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The SAVVY Blueprint: Rafael Prieto

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SAVVY Studio is in the business of creating experiences. The NYC and Mexico-based studio pushes boundaries way past aesthetics to create a lasting impressions between clients and their consumers. SAVVY  has an all encompassing creative team with specialties including branding, marketing, and architecture, making it a one-stop-shop for full-suite creative needs. That, combined with the Studio’s co-founder Rafael Prieto’s creative eye elevates brands way beyond what they sell. We got the chance to stop by Rafael’s NYC studio and chat about the design process, new projects, and managing his steadily growing team.

What inspired you to start SAVVY Studio?

I was inspired by the idea of being able to create what I was inspired by: brands, hotels, products, museums, and proving to myself I could do the same in Mexico. I’m also inspired by finding the right team and people that share the same passion for good, functional, thoughtful and personal design, and the idea of imprinting what one learns from art, reading, trends and life experiences.

You have a small team based here in NYC, as well as two larger offices in Mexico City and Monterrey. How often do you travel between the offices, and what do you find is the best way to manage such a large team?

Well, I have been learning throughout the first 2 years. I guess that’s how my career has always been, learning on the go. I have great partners, Bernardo in Mexico leads the studios there, and I lead the international accounts. We communicate a lot, and have meetings every Monday to plan the week and from there, come what may.

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SAVVY offers a full range of services, from branding, marketing, and creative copywriting, to architecture. How do you balance all of these assets and make them work together?

All these assets are part of our main offer – CREATING EXPERIENCES and all of these have an important effect on it. We have a leader for each of them. Pablo, my other partner, is an architect and leads the architecture and industrial design department. When we are designing a whole project, we just formulate the general plan, and then tackle how each department will be doing its part to fit the whole strategy.

In your opinion, what’s the most important phase of designing for your client?

All of them, but I guess where things are gestated, when the concept and the idea is developed and decided. That’s the story, that’s what the project and the client will be about. From there comes the graphic and art direction to architecture and even designing the packaging, the tables, etc – as much as needed.

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Your team works on so many different projects, how do you decide whether or not a new project is good for you? What excites you?

Many factors here, from the client, their passion, the nature of the project, its relevance, its quality and most definitely, the challenge. What excites us is the chance to work every month with different passionate people, from entrepreneurs to other creatives, and to create new things, new experiences, products, and projects.

What does good design mean for you?

Good design for me is the right design, a design that has a function, a way to improve either a message, image, place, experience, or moment—being able to improve and ease it all.

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What are some of the unique challenges you face when designing and conceptualizing the branding of a restaurant?

I mean it starts with conveying a story between the chef and the people who will come and enjoy not only the food, but the whole experience. So the challenge is to create the perfect frame for that painting.  I want to create a space where people will feel great, and eat and drink the way the chef/owner wants them to; and at the same time being relevant. Above all, I don’t believe in specific trends, it’s more about being authentic and unique.

Can you tell us a little bit about the studio project, Casa Bosques?

Casa Bosques came out of our passion for design and a personal love for chocolate. I really like good good chocolate, and 5 years ago, I met a great master chocolatier, shared a few ideas with him and we started making chocolate. I wanted to make a chocolate that was about moments, flavors, places, and experiences. That was the conceptual part, and then we mixed it with cardamom, ginger, turmeric, pink peppercorn, etc. From there, it was about making a very pure chocolate, perfectly tempered through the whole process to achieve a full-on, high quality experience. It has been a journey indeed, chefs and recognized people have been endorsing it, and it’s in a good place now.

Where can readers get their hands on the chocolate in NY?

It’s in Saturdays, Dimes Market, Clover Grocery, Import, Homecoming, and  RetroSuperFuture.

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During the shoot we noticed you have a great eye for clothing. How would you describe your style and where do you enjoy shopping?i

Hahaha thanks, I shop in many different places, from markets in different cities, to some shops like O.N.S in Soho, and more statement pieces from Mohawk and IF.

Do you have any exciting upcoming projects that you can share with us?

We are about to finish a hotel in Gowanus, can’t wait! Two restaurants in Tribeca, I promise the food is really good. A tea brand, and a collaboration with a friend for a skin care brand.


Follow SAVVY Studio on IG here.


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