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Interview with Maribel Tafur |
Home > Designer Interviews > Maribel Tafur |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Maribel Tafur (MT) for A’ Design Award and Competition. You can access the full profile of Maribel Tafur by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
MT: My artistic foundation lies in music and sound design, which has been further complemented by my studies and professional experience in marketing, market research and consumer behavior. This combination led me to create my own company focused on musical design for unique, immersive experiences in various spaces. As a sound designer, my main motivation is to offer innovative concepts that truly reflect a brand's identity, philosophy and story. I believe that every new project is an opportunity to push boundaries, deliver something exceptional, and elevate the client’s experience.
FS: Can you tell us more about your company / design studio?
MT: I am a music designer with 13 years of experience, specializing in creating soundscapes and curating music for unique spaces and experiences within the gastronomy, luxury hospitality, retail and immersive events sectors. I founded my company, Intune, in Peru, and later opened a music design studio in Barcelona. I have had the privilege of collaborating with over 80 prestigious brands across the Americas, Asia and Europe. Through my work, I aim to transform the atmosphere and elevate the identity of each space, crafting a unique auditory experience that deeply resonates with the audience.
FS: What is "design" for you?
MT: Design, for me, is the opportunity to create something unique, something that challenges the status quo and redefines conventional boundaries. It’s about constantly pushing myself to innovate and offer fresh perspectives that captivate and engage.
FS: What kinds of works do you like designing most?
MT: Projects where the client is looking to break away from the conventional. In particular, I have worked with renowned chefs who are visionaries in the culinary world such as Virgilio Martínez and Pía León, creating soundscapes that amplify their groundbreaking gastronomic experiences. The challenge of integrating music seamlessly into their innovative concepts is where I find the most joy.
FS: What is your most favorite design, could you please tell more about it?
MT: One of my proudest works is the soundscapes compositions I created for the world renowned restaurant Central, by chefs Virgilio Martínez and Pía León. This project allowed me to merge the essence of the restaurant with a sonic experience that elevated its narrative, enhancing the guest's journey through sound. I was deeply honored to receive the Golden A’ Design Award for this project.
FS: What was the first thing you designed for a company?
MT: The first design I created was original music for a luxury hotel restaurant experience. It was an opportunity to craft an atmosphere through sound that perfectly complemented the sophisticated experience the establishment aimed to deliver.
FS: When do you feel the most creative?
MT: I feel most creative when conceptualizing a project, especially when I am out in the field, recording sounds on location. The real-world auditory environments inspire me, and I am constantly thinking about how to incorporate them into the musical compositions for each project. I also experience great creative flow when I’m in my studio, fully immersed in the music production process.
FS: Which aspects of a design do you focus more during designing?
MT: I focus primarily on the emotional and sensory impact my designs will have on the end user (diner or guest).
FS: What kind of emotions do you feel when you design?
MT: Boldness, passion for detail, dedication and pursuit of perfection.
FS: What kind of emotions do you feel when your designs are realized?
MT: There’s always a sense of accomplishment when my designs come to life and are implemented in the space, but also a desire to keep innovating and pushing boundaries.
FS: What makes a design successful?
MT: A design becomes truly successful when it breaks the mold and creates a lasting, positive impact on the user. It’s about offering something unique, something that leaves an unforgettable impression and elevates the overall experience.
FS: When judging a design as good or bad, which aspects do you consider first?
MT: I first consider whether the design focuses on user experience and if it’s tailored to the specific needs of the client. A good design embodies the brand’s identity, reflects its core values, and is truly bespoke, rather than being a templated or generic solution.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
MT: Designers hold the responsibility to create with sustainability in mind. This means making thoughtful decisions about the materials used, the environmental impact, and the message being conveyed through the design. Sustainability should be integrated into every aspect of the design process, from the choice of suppliers to the final execution.
FS: How do you think the "design field" is evolving? What is the future of design?
MT: The future of design lies in its ability to adapt to the natural environment and preserve biodiversity. It will increasingly focus on integrating with nature, blending technology and the natural world in a way that is both functional and sustainable. Furthermore, design will continue to inspire and engage future generations to think outside the box.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
MT: I recently participated in the Loop Festival Barcelona, showcasing my musical and sound design work for the "Cuerpos Errantes" project. It was a fascinating intersection of art and science with the Instituto de Ciencias del Mar ICM-CSIC, Espronceda Institute of Art & Culture and Invervo Company.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
MT: My inspiration comes from a deep desire to propose something different, to break existing norms. Every new project is an opportunity to challenge the boundaries of creativity. I draw inspiration from the client’s vision and the potential of the space itself—always aiming to create an experience that feels fresh, bold and thought-provoking.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
MT: Avant-garde, organic, experimental and emotional. I’ve always been drawn to creating designs that resonate with people on a deeper level, allowing them to connect emotionally with the space and the experience. My approach is to create designs that not only serve a functional purpose but also stir feelings and inspire reflection.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
MT: I was born in Peru and currently live in Spain. My Peruvian heritage profoundly influences my work, as I infuse elements of my culture into my artistic projects. Far from being a limitation, my roots enrich my design decisions, offering a unique perspective that I bring to every project, no matter where it takes place.
FS: How do you work with companies?
MT: I have extensive experience collaborating with internationally recognized companies and award-winning brands. Many of my clients have been with me for years. My approach is to deeply understand the brand, the direction it wants to take, and the people behind the experience or space. My expertise lies in translating that vision into a musical experience, without the client needing any musical knowledge.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
MT: Instead of searching for the “best” designer, companies should look for one who dares to do things differently. It’s important to assess the designer’s previous work and see if their attention to detail aligns with the company’s values. The right designer will be someone who can both understand and translate the company’s vision into something that is both innovative and meaningful.
FS: Can you talk a little about your design process?
MT: My process starts with in-depth research and analysis of the brand and its experience concept. If the space is still in the planning stages, I conduct an exhaustive review of the architectural and interior design plans. If it’s a functioning space, I make sure to personally experience it to understand how my music design will fit into the existing environment. Once the concept is clear, I proceed with creating either original compositions or curated soundscapes tailored to the project.
FS: What are 5 of your favorite design items at home?
MT: Turntable, speakers, book collection, keyboard and guitar.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
MT: Always stay true to your uniqueness. Focus on the details and continuously strive to understand the experience from the perspective of the end user.
FS: Who are some of your clients?
MT: Central Restaurante, Kjolle, Mil, Olluco, Maz Tokyo, Estero, Waman Restaurante, Belmond Hotels, Hiram Bingham Luxury Train, Explora Hotels, among others.
FS: What are your future plans? What is next for you?
MT: My future plans involve continuing to collaborate with visionary brands, chefs, managers, researchers and institutions, creating tailored soundscapes for unique experiences, with a particular focus on Europe. Additionally, I aim to keep raising awareness about the vital role of music and sound in experience design.
FS: How can people contact you?
MT: Through my website: www.maribeltafurstudio.com
FS: Thank you for providing us with this opportunity to interview you.
A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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