Exclusive Interview with Jorge Cañete. He was born in Geneva but he has as well Catalan and Andalusian origins. After a career in luxury products during which he took part in the marketing team of Luxe watches in Asia and helped launch perfumes for Emanuel Ungaro and Bvlgari. Jorge Cañete managed the international development of Thierry Mugler and Azzaro perfumes. After several years of traveling the world, he decided to study interior design. He graduated from London Metropolitan University and undertook several projects in architects’ studios in Rome and Geneva. In 2006, he founded his own studio, Interior Design Philosophy in Switzerland. It operates worldwide, in private homes, public institutions, stores, stands for watchmaker brands, and even at events. Jorge Cañete’s work always bears a style characterized by poetry that expertly blends memory and modernity.
For Jorge Cañete the most important thing he loves about his work is encounters, meeting people. “I define my job as a “mirror” that must reflect the personality and emotions of my clients. Clients are one of the main sources of inspiration!” – he said. The most challenging time of his career is when he has a short deadline, like once he had to empty a villa in one weekend and redecorate it in three days. He made it, but he needed the help of a very large team of professionals.
Asked about if he achieves everything in life and he showed up as a curious and free spirit. “I always say that what is important in the future, the most beautiful projects are those that I have not yet realized, new people to meet, new places to discover.” – said Jorge Cañete. “My dream will be to open a foundation for contemporary art where the artists will create for the site-specific in-situ installation. The link between art and interior design is essential.” – he said about his main dream in life. Professionally what fulfills him the most is the satisfaction of his clients, their comments when they tell him that their house looks so much like them by narrating their personal story.
Jorge Cañete communication is done through the publications of projects in international magazines, awards, or books (the studio has been featured amongst the top 100 designers worldwide in the book “Interior Design Review” by Andrew Martin for 11 years in a row), but the best advertising remains word of mouth. In order to dedicate all their energy and attention to detail, they take on few projects per year. The studio is in the process of finalizing different residential houses in Switzerland, an art gallery where artists will be invited in a residence to create on-site artworks. And he is working on some projects also for some watch brands.
Asked if he designs her own products or if he has some collaborations with other studios, Jorge Cañete explained that in most cases, they don’t design products, but they work together with many brands, artists, and craftsmen to best embody the concept and story he wants to tell. Creatively speaking, he doesn’t really follow trends, what matters to him is the emotions of his clients and their values because they are timeless and always true. This said, his type of clients are above all people who are looking for emotional, narrative, and poetic interior design projects. “They are looking for an interior design project that narrates who they are…” – said the designer.
“In a world that is becoming more and more standardized, it is very important to work with craftsmen who will propose unique pieces, pieces with a soul… Along with the work of artists, it is the only way to ensure that interior design remains emotional and unique… For me, the human, the emotional must always remain the center and the heart of each project!”
– Jorge Cañete
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