The creative universe of MAM expands from Barcelona with fashion and jewelry

Organic and futuristic forms that express connection and the constant transformation of life: everything changes, everything evolves. And all that perpetual movement is what MAM Originals embraces in its creative universe, which grew taking the form of jewelry and has been extending to fashion and design, with sinuous lines, striking colors, and a singular aesthetic rooted in nature.

At the helm of this universe are Jordi Enrique Albert, as CEO, and Anthya Tirado, as creative director. A little over a decade ago, they began to build and discover from Barcelona this “creative universe, where design is a tool for transformation and self-expression,” Tirado highlights. “Jewelry was the starting point of this adventure and our first form of expression,” which later also took the form of handbags and fashion.

“From the beginning, we understood design as a language without limits, capable of materializing any idea, emotion, or vision,” with a conception that results in pieces that, according to Tirado, “challenge conventions and celebrate individuality.” MAM’s recent show at Paris Fashion Week made these objectives clear, with proposals that combined their jewelry pieces on futuristic silhouettes: “The show was conceived as an immersive experience inspired by six galactic civilizations,” making a journey of consciousness evolution through design. “More than presenting a collection, we presented a way of understanding design,” she defends.

“Paris Fashion Week has marked a before and after for MAM,” Tirado remarks. And not only for its jewelry, but also for handbags and fashion, which showed that "MAM's vision can be expressed through multiple disciplines without losing its essence." That immutable essence in the MAM universe lies precisely in that constant change and transformation, from which the brand's name itself emerged, as an acronym for Move Art Movement.

“We understand Earth as a living organism, in constant movement,” and that is also the vision of the future for the Barcelona-based firm: “We do not understand the future as a place we will arrive at, but as the result of every conscious action. The future begins to exist the very moment we decide to move, create, or transform. And Earth is the mother that contains everything: the origin from which all transformation is born.”

All this philosophy materializes in Gaia, a feminine figure who is MAM's avatar, reflecting, through lilac and green, the firm's conviction that design can be a force for positive change. Gaia is also the protagonist of the MAM House space, located in the Gòtic. The space, over a thousand square meters in the historic building at number 23 Ample Street —designed in 1852 by architect Elies Rogent—, houses the firm's daily office, as well as its flagship store, its archive, its workshop, and its laboratory. Each MAM piece is created in this historic building in the Gòtic, with processes that prioritize sustainable, artisanal, and local production, guaranteeing the traceability and quality of the materials. 

And it is that sustainability is at the core of the company and its relationship with nature. “We observe nature not only as a source of inspiration but as the greatest designer that exists. For MAM, the future is not an aesthetic; it is a state of evolution.” Thus, nature plays a crucial role in MAM's creative process, although inspiration “can appear anywhere,” Tirado recounts: “In a work of art, in a conversation, during a trip, listening to a song, in a dream, or simply observing nature. I try to always stay open to the world because creativity often hides in the most unexpected places.”

“We don't look for trends. The entire creative process at MAM is born from a concept that we develop through a deep research process,” explains its creative director. And only when that concept is defined do they begin to design, exploring materials, shapes, and volumes until they find the language that expresses what the firm wants to convey. Thus, its co-founder sees the firm not only as a brand; she conceives it as “a blank canvas without limits, where everything is possible, and where any idea can take shape.” Now, that blank canvas continues to expand and build the future, from the Gòtic of Barcelona.