With ‘Uprooted’, Spanish designer Jorge Penadés dives deep into the transformation of landscapes and materials, using olive wood as a bold statement on the consequences of industrialization. What begins as a study of Andalucía’s olive oil industry evolves into a powerful narrative about ecology, craftsmanship, and the potential of overlooked resources.
While the project will culminate in a collectible design collection and exhibition at the Madrid Design Festival in February, ‘Uprooted’ transcends the boundaries of product or installation. It is a meditation on how industrial practices reshape natural environments and an exploration of the hidden potential of discarded materials.
Rooted in the Andalusian landscape
Andalucía, known for its sweeping olive groves, produces nearly half of the world’s olive oil. The region’s ancient agricultural traditions once thrived on biodiversity and harmony with the land. However, the rise of super-intensive farming methods has drastically altered this balance. Native olive trees, some centuries old, are being replaced by optimized monocultures planted in tight rows to maximize efficiency.
This shift disrupts local ecosystems, depletes soil fertility, and leaves behind a trail of uprooted wood—abandoned due to its density, irregularity, and perceived lack of utility. For Penadés, who was born and raised in Andalucía, these landscapes are more than picturesque—they are personal. They carry the memory of traditions that once shaped the region’s cultural identity. Through ‘Uprooted’, Penadés captures the tension between past and present, reflecting on what is lost and what might yet be salvaged.
Experimenting with Olive Wood
Penadés has long been celebrated for his innovative use of materials and his ability to provoke new conversations about design. His Structural Skin project, for example, transformed discarded leather scraps into strikingly unconventional furniture, challenging traditional notions of waste. ‘Uprooted’ continues this legacy, pushing Penadés’ practice into new terrain. By engaging directly with the olive groves of his homeland, he transforms a deeply local material into a global statement about design’s role in reshaping our relationship with the natural world.
For ‘Uprooted’, Penadés approached the discarded olive wood with an open mind, letting its irregularities and density guide the design process. Instead of imposing traditional forms, he celebrated the material’s inherent qualities—knots, embedded stones, and unexpected textures—allowing them to influence the final pieces. The results challenge conventional ideas of utility and waste, showcasing the wood’s potential for new applications.
This experimental phase was enriched by the collaboration of Seetal Solanki, a London-based Materials Translator and founder of Ma-tt-er. Solanki’s expertise in connecting the cultural, social, and ecological dimensions of materials brought invaluable insight to the project. Together, they redefined olive wood not just as a material, but as a carrier of stories—of Andalucía’s landscapes, industrial shifts, and the potential for rebirth through design.
A new perspective on design
‘Uprooted’ offers a compelling vision for the future of design—one that considers the interconnectedness of landscape, material, and process. By acknowledging the environmental impact of industrial practices and exploring alternative ways to work with overlooked resources, Penadés challenges us to rethink the way we create and consume. More than just an exhibition, ‘Uprooted’ is a manifesto for a design philosophy rooted in responsibility, curiosity, and respect for the natural world. It invites audiences to reflect on how landscapes shape materials and, in turn, how materials can inspire more thoughtful and sustainable design practices.
The culmination of this experiment will be unveiled in a special installation at Espacio Gaviota (Calle Gaviota 25, Madrid, Spain 28025) in Madrid from February 8 to 22, 2025 (open by appointment at office@penades.xyz). The exhibition will present the results of Penadés’ meticulous process, showcasing a collection of furniture crafted entirely from discarded olive wood. Through spatial interventions and material examples of the experiments carried out, the installation will offer a comprehensive narrative of the ‘Uprooted’ journey, offering insight into the experimental techniques and materials explored throughout the project.
For Penadés, ‘Uprooted’ represents a decade-long commitment to redefining the boundaries of design. It offers a blueprint for reconnecting with the landscapes we inhabit and the resources they provide, fostering a deeper appreciation for the stories materials carry.
