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FEDER
09/10/2020

Spanish Design as Seen by the American Magazines Metropolis and Hospitality Design (HD)

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Avinash Rajagopal, Metropolis Editor-in-Chief, and Stacy Shoemaker and Matthew Dougherty, respectively Editor-in-Chief and Associate Editor for HD Magazine

Avinash Rajagopal, Metropolis Editor-in-Chief, and Stacy Shoemaker and Matthew Dougherty, respectively Editor-in-Chief and Associate Editor for HD Magazine

Avinash Rajagopal, Metropolis Editor-in-Chief, and Stacy Shoemaker and Matthew Dougherty, respectively Editor-in-Chief and Associate Editor for HD Magazine, discuss their experience with Spanish companies in the American market and hospitality trends in the time of COVID-19  

It is a well-known fact that today, Spanish design crosses borders and is increasingly recognized internationally. Likewise, Spanish design and home decor companies have successfully tapped into the American market in recent years. Editors and journalists from two of the most important industry media outlets in America, Metropolis and HD magazines, tell Interiors From Spain how they see Spanish design in the USA.

"Spanish design is a healthy combination of smart and innovative," explains Matthew Dougherty of HD magazine, adding that it "pushes the envelope without stepping too far outside of buyers’ comfort zones.” Stacy Shoemaker, also from HD magazine, agrees, explaining that "the products are beautiful and so is the imagery.”

For these reason, Spanish design shows up "pretty regularly" in HD magazine, "if not at least once in every issue’s product section.” Likewise, Editor-in-Chief of Metropolis magazine Avinash Rajagopal points out that Spanish brands are "often very tuned in to current design trends and tastes" and the products are "versatile enough” to fit into many different articles.

But what really stands out to an American expert authority about Spanish design? The journalists are clear on this point. According to the Editor-in-Chief of Metropolis, Spanish design has two important qualities: on the one hand, it brings together emerging and established designers, which allows companies to "stay ahead of the curve, but also make safe and seasoned decisions,” and on the other hand, it displays a commitment to "unique manufacturing" both through artisanal production and innovative techniques. "Spanish brands have really used their capabilities to their advantage," states Avinash.

For their part, the HD journalists are most impressed by the craftsmanship of Spanish design. "I actually got to visit Spain [...] in 2019 and I was astounded by the devotion to artistry,” explains Matthew, who also praises the design "in the ceramic field " and states that he feels "generally Spanish design is an incredible mix of new and old.” His colleague Stacy goes even further: "Spanish companies have a knack for reinterpreting the old for today," she says. The HD journalist also expresses surprise at "the level of detail and care that goes into each product" making it “truly an art form.”  

Avinash Rajagopal also admits to a strong admiration for Spanish lighting brands: He explains that they are "good at creating products that are versatile but are also full of character.” He identifies other strengths too such as the fact that "the products fit many different types of projects" without being "neutral” or “minimal,” but instead bring "flair to any project they are in.”

All of this means that a number of Spanish companies have a solid presence in the American market. The key to this has been investment. Through "warehousing, distribution, and marketing,” companies “have seen their presence grow,” explains Avinash. Likewise, the Metropolis editor points out that the key to success is improving relationships with specifiers by “participating in industry events" with the aim of building “one-on-one connections" and also through "marketing for broad-based brand recognition.” In this regard, Stacy adds the importance of contacts with “local reps” and “more editorial” representation as key factors in increasing the visibility of companies.
 
Spanish competition in the USA

Matthew Dougherty feels that Spanish design has a solid presence in the American market because “the country's design world is leading the charge in a few categories.” Because of this, companies in the US seek out Spanish tiles and outdoor furniture.  He points out that in other industries, Spanish design is part of a "wide pool” of options. As for its competition, the journalist sees Italy as the "main competitor" in Spain's areas of specialization.

Avinash Rajagopal agrees that Italy is a competitor and also cites Scandinavian brands, due to the fact that they "offer a similar European design language.”

The future of the North American hospitality market.

Avinash Rajagopal points out that, according to the research he has seen, the hotel and catering industry is slowing down because of COVID-19 and recovery will be slow. However, it seems that at least half of the projects are still on track. He feels that "customization and COM/COS continue to be big trends,” but "bleach-cleanable surfaces and textiles look like they will become important" and "maintenance will be more of a focus now for all products.”  Short-term he thinks that there is likely to be an increase in demand for outdoor products and that flexible, lightweight and mobile solutions will gain in popularity.

From Stacy Shoemaker's point of view, the need for flexibility in spaces will be greater than ever. "I think we will come out of this looking for more meaningful travel, more inspirational spaces." Matthew Dougherty adds that "lots of properties are refurbishing their outdoor areas, as the virus has been proven to spread less easily outdoors. This will stay true, I think, until news of a vaccine comes.”

 

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