Diego Fuertes Pedrosa
Founder & Creative Director of dfp design
Spanish designer Diego Fuertes Pedrosa was born in 1987 and pursued his education in Madrid and Valencia. He graduated with a Bachelor’s degree in Industrial Design Engineering, followed by a Master’s degree in Product Design from CEU. During this period, he took part in product innovation and sustainability cases, led by renowned Spanish designers Hector Serrano and Borja Garcia. Subsequently, he completed additional studies in Industrial Engineering. In 2011, he relocated 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 started his own studio; his first project was an immersive space for Nike titled “The Temple of Deadly Quickness”, which won the Spikes Asia Award, as well as two One Show awards. Through smart objects and immersive installations, he brings brands to life by emphasizing the 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 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 also been published internationally, in both digital and print media. In addition to managing his own design studio, he also provides professional consultation on emotional design and product development to international agencies such as JWT, Wieden & Kennedy, and BBH, as well as to product companies such as Oppo, ClubMed, Shiseido, Nike, and Nio.