Lúcid, creation at the service of businesses that generate experiences

Circular design is on the table for the creative departments of many companies and is one of the European Commission's maxims in the European Green Deal, the large set of community initiatives to achieve zero emissions by 2050. Among other things, because all studies indicate that 80% of a product's environmental impact ---and also of services--- is determined in the design phase. At the same time, equally or more important is that eco-designed objects take into account the end of the product's life cycle and its different components.

It is around these doctrines that the innovation agency Lúcid, from Terrassa, has its raison d'être. Mechanical engineer Pol Fantoba and industrial designer Marc Fabra have been at the helm of this business for ten years, which has focused on circular design, putting people at the center of projects.

Lúcid has a very holistic vision of industrial design and lands in the field of consumer experiences, whether with physical or digital products, commissioned by other companies. This has provided it with a wide and varied catalog of innovative projects that have come out of Terrassa for multiple sectors and different destinations. From Taurus's Mycook, to the closing systems of the Chinese Zuvo, passing through the watches of Atam, the Telefónica group's association for the care of the elderly or people with disabilities. They are also the creators of the new generation of tools such as Bellota brand hoes or Tropicfeel's innovative backpacks, and they work for Espora and Citysens rethinking green spaces in cities.

"Today, whoever doesn't understand that experiences must be designed, is going nowhere," highlights Pol Fantoba, CEO of the agency. Digital transformation is necessary for companies as a starting point, he explains, "but creative transformation is what will allow us as a society or as a company to differentiate ourselves and prosper." Hence Lúcid's specialization: Phygital, a concept that has taken shape in the 21st century and consists of elevating a brand's experience by mixing online and offline. "It's the new paradigm of products," emphasizes Lúcid's co-founder.

That is why the agency has a multidisciplinary team with more than twenty professionals who dedicate the necessary time to each project, which can range from three months to a year and a half of research and creation. Their work has received recognition on several occasions from international experts in the field of design. The most recent, last April, when they won two Red Dot awards, one of the most reputable distinctions worldwide, thanks to the strategic designs made for the companies Pickdata and Barner Brand.

Pol Fantoba believes that society should think about "buying little, of high quality and greater added value" and argues that this involves "improving products, but also changing business models". In this sense, when Lúcid undertakes the development of a product or service, the first thing it does is analyze the potential user to determine very well what the physical or digital product should be like and what it should be for. "From there, there is the creative part to conceptualize, the engineering part to be able to manufacture it and, sometimes, accompanying its industrialization is also basic, often if it involves orders from small or medium-sized companies," he points out.

The agency's CEO argues that creative transformation is what will allow society and companies to differentiate themselves and prosper

With their trajectory, they are now planning to land in Barcelona. "We have brand and notoriety, we want to be a relevant player at a European level and we must be where there is talent and projects; in the big city." That's why they also have a foot in Madrid.