To stay at the forefront of transformation, we’re excited to introduce our new Global Head of Architecture & Design, Diego Martínez Navarro. With a background as an architect and researcher, Diego has spent the past six years leading key projects at Studio Banana, collaborating with forward-thinking clients and the creative team to develop cutting-edge solutions that drive design innovation and operational excellence.

What does your new role entail?

My role consists of orchestrating a very diverse, multicultural and highly talented design team across all the geographies in which we operate, offering my full support to ensure we continue designing and delivering memorable, high-impact experiences. I first joined Studio Banana ten years ago, and today I’m proud to step into a new role as an ambassador for the firm, sharing our expertise at both organizational and educational events, and showcasing the studio’s remarkable 18-year journey.

We are experts in deciphering complexity and transforming it into creative possibilities, and then into purposeful values for our client’s missions. With my background as both an architect and researcher, I hope to bring a transversal perspective that helps Studio Banana create impact across multiple levels: from individuals and organizations to communities, society, and — why not — the planet!

How does your role contribute to the overall goals of Studio Banana?

Excellence is at the core of Studio Banana. The way we craft holistic experiences extends far beyond the launch of a project : it begins from day one and continues to evolve long after it’s built. I love working with one eye on strategic impact and the other on the refinement of key details.For me, the synergy between strategy and design is key: It allows us to streamline processes, enhance knowledge management, and significantly amplify the value we deliver. This approach doesn’t just multiply our impact; it elevates our clients’. Because at Studio Banana, we don’t just follow trends. We strive to be game changers. Always.

What are the main challenges?

As a team, we hold both our superpowers and our challenges in the same hand, which is being incredibly talented, yet geographically dispersed. In this exciting phase of expansion, with diverse projects unfolding across different countries, operating as one cohesive studio is more crucial than ever. The rapid pace of global change and the realities of a VUCA world are reshaping what it means to be a professional today. We’re fully aware that those who embrace transformation and adapt with agility are the ones who will thrive. Rather than viewing this as a limitation, we see it as an opportunity — a chance to explore emerging markets and anticipate future needs. My colleagues at Studio Banana across Strategy, Operations, Growth, and Exploration are masters at navigating this complexity. I’m excited to contribute and grow alongside them in this shared journey.

And your personal objective?

I could go with the usuals: keep learning, keep growing, keep transforming, keep discovering, keep designing… But if I had to sum it up: keep being happy doing what I love.

What is your favourite project at the studio and why?

Let me share two projects I’ve had the privilege to lead and feel especially proud of. The first goes back ten years: the McCann Worldgroup Headquarters in Madrid. It was a bold creative leap — reimagining not just a workspace, but the coexistence of diverse company ecosystems within a single building. A true exercise in transformation through design.

The most recent one is Espacio Movistar, located inside Telefónica’s iconic building in the heart of Madrid. This was a tremendous challenge where we have re-discovered a hidden historical treasure and re-envisioned retail as an innovative and immersive experience transforming how products are showcased, how brands engage with customers, and how technology meets heritage. A truly memorable and one-of-a-kind project.