A PORCELAIN REVOLUTION OF LLADRO

The LLADRO style is synonymous with the highest quality of porcelain. Thanks to the carefully protected secret of its production method and the high quality standards at every stage of production, the results are truly unique and highly artistic. A new chapter in the history of this world-famous Spanish porcelain manufacturer began about five years ago. In order to modernize the brand, a new creative director, Nieves Contreras, was hired. At the invitation of the manufactory, I flew to the homeland of the brand, sultry

Valencia, to interview Nieves in person.

The M.O.S.T.: As a designer, you have created a flower bath, a rubber ducky washbasin, a convertible chair, a heightadjustable table, and a whole range of other strange and unusual items. Some might find these creations too experimental for the flagship of Spanish luxury – LLADRO. However, five years ago you headed the design department of this brand. Do you remember how you received this offer? How did you feel?

Nieves: Yes, of course I remember. At that time, I worked in Paris as an art director of a design studio for a brand that dealt with modern technologies – far from the world of LLADRO. Of course, I knew about the existence of LLADRO, since I was born here in Valencia and received my design education here. I have always been very interested in handmade work, and 15 years ago, I created my own small brand of experimental ceramics with local artisans from Valencia. I have always been interested in trying something new, so when I received the offer, I considered it the most interesting experiment in my life – turning a classic, well-known brand into something more modern. To be honest, I saw the offer to return to Valencia and work at LLADRO

as a challenge and even a bit of a test for me. Upon my return, I first began to study the rich history and heritage of this brand and thought through ways to modernize it. With new product lines, I wanted to arouse the interest of the younger generation without losing touch with the brand’s DNA. To do this, I chose a new, simpler, and clearer language of communication with the audience.

The M.O.S.T.: Your involvement was the culmination of the new brand owners' desire to revitalize the company and, as you noted, to make it more popular among the younger generation. How did you approach this task?

Nieves: I started by analyzing the catalog of existing products, as well as researching the world of contemporary art and learning from other international brands in this field. We've also invested in developing a design team with a better understanding of what today’s world needs. Together with a team aligned with my vision, we began to create new principles for the company. To ensure that all levels of the company understood the new direction of development, the board and I thought through a strategy that would be in line with our new principles.

For example, we have decided to expand our range of products by creating chandeliers, sconces, and other lighting fixtures, and we have also slightly entered the fashion world by starting to produce fashionable porcelain jewelry. We are still exploring how widely a material such as porcelain can be present in all areas of our lives and in all aspects of our surroundings. We are experimenting with new techniques for finishing and glazing products, which could be one of the ways to modernize the brand. And finally, we are paying more attention to collaborations with various contemporary artists from around the world.