Craftsmanship and design with a slow life approach
Imagine a warm, inviting atelier – that’s Vela. Here, the worlds of art, design, and crafts come together in a delightful symphony to create pieces for the contemporary world. Vela takes pride in their range of lifestyle ‘desired objects,’ spanning from charming home items to beautiful women’s accessories.
With a knack for turning rattan, reclaimed, and surplus materials into minimalistic, yet eye-catching designs, her inspiration springs from the rich craft traditions of Spain and her Southeast Asian trips.
Every product Vela designs is a journey, aimed at transforming your space and enhancing the beauty of your daily life.
I studied for a Bachelor’s degree in Advertising, providing me with a strong foundation in the creative field. Following that, I completed a Master’s in Design, allowing for a deeper exploration of the art and design realms.
I had the privilege of working for 10 years in various Creative Agencies in Madrid, initially as a digital designer and soon transitioning into Art Direction. During this time, I was exposed to a wide array of creative projects that contributed significantly to my artistic growth and inspired me to explore new ways of creation.
Over the past 5 years, I’ve been living in London. Initially, I came for a 3-month course in Art Direction for Fashion at Central Saint Martins, but I fell in love with the city. So, I found a job as a conceptual designer at a Multinational Agency here (I’m not sure how I did it with my limited English back then, hehe!). At the end of 2022, I decided to embark on a new adventure: I started running my Brand Design Studio and Crafts Atelier in Hackney Wick.
Elena, can you tell us a little about your artistic background?
Everything started in 2016. I worked as a creative, but I didn’t feel creative at all. I was trapped 10-12 hours a day in an office, working against impossible timings and feeling completely demotivated after 10 years of work.
I remember that summer I went to Nicaragua on Holiday. On the last day, by chance, I picked a beautiful hotel boutique in the middle of a lake. Time stopped when I landed there. The luxury of that place was to have time to do nothing. I spent the day strolling around the 500m2 island and hotel, taking pictures of everything. Then, I realised all the furniture, decoration, fabrics, homeware, and baskets… were beautifully designed and handmade. And they blended in with the environment. I chatted with the hotel staff, and the woman explained everything was created by a local designer and produced by local communities to empower women. They used the hotel as showroom/shop/gallery. The conversation kicked my brain.
A few months later, I quit my job, took my backpack and camera, and embarked on a year-long trip around Asia. I decided to try a different craft in every country I visited: block printing in India, leather bag making in Bangkok, basket making in Cambodia, Laos, and Bali, and ceramics in Japan. I quickly realized that crafts became not just a way to get closer to the local culture and learn about their way of life, but also a means of appreciating time and finding balance within myself.
It’s been almost 7 years since then, and now I can tell that trip changed my life.
When did your passion for crafts start?
I love the Mediterranean style and summer. Summer seems to be the time of year when you are allowed to disconnect, to be ‘wild’, smell the sea, pause, and BE CREATIVE. Much of that Mediterranean and summer vibe comes from our typical materials (rattan, esparto grass, leather, and linens, among others) and the craftsmanship and Spanish traditions.
Surprisingly, while traveling, I connected with Asian culture through crafts. A new creative world opened my eyes and helped me understand these materials deeply, how to use them more effectively, and how to blend them together.
What attracts you to the craft traditions of Spain and Southeast Asia, and in what ways do they influence your work?
Having spent 15 years as an Art Director and designer, my background plays a huge role in shaping how I approach my craft. I’ve developed a trained eye and a heightened sense of awareness, which means I notice the smallest details in my surroundings – everything from aesthetics and composition to colors, shapes, and light.
Over the years, I’ve also cultivated a personal style that’s uniquely my own (You know that when your friends tell you: «That’s very Elena Vela Style») This style naturally finds its way into all my work, from the initial concept and sketches to the choice of materials and color palettes. It’s what gives my creations their distinct touch, marked by a blend of «perfect imperfection», reflecting the influences of my long career in design and my adventures around the world.
How does your design and art direction background shape your approach to your craft?
Well, I’m not sure if I infuse a ‘slow life spirit’ into my designs, or if the making process infuses a slow life spirit in me. After a few years of crafting, I began to realize that crafting brings me calmness and allows me to disconnect from the world while creating. I always say that crafting is my meditation; it’s like a remedy I crave when I’m stressed or after a long, intense day at work. When I start crafting, I switch off and connect with what I’m making, instantly putting aside any unnecessary distractions.
What holds true is that creating a handmade product is inherently a slow process, and you can appreciate it at every step of the way. The slower the process, the better the product turns out. It’s akin to cooking: when you prepare a meal slowly, it simply tastes better 🙂
How do you infuse a «slow life spirit» into your designs?
Inspired by Spain’s craft heritage and my Southeast Asian adventures, my work aims to transform spaces and infuse everyday items with a unique character that resonates with the soul of slow-living lovers.
My trip around Asia allowed me to gain a broad knowledge of different materials, but I’m mainly self-taught. With Vela, I want to give myself the freedom to experiment and create without the constraints of an agency or a client, which unfortunately is what often happens in my design profession. I come up with ideas, sketch them, and then think about how to bring these ideas to life. Most of the pieces I create are ‘prototypes,’or what I like to call ‘artifacts’ — a series of objects and pieces of art that somehow fit together to create unique aesthetics, no matter if it’s a leather bag, an artwork, or a vase, for example.
The way I combine materials is usually quite random. I began working with leather in Spain, then learned how to craft baskets in Asia. One day, I had an idea for a summer bag that combined both materials, and I thought, ‘Why not?’ I tested it, and it worked beautifully. During lockdown in London, I revisited painting and tapestry, old hobbies I had forgotten, but none of them fulfilled me 100% until I tried combining artworks and tapestry by stitching and weaving wool. I fell in love with the process and the outcome.
The same thing happened with the combination of ceramics and rattan. I loved the idea, but I didn’t have the skills to create the beautiful ceramics I had in my head. So, I sketched the idea and asked a friend who is a talented ceramist to bring it to life. That’s how the first rattan & ceramic vase collection, called Allegra, came to life.
How do you approach combining different materials in your work?
As I mentioned earlier, I enjoy prototyping and testing various ideas, experimenting with different materials, and observing ‘what happens.’ However, I have to acknowledge that every time I carry a leather bag or clutch, I feel extremely proud. These pieces are nothing extraordinary; on the contrary, they are quite simple and minimalistic, perhaps even imperfect, if I may say so. Nevertheless, they exude a certain class and authenticity.
I also cherish the story behind the leather pieces I use to craft my products. Each item is unique because I utilize leftover leather pieces originally used to create Spanish saddles. Whenever I visit Madrid, I make a point of stopping by a small Rastro shop operated by an endearing gentleman in his 80s and his lovely family. There, I meticulously select the right pieces for Vela products.
Could you describe a piece from your collection that embodies your artistic journey and design philosophy?
I craft my designs intending to enrich people’s daily lives and living spaces uniquely. I believe that the objects we surround ourselves with should be more than just functional; they should evoke a sense of connection with our essence and transport us to places and experiences that resonate with our souls.
Through my work, I aspire to bring a touch of exotic countries and Mediterranean vibes into people’s lives. Whether it’s a beautifully handcrafted leather bag or a meticulously designed piece of decoration, each creation is imbued with the essence of my travels and the rich cultural tapestry of the places I’ve explored.
I want my designs to serve as more than mere decor; I want them to be a source of inspiration, a reminder of the beauty that exists in the world, and a daily dose of joy. When people interact with my creations, I hope they find a connection to their wanderlust and a sense of serenity in their living spaces. It’s about adding a touch of magic to the every day, allowing individuals to escape, even if just for a moment, to those far-off, exotic destinations that have left an indelible mark on my creative journey.
How do your designs aim to enhance people’s daily lives and living spaces?
Last year, I completed a 3-month Artisan Entrepreneurship Course. It greatly helped me understand the potential of Vela, and my mentor was amazing in assisting me with crafting a business plan. That’s how I got the motivation to secure a studio space in Hackney Wick, reached out to an online platform called We Can Doo to showcase and sell my workshops and began to collaborate with my ceramic teacher to create a series of artifacts for an exhibition.
It’s a long journey, and often, I have to put it on hold due to my design projects with agencies and clients. There are times when you question whether the effort (in terms of time and money) is worth it, or if it will remain just an expensive hobby. However, on those Sundays when you wake up to a message from the online platform saying that someone has booked two spaces for your next workshop, or you receive an inquiry on Instagram about an artwork or a bag, those are the days you smile and know you’re on the right path.
What challenges and rewards come with Vela crafts?
My dream would be to fuse my design skills and craftsmanship by organizing creative retreats in beautiful and sunny locations, where I can have time to create unique artifacts. I’d also love to return to London periodically to exhibit my work in charming galleries and inspiring spaces. Dreaming doesn’t cost anything, does it?
However, for the next year, I would be more than happy if I could conduct a few workshops every month in my studio, create a big and beautiful artistic community, and continue working on my pieces to prepare for my first exhibition!
↳ Instagram: @vela_goods ↳ Book a Workshop: We Can Doo
Can you share a glimpse into your vision for the future of your artistic atelier, Vela?
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