The second day of FESesDESIGN 2026 brings together leading figures in design to reflect on creativity, branding and innovation

The second day of FESesDESIGN 2026 transformed l’Antiga Fàbrica Estrella Damm into a vibrant meeting point for professionals, students, alumni and design enthusiasts. Following a first day dedicated to workshops and creative tours, on Saturday 13 June the ESDESIGN festival turned its attention to talks, knowledge sharing and connections with the creative industry, bringing together leading studios, brands and professionals to reflect on the challenges, transformations and opportunities shaping contemporary design.

Throughout the day, attendees discovered new ways of understanding design as a tool capable of creating impact, building meaningful connections and responding to the social, cultural and technological changes transforming the creative industries.

The programme opened with PRINCIPI, a studio specialising in visual identity, editorial design and packaging, which shared its approach to design through projects where strategy and creativity go hand in hand. The session was particularly significant following the studio’s recent achievement of six ADG Laus Awards, further consolidating its position within the creative landscape.

New ways of storytelling through audiovisual design also took centre stage with Marcello Buselli from BOL HOUSE, who explored how creativity, technology and animation interact within today’s creative processes. Through a range of projects and case studies, the session examined how audiovisual languages continue to evolve thanks to new tools and hybrid workflows, where creative talent and technological innovation combine to expand storytelling and production possibilities.

The festival also created space for conversations about the present and future of the creative industries with Oliver Montiel, Head of Design at BOLD, who offered an honest and insightful perspective on the challenges facing the creative sector and the role of the people behind every project. His session went beyond methodologies and success stories to address topics such as curiosity, adaptability, continuous learning and decision-making within creative careers that are constantly evolving.

Illustrator and art director Laura Alejo introduced the audience to her creative universe through a talk focused on visual sensitivity, storytelling and building identities with a distinctive character. Her presentation explored the importance of developing a personal perspective and understanding illustration as a powerful tool for creating emotional connections, memorable narratives and unique visual identities.

Meanwhile, Javier Velilla from Comuniza explored branding as a system of meaning, highlighting the role of brands not only as commercial tools but also as structures capable of building trust, creating connections and becoming relevant in people’s lives. Through a strategic and practical approach, the session encouraged attendees to reflect on how brands generate value when they are understood, remembered and culturally meaningful.

The day also featured VASAVA, which invited attendees to reflect on what it means to design in a constantly changing world. Looking back on its journey, experiences and learnings, the studio encouraged the audience to rethink design as a living discipline in continuous evolution, capable not only of communicating but also of generating cultural and social impact. The talk highlighted ideas such as authenticity, creative conviction and the responsibility of designing with awareness of people, society and the contemporary context.

The programme of leading industry voices concluded with CUPRA, which shared its vision of innovation, design and brand experience, offering attendees insights into how creativity, technology and strategy converge to shape new relationships between brands and people.

Beyond the talks, FESesDESIGN once again showcased the talent of its community through projects presented by ESDESIGN alumni. Laura Montero introduced GU-GÚ, a product design proposal that reimagines the traditional cot through a smart and functional solution designed to accompany babies during their early years. Àlex Ruiz presented ROSTR, a platform created to optimise the management of amateur football clubs by simplifying processes and improving organisation and communication. Finally, Anna López showcased Tàpies x Mugaritz, a creative project inspired by the gastronomic universe of Mugaritz that transforms sensations, emotions and memories into a visual proposal with its own identity, demonstrating how creativity can emerge through observation and the reinterpretation of experiences.