And because of such, countless articles have been written about Fernando and his unique approach to design. He is described “as a maker, artisan and technician who specializes in transforming natural materials – indigenous to Mexico – into beautiful, refined and functional pieces of art.”1
There are many admirable and remarkable qualities about Fernando’s innovate approach to design and the attendant economic development opportunities his work generates; but one of the things most compelling is his commitment to agriculture as craft, a craft that is as much about designing a beautiful object as it is a vehicle for economic independence, as a method for community and environmental regeneration, and as a means to reverse the economic ravages of globalism. Dignity is indeed at the core of Fernando’s work.
Introducing Context
In his talk last summer at the “Dignify by
Design” Summit, Fernando recounted some of
the trends in design and the way he was taught to think about his practice. At Central St. Martin’s, a highly regarded design school based in London, the prevailing methodology at the time emphasized human centered design. Over his course of study however, the focus shifted to nature centered design. For Fernando this shift need not move in a linear fashion from humans to nature. Instead, for him it was reflexive – humans to nature and nature to humans – with context serving as the organizing principle driving the design process. With such in mind, Fernando asked himself: where do the materials about which I am interested originate? How were the rural communities who were employed in their extraction affected and might there be a way to create new designs using natural materials that build communities, create economic opportunities and regenerated nature? In other words, can design create value?
After completing his degree at Central St.
Martin’s, Fernando remained in London –
securing a design position with the well
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