In a constantly changing world, those who look forward with optimism by embracing the new without fear are called to be not only the leaders of tomorrow, but the leaders of today. This is the case for Diego Córdova and Martí Canillas, founders of the Córdova Canillas design studio. They are the special guests in our new MAM By: we’ve invited them to capture the visual essence of MAM’s latest launch, the innovative CLIP Collection.
Córdova and Canillas have faced this challenge by doing what they are best at: fleeing from the banal to inflect the future in present tense. "We’ve tried to connect the future with the irremediable; it is a social criticism where we have opted for the clock as a symbol of rebellion." The CLIP Collection is a tribute to humanity’s capacity for reinvention, an exercise in the deconstruction of the conventional watch, which makes MAM the leading brand in the design of sustainable wooden watches.
“Time has been our greatest source of inspiration. One of the things we wanted to underline was the environmental crisis."
“Time has been our greatest source of inspiration. One of the things we wanted to underline was the environmental crisis. It's funny how, despite being the most informed society in history, we still need to have problems rubbed in our faces in order to be aware of them at all. That’s why we at CC have tried to carry out a campaign that has, at its epicenter, treated this problem from a radical point of view. The creative direction chosen has meant being able to create a message that was necessary.”
Their ability to create visual identities has led them to sign some of the most recognized editorial design publications in the world. “The essence of CC has always been to try to have an editorial approach to all of our projects. This means being closely linked to contemporary culture, either aesthetically or conceptually.”
We exist in a culture that is no longer understood without the digital. “A big change that came to stay was the revolution of social networks and digital technology. Due to the digital revolution, we believe even more in the evolution and constant change of brands. Although we are quite nostalgic about paper, we love this new change.”
With MAM, they have found much more than a brand. “Environmentally sustainable, ethical, and innovative projects are not easy to carry out. They require a lot of patience since industrial processes are lengthened and material resources are much scarcer. This requires being fully committed and involved in the cause. What we like and admire about MAM is that sustainability is a priority for them. If all brands or industries did the same, by principle and not to use it as a face lift, we would live in a better world.”
Learn more about Córdova Canillas by visiting their website and following them on Instagram.
"What we like and admire about MAM is that sustainability is a priority for them. If all brands or industries did the same, by principle and not to use it as a face lift, we would live in a better world.”