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Old versus Classic: Designing for Perdurability - Virtual Masterclass

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AIMED AT Master Degrees
EVENT TYPE Conferences & Master classes
EVENT FORMAT Global events
DATE 8th April 2020
TIME 20:00 - 21:30 (GMT +09:00)
Old versus Classic: Designing for Perdurability - Virtual Masterclass

What is the definition of a classic? 

What makes an object, a space, a building a classic? 

 In the words of Rolf Fehlbaum, Chairman Emeritus of VITRA, “A classic is not a classic from the very beginning. It starts by breaking the mold. It doesn’t become a classic by conforming to established norms; instead, it questions these established norms.”  

During this Virtual Masterclass, Elvira will lead a discussion on the responsibility designers have to design solutions that are relevant and meaningful, so that they can stand the test of time. Whether we are talking about objects, spaces, buildings or urban plans, designers must consider functionality, flexibility, and above all, versatility. Successful designs should break established norms and adapt to unpredictable changes in the future. 



Elvira Muñoz, Director of the Master in Strategic Design of Spaces at the IE School of Architecture and Design & Principal for Interior Design for EMEA at AECOM. Elvira Muñoz joined AECOM in 1998 and has been leading the Consultancy and Design team since 2000. Her main interest is to help design and build meaningful working environments that stay relevant throughout the years and evolve with the organizations. Her most challenging project was for Telefonica (250,000 square meters),  where she was responsible for the space optimization, occupation strategy and interior design services which involved the move of more than 16,000 employees.  She is currently leading projects for Accenture, Prosegur, Escuela 42, Pfizer, Huawei, Zoetis and has long standing relations with Sony, Columbia, Disney, Google, and PwC.  She also delivers interior design services in Global MSAs, in Europe, and Middle East and Africa region to Huawei, Novartis, Shell, BP,  and NSN. Currently, her team is finalizing the design for IE University’s new vertical campus.  

Our speakers

She is currently leading projects for Cisco Systems in Madrid, PricewaterhouseCoopers and Google.

DEGW (now, Strategy Plus, a strategic business practice within AECOM) in 1998, and has been leading the Consultancy and Design team since 2000. With her recent client, Telefonica. Worked in Garrigues, the largest law office in Europe managing the consultancy and interior design services