The Spanish Society of Contemporary Craft (SACo) brings together some of Spain’s leading contemporary makers, workshops and craft brands. Beyond preserving traditional craftsmanship, its mission is to champion craft as a fully contemporary discipline, where tradition, innovation, design and material culture naturally coexist. When we began working with the association, the challenge was not simply to raise the profile of its activities, but to help reshape the conversation around contemporary craft.
Our role was to build a narrative capable of engaging audiences far beyond the craft sector itself. We positioned SACo within conversations around architecture, design, interiors, art and culture, highlighting contemporary craft as a discipline where knowledge, innovation, technical excellence and creativity come together with exceptional craftsmanship. Every initiative—from the Coalescence exhibition at Madrid Design Festival to participation in international fairs and thought leadership opportunities for its spokespeople—supported the same narrative: contemporary craft is not only about preserving heritage, but also about creating, researching and innovating in ways that are deeply relevant today.
Our communications strategy combined an intensive media relations programme with the identification of stories that offered strong editorial value, alongside interviews and in-depth features designed to position SACo and its artisans as leading voices in the field.
The result was sustained coverage across some of Spain’s most influential media outlets, from specialist publications such as AD, Arquitectura Viva, Interiores and Diario Design to mainstream and cultural media including El Ojo Crítico on Spain’s National Radio (RNE), helping bring the conversation around contemporary craft to entirely new audiences.
Through this strategy, SACo strengthened its position as Spain’s leading platform for high-end contemporary craft while establishing a consistent narrative around the cultural, creative and contemporary value of exceptional craftsmanship. Because when communications successfully articulate the purpose behind a project, visibility stops being the objective and becomes the natural outcome.
