Son of a Tailor x Mexico Design Fair
Redefining contemporary design weeks
With its tightly curated exhibitions and guest list against the backdrop of a 360-degree format that wraps the fair into a holistic travel experience, MDF Mexico Design Fair has made a name for itself far beyond the Latin American country’s borders.
The event was founded by Mexico City-born Carlos Torre Hütt, who, looking back at over 25 years of experience in architecture, design, museography, and curation, launched MDF in the pursuit to promote the acquisition of collectible Mexican design.
“I thought it was time to take a risk and create an unconventional format.”
Fuelled by our shared belief in the potential of great design to elevate daily life, the value of excellent craftsmanship, and the transformative power of redefining customer experience, we at Son of a Tailor have been a proud collaborator since the first edition in Puerto Escondido in 2021. This year’s fifth edition lets MDF premiere outside of Mexico, taking it to Austin, Texas. We caught up with Carlos to speak about what inspired him to create this unique format, what it means to take it abroad for the first time, and what’s next for him and MDF.
Could you give us a brief introduction to yourself and your work?
My name is Carlos Torre Hütt. I studied architecture and design and have a master's degree in museography. I was born and raised in Mexico City, but for the past 25 years, I have lived and worked in Querétaro, where I have dedicated myself to promoting design. I am the founder and curator of MDF Mexico Design Fair.
Mexico’s design scene is increasingly gaining momentum globally. What makes it so special?
The design scene in Mexico has undoubtedly generated global interest for some time now. There are many reasons for this, but I believe what makes it so special is how we express our recognition of our ancestral cultural wealth in our search for a contemporary identity. From the end of the last century to the present day, this search has resulted in the emergence of new and original Mexican proposals related to gastronomy, architecture, art, fashion, and design. These proposals have become very attractive to discover and explore.
“What makes Mexico’s design scene so special is how we express our recognition of our ancestral cultural wealth in our search for a contemporary identity.”
You intentionally created MDF Mexico Design Fair with a format that’s unlike traditional fairs. Why is that?
After many years participating in different design fairs and festivals, I thought it was time to take a risk and create an unconventional format. I focused on three values: first and foremost, curating the content to be exhibited; second, strategically selecting guests who could echo MDF; and third, designing the program as a travel experience that integrated gastronomy, architecture, and other stimuli into the fair's content.
What inspired you to innovate what a design fair can be and how did you come up with the concept?
The concept behind MDF Mexico Design Fair is a collage of moments inspired by existing fair formats. In other words, based on my experience attending these events, I took what I considered to be the most valuable aspects and tried to create a new, disruptive format. I was aware that we were living in a time when Mexican design was beginning to gain international relevance.
Can you tell us a little bit about the program and exhibitions?
After holding four editions in Puerto Escondido, Oaxaca, we decided to bring the fifth edition to Austin, Texas. We were very excited about the challenge of holding MDF outside of Mexico for the first time and believe that Austin's scale and energy are well-suited to our format.
This edition's program centers on a design exhibition that’s installed temporarily in the Q-Hut at the Hotel Carpenter. We have carefully selected pieces by renowned designers, including Andrés Gutiérrez, Tatiana Bilbao, Pedro Friedeberg, and Javier Marín, as well as emerging talents, such as Esteban Leñero, Mario Plasencia, MOT Studio, and Humberto Ramírez.
We also featured the third edition of MDF Design Talks, entitled “How Design shapes people's lives? - The aspiration for uniqueness,” at Soho House Austin, and a guided tour of the exhibition “Host” by artist Raúl De Lara at The Contemporary Austin - Jones Center.
“Austin's scale and energy are well-suited to our format.”
Was there a key moment when you knew things were working out?
For me, there is no single defining moment. The combination of the selected designers, the objects presented in the exhibition, the group of international guests interested in the content, and of course, our sponsors makes all the effort behind an event like this worthwhile and shows us that our proposal works.
What was or is the biggest challenge?
The biggest challenge is for the pieces in the main exhibition to be acquired and become part of our guests' daily lives and rituals.
“The biggest challenge is for the pieces in the main exhibition to be acquired and become part of our guests' daily lives and rituals.”
Are there any highlights from previous editions you hold particularly dearly?
I remember more than a particular moment. I remember the blue tones of the Oaxacan sky that accompanied us in previous editions and our extraordinary hosts, Casa Naila and Casa Malandra, which are exceptional examples of Mexican coastal architecture.
We are proud of the experiences we've had through MDF and of our evolution as a platform for promoting design.
What made this year’s edition stand out to you?
This year's edition is notable for its change of geographical context. We are leaving the Mexican Pacific Coast and heading to the Texas Desert. It also stands out because of the enormous interest and warm welcome we have received in Austin. It felt like having an event at home. We are excited about the prospect of MDF reaching other attractive destinations in the future, which would allow us to continue sharing beautiful and functional objects with a wider audience.
This year’s edition is the first one outside of Mexico. What led to this decision?
First, there is the long-standing cultural relationship between Mexico and the United States, and design is no exception. On the other hand, we were looking for an international destination for the MDF experience, and a couple of years ago, Conni Reed, one of our guest collectors in Puerto Escondido, suggested Austin. I am personally very grateful to her for suggesting Austin and helping make MDF Austin a reality.
What’s next for MDF and yourself?
There's no doubt that more than ever, interactions between people are valued, and what better way to do it than through design. After this first successful edition outside of Mexico, we will likely consider holding a couple more editions in Austin. Although everything is changing very quickly, we will strive to remain an innovative platform for showcasing and acquiring design. Over the course of five editions, we have gained insight into the types of experiences that professionals and design enthusiasts seek and enjoy. We are excited about continuing to be a space for new dialogues that drive creation in the design disciplines.
MDF and Son of a Tailor are now collaborating for the third time on a welcome surprise for the VIP guests. What made Son of a Tailor the partner of choice?
Son of a Tailor and MDF share the same spirit. We are both interested in promoting conscious purchasing and avoiding consumption for the sake of accumulation. We prioritize daily interaction with valuable items that are meaningful because of how they are made. We deeply admire Son of a Tailor's work at MDF, and we believe that through this collaboration, both brands benefit from an intercultural exchange centered on design.
“There's no doubt that more than ever, interactions between people are valued, and what better way to do it than through design.“
Visit the Mexico Design Fair website to learn more and stay updated on upcoming events.
Further Reading
