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A Force In Mexican Design
Jorge Diego Etienne, an industrial designer born in Tampico, Mexico, is dedicated to elevating Mexican design from a 'Made in Mexico' to a 'Designed in Mexico' culture. He established JDE Design Driven Consultancy in 2012, focusing on furniture, product, and public area design. His approach integrates cultural and social impact, offering flexible and scalable solutions that cater to both large manufacturers and individual craftspersons. Etienne's early education at Tec de Monterrey and subsequent studies at institutions like St. Martin’s in London, Domus Academy in Milan, Parsons in New York, and Boisbuchet in France, along with an internship at Feiz Design Studio in Amsterdam, provided him with a global perspective on design. He identified a unique design landscape in Mexico, which led him to pursue a master's in strategic design and management at Parsons, allowing him to approach design not merely as aesthetic creation but as a business tool to help companies achieve growth. His design philosophy emphasizes timelessness, emotional connection, and responsibility in material and process choices, aiming to create 'life enhancers' that blend seamlessly into people's lives without overpowering an environment.
Etienne's work includes innovative projects such as Setto, an office partition system for Línea Italia. Unlike traditional systems, Setto is modular, uses acoustic materials, and integrates modern functionalities like built-in power and storage, addressing the contemporary need for both collaboration and privacy in workspaces. The system significantly reduces the number of components from 60 to 12, improving manufacturing efficiency and introducing color options beyond the conventional black, gray, and white. Another notable project is the René furniture collection for Los Patrones, a steel furniture manufacturer. Inspired by the flexibility of sports equipment, René is a soft, roundish, and stackable collection adaptable to various settings, featuring customizable textile, wooden, or steel seats. He also collaborated with Cacao, a furniture brand, to create Grama, a lounge chair designed for reading corners, characterized by a hard shell and soft cushions, with an accompanying ottoman and lamp. Grama incorporates sustainable materials like cactus leather, showcasing Etienne's commitment to responsible design.
Beyond product design, Etienne champions the broader Mexican design community. He initiated Designaholic, which evolved from a blog into the most popular Spanish-speaking design podcast in Latin America, making international design accessible in Mexico. He also developed a unique playground for the Brillamont Institute in San Pedro Garza García, which prioritizes critical thinking, curiosity, and adventure while maintaining safety, using organic and bold geometric elements to stimulate children's development. Etienne has also worked on projects like Galeana, which documents and revitalizes traditional alabaster craftsmanship in Nuevo León by collaborating with artisans to create contemporary pieces, thereby increasing their market value and preserving an endangered craft. Furthermore, he co-curates Emergente, a platform that showcases emerging Mexican design talent at ZONA MACO DISEÑO, providing opportunities for young designers to exhibit their conceptual and narrative work, spanning various materials and product categories like furniture, lighting, and jewelry, and fostering their integration into the wider design industry.
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