VXLAB | Ten years reinforcing brand value

Last week we had breakfast with this article about the studio in" El Levante de Castelló". In the local newspaper, they dedicate their back cover to the most outstanding business within the city. On the occasion of our tenth anniversary, the press wanted to come to meet us and interview us to know more about our services and experience.

Turning ten is still shocking for the older members of the studio. Time flies! In these ten years, we reinforced the value of the companies that have placed their trust in us. The headline of the article “El diseño total”, summarises our method of implementing design culture in the way companies do business.

The most memorable part of the interview was when we went outside to take the team photo. First, we had to choose the best spot to fit the group and then came the difficult part: choosing our poses, the awkward smiles, the blinking eyes... Thankfully, the result was fantastic! Ready to hit the runway.

If you want to read the full interview, you find the article here






For a long time, OFFF festival has been one of the main design events of the year. During the three days of the festival, we had the chance to meet many inspiring speakers.

For those of you who missed a visit to the OFFF Festival, here's our summary of the best and most memorable moments.

The most awaited: Lance Wyman

Different generations of creatives, unified by a deep-seated respect were waiting until the last day of conferences to meet Lance Wyman. The 79-year-old New York-based graphic designer Wyman ran through his life and work, which has transformed cities and public spaces across the world through the power of iconography. He became an icon in branding thanks to his work for the Mexico’s 1968 Olympics and Paralympics branding, among other projects like the transformation of the metro system in Washington.

He spoke at Offf about his career, explaining how a personal letter addressed to him by 1940s Hollywood actor and a black-and-white campaign poster he created when he ran for class president at the school, were what truly kickstarted his career as a designer.

Images: Lance Wyman and OFFF 

A true character: Gary Baseman

Gary Baseman headed the 17th edition of the OFFF Fest. The renowned North American plastic artist Gary Baseman and his exploration of the "beauty of bittersweet life" was in charge of leading this year's line-up.

He talked about the story of his influential family heritage, upbringing, and many life experiences that had subconsciously shaped his art and career over the years. We knew more of its macabre and surrealist aesthetic, combined pop imagery with vintage motifs, psychological archetypes, and mythological and literary characters. Baseman went through his most recognised works as Teacher's Pet (an animated series of Disney and carried out by Spot, a dog with great mental and intellectual abilities) and the process behind some of his publications for New York Times, Rolling Stones, Wall Street Journey, etc.


Images Gary Baseman and OFFF 

Get your cameras ready: Vallée Duhamel

As we already mentioned last week, Vallé Duhamel was in charge of OFFF’s main titles.  Vallée Duhamel is a Montreal creative studio founded by Julien Vallée and Eve Duhamel, they described their work as “High-class lo-fi”. Julien and Eve stand out for their audiovisual productions of excellent quality and highly creative and experimental environments.

Besides presenting OFFF's Main Titles during their talk, they introduced their works for Samsung and Google, a beauty of manual work for some delicious visual pieces. The last and final act involved their audience, by having each one of the attendants preparing 2.000 paper planes to be thrown at the same time. It was definitely the most Instagrammed moment of the event.

Images Vallée Duhamel and OFFF 







The technological innovation and the way in which the new creations approach the environmental sustainability were other of the subjects tat we observed during the fair.

We were delighted to visit and enjoy the incredible spaces that were created for Euroluce. Here are our top 4:

Barovier & Toso

Calvi Brambilla created a multimedia installation for Barovier&Toso in which fire was a clear protagonist. Seven giant rounded niches, when seen from outside, offered a view only of the back, captured our curiosity. The images flames suggested the genesis of glass. Once inside, each niche contained a new collection on a panel of white drapes, like a precious chest for jewellery. The immersive installation has a fluid itinerary where we discovered the collections inside the niches.

Images from Euroluce and Barovier & Toso


Space designed by Italian architect Ferruccio Laviani. This exhibiting booth represented the company's philosophy, the designer created a space which combined the two sides of the company: creativity and technological research. The company represented by the design of the booth was a "dual" Foscarini, seen from the inside and from the outside. An accurate and memorable exterior gave way to a more intimate and playful interior containing large glass display cases almost like a museum exhibit, that contained all the new creations of famous and up-and-coming designers.

Images from Foscarini

Louis Poulsen

Inspired by Japanese paper art, this beautiful space was designed by Gam Fratesi. The design studio reflected their inspiration into the architecture of the stand, walls seemed to be made of paper and stairs decorated the space. Flanked by two PH Artichokes and a vast tree, the entrance set the scene, showcasing the Danish design tradition that defined Louis Poulsen.

The stand folded like paper and invited us to explore the space and observe how the space was influenced by the light shadows

Images from Loise Poulsen


It was an achievement getting inside the stand, everybody wanted to visit the magnificent architecture designed by Calvi Brambilla.

Once inside the extraordinary stand, we discovered room after room different spaces with minimalist but dynamic geometries. In some spaces, the walls seemed to be animated like curtains. During the tour, we could observe the different pieces of international designers such as Ronan & Erwan Bouroullec, Philippe Stark, Konstantin Grcic, etc.

Images from Flos


Another of the essential visit of this year was the pavilion of the French label Hermès. In this dreamy installation, they presented their new luxurious house collection which was held at La Pelota in the upscale Brera district.

This bright pavilion was designed by brand’s art director Charlotte Macaux-Perelmann in collaboration with Alexis Fabry. Once inside, we discovered an amazing  Mediterranean house with lime whitewashed walls and floors in bricks, handmade in Umbria.

The minimal structure inspired by stables, the place where the Hermès adventure as a producer of horse harnesses began in 1837, contained the new furnishings, accessories, fabrics and wallpapers by the French house. The ceiling featured generous-sized, bright wooden beams that aimed to create a game of light and shadows that stood out against rigorous interiors.



A few weeks ago our team headed to the 56th Milan Design Week. During these days of exhibition, we assisted to conferences, exhibitions and stunning installations. This year we were really attracted by the astonishing Lee Broom’s “Time Machine”installation at Ventura Centrale district.

British designer Lee Broom celebrated its tenth anniversary with a unique and immersive installation set inside a raw and an unfinished space vault in the famous and historic Milano Centrale train station, this space has remained closed off to the public almost thirty years.

Time Machine installation consisted in an elegant white carousel containing the iconic Lee Broom’s product designs over the past 10 years. We could contemplate his Bright On Bistro chair from 2008, Carpentry Console from 2009, Crystal Bulb designed in 2012 and Drunken Side Table from 2015. All of his designs had been reimagined in a completely white colour palette to create a sense of uniformity.

The carousel rotated to represent the evolving life cycle the brand has journeyed throughout the past decade. The dark space was lit only by the carousel provoking to us many emotions, from astonishment to attention and curiosity. It was a pleasure to observed the white carousel moving slowly with Lee Broom’s iconic pieces.

The centrepiece of the installation was the Time Machine grandfather clock, made from a monolithic block of Carrara marble.

Images from Lee Broom