TraMod TALKS with Alejandra Guerra
TraMod TALKS
Read Javad Eiraji`s Exclusive Talk with Colombian Designer Alejandra Guerra
Tradition + Modernity in Interior & Lighting Design
Alejandra Guerra is a Colombian creative director, a professional Interior designer, lighting specialist, and founder of ALUZINA, a spatial design studio based in Medellin. With over ten years of experience designing emotional and immersive environments, Alejandra is now leading the conversation around AI-powered spatial design in Latin America. She’s a design thinking educator and official representative of ACDI, the Colombian Interior Design Association. Her unique approach and artistic vision have established her as a leader in her field. How to use past and traditions in today and how to create a dialogue between yesterday, today and future by using updated technologies is the main challenge of Alejandra`s professional life
During TraMod ACADEMY`s travel and presentation in Medellin, Colombia, a great discussion was created between the director of TraMod ACADEMY, Dr. Javad Eiraji, and Alejandra Guerra. So, read and enjoy this exclusive talk here
Javad Eiraji: Would you please share with us more information about yourself & your academic & professional experiences
Alejandra Guerra: I am graduated from the Colombian College of Space and Stage Design, I hold a Master degree in Commercial Interior Design from IED and a Bachelor degree in Sustainable Architecture from the UPC in Barcelona. I have also studied mixed media art techniques at Morlet Art and Design in Queretaro, Mexico. With experience designing public spaces in both Colombia and Spain, I have developed a multifaceted career combining light and space to create unforgettable experiences. As the director of ALUZINA, my design studio, I specialize in innovative projects and have exhibited my creations at international events such as Barcelona Design Week and Wanted Design in New York
Javad Eiraji: What is the main approach in your design process
Alejandra Guerra: Space and paying attention to all the details of space is very important for me. Also the factors which may affect space
Javad Eiraji: Which factors may affect space
Alejandra Guerra: All the factors which make and create the meaning of space. They can be colors, lights, furniture, compositions, smell and all the things which may create a feeling for a user
Javad Eiraji: How can you, as a designer, create a feeling for the users of a space
Alejandra Guerra: First, you should know your user, then design a composition, in this composition of your design, everything can be important. For example by a correct-emotional light design, you can describe the meaning of an atmosphere to the users. Surely you can use updated technologies like artificial intelligence while you are designing this composition
Javad Eiraji: Can you talk more about the “Emotional Light Design” please
Alejandra Guerra: Sure, in our latest project, we use all factors of a space, from lights, furniture, plants to colors and even music of a space and we try to create a connection among each other by emotions, feelings and A.I. You may touch a plant or flower, as a member of a space, you can feel and it can feel your emotions too. Any act may have a reaction and this is the main concept of our projects! The same feeling which this flower may get from your touch, can be reformed to another format by A.I. and can be reflected to the space as a light, music or smell. So, however you feel and act, you will see the space`s re-act. This is the power of relationship between space, feelings and design
Javad Eiraji: Wow, so you can arrange the light of a space, according to the emotions of a user
Alejandra Guerra: Yes, We do
Javad Eiraji: Can it be limited to a special region, culture or tradition? And what is your idea about the tradition and its relationship with the present
Alejandra Guerra: Identity is the main part of tradition and it can be created according to the culture and culture is a part of society and a society is part of region. But the emotion of the human is the same which can be effected in different cases and by different happenings. But technology is the same language in the contemporary world. So we can use this language to connect different cultures and regions and users
Javad Eiraji: Thank you very much for accepting our invitation and being with TraMod ACADEMY
