Lecture and Workshop with José Manuel Ferrero from Estudi{H}ac

DATE

16.06.2026

José Manuel Ferrero, CEO of Estudi{H}ac, has delivered a lecture at MArch, where he also introduced the workshop that students from the various programs will develop in the upcoming classes.

The lecture reflects on Estudi{H}ac’s 20-year career through a selection of its projects, where José Manuel Ferrero explains his “Tailored Design” working methodology, emphasizing the idea of custom-made design for each client. This approach has led him to merge craftsmanship and industry, preserving certain traditional construction and design processes while blending them with others that cater to mass production manufacturing.

To illustrate this, he drew on commissions received from internationally recognized brands such as Mini, Venux, Kriskadecor, Iberdrola, Ondarreta, and Solán de Cabras, among many others. For these companies, he has developed bespoke projects where brand identity remained paramount throughout the design process.

During the presentation, he also shared his quest to connect ideas, people, and experiences by applying a design formula based on three conceptual pillars: texture, product, and space. This served as the introduction to the workshop that students will be working on.

The objective consists of designing a piece of ephemeral architecture capable of transporting the user/visitor into a unique spatial experience. This project must be based on the 1+1+1 formula (1 texture + 1 product + 1 space), meaning that students must synthesize original ideas starting from a real product, its texture, and the brand that produces it.