Verónica Ortuño shares the behind-the-scenes journey of designing and prototyping her tile collection.
San Miguel de Allende, with its vibrant charm and artisanal spirit, is the perfect backdrop for creative transformation. When Verónica Ortuño, Founder and Creative Director of Casa Veronica, arrived at Clay Imports’ prototyping studio, Clay SMA, magic was bound to happen. This collaboration led to a handcrafted tile collection unlike any other—an exclusive line that embodies Verónica’s multidisciplinary artistry and Clay Imports’ dedication to craftsmanship.
Olas tile design by Casa Verónica.
In her time at the Clay SMA studio, Verónica brought her hand-drawn designs to life, translating her unique vision into tiles that tell a story of heritage, design, and collaboration. Below, we dive into her creative process, challenges, and aspirations through excerpts from an interview conducted during her prototyping journey.
- A Studio That Inspires
- Bridging Traditional Craft and Modern Production
- Overcoming Challenges in Scaling Up
- A Vision of Collaboration and community
- Tiles Designed to Transform Spaces
A Studio That Inspires
Reflecting on her experience at the Clay SMA studio, Verónica highlighted the impact of the studio’s serene surroundings on her creative process.
“It’s a lot less busy here. There’s a lot of quietude. I have time to think, review prototypes, and gather new ideas just by being surrounded by all the beautiful tiles Clay Imports has around the house.”
This environment, she shared, allowed her to fine-tune her designs and even make spontaneous adjustments, like changing colors or rethinking certain elements.
“I think the ambiance and environment itself just really lends itself to meditating on decisions and making sure everything feels right.”
Verónica at the Clay Imports design residency screening tile prototypes.
Bridging Traditional Craft and Modern Production
While Verónica’s personal design process is deeply rooted in traditional hand-drawn techniques, her collaboration with Clay Imports introduced a more scalable approach.
“At home, I’m hand-making everything: hand-drawing, hand-cutting: but here, we’re able to combine that with screen printing and larger-scale production. It’s been transformative in speeding up the process and producing larger quantities.”
This fusion of traditional craftsmanship and modern techniques allows Verónica’s designs to maintain their artisanal charm while becoming more accessible to a wider audience.
A sketch, a stencil, and a tile prototype highlight the design to prototype screening process.
Overcoming Challenges in Scaling Up
One of the biggest challenges Verónica has faced in the transition from small ceramic pieces to larger tile production is cost. Handmade tiles are naturally more labor-intensive and expensive. However, her collaboration with Clay Imports provided a solution.
“With Clay Imports, we’ve made the process more economical while maintaining quality, making the tiles more accessible for consumers.”
Verónica at the tile factory, holding her designs screens.
A Vision of Collaboration and Community
Verónica expressed her deep admiration for Clay Imports’ connection to the local community.
“I respect their design, aesthetic, and vision, but more importantly, the way they work closely with the surrounding communities of San Miguel de Allende.”
She sees this collaboration as a powerful exchange, where her Casa Verónica audience is introduced to Clay Imports, and vice versa.
“It’s truly collaborative. Their audience will get to know Casa Veronica, and my audience will discover the amazing work Clay Imports does.”
Verónica at the tile factory reviewing prototypes.
Tiles Designed to Transform Spaces
When asked where she envisions her tiles being used, Verónica’s excitement was palpable. Her designs, she shared, are ideal for hospitality and commercial spaces, like hotels, restaurants, and other public-facing places.
“I’d love to see them in pools, bathrooms, backsplashes, countertops - places where they can really make a statement. Seeing them on a larger scale would be so rewarding.”
This exclusive collection is a testament to the fusion of artistry and functionality, tradition and modernity. Verónica Ortuño’s journey with Clay Imports marks the start of a new chapter where handcrafted design finds its place in the world’s most inspiring spaces. To explore her collection, visit her online shop.
Let us know how you envision using these tiles to transform your spaces!
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