Sam Baron is a product- and interior designer and creative director whose work merges art and design, benefitting from his enthusiasm for design thinking: analysing, thinking and rethinking, and taking risks. In his inquisitive approach to problem solving, he uncovers fresh perspectives while rooting in research, culture, and craft. Collaborative creativity is part of his design DNA, prominent in his life since his time at Fabrica, Benetton’s world-renowned creative research centre in Italy, where he was first a mentee fresh out of university, then served as director for over a decade leading teams of young designers and collaborating with international brands, museums, and galleries.

“Design in its classical form is more ‘signed’; almost a selfish practice with the goal of giving a personal answer to a design challenge. To mentor and to build a team around a project means to inspire and also to step back somehow; you need to be ready to be surprised, to read sketches and intentions in order to build a common language for communication between members/designers and also with the client and its public,” Sam explains.

“It is challenging and requires starting from scratch, sharing a blank canvas from which will emerge a very unique group answer. Everyone must feel comfortable to give in an openminded way with no fear or shame. It is a very enriching process as we can see how each of us is giving to the group project, is bringing personal skills, experiences and knowledge and, in a way, is growing thanks to this unique process,” he continues.

For our new collection, entitled Ensemble, Sam Baron led a creative journey with De La Espada Atelier that championed collective reflection, exploration, and lived experience. Sam’s open, inclusive, and playful approach created an environment that was relaxed and respectful, with room for both gravity and humour. This created fertile conditions for navigating toward unexpected design solutions.

“We started by exploring the word seat in a more philosophical way, which led us to find associated themes we hadn’t initially considered – words like safety, coexistence, comfort, and waiting,” explains David Taipina of De La Espada Atelier.

“This allowed us to develop a fresh perspective on what seems like a commonplace action,” shares Daniela Abrantes, also from the team. She continues, “Sam's unique methodology, which fosters creative exploration through the continuous exchange of experiences and ideas, leads to naturally distinct outcomes.”

Ensemble embodies a distinctive group vision reflecting time spent together — first seated around a table examining the emotions and thoughts that surround how we sit together, then building upon the ideas through sketches, mock-ups and prototypes to test new ways of gathering people.

Lisbon by Design is an annual event that showcases a curated selection of collectible design in the intimate setting of 19th century mansion Palacete Gomes Freire. De La Espada is a proud sponsor of the event, as part of our ongoing commitment to promoting Portuguese creativity and craft heritage.