An interview with the Deputy Director of GRAY Magazine. Some tips to introduce and expand the 'Made in Spain' design in the American market.
This summer, while disconnecting from work for a few days, I had the opportunity to meet Rachel Gallaher, who was visiting Barcelona and Madrid. Rachel is the editorial director of GRAY magazine, one of the leading design, interior, art and architecture magazines on the west coast of the US and Canada. We decided to visit some of our favorite places in Barcelona (something difficult considering the restrictions).
We met at the rooftop of the Edition hotel, where we were made to feel at home and enjoyed a nice rossé with wonderful views of the city. After enjoying the wonderful views and touring some of our favorite places in Barcelona, I wanted to take the opportunity to exchange with Rachel on her impression of design in Spain.
With more than 10 years connected to the international design universe and being in charge of the editing of this magazine, gives her a global vision of the sector that can provide us with a unique and valuable point of view to focus on the international positioning of design made in Spain.
We took advantage of her visit to Madrid and did this wonderful shooting at the Only You Atocha Hotel, under the lens and professionalism of Virgilio Gomes.
Take a look below as I share some of the questions that arose I hope you find them as inspiring as I do.
What was the first Spanish design that struck your attention, or that you fell in love with? Any reference you have in mind?
When GRAY was fairly new, perhaps two or three years old, I had the opportunity to meet and interview Nani Marquina. I was still pretty green to the design world, so chatting with her opened my eyes to the difference between a high-quality, artisan-made rug and a cheaper mass-manufactured piece. Rugs like Nani’s are a work of art, and in that sense, the floor becomes an additional wall for display.
I also absolutely love the work on Jaime Hayon, who I also had the opportunity to meet a few years back.
He served on the judging panel of our annual GRAY Awards in 2018. I love the playfulness of Jaime’s work. I think it highlights the fact that Design (with a capital D) doesn’t always have to be so serious—it’s okay to have fun with it. Jaime has a background in street art and skateboarding, which goes to show that if you have some talent and a point of view that you can be successful. Some of the biggest names in design were total disrupters when they started out but having a unique or different voice can positively shift the whole system.
Another favorite is Ensamble Studio. That group straddles the line between art and design in such an incredibly, inventive way. I had the opportunity to travel to Tippet Rise, a sculpture park in the state of Montana, and stand underneath one of their monolithic pieces while staring out at the winter prairie and the mountains beyond-—it was an incredible spiritual moment.
After your visits to Spain, what aspect of Spanish design would you highlight? What do you like most about Spanish design?
The colors and patterns! I live in Seattle, which is in the northwest part of the United States. We’re known for minimal, Scandinavian-influenced interiors. Lots of grays, beiges, whites… not a lot of pattern and a lot of playing it ‘safe.’ I feel like the culture and history of Spain is rich with art, fashion, and design and that comes through in furniture and interiors. This is a thing in Europe in general, but the appreciation for history and tradition comes through as well. Coming from America, which is a fraction as old as Europe, there is just something absolutely magical about walking through the streets of Barcelona or Madrid and seeing buildings and churches that have been there for hundreds of years. You honestly don’t get that in Seattle. The respect and reverence for that history and culture are admirable… when I walk into a space like that I just think, ‘how many lives have passed through here and what are their stories?’
What do you think the U.S. consumers are looking for when they are buying design?
There is such a wide range here, and obviously, this depends on factors such as style, budget, and values, but I do think that more and more people are looking for quality goods. They are getting tired of buying something that doesn’t last. I believe that people are willing to pay more for a piece of furniture or clothing that they know is good quality and won’t fall apart within a year or two of use.
What aspects of a design product do you consider essential to seduce the American customer?
This is a tough question and if I knew the answer, I would be very rich! In all seriousness though, I think that people are so inundated with choices and information every single day. Especially with social media and targeted advertising. It never stops. Last year I was searching for a new rug for my living room and suddenly I was getting non-stop ads for rugs on my newsfeed, in my inbox. It creates consumer fatigue. I happen to be very choosy and know exactly what I like and what I don’t, so I’m able to wade through all of it, but I think that brands become more appealing if they streamline their offerings. Instead of offering 5 new furniture collections with 20 pieces each, offer one that has a sofa, chairs, a table, and a desk but make it all very high-quality.
Scarcity creates desire. Also, companies that have solid points of view, embrace sustainability, and fair wages, and treat their workers fairly are starting to emerge as the kind of companies where many people want to give their dollars. Even when it feels like we’re a tiny speck in a huge landscape, being a consumer is incredibly powerful and where we spend our money can show what matters to us.
What mistake would the American market never forgive in a design product/brand?
America is so big and there are so many companies, it’s hard to distill this down into one single thing. One thing I’ve noticed in the design sector that is becoming more of an issue or a red flag is when companies or designers knock off other designers or independent makers. I know a designer, Eric Trine, who has been beating the drum on this for YEARS, but it seems like only recently has it become a hot-button topic, and once again I think social media has really influenced the access to this kind of information and opened up a lot of conversations as to what it means to knock something off, to take inspiration from it, and how to attribute properly. I just discovered an Instagram account (@designwithincopy) that’s calling out designers and companies that are knocking off other designers who are small and don’t have the voice (or money and legal teams) to fight for their artistic and intellectual property. @diet_prada is another one in the fashion industry. The court of public opinion is incredibly powerful.
In terms of communication, any advice for design brands and designers who want to open doors in the U.S.?
Find your niche and your audience and focus on that first. Try to get in publications that fit the style of your work. This will take some homework. I can’t tell you how many people pitch to me who clearly haven’t ever read our magazine, and it baffles me. If you specialize in traditional design, go out and find the publications that focus on that. If you’re more modern, there is a whole section of the industry just for that. Attend design fairs and shows, get your work in front of editors and other people in the industry. I always find that designers are willing to help and connect with each other, so it never hurts to reach out and ask for an intro, a coffee meeting, or a phone call.
Any anecdotes you would like to share with us about your time in Spain? Any piece of design you have fallen in love with? Any specific places in Spain?
I can truly say that I love Spain… the history, the art, the people, the food! It is just a country that is so vibrant and alive. I love that people talk to each other (in the Pacific Northwest where I live people tend to be more private and stick to their little groups) and interact—it feels like Spanish people get so much joy out of life and that’s infectious. This trip was my first time in Barcelona and I could not stop getting excited about all of the Gaudà architecture. It’s everywhere. I’d turn a corner and there would be another one. It’s so wonderful how the city cherishes his work and keeps it alive. Park Güell was a highlight… it felt like Disneyland for the design-obsessed!
Special thanks to Rachel Gallaher, for her kindness and for taking the time to make this shooting and interview possible. Also to one of my referent photographers; Virgilio Gomes. And last but not least, to Steven Landry, for being my rock.
All Rights reserved ©Pablo Castillo & Co. 2021.