Originally from Lisbon, globe-trotting designer Marta Veludo has lived in Augsburg, Germany, studied and worked in Barcelona, and now—as of three years ago—calls Amsterdam home. “Amsterdam is an inspiring, relaxed city that balances and organizes my crazy way of work,” Veludo says, before adding, “I hope this won’t be my last stop.”
Her multidisciplinary work is as diverse as the places she’s called home. Veludo applies her playful patterns to printed matter, clothing, motion graphics, and very soon, she’ll make her mark in set design.
“I’ve always been attracted and drawn to mixed media,” Veludo explains. “I believe that a designer can work through different mediums, researching new approaches, refreshing ideas and ways to bring joy for all. And often, the way to do it isn’t in a flat and systematic way.”
Her enthusiasm is palpable, but that wasn’t always the case. As is the case with many artists, Veludo thought specializing was the way to go. But with a body of work that’s hard to categorize, she says, “I got myself into some situations where people were confused about what I did. Even though I didn’t feel it was important to specialize, I was pushed to it.”
For a long time she struggled against her natural, cross-media approach. “In the end,” Veludo says, “I realized that being multidisciplinary is not an evil thing. If you find your own process, it’s a statement. Now everything has changed and I’m comfortable in my own skin. My work jumps through different media, but with my personal touch. That’s what I’m hired for now.”
And clients are indeed clamoring for her pale brushwork, colorful and confetti-like patterns, and dynamic geometry, all infused with a graphic rhythm. Veludo’s designs harken back to the ’80s, when Bronksi Beat and Esprit reigned supreme.
“We’re creating work that touches a lot of disciplines, crossing each other and creating a new one—all with awesome speed, thanks to the internet. I love it. Design has become a refreshing, non-conformist, and socialist place again.”
When Spanish fashion designer Krizia Robustella reached out to Veluda to design prints for her new collection, she gladly agreed. Robustella’s collection was inspired by ’80s skiwear and winter vacations in Switzerland, which Veludo translated into bright colors, modular shapes, and grids.
“Krizia let me work freely on three patterns,” Veludo says. “They shaped into a structured and crazy graphic interpretation of mountains and valleys. It was amazing to see them brought to life on the catwalk.”
While Veludo can’t divulge much about her next project, she can tell us it’s set design for Current Obsession, a magazine about contemporary jewelry. “I’m working on sets for six jewels, and it’s all about magic,” she says. That issue will be in March, just in time for Munich Jewelry Week.
“Every day there’s a chance to build something, to create. Those expectations keep me motivated, with a sharp mind and eye,” says Veludo, who begins most days with Tumblr, sketching, research, and brainstorming—with the occasional museum visit. “Each assignment has its needs… By traveling and living in few different cities, I unconsciously get a bit of each one, to make a tutti frutti of what exists in those places,” she says.
Tutti frutti, rather apropos I’d say.