Last Saturday, El Solitario was invited to Galicia Design Week. We were there to showcase PROMETEO, our latest creation—a piece we consider our Magnum Opus. But something unexpected happened: we were asked to speak.
We are not speakers. We are designers, builders, creators. Our work speaks for itself. But this was an opportunity to share something more: the philosophy behind what we do. The title of the talk was simple: “NADIE NOS MANDA” (Nobody tell us what to do).
At its core, the message was clear: design is a tool for truth. It is not decoration, not a pursuit of beauty for its own sake. Designers have a responsibility to preserve individuality, push culture forward and fight against the growing tide of homogenization that threatens creativity.
Over the last 14 years, this principle has guided every project we’ve created. PROMETEO is its most recent expression, but every step of the journey has been about one thing: Using design to communicate something that matters.
Even our emblem, the lone wolf, reflects this philosophy. It’s not just a logo. It’s a statement. A lone wolf separates from its pack to chart its own path, ensuring diversity and survival for the species. It’s a symbol of individuality in a world increasingly drawn to conformity.
During the talk, we asked some hard questions: Why follow a plan? Why try to please everyone? Why surrender to the algorithm?
Our answer, as always, was clear: We don’t. A brand is either true, or it isn’t.
Far too many brands today play it safe, following the algorithm and trading authenticity for a perception of security. But when truth is compromised, the result is mediocrity—a world of sameness where nothing original survives.
By the end of the talk, the room had thinned out. Not everyone is ready for this kind of conversation. Especially when we talked about mainstream sustainability. (The scam of the century?) That’s fine. What remained were the ones who understood—the ones willing to stand for something.
We were fortunate to have Aitor Molina, a long-time friend and creative director, join us for the event. Aitor has shared his talent with us for years, and his contributions brought our ideas to life in a way words alone never could.
The day ended the way all great moments should: with a celebration. The afterparty was dedicated to Marko, a true lone wolf who lived with courage and left us the same way. In his honor, we raised his favorite bottle of tequila, and emptied it until 06:00 AM. Because if Marko taught us anything, it´s this:
Only that which can destroy itself is truly alive.
This is the foundation of everything we do: a belief in the power of design to challenge, provoke, and endure.