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Javier Iturrioz is an architect that specializes in interior design and has become the most sought-after decorator in Argentina. He defines his style as stage design with an extravagant but elegant touch. That balanced personal sophistication has seduced international luxury brands such as Hermès, Cartier, Patek Phillippe, Ralph Lauren, Armani, Versace, Louis Vuitton, Zegna, Carolina Herrera and an extensive list of labels that entrusted their image to his talent.
“I am utterly baroque. I like English and French styles. I like the classics,” states Javier Iturrioz, the preferred name in Buenos Aires for decorating distinguished commercial spaces or creating memorable displays for important social events. “I love gold, do not follow trends and I’m not a fan of minimalism. But when I do it, I do a perfect job.”
Iturrioz welcomed azureazure.com in his offices in Buenos Aires to chat about his work and future plans. He is friendly, warm and dapper, and follows the English etiquette acquired through his European education, and with family traditions in which wearing a tuxedo was the norm.
When asked about a turning point in his career he replies, “Hermès, without a doubt.” Iturrioz has been responsible for decorating the windows of this French brand since its launch in Argentina. Then he talks about some secrets of his relationship with the leading brands, about their explicit, and not so explicit, rules.
“With Hermès, for example, we must draw inspiration from an annual theme to create the windows.” He says that he must also create special atmospheres according to the seasons for launches of collections and they must match the fashion show or the ad campaign. “With local firms, however, there is the possibility of using a freer kind of creativity, but without departing from the focus or specific target,” he adds.
A vocation to create
This talented designer fondly recalls his work with firms such as Ménage a Trois, Uma or Vitamin, his creative years with Tiffany & Co. and his transcendental work with Hermès. Interestingly, he defines his creations as if they were his children. Some of these works were more ephemeral than others, but he thinks they were all memorable. He mentions personal milestones including the striking decor he created for l’Abeille, a typical New York club in Buenos Aires that marked an era.
Of his work in Argentina, he recalls the famous Clubland of the nightclub Pacha, and the ambiances he created for Dot, for couture designer Laurencio Adot, or for designer Flavia Martini in the charming Avenue Quintana, as well as plenty of very memorable window displays and themed parties. But he seems disappointed at the fact that Buenos Aires lacks the presence of leading international brands. “If we compare the window displays of Buenos Aires with those of the Fifth Avenue, that lack is very noticeable,” he says.
According to Iturrioz, local brands are not as flashy nor provide a significant budget to showcase them at their best. “In some cases, they even opt to simply hang a poster, and believe it is enough. At one time I was doing windows for eleven major international brands. And that was a pleasure,” he adds.
A passion for scenery and for dogs
Iturrioz also made stage sets for the iconic Teatro Colón, the most renowned lyrical venue in Argentina and one of the most important in the world. He also worked on film and television sets with a starring role in the independent film Host, and with an extensive career as co-director on television. “I had a great time and am not afraid of the cameras,” he says as he reminisces on the fun-filled experience.
His other passion is dogs, to the point of saying that owning one is the best thing that ever happened to him. According to Iturrioz, people who never had a dog are missing something wonderful. “For me, my dogs are my connection to reality. I spoil and hug them all the time,” he says.
To switch off from the fast pace of the city he tries to spend the weekends in the countryside, relaxing amidst the greenery of nature. “It fills me with energy, creativity, and good vibes,” he states. His place in the world is in a field near Buenos Aires, where he loves to walk along tree-lined streets or enjoy memorable naps among his dogs. “I wouldn’t trade that for anything,” he says with a big smile. He affirms that the weekend experiences in the countryside keep him inspired through the entire week. ■