id.real is a team of designers and professionals from seven different nationalities and cultural backgrounds. Our team is formed by 16 extremely skilled idrealists that always keep in mind the final user -in every step of the design process. id.real works with co-creation methods and defends that the user is the final decision maker.
id.real is a design studio based in Madrid, lead by Creative Director/ CEO Anouk de Lesparda. We are 16 professionals from seven nationalities, and each of us with different backgrounds. We keep the creative process as a transdisciplinary one and, most importantly, we keep the user in the center of it. It doesn’t matter if we are designing a space or a product, for us the ultimate measure is the human they will serve. id.real is a unique place to work because of the team and space. It is situated in an old early 19th-century garage in the Salamanca Quarter in Madrid. The building has been remodeled following our philosophy: getting the best out of it to promote the users’ (our team and our clients) wellbeing: natural light, open spaces, zones that help to concentrate, and a cozy atmosphere that revitalizes our senses.
A process, a living experience. Design is all around of us -sometimes stunning, sometimes no that good. Design is not only beauty, it is also how our surroundings are organized and adapted to us. Of course, id.real ensures that balance in every single detail: beauty while useful, something that catches your eye; and also something that will make your life much better. That’s what we have done with Agape, for instance. It’s a piece of art! But the ultimate goal is to make the user happier, surrounded by family, friends, and excellent food.
The kind of works that will make the final user happier. Therefore, it will depend on the moment, the objective, and the user we are working for. At the end of the day, for id.real it is the process that matters most. Each of us put our energy, style, and savoir-faire in the table, we mix these ingredients and we share the final result!
id.real’s favorite design is the one that keeps the human being in its center, that devotes the solutions to the people who will make a real use of it. We identify a need, we design a solution. That’s what design should do -to always keep the user in the center of the equation.
Agape & Kebrick are the first two products id.real has designed -so we are doubly happy to have won two silver A’Design Awards with them. It’s a boost to our work process! Every member of id.real has put a piece of them in the creation process. From organizing the focus groups and field visits, to conduct the research, from identifying the challenges to create an image and storyline.
We work through a phygital approach, integrating today’s technology within objects and spaces to enhance the users’ experience. In other words, implementing the relationship between the physical and the digital.When we creating the physical part of our products, services, and spaces, we mix the most traditional forms of work with the most innovative and digital technics. We may sketch an idea, and then test it with a 3D program -and even print a prototype or mock-up with the 3D printer. And then, maybe even mold it again with modifications in different materials to see which fits better with our goal. Having no limits, being able to play, create, re-form, all to fit our user… these are our favorite materials.
When the environment is prepared for you to create, when there is enough space -both physical and mental- and when you have a good support network. That includes while working at your desk, hiding from the team for a “me-time”, or working remotely (at The Retiro Park, for example) or at odd hours when your brain feels more up to the task. At id.real, we encourage and complement each other until creativity hits us. As the saying goes, success is a part of genius and an even greater part of hard work.Of course, each idrealist has different techniques that help us getting creative; and moments in the day when we feel most creative. The good thing is this is a flow -so in every second of the day there is an idrealist with something in mind!
The users' feelings, their perspective. In id.real, we work through a collaborative process with the final users -that means that we keep engaged with them from ideation to launch. So when designing a product, or space or an experience, we keep focussing on the explicit and implicit needs we have detected. Design is to serve: a purpose, a person, an objective. Therefore, it is a must to keep this in mind always. Obviously, we cannot leave aside the necessary profitability and viability of every work we do. Both when we design for a client, and when we do it for ourselves, we need to keep in mind the return on investment in order to be able to keep designing and producing new great projects.
The range of emotions you feel when designing is just… too much! You can feel energetic, excited one moment, frustrated the next second. That is why being part of a team brings the best of each of us. We help each other to overcome the challenges -or we directly challenge each other! Depending on the needs of the project and how the members are feeling. However, the most common feelings are anticipation and expectation -for the good things to come, for the spark of inspiration, for the satisfaction reflected in our users' faces.
Basically, satisfaction. But also, there is something in the back of our brain telling us to keep going… to start a new project. Seeing the design finalized gives us the boost we need to start the process all over again. It’s like recharging a battery!
id.real designs for the user. Co-creation goes beyond thinking about who’s going to use or like it, it is designing together with that person. We become a team of designers AND users. We start with some general ideas and then organize focus groups, debates, chats to gather as much as information as possible. We visit the place or places where the design is going to be implemented and observe how people interact with the surroundings, their needs, what they may be not saying… by doing that, id.real ensures that the design is meaningful for the people it is designed for. As we say, the user is the final decision-maker.It is that collaboration what makes a design successful, and therefore assimilated by the greatest number of users. Which, in turn, will ensure the design profitability.
We need to consider different aspects, that’s for sure. For id.real, the most important aspect is that the design meets its objectives. At the end of the day, a good design is one that does what it was meant to do.Of course, there are other things to think about. For example, the materials -are they durable? Sustainable? Adaptable? If we choose one or another, will it considerably improve the outcome of the product? Similarly, we also may value the replication capability. Is this product easy to be produced? Will it be affordable if we use these or that production system? All in all, we need to consider these aspects that will enhance the results of our product or design idea. As per the bad, and following what we were saying, the worse you can say about a design is that it does not meet the users’ objective. If the objective is to decorate, then it has to be astonishingly beautiful. If the objective is to enhance human interaction, then it has to do it!
As designers, we are at the beginning of the creation, leading to production and usability with the user. But we are also at the end of the process. In this case, we are responsible for choosing the material and we should ask ourselves where it comes from, which process are we going to apply to it and what would be the impact on the environment in term of carbon footprint, water pollution, energy consumption… and when possible, look for alternatives that will reduce the impact on the environment but maintain or increase the quality of the product. In turn, when talking about service design, as designers we are responsible for ensuring that the overall experience and the quality of life of the people we design for are always positively impacted, always searching for the greatest impact at the lowest cost (both economic and environmentally).
Design is everywhere -fashion, furniture, art, fabrics, digital, services. You name it! We are heading towards a transdisciplinary work where collaboration between different type of professionals will take the lead. Design is becoming a key element of the human wellbeing as well as an integral part of every business. We are already seeing it in many areas, but soon enough we will see that reflected in all the aspects of our life. Afterall, it is a key element of technology!Also, the consideration of the user as a team member is important. More and more, we are seeing how important is to engage with the final user during the co-creation process. Continuing with this idea, it is becoming imperative to cultivate a culture of collaborations and partnerships to offer a greater array of possibilities, which adds to the transdisciplinarity that is required to solve today’s and tomorrow’s issues.
As part of this year’s Madrid Design Festival, we presented “Dare to Share”: Agape’s exhibition at id.real’s gallery #BeCurious, from February 13th until February 28th, 2018. Design is art and curiosity. From the id.real studio, we integrated Becurious Gallery, a gallery dedicated to co-creation. The Dare to Share exhibition explored the eating-sharing-playing relationship with the Agape kitchen collection, designed for diners of the 21st century. id.real’s next exhibition will be held in January 2019 at the Nuremberg International Toy Fair Spielwarenmesse, and we are sure Kebrick will be a star. With Kebrick, we will challenge the visitors to create and destroy, to interact with the environment, the spaces and the senses. Although Kebrick has been created with children in mind, id.real is sure adults can explore their own creativity as well. So, do you… dare to play?
By talking, interacting and observing people. By being alert of the surroundings, of the spaces we are living and feeling you can find new challenges and inspirations. You can detect what is missing in a specific place, or identify why something is working better that a very similar one that is failing. By observing how nature adapts to new challenges, or simply by absorbing all that nature has to offer and humbly being inspired by it.
id.real’s design style is to keep the user in the center. At the end of the day, that should be the definition of design! Design is nothing abstract but rather an interpretation of reality. A reality where people move, interact and live in a specific place and moment. So, our design style is to be aware of our users, our partners. That way, we can answer to their needs and desires. Design is a service…
At id.real, there are seven nationalities living together. So our heritage is multiculturalism! So many different perspectives have an impact on how projects are co-created. Each of the professionals brings to the table their experiences, feelings, skills, and knowledge. id.real promotes transdisciplinarity and user-centered design, and also multiculturalism. To revere and care for the cultural heritage is a key element in any good design process.
id.real partners with people and companies to improve their spaces, branding (both offline and online), services and to develop products that they or their clients may need. The partnership can come from a specific request or petition (e.g. create a whole new space for a restaurant, create a new website following the branding we developed, transform a house into a home…) or through the ideations in our lab, where we create something concrete and then we search for a partner to work with its distribution. Agape is a good example of this.
Is she or him a good team player? Are you going to support his/her work and listen to their advice? We have to ensure we are building a good team -with good professionals and good people. And of course, if your company wants commitment you need to show commitment too. id.real works hard to ensure that our team members -designers, but also front developers, communication, and marketing professionals, management team- can develop their skills within the studio and grow up in all the possible areas. Respect, admire and promote the work of your team!
id.real focuses its attention on the end-user in order to anticipate his/her need(s) and to solve problems. To do this, we strengthen our effort in research, organizing focus groups, informal chats... to gather as much as information as possible. There is also a part of market research to identify what already exists and how to improve it, how to be more innovative. Then, id.real visits the place (or places) where the design is going to be implemented - also called field research- and observe how people interact with the surroundings, the needs, what they may not be saying… After the research part, we uncover the insights; conclusions that will guide us in our design. The next part of our process starts with a co-design session with users. From there, we start to design, prototype and test with them. We will iterate the resulting prototypes until the users give us their OK indicating that we covered all of their needs that we are able to. Afterall, the final prototype aims to be the perfect balance between covering the users’ needs and what it is actionable through design. The cherry on top, keeping the equilibrium between aesthetics and functionality. By following all those steps, the studio ensures that the design is meaningful, covering the needs and desires of the people it is designed for. As we say, the user is the final decision-maker.
id.real home was designed following design thinking principles, so there are more than five things (and spaces) we could list!The glass vault is one of the key elements in the studio. It is not only beautiful but also really useful. It gives us natural lighting, fresh air when opened, and inspires the team while working. The glass vault also helps to keep a balanced room temperature. There is also the vertical garden at the entrance. Plants are a key space element. They help to keep the air cleaner; they give team members something beautiful to look at -and get inspired- and, they welcome everyone who comes into the studio. Then, we have our tailor-made, organic-shape tables which allow us to work easily alone, by pairs or in bigger groups depending on the needs. The fourth element we could list in here is our meeting room -or meeting rooms, as it can become two separate spaces. These rooms have all you need for a good meeting, fitting perfectly the phygital experience within the space: domotic, touchscreens, comfortable chairs, big tables, good (adaptable) lighting. The doors -both the external and the separation door between rooms- soundproof the space.Last but not least, there is the id.real symbol: tense-structure. A design based in textile architecture compromised by filaments and poles that, while beautiful and hypnotic, helps to separate the pool (a below-level space that allows meetings of inspiration and work sessions) and the general room, giving privacy and reducing the noise between spaces. It’s a clear example of a piece of art which also has practical implications.
At id.real, all the team members meet early in the day -coffee at hand- to discuss the daily objectives, news, and next steps. Feedback from other colleagues is key to move forward. Moreover, these gatherings -that keep happening during the whole day- help the professionals to get creative, to relax, to get inspired. Lunch is also a good moment for chit-chat, project discussion, and networking. Depending on the project or projects, we may split into working groups or just start working on our own. In the research part of the process, for example, the team may decide to break the items into smaller parts so each member can do part of the research. Or someone may focus on the research while others start gathering feedback, feelings, perceptions from the users. Similarly, at the inception stage, we may work individually at the beginning (each one proposing ideas, for example) or create something together from the get-go and test it later on. Each day is a bit different because each project is different. The point in common is that each designer can relay to the other professionals.
Be edgy, experiment, try new ideas! But always keep in mind why you are designing. Do a good previous research. You may think you are inventing the wheel, but often enough somebody will have tried that same path before you -and we bet you that other colleagues (wiser or younger) may already encounter your challenges. Be humble and learn from others. Since no one person can have all the answers, exchanging ideas and knowledge is the best way to stay ahead.When working in a studio like id.real, with other designers and professionals from other fields, check with the team members is also highly recommended. We may miss something that a marketing person, or a front developer, or maintenance manager have already solved. Just because they have a different background doesn’t mean they cannot teach us something.
One of the positive aspects is that as a designer we can use our skills to improve people’s lives. Specially, being imaginative in your daily work -and that being rewarded- is highly positive. Nobody expects you to think inside the box! So you can be intrepid, adventurous and bold. However, sometimes you may feel exhausted. When inspiration decides to hide, it can be a real challenge. Also, it is kind of fun to do the impossible! Search for solutions nobody else has found, and the adrenaline boost when you finally see it! Again, it can also be a challenge to be always looking for the difference that will make our design shine. So, it’s a two-sided coin. The good things that come from being a design studio also come with a no-so-good counterpart.
Test, test, and test. Test as soon as possible from the concept idea till the final product through MVP, prototypes and iterate! Any idea you may have can become a great product, experience or space. Usually though, not at the first shot. Very often, you need to run multiple tests before you achieve your ultimate goal. It is true that sometimes, as imaginative people that we are, we just like to sketch something for the fun of it… even then, when you look at those sketches, later on, you can find amazing ideas waiting to be tested. For id.real, without checking we can not continue with the design. id.real has multiple spaces where to conduct these tests -you usually find idrealists everywhere checking on something! Also, a designer can get blocked and in id.real team members help each other providing solutions, reframing questions, offering inspiration. Others’ points of view can unblock the path and help the idea evolve!
One of them is critical thinking. You need to analyze the world with multiple different glasses. As mentioned, design looks for balance among usability, aesthetics, and practicality. At least, this is the equilibrium id.real seeks. So in each step of the way, id.real needs to be sure we are looking at the problem to solve from these different points of view and include feedback in all these directions.
It depends on the moment of the process where id.real is. Pencils, colour pens and paper/notebooks are always around -that is for sure. Also, at id.real we have an office with books and prototypes that may help us find the correct path. And of course, we use our computers, smartphones, and tablets when necessary. We also use the 3D printer to get the first prototypes and test them. As per software, we usually use Rhino, Autocad, Keyshot, sometimes Adobe. Also SolidWorks, and the IOT tool to use during workshops (IOT service kit). Our toolbox is full of game cards in order to get more creative answers and facilitate sessions.Again, it depends on many things.
Team work! id.real is a transdisciplinary studio, that enhances the skills of each member -that also implies that there is constant coordination and taking over different aspects in different moments. Design is a joint effort, so when a member gets tired, we make sure that there is a relay, another professional that can follow where the first one left it. That way, id.real is always designing! Any good designer will tell you that the best results are achieved with passion and motivation. Time management will depend on much your passion moves you to keep designing at any given time or project. There will be times that we can stay an entire weekend designing just for the fun of it; you just can’t stop creating and drawing. On the other hand, sometimes creativity eludes you giving room to frustration. It really will depend on your environment. If the environment is rich with stimuli, it will take less time to develop your new design.
There are variables that may affect the time it takes to design an object. It can take you from two months to two years. Or even more. When co-creating with the user, it may seem longer at the beginning: defining the idea it will take possibly longer. However, once you develop the idea and you get your first prototype, it’s much quicker -because you make fewer mistakes. You already know where you are aiming at, and know the feedback from the user constantly. So when you finally get to the launch, there are fewer possibilities to have a fiasco.
Exactly, what does id.real do? For outsiders, to fully understand and appreciate what a design studio does is complicated, specially one such id.real where we do product, branding & digital, spaces, and service design. Furthermore, if you include the user in the process, it can be even more complicated. However, the more id.real works with different partners, the easier it’s becoming to show it. That is because concrete examples can tell a lot about our work and also, the more id.real is in the field, the more people see first-hand what we do.
As a studio, our first most important job experience was actually becoming a design studio: going through our birthing process, building a great team, designing our working/leisure space and lately, immersing ourselves in all that phygital has to offer. We are a young and dynamic studio, always searching for the best ways to do creative and innovative work. Hence, our id.lab was born. Agape & Kebrick are our first projects out of the id.lab. For us, developing Agape & Kebrick has been another one of our most important experiences. First, they allowed id.real to work with its own times and terms, since there was no external client with their own needs and expectations. Also, we enjoyed plenty of mental and creative space to design something meaningful and special, totally id.real. And all that, following the process that is part of the studio's DNA: collaboration, co-creation, keeping the user in the center of it. That is why earning a Silver A’Design Award means so much: it backs up our philosophy. Nevertheless, we will come back next year ready for the Gold Award… We are ready for the challenge, partnering with great local and international schools (IED, IE…) as well as people and associations with diverse skills that bring so much to our team (Asociación Asperger Madrid).
id.real has several clients. For example, id.real has worked with Anana, creating a beautiful space for their restaurant; Prodigy, an eSports gaming club that perfectly merges the phygital experience; U2Guide, a travel platform that promotes social responsible travel and helps local communities to empower themselves;EDPR, the renewable energy company; some private clients that have trust us into transforming an empty house in comfortable homes… and of course our own projects -Agape and Kebrick.
Any design that involves the user -that is the type of design id.real loves to do. Actually, for id.real that is the definition of design. Anything done should have a purpose, a clear objective: to benefit the user and empower him/her. The only possible way id.real conceives reaching those objectives is by creating in partnership with the final user since the beginning; to partner with the person or people that will be in fact using the design -no matter if it’s a space, an object, a product, or a service.
There are different plans in id.real near future. Of course, moving forward Agape & Kebrick is one of them. The Silver Award gives id.real confidence, and support. So, we are confident the launches will be a success. Keep in tune, you will hear more about id.real! Additionally, id.real is already working on new products. Some will complement Agape or Kebrick, some will be completely new. What it is sure is that id.real’s goal is to keep designing products and services through the co-creation process.
id.real is a transdisciplinary studio that bases design in team-work. Every professional in the studio is involved in the design process some time or another. The services, experiences, and products by id.real are a result of a joint effort.
There are some works in the pipeline that would give continuity to some of our projects. We are in the early stages, so there is no much else we can say right now. What we can say is that id.real keeps thinking of the importance of sharing, playing and creating in people’s life. Is with that spirit that we are both reaching out and receiving invitations to speak in different venues to both learn from others and to share our experiences and know-how. Art, design, innovation, phygital integration are all topics that we love to talk and listen about.
If they are in Madrid and want to visit id.real, they can come to our dear offices at Castelló 19 Street. They can also give us a call (+34 911 732 725), send us an email (weare@idreal.com) or check id.real out in Instagram (@id.real), Facebook (@idrealdesign), Twitter (@idrealdesign) or LinkedIn (id.real). id.real’s website is being updated but it will be soon available.
id.real wants to thank A’Design Awards & Competition for the support given to our projects and our design process. For us, these recognitions mean that keeping the final user in the center it’s the correct design path. Thanks!
id.real is a young studio, working for the last three years with a range of different clients and projects. Our success is due to the team of professionals that are part of id.real: each designer, architect, creator, manager have a rich background that benefits the studio as a whole. For example, Anouk de Lesparda, our CEO and Innovation Director, has more than 17 years of experience designing in Latin America, Europe and Asia.
id.real is a team of designers and professionals from seven different nationalities and cultural backgrounds. Our team is formed by 16 extremely skilled idrealists that always keep in mind the final user -in every step of the design process. id.real enhances the co-creation process and defends that the user is the final decision maker.
The priority is always the final user. id.real always keeps in mind the objective and the person/ people the design has to answer to. We work through a phygital approach. When we create we mix the most traditional forms of work with the most innovative and digital technics. We may sketch an idea, and then test it with a 3D program -and even print a prototype or mock-up with the 3D printer. And then, maybe even mold it again with modifications in different materials to see which fits better with our goal.
The range of emotions you feel when designing is just… too much! You can feel energetic, excited one moment, frustrated the next second. That is why being part of a team brings the best of each of us. We help each other to overcome the challenges -or we directly challenge each other! Depending on the needs of the project and how the members are feeling. However, the most common feelings are anticipation and expectation -for the good things to come, for the spark of inspiration, for the satisfaction reflected in our users' faces.
As a collaborative and transdisciplinary design studio, id.real has a team formed by professionals from different fields that provide different skills to the design. Observation, analytics, critical thinking, empathy… all the skills that will help the team to understand the challenge that the creation needs to overcome. It is important to have the ability that will make easier for the designer to find the solution to a specific problem or situation.
There are different plans in id.real near future, already working in the next generation of products that will make users dare to share, play, create and imagine. Some of the new products will complement Agape or Kebrick, some will be completely new. What it is sure is that id.real’s goal is to keep designing products and services through the co-creation process. id.real is also looking forward to partnering with other companies, designers and brands to do some edgy, bold new creation -something imaginative, full of energy!
Get edgy! Be bold! Be imaginative! Practice empathy… Always, keep the user in the center of your process. Keeping that focus, knowing why you design gives you the energy and boost you need. And of course, keep asking questions and advice from other colleagues and professionals. You may think you are inventing the wheel, but sometimes you will not be the first one to try something -and we bet you that other colleagues (wiser or younger) may already encounter your challenges. So learn from them!
Design should be a balance between beauty and practicality, between utility and aesthetics. It is important to keep this balance in mind -always. Sometimes, there is a tendency to give priority to one of the two characteristics neglecting the other. A good designer knows the exact dose of each one: always remember that a design missing one of these two qualities loses its reason for being.
At id.real, all the team members meet early in the day -coffee at hand- to discuss the daily objectives, news, and next steps. Feedback from other colleagues is key to move forward. Moreover, these gatherings -that keep happening during the whole day- help the professionals to get creative, to relax, to get inspired. Lunch is also a good moment for chit-chat, project discussion, and networking. Depending on the project or projects, we may split into working groups or just start working on our own. In the research part of the process, for example, the team may decide to break the items into smaller parts so each member can do part of the research. Or someone may focus on the research while others start gathering feedback, feelings, perceptions from the users. Similarly, at the inception stage, we may work individually at the beginning (each one proposing ideas, for example) or create something together from the get-go and test it later on. Each day is a bit different because each project is different. The point in common is that each designer can relay to the other professionals.
There are plenty of ways to keep updated with the latest design trends: conferences, articles in specialized media, conversations, talks or social media channels. In id.real’s case, all this information helps us to get inspiration by identifying what users may be looking for. However, the style does not mean a radical change but rather an influence that help improve the final result. All trends may benefit the final outcome if it is adopted in a thoughtful way.
We need to consider different aspects, that’s for sure. For id.real, the most important aspect is that the design meets its objectives. At the end of the day, a good design is one that does what it was meant to do.Of course, there are other things to think about. For example, the materials -are they durable? Sustainable? Adaptable? If we choose one or another, will it considerably improve the outcome of the product? Similarly, we also may value the replication capability. Is this product easy to be produced? Will it be affordable if we use these or that production system? All in all, we need to consider these aspects that will enhance the results of our product or design idea. As per the bad, and following what we were saying, the worse you can say about a design is that it does not meet the users’ objective. If the objective is to decorate, then it has to be astonishingly beautiful. If the objective is to enhance human interaction, then it has to do it!
The final test for id.real it’s the user’s opinion. We know the design is ready when, after the collaborative creation process, we test the idea or prototype with different end-users and the feedback is that is, indeed, ready. Of course, you must have identified well the profile of your end-users! Otherwise, you may find that your design is never ready...
Each of id.real’s projects have brought satisfaction to the team: the studio has designed various offices, restaurants, leisure areas, websites and services. Kebrick and Agape are the first products designed for and by id.real, so we are especially proud and content with them.However, the biggest design work has yet to come! Thinking that the best has yet to come makes us eager to keep working!
There are several of them! Pick one of them can be challenging. However, what they all have in common is how they balance beauty and practicality, how they transmit their essence into what they are doing but always keeping the user in mind. You can see a piece and know instantly who create it, you see the style in there! And the style includes that “keeping the human as the measure of all”.
At id.real, there are seven nationalities living together. So our heritage is multiculturalism! So many different perspectives have an impact on how projects are co-created. Each of the professionals brings to the table their experiences, feelings, skills, and knowledge. id.real promotes transdisciplinarity and user-centered design, and also multiculturalism. To revere and care for the cultural heritage is a key element in any good design process. It impregnates everything we do! At the studio you hear different languages and musics; the team members share not only the space or the work but also different types of food, games, idioms, and sayings: there is an interesting mix that improves id.real’s design but also the life experience and style of each of us. That is reflected in our projects too -Kebrick dares children (and adults) to play, create and destroy while learning. Agape, on the other hand, facilitates the human relationships through food sharing.
id.real is a design studio based in Madrid, lead by Creative Director/ CEO Anouk de Lesparda. We are 16 professionals from seven nationalities, and each of us with different backgrounds. We keep the creative process as a transdisciplinary one and, most importantly, we keep the user in the center of it. It doesn’t matter if we are designing a space or a product, for us the ultimate measure is the human they will serve. id.real is a unique place to work because of the team and space. It is situated in an old early 19th-century garage in the Salamanca Quarter in Madrid. The building has been remodeled following our philosophy: getting the best out of it to promote the users’ (our team and our clients) wellbeing: natural light, open spaces, zones that help to concentrate, and a cozy atmosphere that revitalizes our senses.
Currently, the BeCurious Gallery is id.real’s biggest contribution. This non-profit initiative is born from the #becurious movement of the studio. We share the principles of co-creation, multidisciplinarity and the excitement to promote art and design in our daily life. Becurious Gallery acts as a springboard to promote new talents, cross the boundaries of disciplines, inspire and motivate all kinds of creative people; concepts and ideas presented in the form of an exhibition to discover the gaze of others.
The A’Design Awards have several benefits for designers and users. For id.real, it is a support not only for our creations but to our collaborative process. It also means a boost of confidence and energy, a confidence vote -we are sure we are on the correct path! Similarly being featured as Studio of the Day is a public recognition of which we are very proud. In the case of the users or customers, seeing a product with the seal of approval A’Design Award guarantees quality, therefore, for customers means a safe bet when acquiring a product or design.
id.real is a team of designers and professionals from seven different nationalities and cultural backgrounds. Our team is formed by 16 extremely skilled idrealists that always keep in mind the final user -in every step of the design process. id.real works with co-creation methods and defends that the user is the final decision maker.
id.real background includes art, architecture, interior design, product design, communication, anthropology... you name it!
For id.real, the great motivation is the user. And that is also the reason why id.real exists. Within our work, we want to ensure that we meet the needs and expectations of the people we design for. That applies to everything you can imagine: space, experience, product, software…
id.real’s DNA is pure design! The studio was born as a co-creation lab, with design as the backbone. Of course, the team is compromised by several professionals, not all designers. But the final aim is to add each person’s own skills into the mix to improve the outcomes.
The kind of works that will make the final user happier. Therefore, it will depend on the moment, the objective, and the user we are working for. It can be a product, or a space (working space, homes, restaurants, waiting rooms, stores…) or a holistic experience. For id.real the what is just as important as the how and the who.
Get edgy! Be bold! Be imaginative! Always, keep the user in the center of your process. Keeping that focus, knowing why you design gives you the energy and boost you need. And of course, keep asking questions or advice from other colleagues and professionals. Empathy and humility go hand in hand, and they are the basis of any human-centered project.
A good designer pictures something awesome and creates this awesomeness. A great designer pictures and creates something awesome that fulfills its purpose.
We need to consider different aspects, that’s for sure. For id.real, the most important aspect is that the design meets its objectives. At the end of the day, a good design is one that does what it was meant to do.
Of course, there are other things to think about. For example, the materials -are they durable? Sustainable? Adaptable? If we choose one or another, will it considerably improve the outcome of the product? Similarly, we also may value the replication capability. Is this product easy to be produced? Will it be affordable if we use these or that production system? All in all, we need to consider these aspects that will enhance the results of our product or design idea.
A good design is, by definition, cost-efficient. Design is not only about aesthetics and beauty. Design is mainly to fulfill the needs of your user, or client. Keeping that in mind, if you invest in a good design you are saving time, resources and funds in the mid and long-term.
There are many good independent studies that prove that the return on investment of good design should be reason enough. Truth is, not too far in the future it will become a need for business to stay in the game. Look at all the big, successful companies out there. They not only investing in good design, they are incorporating it into their daily practices.
So, be smart and invest in good design!
id.real would love to partner with someone (a person, a company, an organization) that is eager to think out of the box to solve a problem, someone bold. All our partners so far have been like this, that’s true. But in most of the cases, the projects have been quite concrete. Being able to design something big, unique and ours -such as Agape and Kebrick -without limits would be wonderful.
The list would be long here! Again, it is not just the project itself but rather on the people you are working with. No limits for creation, different experiences, and perspectives, a sole focus. And as much time as needed, without hard deadlines. That way, id.real could create something big and meaningful for the community.
Having a transdisciplinary team with the same goal in mind. All working together tireless with the same aim, but different backgrounds and work experiences. Different perspectives to solve a challenge… that’s id.real secret ingredient.
id.real is a big fan of the work done by Stefan Diez with Hay Design. This collaboration shows how brands and designers can have a very fruitful relationship based on respect, co-work & keeping the user in the center of the process. Seven years ago Stefan and, the then-small company, Hay started working together on the evolution of shelves design: from one shelf too many, include doors, panels, table... and both of them have worked together to become one of the current main references. Their work inspires id.real when designing a work-space.
id.real is totally in love with Ini Archibong and his work with Sé Collection. They have managed to transmit Ini’s energy and charm while keeping the Sé Collection style and insights. id.real also gets inspiration of FormaFantasma and it is amazing the association they have recently done with Flos. id.real would love to work with both these brands and designers in the future.
Our greatest design is not even designed yet… and what makes us think that is great is the fact that it doesn’t exist yet. We need to learn a lot before even picturing it! Still, if we need to pick one, id.real’s offices make it to the top for sure. The space manages to answer all the team needs and wishes through open spaces enhancing workflow; there is a good balance between the work site and zones to meditate and think. Also, the combination of natural lighting and artificial one gives idrealists always enough light to work properly! Everything at id.real has a purpose… even the entrance, where you can find the BeCurious Gallery, for emerging artists. It's designed to the total service of its users.
Learning to appreciate every step of the process. From the conceptualization to the test and final launch, every part of the design process has to be nurtured to be a success. Sometimes, when starting in the design field, we get carried away by the ideation, or by the prototyping or by something concrete. To really improve, we need to go beyond that and learn to love every single action we are doing. That way, you ensure all details are equally finished with passion, energy and hard work.
If design was not id.real’s main DNA… maybe anthropology? The way designers and anthropologists observe the world and look for answers can be really similar. Understand how people interact with spaces, emotions and objects is the backbone of design -and so it is for anthropology!
A process, a living experience. Design is all around of us -sometimes stunning, sometimes no that good. Design is not only beauty, it is also how our surroundings are organized and adapted to us. Of course, id.real ensures that balance in every single detail: beauty while useful, something that catches your eye; and also something that will make your life much better.