In Conversation with the Material: Jorge Penadés’ Decade-Long Study Debuts at Madrid Design Festival.

‘Uprooted’ design process. Photo: Penadés Studio.

‘Uprooted’ chair.

‘Uprooted’ installation at Madrid Design Festival 2025.

‘Uprooted’ chair (left) and wall shelf (above).

In an intriguing exploration of material relationships, Spanish designer Jorge Penadés unveils ‘Uprooted’—a project that delves deep into the often-overlooked narrative of olive wood in Spain’s industrialized olive oil production. Debuting at Madrid Design Festival 2025, this exhibition marks both the designer’s studio’s 10th anniversary and a decade-long investigation into materials and their inherent stories.

The project, curated by materials expert Seetal Solanki, unfolds through a two-phase journey. The first phase reveals the stark reality of Andalucía’s olive oil industry, where traditional harvesting methods have given way to super-intensive production. This shift has led to the systematic uprooting of native species, replacing them with gridded plantations optimised for mechanical harvesting.

What makes this project particularly compelling is Penadés’ discovery of discarded native wood—material deemed too complex for industrial processing due to its unique characteristics. The designer offers a compelling case for a design philosophy that values deep material engagement over industrial standardization. Rather than viewing these ‘imperfections’ as limitations, Penadés embraced them through what he calls a “rigorous interview with olive wood,” posing 99 questions to understand the material’s responses to various treatments.

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“The material’s characteristics inform and guide the design process,” explains Penadés, describing his ‘material-led’ approach. This methodology champions a respectful dialogue between designer and material, allowing natural properties to shape the final outcomes rather than forcing predetermined forms.

The exhibition at Espacio Gaviota transforms these findings into a multifaceted experience, featuring collectible design pieces, photographic documentation by Max Creasy, and unconventional installations. Through this presentation, Penadés and Solanki invite visitors to reconsider our relationship with materials in design, highlighting the importance of listening to and respecting their intrinsic qualities and urging us to recognise the complexity, character, and inherent agency of the materials we are surrounded by in our everyday life.

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Photo: Penadés Studio.

Jorge Penadés’ portrait. Photo: Max Creasy.

[Images courtesy of Jorge Penadés. Photography credits as noted.]