ESDESIGN presents the team of professionals taking part in LABesDESIGN x CUPRA 2026

ESDESIGN, part of Planeta Formación y Universidades, presents the outstanding team of professionals, faculty members and industry experts who will take part in LABesDESIGN x CUPRA 2026, a new edition of its experiential lab where creativity, strategy and design come together to respond to a real challenge proposed by one of the most innovative brands in today’s landscape.

During this edition, students will take part in an intensive and collaborative experience, guided by leading profiles in design, creativity, branding, retail and art direction, within an environment that recreates the real dynamics of the professional sector.

María Callís will be one of the professionals participating in this edition. Currently Retail Strategy & Design Director at MaríaCallís, she specialises in the creation of retail concepts and distinctive value propositions, connecting business, brand and customer experience. Throughout her career, she has supported transformation processes for brands such as Mattel, Bernadi Hub, Endanea Garden, Wala and Cinfa, bringing a strategic and design-led perspective.

Also joining the LAB is Quique López, graphic designer, founder of Pino Studio and director of the Professional Master’s Degrees in Editorial Design and Digital Publishing and Digital Graphic Design at ESDESIGN. With more than twenty years of experience, he has led projects for clients such as Burger King UK and EU, the city councils of Barcelona and Valencia, as well as Albert and Ferran Adrià and Amnesty International. His work stands out for building strong visual identities and for his close connection to teaching and creative direction.

In the field of advertising and visual creativity, Roser Olivella, Art Director at Ogilvy, will also participate. With more than ten years of experience in brand creation and development, she has worked for companies such as Tous, Stradivarius, Volkswagen, Cinfa and Tibidabo. Her strong sensitivity to visual language and her connection with the automotive world will bring a perspective especially aligned with the challenge alongside CUPRA.

The team will also include Xavier Cussó, founder and Creative Director of GATZARA Studio. Specialised in digital design and branding, he brings nearly two decades of international experience developing projects for global brands such as Google, adidas, O’Neill, BUFF®, Typeform and pioneering companies in the US aerospace sector.

Alongside him will be Álvaro Lens, Creative Director at Ogilvy Barcelona, with more than ten years of experience in national and international agencies. He has worked for brands such as Volkswagen, Audi, Nissan and Banco Macro, maintaining a strong connection with the automotive sector and, currently, with the Volkswagen Group.

Completing this team is Laura Santarelli, Design Director, graphic designer and co-founder of Phantasia. Her practice is characterised by a collaborative and horizontal approach to visual communication, always connected to people and their context. Before founding Phantasia, she developed her career in studios such as Mucho and Clase, consolidating a contemporary and strategic vision of design.

With the participation of this top-level team, LABesDESIGN x CUPRA 2026 is consolidated as a unique immersive experience, where students will be able to face a real brand challenge, work as a team and present their proposals to leading professionals in the sector.

An opportunity to experience design from the inside and discover, over two intensive days, how ideas that transform brands, experiences and businesses are built.