Exclusive Interview with Covadonga Pendones – Casa Decor Dir. Communication

Exclusive Interview with Covadonga Pendones – Casa Decor Dir. Communication


Well, was a very long trip. But, well, the world of interior design has always attracted and was a great deal of attention and has already reached decoration magazines for many years – the Nuevo Estilo Magazine. And then, from there, I started to train more in communication of the decoration which in the end, I believe I have been a decoration editor. Decoratrix is … freedom. We found in decoratrix a platform to get what we liked without any type of conditioning. Neither economic, neither advertising or anything. We have been very free during these 18 years to dictate and choose what we like. And what we like with total sincerity for the public. We only prescribe what we like, nothing more. Casa Decor has a formula key A formula that is unique and exclusive and we only do it here in Madrid because it is very complicated to do it in other cities. Is choose a different building every year, a building of 2/3 thousand square meters with the best in the national interior design and in a very short time do what is this is – an exhibition of decoration, a magazine of decoration in live. That is the key that is a unique formula. For me personally it means passion. Because, Casa Decor is a very passionate project, very exciting and involving and that demands a lot. There is the heat, but it is fascinating. It has that whenever we finish we say “ohh what a pity that is finished… let’s start again”. That, as for the personal part, as for the professional part and for all professionals in Casa Decor now that we turn 25, and you see it in the interviews that come out of all the decorators for everyone has been very important because it has been their platform His promotional launch pad. In Casa Decor there is a before and after in the professional careers of all interior designers who pass by here. They really put them on the map, they imply to go out in the magazines, they begin to receive commissions … it’s like a degree. So, since… here have passed, so imagine, already almost 3000 interior designers over the last 25 years and famously all who have names have passed by Casa Decor. Well… look, basically the formula is still the same. That is to give visibility to the decorators and of course, later to the brands that make possible this great project exists and to advance many of the things that are going to take in the near future and Casa Decor advances them. Basically, the model is the same. Give visibility to decorators and companies that are exposed here as a platform. What has changed … so many things. We have been professionalized, we have given a lot to know … so to be … let’s say, a very connected event for professionals and for the sector allusive to decoration. Now, it´s more a mediatic event, that there are 40,000 visitors for each edition that come to seek ideas, inspiration or have … essentially come to see this same that have no interest, is something like a pleasant experience. Well, precisely 67 spaces, one after another, one after another, and live that experience instead of passing a page of a magazine, then submerge one space to another. See, touch, fragrance … because, also in Casa Decor, there are fragrances … … is a sensorial experience and very exciting, because each space is talking about something, an aesthetic, an emotion, see the work of interior designers in every detail that every interior designer puts in its work. You don´t see it in one morning, you have to come many days to really deepen all the work you need to see. Well … I had to have many houses! Yes, if I tell to one to make me a beach house, to another … … it depends. It depends on the style that is in that moment … depends if is a country house, a beach house, or an attic in Madrid, for example. Well look, I would have problems because I like several. I think I had to tell Diego Rodriguez to do me a part, really like Pepe Leal too, Beatriz Silveira … of the Spanish designers. And I had to have 3 floors! An architect? Well, that´s complicated … so complicated. so complicated. I think my brother. . It had to be my brother, I had to do with him that is architect. Well, I love this one. I would not mind living here where we are, right here with those views. Well… who knows what will be the future of Casa Decor rather than be quantitative, may be qualificate. Because, in reality, Casa Decor is an event that can´t be very big, because the houses can´t be very big either. Because, people also get tired … we already have that studied. I believe that Casa Decor has to keep growing in qualifiable and keep on bringing the best interior designers … more than in quantity. That has been a big step. When I arrived at Casa Decor in 2009, the photos that were made of Casa Decor were delivered one month after the edition was closed. Now, that is unthinkable. In the past, photographs were not allowed inside Casa Decor. That too, in 2011, 2012 that was going against us, especially with the fever of social networks that has inevitably changed communication. Currently, the communication is like an octopus with ten thousand tentacles because you cannot forget the part of the paper, the web part, the part networks, part email, on the other hand, other channels as the advertising part, the props Institutional it’s like 360 degrees, it’s all interconnected. It’s like a domino effect. You put a cat, for example in a network, which is replicated in another and then between the web, and then in a Newsletter … you must have very careful with the source of the information that is transmitted. Now, you have to be more careful than ever. Because, before you printed something, there is a mistake but well, it was paper. But if the same information you put in this magazine, you have extended it to all your channels, for example, the same error or the same falsehood or the same inaccuracy then you have to have at the origin of the information a lot more care and be very strict. Well I don´t know … I’m a little bit like Casa Decor. I reinvent myself every year. Every year and in addition, as we have this goal, we prepare all the year for these 5 weeks that will conclude already in the next week that gives much pity. Then, you first reinvent yourself, rest, and then push again to work … because I could not tell you how I will see me in ten years, but hopefully always surrounded by the decoration, is the most beautiful thing. (Thank you very much and to you and congratulations for this magnificent publication and the effort that you put in. An honor).

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