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–I–D–A Foundation

A patrimonial corpus constituted by archives and collections related to Argentine design developed through cultural management.

–I–D–A (Research on Argentine Design, by its acronym in Spanish, Investigación en Diseño Argentino) is a nonprofit Foundation devoted to research, recover, preserve, showcase, and value national design. It holds ever-growing collections integrated by documents and objects related to the main fields of design: industrial, graphic, garment and textile, as well as theory and management.

The material is available to everyone interested in deepening the knowledge about the field and its national manifestations –such as researchers, publishers, curators, critics, journalists, entrepreneurs, professionals, teachers, and students–, through a database which is constantly improved as the project progresses.

Its program includes training courses, exhibitions, and publications, both print and digital, in Argentina and abroad. These strategies foster appreciation, production, innovation, and critique; actions that contribute with new elements to the strengthening of Argentine material culture, and help consolidate the presence of design in everyday life.

Mission and Objectives

–I–D–A Foundation aims at becoming Argentina's groundbreaking institution in design heritage management and administration.

The creation of broad social awareness about the value of national design legacy encompasses: the protection of cultural assets, encouraging public recognition, the democratization of knowledge, the production of new content, and the development of the discipline.

Research

  • Research the different variations of design, since its first manifestations up to date.
  • Identify emblematic cases and new topics of interest.
  • Explore diverse professional, institutional, and entrepreneurial documentary sources in Argentina and abroad.
  • Analyze the role of design in national development and discern its local traits in different regions of the country, as well as their connections to international manifestations.

Protection

  • Recover assets from detected sources.
  • Preserve and restore documents, pieces, and objects to avoid their degradation.
  • Organize and classify content in conformity with accessibility matrixes.

Communication

  • Launch a public access virtual platform with Argentine design related data.
  • Create a network with other document centers in order to complement the available information in each field of the discipline.
  • Enable the temporary circulation of cultural assets nationally and internationally to foster public appreciation.

Management

  • Handle the collection and operate a multi-functional space that will enable the project's efficient consecution.
  • Create an integral system for the management of cultural assets that will encourage the constant expansion of collections.
  • Manage economic, material, and human resources in order to achieve a long-lasting, sustainable and affordable project based in Argentina.

History

The scarce attention payed to design by Argentinian society has become a huge threat for national identity. Within this context, –I–D–A Foundation was created to act as rescue vehicle of material memory.

Processes such as undervaluation, the passage of time, the migration of patrimony abroad, and the passing away of design pioneers have revealed a precarious situation that demands the recovery and preservation of a legacy that could not be restored in the near future.

In 2013, a multidisciplinary group of design professionals and individual committed to national culture began the formation of a civic collection.
Simultaneously, they created a management model to better appraise this legacy, based on similar experiences carried out abroad. These undertakings were followed by the need to establish the Foundation as a legal entity.

–I–D–A, a private institution of public character, obtained its legal personality in 2017.

Currently, the collection of historical and contemporary design assets is in constant expansion and it is protected through preventive conservation, restoration, and classification actions. It has become the biggest patrimony in the country of its kind, and a referent in the American continent.

Members

–I–D–A Foundation is integrated by professionals of design, institutional managers and entrepreneurs committed to preserve national history and foster its development.

It has an Administrative Committee in charge of organization; an Advisory Board, integrated by experts in different fields of design; an Executive Team and volunteers that carry out operational tasks; and Territorial Agents that collaborate from different regions in the country.

Administrative Committee

President

Wustavo Quiroga

Vice President

Raúl Naón

Secretary

Marina Baima

Treasurer

Clara Gosto



Advisory Board

Conservation and restoration

Gabriela Baldomá

Concept

Norberto Chaves

Graphic

Rubén Fontana

Industrial and product

Hugo Kogan

management

Frank Memelsdorff (2013-2017)

Textil and garment

Susana Saulquin
Kika Tarelli

Administrative Committee

Profiles

Wustavo Quiroga
President
Wustavo Quiroga

(Mendoza, 1981) is a designer who graduated from the National University of Cuyo (UNCuyo) and performs as a cultural manager, institutional advisor, and design researcher. As a promoter of institutions focused on a differential approach model, he co-founded and directed the Foundation of the Interior and the Museum Under Construction (2005-2017) in Mendoza, and –I–D–A Foundation (2013) in Buenos Aires. He has implemented measures to systematize patrimonial assets by creating archives, processing data, improving material conditions, and validating cultural capital. He constituted the patrimonial collection of federal Argentine design, housed by –I–D–A Foundation, bearing in mind the need to encourage innovative research, re-interpretation of existing work, and position design. He has developed several diagnostic profiles to enhance the institutional work, communication, and integral functions of cultural spaces. As a consultant to private ventures, he helped launch companies and productive units focused on re-publishing design icons. He has participated in curatorial and publishing projects, conferences, academic meetings, and biennials in Argentina and abroad. He has received awards for his research and professional career.

Marina Baima
Secretary
Marina Baima

(Santa Fe, 1984) is an industrial designer who graduated from the Instituto Superior de Comunicación Visual (ISCV) specializing in strategic management in the areas of science, technology, and innovation. She also has a postgraduate degree in City Management and Creative Enterprise from the National University of Córdoba (UNC) and is currently working on her M.A. thesis in Science, Technology, and Society Management at the National University of Quilmes (UNQ). She studied for two years at the Escola Massana in Barcelona. Her research topics examine design applied to new contexts. She leads initiatives related to the increase of value based on origin, the consolidation of triple bottom line companies with an emphasis on sustainability, conscious consumerism, and collective knowledge. Simultaneously, she is a consultant in strategic design methodologies aiming to expand management and productive matrix change models. She is currently the coordinator and secretary of the Administrative Committee of –I–D–A Foundation.

Raúl Naón
Vice Presidente
Raúl Naón

(Buenos Aires, 1965) is licensed in administration and the vice-president of –I–D–A Foundation and Fundación Espigas, established in 1993 to host the Document Center for the History of Visual Arts in Argentina. Between 2011 and 2014 he was a member of New York's Museum of Modern Art (MoMA), Latin American Acquisition Committee. He participated in the formation of the most important archive about Argentine concrete art, focused on the work of Tomás Maldonado, and the appraisal of both an apartment of the Helios building by Wladimiro Acosta and the workshop of the Buenos Aires House of Studies for Artists by Antonio Bonet. He participated in the re-print the facsimile of Arturo magazine –along with María Amalia García and Espiga Foundation–.

Consultant

Profiles

Susana Saulquin
Garment and Textile Design Consultant
Susana Saulquin

(Buenos Aires, 1943) holds a BA in Sociology from the University of Buenos Aires (UBA) and a Master's in Social Anthropology and Politics from the Latin American Social Sciences Institute (FLACSO). She is a specialized consultant in social perspectives for the textile and garment sector Sociology of Fashion Institute. She is also a member of the Board of Directors of Pro-Tejer Foundation and part of the Advisory Board of –I–D–A Foundation. She was tenure Professor of Sociology in the Garment and Textile Design program at the School of Architecture, Design, and Urbanism of the UBA. There, she currently heads the specialty in Sociology of Design and performs as a member of the faculty in both the Strategic Management of Design postgraduate program and the doctorate program. She taught the Graduation in Industrial Design Project class at the National University of Mar del Plata (UNMDP) and several university courses in Argentina, Chile, and Brazil. She authored Historia de la moda argentina (Buenos Aires, Emecé, 2006), ¿Por qué Argentina? (Buenos Aires, Ediciones del Paraíso, 2008), La muerte de la moda, el día después (Buenos Aires, Paidós, 2010), and Política de las apariencias (Buenos Aires, Paidós, 2014).

Frank Memelsdorff
CONSULTANT IN THEORY AND MANAGEMENT
Frank Memelsdorff

(Berlin, 1929 - Buenos Aires, 2017) was an industrial engineer graduate from the University of Buenos Aires (UBA), as well as a designer and administrator. He participated in the foundation of the Research Center of Industrial Design (CIDI), a key institution for the consolidation and showcase of the discipline in Argentina. He was the director of Agens, agency that developed the publicity, identity, and development of Siam di Tella's products. In 1978 he settled in Barcelona where he opened R&M (Rolando-Memelsdorff), alongside Carlos Rolando. This design, communication, and consultant office became a referent in Spain. He also founded the branding and management think tank GMI-Memelsdorff Ibérica, endeavor that he developed in Madrid after closing R&M in 1985 and before his return to Buenos Aires in 2007. He taught in Argentina, Spain, and Italy. He was also a benefactor associate of the Industrial Design Center of the National Institute of Industrial Technology (INTI), consultant of the Metropolitan Center of Design (CMD), and honorary member of Madrid's Association of Designers (DIMAD). Between 2013 and 2017 he partook of –I–D–A Foundation's Advisory Board, heading the Theory and Management section. He wrote Diseño: Imagen & Empresa (Barcelona, Ediciones Folio, 1984), in co-authorship with Rolando; Rediseñar para un mundo en cambio (Barcelona, Blur Ediciones, 2004); and Estrategia y diseño. Diálogo entre empresas y diseñadores (Buenos Aires, Wolkowicz Editores, 2011), among other work.

Norberto Chaves
Consultant in Concept
Norberto Chaves

(Buenos Aires, 1942) studied Philosophy and Architecture in the University of Buenos Aires (UBA). His dual formation, both theoretical and technical, was synthesized in the Semiology of Architecture course he took with professor César Jannello and catalyzed his career as analyst and professor of Architecture, Design, and Communication. In 1977 he migrated to Barcelona, where he developed intense teaching activities along with tasks related to institution management and the promotion of Spanish design. He collaborated as a scholar with many Latin American universities since the 90's; he was appointed Special Guest Professor by the Instituto Superior para el Desarrollo del Internet (ISDI, Spain); and was given the National Design Award by Cuba's National Design Office (ONDi, Cuba). For four decades, sided by alongside his partners Oriol Pibernat, Carles Pibernat, and Raúl Belluccia, provided advice about identity, communication, and branding to institutions, companies, and major corporations both in Spain and Argentina. He is a member of –I–D–A Foundation's Advisory Board in the Concept area. His ideas are expressed in the many books and articles he provided authored. He published groundbreaking essays about homosexuality and postmodern culture, as well as books of poetry and aphorisms.

Rubén Fontana
Graphic Design and Visual Communication Consultant
Rubén Fontana

(Buenos Aires, 1942) is a graphic designer and printer. He was a member of the Graphic Design Department of the Torcuato Di Tella Institute (TDT) and researcher/professor of the Mass Communication, Art and Technology Research Center (CICMAT). He incorporated the Typography and Editorial Design courses to the Graphic Design program of the School of Architecture, Design and Urbanism of the University of Buenos Aires (FADU-UBA) and co-created the postgraduate studies curriculum and Typography Masters program at that same school (2007-2013), both directed by him in their first years of implementation. He has led Fontanadiseño studio for the past 45 years, a space devoted to design production and the execution of institutional and corporate identity programs. In 1987, he founded tipoGráfica, a magazine of broad internationational reach that was published until 2006. His typographic families were adopted by important companies and graphic media, locally and internationally. During this period, his writings were included in American, Asian, and European publications. He is currently a member of –I–D–A Foundation as part of the Graphic design and Visual Communication area. He was awarded the Konex Platinum award in 1992 for his trajectory in the graphic design field and some of his pieces belong to New York's Museum of Modern Art (MoMA) collection.

Kika Tarelli
Garment and Textile Consultant
Kika Tarelli

(Buenos Aires, 1976) studied in the Advertising Association of Argentina (AAP) and in Milan's Domus Academy. She entered the garment design scene with the launching of Grupo Pampa. From 2001 to 2014, she led the organization of Buenos Aires Fashion Week (BAFWeek), the pivotal fashion event in Argentina that transformed Buenos Aires into a capital of the fashion world. On top of this, she created the UBA-BAFWeek Seedbed. She lived for two years in Italy, where she made the significant connections that enabled the organization of Fashion Week in Argentina. During her Italian sojourn she represented local designers in Milan's Fashion Week. Between 2015 and 2016, as content director and one of the instigators of the Fashion Meets, published in La Nación journal, she was in charge of Fashion Meets Rock, a series of interdisciplinary encounters that intended to connect the fashion world with other fields in order to achieve unique creative experiences. She was the godmother of Sr. Amor, an independent company linked to the Salvation Army. In the world of publications, she directed the fashion section of Ohlalá magazine for three years. She is currently a member of the Advisory Board of –I–D–A Foundation in the Textile and Garment Design area.

Gabriela Baldomá
Conservation and Restoration Consultant
Gabriela Baldomá

(Rosario, 1971) holds a Bachelor's in Fine Arts with a specialty in painting from the School of Arts and Humanities at the National University of Rosario (UNR). She is currently working on her master's thesis on Conservation and Restoration of National Artistic and Bibliographic Patrimony at the National University of San Martín (UNSAM) and is a doctorate student of the Comparative Theories of Art graduate program at the Tres de Febrero National University (UNTREF). She has been awarded formative scholarships in the fields of Conservation and Restoration of Contemporary and Modern Art, by the Federal University of Minas Gerais (UFMG), and Preventive Conservation in the Simón Bolivar Andes University (UASB), Quito. She has attended academic conferences in the United States and Spain. She was head of the restoration department at the Juan Castagnino Fine Arts Museum and head of the conservation area at the Museum of Contemporary Art of Rosario (MACRO). Also in Rosario, she currently directs the Institute for Research, Conservation, and Restoration of Modern and Contemporary Art (IICRAMC). In Buenos Aires, she is part of the Advisory Board of –I–D–A Foundation, within the Restoration and Conservation area. She has participated in publications about conservation, classification, and reorganization of patrimonial repositories.

Hugo Kogan
Industrial and Product Consultant
Hugo Kogan

(Buenos Aires, 1934) is an industrial designer and promoter for the institutionalization of design in Argentina and Latin America, and strategic consultant focused on innovation. He was a member of the committee that founded the Industrial Design and Graphic Design programs of the School of Architecture and Urbanism at the University of Buenos Aires, (FAU-UBA), where he performed as teacher and coordinator. He worked for enterprises such as Phillips, Tonomac, and Aurora, where he created a vast number of products: televisions, portable radios, flashlights, and even the iconic Magiclick piezoelectric lighter. He created and directed, alongside Ricardo Blanco and Reinaldo Leiro, the avant-garde design company Visiva (1983). He founded consulting firms in graphic and industrial design, and served as a consultant of the state programs Argentina Exporta Diseño and Innovar. He is currently a member of the Advisory Board of –I–D–A Foundation, in the Industrial and Product Design area. Most of his pieces have been recognized by the Industrial Design Research Center (CIDI), while being three times recipient of the Kronex Awards Merit Diploma (1992, 2002, and 2012).

Executive Team

Diego Gómez Acuña
(Chaco, 1990) has a technical education background and produces cultural events. On his own, he has specialized in archive configuration and physical management of cultural assets. Since 2017, he has been in charge of the execution of internal activities within –I–D–A Foundation.

Emmanuel Pan
(Buenos Aires, 1985) is a graphic designer. He has a degree in General Art History and postgraduate studies in Sociology of Design. He is a member of the technical team working for the National Plan of Design (PND), a program supported by the Department of Industry and Services of the National Ministry of Production and Labor. The project seeks to create links between designers and enterprises to foster national, high quality production. He teaches the course: History of Visual Communication 2 for Graphic Design students at the University of Buenos Aires (UBA).

Sebastián Rodríguez
(Buenos Aires, 1983) is a garment designer. He participates in the Trends Observatory of the National Institute of Industrial Technology (INTI), where he focuses his studies on the aesthetics of textiles, garments, and accessories. He has specialized in the development and production of garments, coolhunting, and analysis for INTI's “Trends Circuits”. He curates for Puro Diseño, in the “Innovation Selection”. He co-authored the book Mapa del Diseño Argentino, 101 Diseñadores de Autor (San Martín, INTI, 2013).

Juan Ruades
(San Juan, 1987) is an architect, journalist, and researcher specialized in design. He was awarded a scholarship to study for a year in Mexico. He was a member of the Chilean studio: Elemental, a project headed by Alejandro Aravena that received the 2016 Pritzker Award. He worked on several photography projects in France and the United States, where he settled temporarily. He has written articles for specialized journals and co-authored the book Intermitencia, diseño Mendocino (in progress). He is also a contributing editor of the globally distributed, bilingual magazine Compost.

Mariángeles Zamblera
(Córdoba, 1981) is a communicator, creator, and cultural manager. She worked as Communications Coordinator for the Spain Córdoba Cultural Center (CCEC); directed the International Logistics Area of the Buenos Aires Theatre Complex and San Martín Theatre; and acted as Digital Sound and Art Programmer of the Kirchner Cultural Center (CCK). She was a member of the artist collective Diálogo Beat and participated in more than a dozen plays. She collaborated with the publications Random and Ciudad X, from La voz del Interior; and produced radio content in the SRT programs broadcasted by Radio Universidad and Rock & Pop.

Collaborators between 2013-2017
Cecilia Arzeni,
Braian Berón,
Agustín Bramanti,
Rafael Córdoba,
Lucas Martín Cruz,
Federico Espinoza,
Sebastián Fernández Mur,
Juan García,
María Jannello,
Milena Ledinic,
Mayumi Matsumiya,
Camila Memelsdorff,
Marcos Pok,
Santiago Pozzi,
Sofía Alesia Saito,
Mariana Vidakovics

Graphic identity: Rubén Fontana y Frank Memelsdorff
System application: Marcos Winter
Virtual presentations: Menos es más. Pamela Blanco y Gustavo Stecher
Web design: Cecilia Kröpfl
Photography consultant: Ariel Steimberg
Web and system programming: Lisandro Fernández y Gustavo Yzaguirre

Law Firm: SM&A Suaya, Memelsdorff y asociados
Accounting and tax advisor: Fernando Calvo