as JWT, Wieden & Kennedy, and BBH, as well as product companies like Herschel, ClubMed, Kohler, Nike, and Nio.
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3 - 6 June 2021

Shanghai World Expo Exhibition & Convention Center

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