Transmutation: we are now CREMA™

"With deep emotion, we have to tell you that The Room 1.0... has come to an end."

This was the end of CREMA™'s presentation event last Thursday, 29th October, in the facilities of La Térmica, Málaga. We were very lucky to be accompanied by artists, clients and friends of the studio since it was founded almost two decades ago.

Our transformation has also been a growing process. We began as a young and ambitious studio. That youth fed our studio with curiosity, experimentation, the desire to take risks and to be different. And all this made us very dynamic, so we have changed and advanced a lot since then.

Design studio team CREMA™

Approximately 2 years ago, we began a work of introspection and analysis in our studio. The Room 1.0 has been in constant evolution since it was founded by Jesse Naylor, Jorge Amat and Nacho Ávila, adapting to all the novelties that have come up in the market over the years. We have seen how our customers have stopped demanding traditional layout to bet almost everything on the digital world. Thus, sixteen years later, we have opened a new stage under a new identity: CREMA™, a studio whose work is based on three pillars: creative strategies, branding and digital products.


The Room 1.0 becomes CREMA™

We have carried out our Transmutation process in La Térmica, during an event attended by nearly 80 family members, friends and clients.  We have captured our metamorphosis through a 3D video created with the help of Edu Torres, which perfectly represents the change that our studio has experienced.

Attendees at CREMA™'s presentation

But Edu Torres was not the only artist who collaborated with CREMA™ to launch our new identity. During the event, we have had artists from various disciplines who have joined us to show what the process of transformation and transmutation means through their work.

  • Diego Gallegos (Chef del caviar, Sollo: 2 Michelin stars)
  • Mercedes Quesada (theatre, happening and performance)
  • José Manuel González (generative art)
  • Christophe Pouplard (sculpture and plant art)
  • Juanjo García (music, artistic jewellery and production)
  • Gnosick (visual arts)
  • Pepe Hurtado y May Jurado (videoart)
  • Cristóbal Lápiz (tattoo and music)

Mercedes Quesada (theatre, happening and performance)

Work by José Manuel González at CREMA™'s presentation at La Térmica

Work by Cristóbal Lápiz

To organize the Transmutation event, we have coordinated with La Térmica to ensure that all the security procedures required in such an exceptional situation are respected. Some of these security measures have been the use of ticket readers with QR codes and guaranteeing the security distance between attendees, demonstrating that artistic and cultural events can be carried out safely for their assistants.

We want to finish with a special emphasis on our customers. Each and every one of them has been part of this team and has been great companions of adventure. Thank you for your vision and, above all, for your confidence, both in the good times and in the hard times.

We have built a team where design is the engine of our ideas, a generator of strategies that add value to products and brands. Behind CREMA™ there are professionals committed to a new vision, always finding the best solution for each client.

Works of art at the presentation of CREMA™

"Imagination is the beginning of creation. You imagine what you want, you pursue what you imagine and, finally, you create what you pursue."

Thank you all for imagining with us.