Future Talks. Nerea Goikoetxea
Innovation
Future Talks is a curated video platform and series of events powered by EOL (erretresopenlab.com). Experts on Innovation, Entrepreneurship, Digital Transformation and Design share their vision on how the near future will be shaped in order to create the best way forward.
During this event, Nerea Goikoetxea shared her knowledge around design and technology as a meaningful language for brand communication basing on her experience as Partner and Co-director of Espadaysantacruz Studio.
Future Talks are produced in collaboration with Planner Media.
Nerea Goicoetxea
Nerea is a partner and co-director of Espadaysantacruz Studio, which was founded to explore design and technology as a meaningful language for brand communication. Through her work at Espadaysantacruz Studio, she aims to connect brand culture with people by creating unexpected experiences, activating both reflection and thinking. The studio employs aesthetics for each project, but also the use of technology as the core and basis for the relationship between a brand and its audiences.
Nerea has a background working in culture, arts, and photography. She has worked for companies and cultural institutions such as La Fábrica, La Nave de la Música (Red Bull/Matadero Madrid), the Culture Ministry, Museo del Traje, etc., and has developed personal projects such as ENCONTEXTO at La Casa Encendida. Currently, she combines her work at Espadaysantacruz with her role as advisor and cultural manager at EFTI, the International Center for Photography and Cinema.
“Brands, just like people, need to create emotional relationships that establish long-term links”.
“Experience is the most suitable place from where to build new meanings”.
“Giving technology new significances enables us to increase the variety of possibilities it offers”.
“Innovation is related to the meaning, the symbols, and the construction of metaphors”.
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