What led you into design?
I suppose I’ve always been drawn to it. Reflecting on this, I realise a few things have kept me close to design for as long as I can remember. The first is probably the most obvious: I deeply appreciate beauty. Whether it’s graphic designers, industrial designers, interior designers, or architects, I’ve always admired their work. This, combined with my natural inclination towards order —likely fuelled by my congenital OCD— has made design feel innately attractive to me. Soothing, even. Among many other things, design makes the world around us feel more harmonious.
What does a typical day look like?
I like to wake up early, usually around 6:30 AM, to start my day quietly. I drink my water, do some morning stretches, and if my kids are still asleep, I take a few moments to meditate. Afterwards, it’s time for a good shower and breakfast with the family.
With a good cup of coffee in my hand, my workday begins around 9 AM. I work mostly remote, so I start by catching up with the team and clearing my inbox. After handling what's urgent, I shift into focus mode for the rest of the morning. I’m fortunate to have lunch with my partner Laia most days. After that, in the afternoon, I block out time for meetings or use the time to push some tasks on my list.
By 4 PM, I wrap up my work and transition to "daddy mode." I pick up my kids from school and spend the evening with them—strolling, playing at the park, doing activities, or tackling chores. Around 7 PM, we have dinner together and begin our evening routine. Once the little ones are asleep, it’s cozy hour: some reading, wind down before bedtime, and night night.
What's your workstation setup?
I split my time between Hamburg and Barcelona, so my MacBook is essentially my setup wherever I go. When I am at the studio in Hamburg, I enjoy the brutalist beauty of our office in Hafen City. At home, my workspace is quite ascetic at the moment, as we’re renovating it. It currently consists of a simple Eleva lifting table and two Vitra Physix chairs.
I keep my desktop uncluttered, both physically and digitally. My MacBook’s desktop is clean and focused—a tribute to my beloved Marina Dragicevic.
Where do you go to get inspired?
Outside. Walking is my way of absorbing the world. Whether it’s a long walk through fields or forests or a casual stroll around the neighbourhood, whenever I need fresh air, I go out and take it. Observing life as it unfolds is the best way for me to spark ideas and make connections.
On a more practical level, I follow select people and projects that I find inspiring. However, I keep my feeds curated to avoid information overload. I find the most value in books, podcasts, and conversations.
What product have you recently seen that made you think this is great design?
Anything Polestar. I can’t think of any other brand that achieves such a high level of quality and consistency in design. Their execution is phenomenal.
What pieces of work are you most proud of?
That’s a tough one. I rarely give much credit to my own work—great results are typically the product of collective genius. I’ve been extremely fortunate to collaborate with incredibly talented people. That said, if I had to pick something…
I’d say Mure. It began as a personal project and it's now become a shared venture with Studio Lenzing. We are working on it right now and it has the potential to be something truly special. What excites me most is that we’re designing it from the ground up —not just how it looks, but how it works and why it exists.
Other than that, along my career there are a handful of projects that have a special place in my heart. Redefining Aeroméxico's brand platform and design language with the folks at Mucho was definitely a milestone to me. Being able to put your work on a plane is a very special treat. Working with the amazingly talented and passionate team at Bash to create a new paradigm for omnichannel retail in South Africa has also been an exciting journey. You don't create a massive brand based on Radical Simplicity every day. And I can not go without mentioning Tigrelab. Working with Mathieu, Fede and Javier to rebrand the studio was not just soul-warming, but stimulating too. Shaping the story and the outlook for such an artistic and creative bunch of people was a true delight.
What design challenges do you face at your company?
At Studio Lenzing we have a great design team, and we know very well how to design world-class UX and UI. I would say our biggest challenge right now is how to make our design even more strategic. We’re putting a lot of thought —and love— into our processes, to take our practice and our own brand to the next level. Designing for yourself is always the most challenging, but I am very excited for what is to come at Studio Lenzing.
What music do you listen to while designing?
Any advice for ambitious designers?
Focus on the input. Output will follow. Walk with your eyes wide open. Seek to see beyond the surface. Enjoy the journey.
Anything you want to promote or plug?
I recently built a new digital home for myself and, yeah, I guess it’s only natural to invite you all in: davidreina.com. Welcome. And thanks for reading.
Grod is also a project in which we are going to put energy and love in the coming months. Community is going to play an important role, so if you like what you see, get into the loop.
Did I say Lovers Magazine? ;D
Related Interview
