Some projects already have everything they need to tell a compelling story. The real challenge is finding the right way to help that story travel. That is exactly how we felt when we began working with SACo, the Spanish Society of Contemporary Craftsmanship. Behind every artisan, every piece, every material and every technique lies far more than tradition: there is knowledge, research, innovation and a distinctive way of understanding creativity.
The starting point of this new chapter was Coalescencia, the exhibition presented by SACo at ACdO/ during Madrid Design Festival 2026. Bringing together a carefully curated selection of the association’s leading artisans and workshops, the exhibition celebrated the diversity of materials, techniques and creative perspectives that define contemporary Spanish craftsmanship. Coalescencia introduced SACo as a creative community with a distinctive voice and a thoroughly contemporary vision, attracting the attention of both national and international media while sparking a conversation that soon extended beyond Spain’s borders.
The challenge was both clear and ambitious: to help Spanish high-end craftsmanship claim its rightful place in today's cultural landscape—not only as a craft, but as art, culture and a form of knowledge capable of engaging in dialogue with architecture, design and the international collectors' community.
When Mamen Diego became President of SACo with the goal of strengthening the international presence of Spanish contemporary craftsmanship, we knew we wanted to support that vision. Together, we worked to bring the talent of Spanish artisans into the spaces where today’s global conversations around art, design and material culture take place.
As part of this journey, SACo represented Spain as Guest Country of Honour at the Antibes Art Fair, one of Europe’s most prestigious events for art collectors. At almost the same time, works by several of its artisans were personally selected by Rossana Orlandi for RoCollectible during Milan Design Week. These two internationally renowned platforms showcased the diversity, excellence and innovative spirit of Spanish contemporary craftsmanship to some of the most influential voices in the global design community.
Our role was to support this strategy through a communications approach capable of elevating the conversation around SACo and its artisans. We worked to secure meaningful editorial coverage across leading design, architecture, art, culture and lifestyle media, creating opportunities for interviews and feature stories that introduced SACo’s work to new audiences. At the same time, we helped build a coherent narrative around contemporary Spanish craftsmanship as a discipline where knowledge, research, technical excellence and innovation come together.
Supporting SACo throughout this new chapter has meant amplifying the voice of a community of artisans, designers and workshops whose work represents a truly distinctive creative practice, while helping to build a cultural identity that resonates beyond Spain’s borders. An identity that demonstrates Spain is not only home to an extraordinary craft heritage, but also to a vibrant contemporary scene capable of engaging with, inspiring and contributing to the international design landscape.
Above all, this project reaffirmed something we strongly believe: when there is a powerful story behind a project, the right communications strategy can take it much further.
