Tropicalize: Design the Latin Way

David Freyre is a founding partner and design director at ImasD, a Colombian foresight, strategy and design studio based in Medellín.

David holds a degree in Design Engineering from EAFIT University and a Master’s in Packaging Design from Elisava. For almost two decades, he has been combining research, creativity and innovation for Latin American brands, earning accolades such as the Pentawards, Latampack and Lápiz de Acero.

In this episode, David shares his vision on what he calls ‘tropicalising design’. We discuss how Colombia’s biodiversity, colour and cultural richness become a unique point of differentiation for the world. We also explore the growing pride in local design, the challenges of educating people about the value of design in the region, and opportunities for collaboration between Latin American and European designers.