Maider Mendaza. Partner at THIS is UMAMI, Creative Director, Art Director and Photographer.
Adrià Rosell. Partner at THIS is UMAMI, Creative Director, Copywriter and Photographer.
In 1908, Japanese professor Kikuane Ikeda coined the term u¡mami («the beautiful taste») when he realized how certain ingredients gave rise to a sensation of inusual intensity in one´s taste buds, the result of previously unknown synergy. More than a hundred years later, THIS is UMAMI was founded with the goal of continuing to generate synergies. Something powerful exists in our cultural fabric, waiting to be connected. Our mission now, much like professor Ikeda in this time, is to discover what intensifies the flavours present in the taste buds of our age. Reflecting contemporary trends, we are a hybrid structure between design studio, advertising agency, production company and strategic consultants: a creative laboratory constantly evolving.
Maider has worked for brands such as Ikea, Banc Sabadell, Catalana Occidente, Hitachi and Nokia among others. She has published her portraits and fashion editorials in various national magazines and has exhibited her work in art centers like the CCCB and La Fábrica in Barcelona as well as the HBC Gallery in Berlin.
Adrià has worked for brands such as Nike, Desigual, Estrella Damm, Agatha Ruiz de la Prada and Bacardí among others. He has exhibited his work in art centers like Palau Solterra Museum in Torroella del Montgrí, Cervantes Institute in Madrid as well as MCAM gallery in Barcelona.