Architecture and Business

Arper:
Culture and Brand Consultant
(2006–2020)

London showroom
picture by Johan Dehlin

Bowl Chair

Arper is a high-end Italian furniture manufacturer. From the outset Noemí’s remit was to develop new paths of communication with the architectural community, raise awareness of the brand and help create cultural credentials to enhance Arper’s image. Part of this was the creation of Arper’s first showroom — a space where architects could have direct experience of the brand and its products. She introduced 6a architects for the design of the showroom, which opened in London in October 2012.

During this time Noemí introduced Arper to the work of Italo-Brazilian architect Lina Bo Bardi. Arper supported the exhibition which she set up and curated. This led to the production of a limited edition of Bo Bardi’s Bowl Chair by Arper, which generated unprecedented international press coverage. The association between Bo Bardi and Arper created a new cultural perspective through which to appreciate the brand.

Hutchison 3G:
Head of Brand Environments
(2001–2002)

3, Vienna's headquarters, project by Propeller z

3G was the technology that revolutionised mobile telecommunication at the start of the millennium and Hutchison 3G was one of its pioneers. As global head of brand environments I was responsible for the translation of the brand into all architectural spaces — both office and retail. I commissioned architects and created guidelines to brief and inspire them for the design of offices and commercial outlets across the globe. Spaces had to be ‘on brand’ and also reflect the local culture of each country where Three operated.

Welsh Slate: CEO
(1996–2000)

London Showroom

Broschure

Alexander McQueen fashion show 2000
Catwalk covered with Welsh Slate

As CEO of the newly formed company, Noemí developed a business strategy and brand identity to bring the industry (and the board!) into the 21st Century, appealing to contemporary and vanguard architects. New products were developed to make the most of the properties of this unique natural material, while also reducing the waste generated by quarrying. These new products saw Welsh Slate being used in many diverse settings — from airports and concert halls to a catwalk for Alexander McQueen, generating excellent publicity and confirming the brand’s new fashionable credentials. Turnover increased by 40% during this period.