Assaad Awad
Five decades have passed since this designer was born in Beirut. A time when he had little contact with creative resources, no television or Internet, and from a very young age he was inspired by simple things that he wanted to turn into something tangible. That's how he created his world.
After almost three decades of a notable career in the world of advertising, even running his agency, a new enthusiasm arose in him: designing accessories and clothing. And, in that phase of his life, from his workshop in the very heart of Madrid, he has been able to design for personalities such as Madonna and Lady Gaga, collaborate with firms such as Thierry Mugler Paris, or participate in projects with The Royal Opera House Madrid and Balenciaga with the Museo del Traje.
His leather creations are extraordinary pieces, made in an artisanal and avant-garde way, using a great diversity of materials and luxury products: leather, hardware, jewelry…
His motto is that "In a world where everything is copy/paste, a return to craftsmanship is necessary." That is why he respects the quality and the process of making each piece.
Assaad Awad is the person who put his hands and heart into this project, and in this interview, he tells us more about his life and work:
Hello Assaad, what does Lavapiés mean to you? What does it bring to you?
Lavapiés is a vibrant neighborhood full of contrasts, where the traditional and the modern coexist uniquely. For me, it represents diversity, creativity, and authenticity. It is a place where you can find cultures from all over the world, but also that local and close spirit that makes it special.
It gives me constant inspiration, whether it is in the colors of its streets, the urban art that decorates its walls, or the mix of people who inhabit it. It is a space that invites reflection and connection, where the everyday is transformed into something extraordinary. In addition, the energy of Lavapiés feeds my creativity and reminds me of the importance of community, inclusion, and personal expression.
This is where I started my first small workshop and I am very fond of it.
Do you have a preference for any of the collections you have created?
Each collection I design brings a new technique and a different vision, so it is difficult for me to choose a favorite. It is my passion, and I enjoy them all equally.
What is the corner of Madrid where you like to get lost when you have time?
El Retiro, without a doubt. I like to be there and watch people and imagine their conversations. Many of my first concept sketches were born in that park. When I want to completely disconnect, I take my electric unicycle and get lost in the Casa de Campo, surrounded by nature.
Now you use 3D printing methods in some of your designs. What do you think of Artificial Intelligence applied to crafts? Does it help or dehumanize?
Artificial intelligence applied to crafts is a powerful tool that expands creative possibilities without subtracting humanity. It does not replace the craftsman, but rather enhances his vision, allowing the exploration of new techniques and forms. For me, the key is to balance technological innovation with the personal and emotional touch that defines craftsmanship.
Why did the idea of offering private consultations or interactive workshops come about?
The idea came about because, when I started, there were not many people willing to share their knowledge. I wanted to create a space where others could learn without the barriers that I faced. In addition, offering advice and workshops allows me to diversify my activity and connect more directly with those who share the same passion.
Can you explain your artistic-creative process from the moment you receive a commission?
It all starts with a conversation to understand the essence of the commission: the story, the meaning, and the emotion behind it. Then I research materials and techniques, looking for the best way to convey that idea. I make initial sketches and, if necessary, I test with prototypes, especially if I use 3D printing. I adjust details with the client and, once approved, I move on to final production, taking care of each step to maintain authenticity and the original intention.
Do you have any personal hobbies outside of your work?
I really enjoy snowboarding and other sports to unwind. I am a film buff, cinema is a great passion. I like to travel, but not for more than three days, as I soon miss my routine. Although I do a lot of “crafting” in my job, I always try to explore new experiences outside of it.
Does working in advertising for so many years help you when it comes to getting inspired?
Yes, it helps me a lot when it comes to presenting my work. It allows me to define the right tone of voice, communicate effectively, and open up new possibilities for collaboration. Experience gives me a unique perspective to make my ideas come across clearly and attractively.
Our previous protagonist,Manu Sevillano, left this question for the next one: What would you change about your professional life if you could go back in time?
I wouldn't change anything about my professional life at all. My curiosity to discover new techniques, and explore new adventures and forms would have always led me to the same path I've taken so far.
Have you already fulfilled your dreams or is there still something missing?
I have fulfilled many dreams and lived incredible experiences, so much so that sometimes I feel like I could rest easy. Sure, there are always more dreams to achieve, but to achieve them all we would need at least 33 lives, and even then new ones would keep appearing!
Despite the avant-garde nature of your pieces and the style of your collections, how much traditional craftsmanship is there in your work?
Despite the avant-garde approach, there is a large dose of traditional craftsmanship in my work. From the choice of materials to the detail in each piece, everything is done with great care and passion. I use traditional tools and techniques in combination with technological innovation - 3D scanning and printing - making sure that the process maintains that artisanal connection. The design, pattern making and finishes are carefully thought out so that each piece has that human touch that gives it character and authenticity. Now, instead of making the pattern by hand, I work directly designing it in three dimensions, which allows me to explore new possibilities and forms of expression.
Can you leave us a question for the next protagonist?
Yes, what does sustainability mean in your area of work, and how do you try to achieve it? Do you think we will get there in time or is it just a marketing campaign to cover up the disaster created by ‘fast fashion’ and accelerated consumption?
