Where were you born?
Barcelona, 1991.
Where do you live?
Sabadell
What did you study at Elisava?
Industrial Design Engineering
Where do you work?
I am currently the CEO of EUREK Technology, AIRK Drones & Kaleidoscopic Interface.
What has been your professional journey?
While taking my first steps in my career, I had my first experience as an entrepreneur: a card game based on hip-hop and its culture. We produced 4,000 units of "Born 2 Burn the Game." Our game even made it to the shelves of Fnac stores. However, the project was put on hold and eventually failed due to differences among the main partners. From the B2B The Game experience, I learned two lessons: first, that marketing and brand perception are as important to a product's success as the product itself, and second, having good companions on the journey is crucial.
Later, during my third year of college, I became interested in LED lighting applied to various markets. This led me to start a company called Proser Facility with three other partners. The team included two business management experts and one specialist in energy efficiency for HVAC systems, and my role focused on lighting system efficiency. The company was established in the Canary Islands, where we secured several projects in hotels and shopping centers. We later expanded to Madrid, where we became partners with Endesa. Due to strategic disagreements with the other partners, I decided to leave the project. A year later, the company went bankrupt.
After completing my degree, I had to enter the job market. However, I chose entrepreneurship once again. This time, I took on the management of my own company. I had acquired technical knowledge about drones, and my final year project, which received top marks, involved building a fully functional drone. However, I lacked the necessary skills to market them. I joined various entrepreneurship support programs, and my project evolved into the brand AIRK DRONES. I was a finalist in their national talent competition, which earned me a trip to San Francisco to explore the global startup hub, SILICON VALLEY.
That trip helped me discover the path to success through interactions with significant experts in various fields. Eventually, I pursued an Executive MBA with a specialization in Strategic Marketing and a Master's in Marketing and Digital Marketing at EUNCET Business School. With the knowledge gained, I founded EUREK TECHNOLOGY, the company under which AIRK DRONES operates.
Thanks to my business contacts and experience with cutting-edge technologies, I received a consulting request from an industry I had only approached as an enthusiast: an ESCAPE ROOM business.
Learning about the intricacies, especially the technological aspects, of these businesses raised many questions. Evidently, they were all striving to enhance their entertainment offerings with technology but in an unorganized and unplanned manner.
What started as a consulting service evolved into a project to overhaul the control system for an escape room and, for me, a chance to reshape the paradigm of escape room games. Drawing from INTERNET OF THINGS and ARTIFICIAL INTELLIGENCE technologies, similar to those used in video games, as well as INDUSTRIAL DESIGN, we created KALEIDOSCOPIC INTERFACE, EUREK's new division for TECHNOLOGICAL IMPLEMENTATION IN ESCAPE ROOMS. Through a powerful centralized management tool, it addresses all the physical obstacles creative individuals face when bringing various scenarios to life, utilizing live special effects, highly automated and intelligent systems, real-time reprogrammable devices, and quick analysis and maintenance utilities.
Additionally, with KALEIDOSCOPIC INTERFACE, we have developed the first Content Management System (CMS) for easily creating online escape rooms, allowing creatives to develop their experiences without web programming knowledge.
I am continually developing professionally and educationally. I am currently pursuing a Master's in Artificial Intelligence and Big Data in Health offered by Pact Taulí in collaboration with UAB. Simultaneously, I am working on a third business venture that I hope will bear fruit shortly, all while continuing to manage EUREK, AIRK, and KALEIDOSCOPIC INTERFACE.
What does design mean to you?
Design is a tool of ingenuity, a creative engine. I am fascinated by the idea that humans can create new things that didn't exist before, and it all starts within our minds.
On one hand, there's the technical aspect, and on the other, creativity. Engineering combines these two wonderful human qualities. In the past, people like me were called inventors. I like to think of that concept when I DESIGN new paths.
Who inspires you professionally?
As I mentioned earlier, I consider myself—or strive to be—an inventor. Therefore, my sources of inspiration have always been people who have been considered inventors throughout history.
The list is long, but I would like to highlight Leonardo Da Vinci and Albert Einstein, who, in addition to being the universal geniuses we all know, share a unique characteristic with me: dyslexia. As a child and young adult, these two great geniuses were a great inspiration for me to always strive to overcome challenges.
Nikola Tesla, Alan Turing, Hedi Lamarr, Bill Gates, Steve Jobs, Elon Musk, and Jeff Bezos are other names that come to mind when I think of my role models. Some of these names may seem more fitting than others when discussing design, but in this world, everything is designed: aesthetics, products, projects, companies, and growth plans. Everything requires inventiveness to do things differently than they have been done before.
How would you describe your time at Elisava?
Choosing my studies and Elisava as my educational institution was the first significant decision I made as an adult. When you finish mandatory education and build your professional life, you want to ensure it's the best it can be.
When I compare my experience at Elisava with that of my friends at other universities, I always conclude that my case is unique. The Elisava building becomes a second home where you spend countless hours, and the program demands incredible effort because of the substantial workload. That's when you realize how demanding Elisava is, and with each project, subject, trimester, and year, you understand why: Elisava brings out your ability to create things, that you become aware of over time. You discover that with effort and work, nothing is impossible, and you are the only one who sets the limit on what you can achieve. I believe that was the magic I discovered during my time at Elisava.
What has impacted you the most from what you learned at Elisava?
Closely related to what I mentioned earlier, my most significant learning experience at Elisava was not the result of content or subject matter but rather the methodologies. What has impacted me the most is the value of effort and how it yields significant rewards. The unknown is not behind an insurmountable wall but within reach through research. In fact, at EUREK, it is a dogma that in-depth research before development not only doesn't delay progress but accelerates and perfects it.
I remember discussing Elisava's methodologies with my father: the depth of pre-projects, the hours they encouraged us to invest in research, market studies, state-of-the-art assessments, and knowledge acquisition through pre-development research. He said a phrase that I often repeat in my professional circles: "Preparation is 90% of success
Advice:
More than advice, I'm going to outline four fundamental principles, especially for entrepreneurs but also applicable to other design processes.
First and foremost, don't fall in love with your product or service; fall in love with the project. We often design with our perspective in mind, so conceptualize and ask questions extensively, and above all, LISTEN. When faced with criticism, never try to justify yourself; just listen to the feedback you receive, take notes, and analyze objectively whether something can be improved.
Don't try to do everything on your own; seek out people who know more than you do about what you don't know and who are enthusiastic about the project, and build a team.
Analyze different possible scenarios. Typically, three are recommended: the optimistic, the realistic, and the pessimistic. I recommend adding two more: the idyllic and the disastrous, if you can't achieve the idyllic, perhaps you've been overly optimistic with the optimistic one. The disastrous scenario serves as a reality check, making you realize that things can be tough if you don't assess the risks of your decisions.
To conclude: if you embark on entrepreneurship, do it to pursue something that makes you happy. There's no better reward than being happy with what you do and how you live your daily life. All entrepreneurs have good days and bad days, but when you close your eyes and objectively assess what you're doing, and you find happiness in the reality you're experiencing, it means you're on the right path.
A future challenge:
I am fortunate to live in the future! For me, plans are built in the present, so I work day by day while always looking towards the horizon.
For now, we have just moved to a new location with triple the space to better manage a growing volume of business. With this in mind, I am developing what will be a third pillar of EUREK's business, alongside drones and technological developments for escape rooms. For now, all I can reveal is that it will also be related to the leisure industry.
