NEW VEN­TURES

At­las makes the leap from Mal­lorca to New York

Computer Arts - - Meet The Team -

Founded in 2013 in Barcelona by Astrid Stavro and Pablo Martín, At­las is the most awarded de­sign con­sul­tancy in Spain. Now based in Palma de Mal­lorca, and re­cently joined by an as­so­ciate, Rafa Roses, At­las is cur­rently in the process of open­ing a new stu­dio in New York. Stavro tells us how it’s all go­ing...

Why are you ex­pand­ing to New York?

The com­pany’s name, At­las, re­flects our stu­dio cul­ture and global ap­proach to work. We work for clients all over the world, and the de­sign­ers who work with us come from dif­fer­ent cities, coun­tries and con­ti­nents. I stud­ied graphic de­sign in Lon­don and have lived in sev­eral other Euro­pean cities, as well as Bos­ton, New York and San Fran­cisco.

Pablo worked with Mas­simo Vignelli in New York at the be­gin­ning of the 1990s. Fun­nily enough, we were ac­tu­ally go­ing to move from Barcelona to New York be­fore de­cid­ing on Palma. With our grow­ing client list in the United States, South Amer­ica and Europe, New York is the per­fect gate­way for the growth and devel­op­ment of our busi­ness in Europe and the Amer­i­cas.

What’s been the big­gest chal­lenge of set­ting up an of­fice in the US?

The Euro­pean cul­ture and way of work­ing is in­trin­si­cally dif­fer­ent. In New York, ev­ery­thing is big­ger, faster and more com­pet­i­tive. It is more busi­ness-driven and strate­gic. There is no small talk in busi­ness meet­ings; time is money. In the US the work­force is highly spe­cialised, while in Europe ev­ery­body does ev­ery­thing, peo­ple mul­ti­task all the time. Work­ing at a faster pace brings forth a new set of chal­lenges. There’s less time for craft and what we call ‘fine-tun­ing’. On the other hand, money moves faster. In Europe it is still hard to get paid prop­erly and on time!

What stage are you at with the move?

We are cur­rently in the process of mov­ing. This means that we travel in and out of New York on a monthly ba­sis to meet our clients and look for of­fice spa­ces, and so on. The phys­i­cal move will hap­pen in spring 2017. Our friends and pro­fes­sional col­leagues are be­ing very sup­port­ive and help­ful. We feel in­cred­i­bly wel­come without ac­tu­ally liv­ing there yet! New York is a city that we love and know quite well, so in that sense it feels like home.

Can you tell us about any projects you’ll be work­ing on from the new of­fice?

We’re work­ing on sev­eral projects for US clients. One is a lux­ury, mem­bers-only, on­line travel agency that will be launched at the end of 2016. It orig­i­nated in Mal­lorca, but soon at­tracted the in­ter­est of Amer­i­can in­vestors, so the com­pany moved to the US. Another project is a brand iden­tity for a new ho­tel in up­state New York. It will be a spe­cial and unique place: a ho­tel with an in­cred­i­ble his­tory and back­ground. We’re work­ing hand-in-hand with the owner, shar­ing ideas and in­sights. This open di­a­logue is help­ing the project to de­velop in the right di­rec­tion. We can’t re­veal the name of the ho­tel yet, but it will open next March.

Astrid Stavro is the co-founder of At­las, an award-win­ning brand­ing and de­sign con­sul­tancy, work­ing for clients across the globe. www.de­sign­by­at­las.com

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