Edición 89 | Visionarias del espacio
abril/mayo
23 junio 2026
Glocal 89 | AMOATO Studio: Designing Without Limits
From their initial university collaborations, Melissa Falcón and Saraí Noguez discovered a rare creative affinity. In 2010, along with Raymundo Botello, they founded AmoATO Studio, transforming paper—a material often perceived as fragile—into a powerful medium for complex, high-end visual narratives.
The Birth of AmoATO Studio and the Power of Paper
From their early days studying Industrial Design, Melissa Falcón and Saraí Noguez discovered a rare and powerful creative affinity. This natural synergy eventually led to the creation of AmoATO Studio in 2010, alongside their colleague and friend Raymundo Botello, following a decisive step through a business incubator. Seeking a distinctive element in a competitive market, they found an unexplored territory in paper. What many viewed as a fragile medium, they transformed into a powerful tool for complex structures and unique visual narratives, building a philosophy focused on listening, interpreting, and responding creatively to each client.
Overcoming Challenges and Breaking Stereotypes in Design
The path to success has brought significant challenges. Entrepreneurship in an environment where female leadership is still growing meant facing constant skepticism. The perceived fragility of both their signature material and their roles as female entrepreneurs was a barrier they actively chose to shatter with rigorous, high-quality results. Project by project, AmoATO Studio proved that creativity executed with precision redefines expectations. Overcoming structural obstacles like early funding and balancing professional life with motherhood ultimately shaped an internal studio culture deeply rooted in equity, where opportunities depend strictly on talent and capability.
Evolving into Luxury Retail and Multisensorial Installations
AmoATO Studio’s prominent position in the design industry is the result of clear, consistent strategic choices. Their unique portfolio seamlessly blends industrial design, fine art, and storytelling, evolving from delicate paper sculptures into comprehensive, large-scale brand experiences. Today, their sophisticated work manifests in high-end window displays, ephemeral installations, and multisensorial spaces for global luxury firms. Every detail is meticulously crafted to forge a deep emotional connection between the brand and the audience, establishing a new standard for creative direction.
Multidisciplinary Collaboration and Structural Balance
Behind the studio’s steady growth lies a highly defined organizational structure. Clear internal roles, active collaboration with multidisciplinary profiles, and an open culture of communication have been essential to managing both the creative process and the business operations. In this delicate balance, studio leadership plays a vital role, constantly mediating between artistic vision and commercial viability to guarantee a highly productive, respectful, and innovative working environment.
The Future of Experiential Design and Advice for Entrepreneurs
Looking ahead, Melissa and Saraí see a landscape filled with opportunities as design shifts toward immersive, personalized, and technological experiences. The booming experiential retail market and luxury sectors represent fertile ground for AmoATO Studio to continue pushing the boundaries of material exploration. For other women seeking to build their own businesses, their message is clear: trust your talent, take calculated risks, and surround yourself with strategic allies. Ultimately, their ambition is to consolidate the studio as a Latin American benchmark for luxury experiences that beautifully integrate sustainability and technology.
Design Films
Edición 89 | Visionarias del espacio
