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DESIGN & LIGHT Y
ear after year, distinguished visitors from around the world gather during the opening of Maison Diez Company. This project is a unique experience that not only showcases the latest trends in luxury decorative lighting design, but also brings together experts who analyze the future of this increasingly concerned and occupied global industry in regards to sustainability and reducing ecological footprint.
Interior decorators, lighting designers, manufacturers, architects, and the general public converge at Maison Diez Company. The 2023 edition, the fourth one held in person, once again impressed with a grand display of luminaires from the most recognized international brands in an original location. Thus, Maison Diez Company continues to establish itself as a benchmark in the lighting and design sectors in general. Maison Diez Company is organized at the initiative of Rodrigo Fernandez with the objective of contributing to the development of the lighting market through never-before-seen proposals. Gina Diez Barroso and Rodrigo Fernandez founded Diez Company, which has already become a leading company in the sector thanks to over a decade of experience in the design, manufacture, and implementation of high-level luminaires. Diez Company has the specialized lighting blog The Light Report (thelightreport.mx) with three printed editions per year and the Lighting Directory The Light Report.
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his location, used previously by Mason Diez Company in 2022, has been reinvented and renovated to offer a magical and mysterious lighting exposition. Guided by a divine light that illuminates the path, the exhibition becomes a spiritual experience. Located in the heritage area of the San Miguel Chapultepec, a neighbourhood with historical and architectural wealth dating back centuries. Thus, what was once a gym becomes the sanctuary of light, a living testimony that transformation is possible even in the most sacred places. This year, Diez Company entered into an alliance with the Spanish company Santa & Cole for the use of images of art pieces that are part of its Neoseries de Maestros selection, whose originals are exhibited at the Thyssen- Bornemisza National Museum Madrid. With these baroque masterpieces, light is the soul that gives life and meaning to each canvas.
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international brands A emotional light LedsC4 Lee Broom Anglepoise Lladró Arturo Álvarez Lodes Astro Audo Copenhagen Luceplan Louis Poulsen B.lux Mandalaki Bocci Marset Bomma Moooi Bover Nyta Brokis Pablo Contardi Pilke DCW Éditions Santa & Cole Faro Barcelona Tom Dixon Flos Tooy Kdln Vistosi Lasvit
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expert advisors
RODRIGO FERNÁNDEZ / PROJECT DIRECTOR
He is co-founder and director of Diez Company, the leading lighting company in Mexico. Industrial designer with more than 15 years of experience offering lighting consulting to luxury hotels in Mexico. ANDREA COLL PALOMAR, ART ADVISOR
She directs the new line of art for the Spanish lighting publisher Santa & Cole. She has extensive experience in the art world in galleries, private foundations and auction houses. JERÓNIMO GAXIOLA, EXPERIENCE ADVISOR
An art collector, he is the patron of museum venues, such as the Rufino Tamayo Museum and the National Museum of Anthropology. OMAR REUL, LIGHTING AND CONTROL ADVISOR
He is the creator of SIGNL, a company which that integrates exclusively in Mexico the Casambi control system, designed for modern environments. SAGRARIO SARAID
1,000 m
2
of exhibition area
As director of the integral communication agency DobleuEse Atelier, she has extensive experience in content and communication, which has provided Diez Company an significant boost to excel in the world of design. FERNANDO LUCIANO
Social media
INTERACTIONS: 41,418 REACH: 1,542,567 IMPRESSIONS: 2,005,337
Achieved a degree in architecture with a specialization in Architectural Lighting Design. He is the leader of the Architectural Lighting Projects Area at Diez Company.
277
pieces on display
4 allies COMEX
The paint company presented its 2024 color trends, as well as the color of the year: fiery red. This color saturates the walls and surfaces of the location, providing character and dynamism. SIGNL
A company whose expertise is in LED technology, SIGNL provides lighting control systems for any need or budget. It’s advantage lies in precision controlled lighting to create the desired ambiance and mood in relation to lighting. REPRO 3:16
Experts in large format digital and screen printing, Repro 3:16 has more than 20 years of experience and more than 10,000 projects dedicated to giving color to campaigns for global clients. FINE FLOORS
With 15 years of presence in Mexico, Fine floors has more than 100 years in the timber industry and stands out amongst its peers with its dedicated commitment to the good use of wood, ecological and the well-being of humanity.
guests 40 international 600 cocktail guests 80 dinner guests at gala
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n original location was the setting for the fourth edition of Maison Diez Company. Located in the San Miguel Chapultepec neighborhood, a typical facade house houses a showroom of over 1000 square meters inside. A never-before-seen space typology that broke with the locations that Rodrigo Fernandez had intervened with before. The house located at Jose Maria Tornel 34 was the perfect choice due to its history, architectural diversity, and cultural richness that surround it. The colossal exhibition presented for the first time the Diez Company Archive. An exquisite heritage of collectible luminaires that takes a journey through 90 years of design and accounts for the development of lighting since 1932. Thus, Maison Diez Company 2022 is a journey towards the future, but also a nod to the past, which has contributed so much to the new generations of designers and entrepreneurs in the sector.
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international brands ANDlight Anglepoise Anony Astro Lighting Bocci Bomma Bover Brokis Contardi DCW éditions Estiluz Faro Barcelona Flos FontanaArte Fornasetti Ingo Maurer Jieldé KDLN Lee Broom
Lladró Lodes Luke Lamp Co. Lumio Marset Moooi Nemo Noguchi Oluce Pablo Designs Parachilna Penta Pilke Lights Quasar Resident Santa & Cole Tom Dixon Tooy
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expert advisors
RODRIGO FERNÁNDEZ / PROJECT DIRECTOR
The co-founder and director of Diez Company is an industrial designer with over 15 years of experience providing lighting consultancy to luxury hotels in Mexico and Central America. ADRIÁN MARTÍNEZ
He graduated from the Interior Architecture program at Centro de Cine, Diseño y Televisión. He also earned a Master’s degree in Scenic Design from Yale School of Drama. LIZ GALVÁN
Specialist in the management and promotion of creative industries, she is the link between artists, designers, architects and the cultural program of Maison Diez Company. CRISTINA BELMONTE
pecialized in global communication for the luxury market, she works as an international consultant for different clients creating global media exposure. OMAR REUL VEGA
1,000 m2
surface area
Social media
INTERACTIONS: 50,653 REACH: 752,495 IMPRESSIONS: 1,028,784
He is the creator of the company SIGNL, dedicated to exclusively integrating the Casambi control system in Mexico, designed for modern environments. SAGRARIO SARAID
Her experience in content and communication with her agency DobleuEse Atelier has given Diez Company an important boost to stand out in the design industry.
206 pieces exhibited
4 allies COMEX
Paint company that presented its new color trends for 2023, as well as the color of the year, which was applied in some spaces of the location. ARTELL FABRICS AND WALLPAPER
With 43 years of offering the best, it creates global trends in decoration and ambiance. Tapestries and curtains dressed the different spaces of the exhibition. SGM
SGM luminaires are known today not only for their performance and low maintenance, but also for their recognizable shape and consistency. SIGNL
Signl An expert LED technology company that provides lighting control systems for all needs and budgets. Its advantage lies in precise light control.
1 gala dinner with 80 guests guests 60 international 10,822 attendees at
Maison until February 27
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he third edition of Maison Diez Company took place in a mansion located in the Escandón neighborhood. Located in the vicinity of the Tacubaya neighborhood, Escandón has been home to renowned artists, creatives, advertisers, lawyers, and academics. Located at Carlos B. Zetina 96, the Porfirian-style house was built in 1898 and renovated around 1943, as well as its common areas and outdoor spaces. Numerous lighting pieces from prestigious brands were exhibited in this venue. Starting on November 4, 2021, each decorative lighting proposal occupied its own space. To exhibit them, installations were created with a scenography designed specifically for the occasion. Numerous personalities from the architecture, design, hospitality, and construction sectors gathered under one roof to celebrate the festival of light.
82
pieces exhibited
1
welcome cocktail
3,000 attendees
25 international brands ANDlight Anglepoise Astro Lighting Axolight Bocci Bomma Bover Contardi DCW éditions Delta Light Lee Broom Lodes Luke Lamp Co. Mandalaki Marset Pablo Designs Parachilna Penta Pilke Santa & Cole Slamp Tom Dixon Tooy Visual Comfort WAW Collection
Social media
INTERACTIONS 39,576 LIKES: 8,787 REACH: 1,378,159 IMPRESSIONS: 1,812,083
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expert advisors
DOUGLAS GARFINKLE - KRAVET INC
He has served as vice president of showrooms at the international furniture company Kravet Inc. He currently serves as creative director of Donghia. ARLETTE SALAS - FLORAL ARCHITECTURE
Recognized as the best florist in Mexico, Arlette Salas joined the project to contribute her impressive floral creations. EMA PETER - EMA PETER PHOTOGRAPHY
Official photographer of the Maison Diez Company project, she is known as the world’s best architecture photographer and has captured the essence of the Maison project with her magical lens. SAGRARIO SARAID - DOBLEUESE ATELIER
As director of her agency DobleuEse Atelier, she is responsible for the communication of Diez Company, to which she has given an important boost to stand out in the design industry. MARTHA ORTIZ CHAPA - FILIGRANA
She has several cookbooks to her credit, as well as an important participation in international festivals and conferences.
guests 30 international
1 gala dinner with 100 guests
8 allies COMEX
Thanks to the specialist color and paint company, the spaces of the Porfirian house were rehabilitated, giving new energy to the environment. FLORAL ARCHITECTURE
Provided Maison Diez Company with colorful floral installations that brought the spaces of this location to life. CENTRO – THE ART ALLEY
Six interior lighting graduates created an immersive installation that transformed the artistic alley into a special stage through light and color. MARTHA ORTIZ X DIEZ COMPANY
The chef designed a gastronomic experience that transported diners from light to darkness with all its nuances. ARTELL FABRICS AND WALLPAPER
Some of the walls of the house’s rooms were intervened with wallpaper of lush designs, from the Christian Lacroix and Osborne & Little brands. KRAVET
This fifth-generation family-owned business adorned Maison Diez Company with exquisite fabrics that dressed up the building. CLARKE & CLARKE
Printed velvets from The Jungle collection brought sophistication to the various spaces of the house. SIGNL
Brought the lighting pieces to life with effects, dimming, and experiences. This allowed for an understanding of the importance of lighting control in projects. ADEMÁS: Blu Dot Jung
RG/MX Vista Alegre
019 D
uring Mexico’s most important design week, Diez Company presented the second edition of the Festival of Light with a renewed concept. The unique project took place from October 9th to 14th, 2019. The lighting pieces were displayed in five departments of the iconic Alicia building. This building from the 1950s maintains all its original architectural features, making it the perfect setting to display each of the luminaires donated for the exhibition. The Alicia building is located at 70 Marseille, in the Juárez neighborhood, an area delimited by its history, beautiful gardens, recognized art galleries, as well as cultural event venues.
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expert advisors
BEATA NOWICKA - CENTRO
Director of the Interior Architecture degree at CENTRO for over 10 years, she runs her own interior architecture and furniture design firm: Nowicka Estudio. CRISTINA CRESPO - WEWORK
Leader and design director of WeWork LATAM, she advocates for sustainability, innovative solutions, and community-oriented projects, such as Active Design. CAROLINA CALZADA - CALZADA FOX
An expert in color marketing and strategies for creative businesses, she has provided color consultations for the last 10 years as the general director of Global Color Research and Color Hive. JIMMY MACDONALD - LONDON DESIGN FAIR
He founded the London Design Fair exhibition in 2007, and over the last 10 years, the fair has grown impressively, with more than 400 designers, brands, and teams from all over the world. KAREN HUBER - KH GALLERY
In her gallery, she promotes pictorial production and seeks to create a close relationship with collectors in terms of information and commitment, both with young and established artists. LUIS MUÑOZ - PINSTUDIO APPLIED ART
With extensive design studies and having been a Corporate Image professor in the Corporate Image specialty at the Intercontinental University, he is also a lecturer and workshop leader.
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international brands ANDlight Anony Anglepoise Arpel Astro Bocci Bomma Bover Barcelona Contardi DCW éditions Decode Estiluz Faro Barcelona Lee Broom Luxopera Marset Matthew McCormick Nemo Nyta Pablo Designs Parachilna Penta Roll & Hill Santa & Cole Shelter Bay Slamp Showroom Finland Slamp Studio Italia Design Tom Dixon Tooy Tunto Viabizzuno
1 5
welcome cocktail
intervened departments
1
gala dinner
1,000 m2 surface area
1
ambient fragrance
6 allies COMEX
Contributed to the rehabilitation of the spaces in the Alicia building, turning them into a blank canvas. WEWORK
Known as The We Company, organized a public space within the Alicia building that included a café, florist, and a display of products from its members. FLORAL ARCHITECTURE
Through its varied floral installations, it provided living elements to the intervened spaces. Additionally, it held workshops for creating floral compositions. CENTRO
A group of lighting specialty students from the Interior Architecture degree at the Centro de Diseño, Cine y Televisión University, created an installation that coexisted with those made by renowned designers. IZASKUN
Mexican design and olfactory experimentation studio that conceptualizes and develops personalized fragrances made to measure. Exclusively created the first fragrance related to the world of design in Mexico. GÓMEZ-TAGLE + ABEL HERNÁNDEZ
This duo transformed the courtyard of the Alicia building into a pop-up restaurant for the enjoyment of visitors. The experience of the Gómez-Tagle Banquet Service and the talent of Mexican chef Abel Hernández, together with original design and lighting proposals, contributed to the development of an innovative space.
3000 attendees 500+ products
60
days of exhibition
Media partners COOLHUNTERMEX DESIGN HUNTER TRENDLAND
50
international guests
Social Media INTERACTIONS: 9963 LIKES: 8,539 REACH: 138,383 IMPRESSIONS: 212,852 MENTIONS: 620
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D
iez Company celebrated its tenth anniversary as a trendsetting company. The celebration coincided with Mexico City being recognized as World Design Capital. To carry out an event that lived up to the circumstances, the Maison Diez Company project was created. An old house in the Roma Norte neighborhood (located at Puebla 135) was the setting that housed the exhibition of the most important lighting brands in the world. In this unique setting, the launch of the first Lighting Directory The Light Report was held.
1
gala dinner
25 international brands
Anony Astro Ay illuminate Bocci Bomma Bover Barcelona Contardi Estiluz Faro Barcelona Iittala Lasvit Lee Broom Luxopera Lumio Marset Matthew McCormick Pablo Designs Parachilna Penta Roll & Hill Shelter Bay Showroom Finland Slamp Stickbulb Studio Italia Design
200 guests at
the opening
1 welcome 1 cocktail with 800 attendees Architectural Digest lunch
6
environments
4
days of exhibition
6 allies COMEX
Contributed to the rehabilitation of the house’s spaces, turning them into a blank canvas. FLORAL ARCHITECTURE
Through its floral installations, it provided living elements to the intervened spaces. Additionally, it held workshops for creating floral compositions. CENTRO
Students from the lighting specialty in the Interior Architecture degree at the Centro de Diseño, Cine y Televisión University created an installation that shared the space with those shown by recognized designers. GÓMEZ-TAGLE
The experience of the Gómez-Tagle Banquet Service guaranteed the quality and tradition that distinguish this catering house, which has served in the most important Mexican houses and events, as well as in the presidency of the country for decades. EMA PETER - EMA PETER PHOTOGRAPHY
Official photographer of the Maison Diez Company project, known as the world’s best architecture photographer SAGRARIO SARAID - DOBLEUESE ATELIER
As the director of her agency DobleuEse Atelier, she is responsible for the communication of Diez Company, which she has given a strong boost to stand out in the design industry.
Media partners ARCHITECTURAL DIGEST RSVP
Social media
9,963 8,539 138,383 212,852 620 INTERACTIONS
LIKES
REACH
IMPRESSIONS
MENTIONS
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