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La Cartuja de Sevilla
La Cartuja did not need visibility.
It had history.
More than 175 years of archive, symbols and legacy.
But its heritage was at risk of becoming a museum piece.
The challenge was not to modernise a historic brand.
It was to bring it back to life.
We did not start from scratch.
We went back to the origin.
We recovered seal no. 18 (1841–1880), one of the most essential anchors in the archive.
The intervention was minimal: redraw, adjust, define.
Refine rather than reinvent.
The identity was not remade.
It was sharpened.
La Cartuja’s tableware had been relegated to the display cabinet.
Associated with the exceptional. With the untouchable.
We proposed the opposite:
bring it back to the table.
Turn the extraordinary into the everyday.
The brand was not meant to be admired.
It was meant to be used.
The archive as a platform
The renewed identity became the starting point for a new art direction.
We opened the brand to contemporary designers able to stretch its legacy without breaking it.
Vega 175 - Isaac Piñeiro
With Isaac Piñeiro we began a profound reworking of the formal language.
It was more than a collection.
It was a revival of production.
The dialogue with the house’s artisans was restored.
New finishes, matt glazes and coloured clays were explored.
Technologies such as 3D printing and CNC machining were brought in.
Tradition and experimentation were no longer opposites.
Georgica - Carmen García Huerta
With Carmen García Huerta we explored the historical notion of the exotic.
In the 19th century, the exotic was distant.
Today it is imagined, emotional, narrative.
Georgica reinterpreted that heritage through a contemporary lens, building a dreamlike landscape that speaks to new sensibilities without abandoning the house’s DNA.
The collection does not break with the historical narrative.
It extends it.
New Talents - Ana Jarén
We chose to give a voice to new generations.
With Ana Jarén we redefined the exotic from an intimate, everyday perspective.
The home as narrative territory.
The brand grows younger without losing coherence.
It evolves without dressing up.
La Cartuja is no longer a historic brand looking to the past.
It becomes a heritage brand in motion.
The recovered seal provides roots.
The collections provide contemporary tension.
The art direction provides coherence.
We did not design an identity.
We designed a system in which the past can keep producing the future.
