The forum brings together leaders in design, architecture, and construction to reflect on the changes transforming workspaces. Through presentations and panel discussions, key topics such as artificial intelligence in design, property repurposing, the construction evolution of corporate projects, and the impact of design on workplace quality of life will be addressed. It is a space to connect ideas, anticipate trends, and rethink interior design from an innovative and human-centered perspective.
11:00 – 11:05 h. Welcome to the Forum . Gabriel Salazar.
11:05 – 11:10 h. AMIC Presentation . Oliver Jaimes.
11:15 – 11:40 h. “Augmemted Design: The role of AI in the transformation of interior design”. Juan Pablo Serrano, founder of Serrano+. Conference.
The emergence of Artificial Intelligence is redefining interior design processes, from conceptualization to execution. This conference will explore how AI-based tools are optimizing time, enhancing design creativity, and opening up new possibilities for customization and spatial analysis. A space to understand the present and anticipate the future of technology-assisted interior design.
11:45 – 12:10 h. “Beyond the present: Real Estate for multiple Lives”. Julieta Boy, Technical Director at Gensler Mexico. Conference.
Proposing a vision of architecture that transcends the present moment, focusing on the design of spaces capable of adapting to different uses, generations, and contexts over time. It is about creating resilient and versatile buildings, designed not only for immediate needs but also for future social, economic, and technological changes. This approach promotes more sustainable construction, with lasting value that accompanies the evolution of people and cities.
12:15 – 12:40 h. “The evolution of corporate project construction”. José Garay Rangel, Roberto Rubio and María Seoane, GIA Interiores. Conversation.
The construction of corporate spaces has undergone a significant transformation in recent years, driven by new work dynamics, efficiency standards, and demands for flexibility. In this conference, our speakers will share their vision on the evolution of construction models, current challenges in interior construction, and trends that are redefining work environments.
12:45 – 13:00 h. “Cost Engineering: The Strategic Ally in Corporate Projects”. Nedson Antonelo, Turner & Townsend. Conference.
In today’s context, where corporate projects face increasing levels of complexity, pressure for results, and return expectations, cost engineering emerges as a key discipline to ensure success from the earliest stages.
More than just a technical function, cost engineering has become a strategic tool that enables organizations to make informed decisions, optimize resources, and anticipate risks. Its effective application contributes not only to budget control but also to financial sustainability, operational efficiency, and long-term value creation.
Through structured methodologies, data analysis, and digital tools, management teams can align project objectives with business goals, ensuring delivery on time, within budget, and at the expected level of quality.
This talk invites reflection on the transformative role of cost engineering in the modern corporate environment, highlighting its impact on strategic planning, project governance, and evidence-based decision-making.
13:05 – 14:10 h. “Humanizing work: ergonomics, design, and quality of life”. Omar Sánchez, PM Steele, Jerónimo Almada, Steelcase & José Fornas, IHO Espacios. Conversation.
How can we design offices that put people at the center? This discussion is an invitation to rethink workspaces from a holistic perspective, where furniture, ergonomics, and design are aligned with the physical and emotional well-being of those who inhabit them.
Master of Ceremonies of the Second Corporate Interior Design Forum.
Architect with honors, IBERO CDMX. In 1993, he founded Serrano WISHARC, and since that same year, he has been a professor of architecture at the Universidad Iberoamericana.
He is a full member of the National Academy of SUME.
He is a member of the Mexican Council for Sustainability and a member of the Association of Mexican Architects of the CDMX College of Architects. He is also a certified architect for APEC and has been the coordinator of the Holcim Chair at IBERO since 2012. He has received more than 30 international and national awards and has completed projects in Mexico, the United States, Colombia, Panama, Peru, and Chile. He has been a guest lecturer at national and international universities and a judge for national and international awards.
She holds a degree in architecture from the Faculty of Architecture at UNAM and has a Master’s degree in Ephemeral Architecture from the Polytechnic University of Catalonia and a Master’s degree in Architectural Design from UNAM.
With more than 25 years of experience in renowned architectural design firms, she has specialized in the development of residential, corporate, commercial, and mixed-use projects, among others. During her career, Julieta developed and built Torre Reforma in Mexico City, recognized as the best skyscraper in the world in 2018. After serving as director of architecture at several developers, specializing in vertical and large-scale projects, she currently serves as Technical Director at Gensler, contributing her experience in complex and large-scale projects.
A graduate in engineering from the Universidad Iberoamericana, he has more than 20 years of experience in the construction industry. Prior to joining GIA INTERIORES, he was General Director of TI Diseño y Construcción de Interiores, a company specializing in the construction of corporate office interiors.
During this period, he participated in projects for Hines, Dowell Schlumberger, DaimlerChrysler, American Express, and the US Embassy, among others.
His experience in corporate office interior design, as well as his skills in managing relationships with clients, subcontractors, and architects, make him an important member of the Procter & Gamble team. José will be responsible for client relations and communication.
As Director of GIA INTERIORES, he has led corporate office projects for Syngenta, Sony, Bank Boston, Pepsico, Ixe, Mabe, Marriot Reforma, Ingenes, Santander Call Center, HSBC Call Center, HSBC HQ, Nextel HQ, and Nextel Call Center, among many others.
He is the Director of Construction at GIA Interiores. He studied architecture at the Universidad Iberoamericana in Mexico City, where he also completed his master’s degree in Project Management. He has studied at the High Potential Development Center at the Universidad Panamericana, has a diploma in LEAN Construction, a diploma in BIM, and has completed a LUTRON Lighting Design Course in New York.
He has worked mainly in the development of corporate offices, but over the years he has participated in projects as diverse as
data centers, retail stores, restaurants, hotels, and temples, among others.
As Deputy Director of Interiors at GIA Interiors, he has had the opportunity to coordinate and direct all projects in the area, achieving above-average growth in the industry in this sector, obtaining the most important and ambitious projects, working with the most prestigious design firms, as well as with project management and real estate companies.
He has also participated in several debate forums on Channel 11 on environmental issues.
The professional career of this outstanding architect and interior designer is marked by more than thirty years of continuous experience in renowned international real estate firms, architecture firms, and construction companies in the United States, Spain, and Mexico.
Her profile has been consolidated by a strategic vision that combines aesthetic sensitivity with commercial intelligence, generating solid relationships with clients from various sectors.
Since 2024, she has been part of the GIA team, where she serves as a New Business Specialist. In this role, she has been instrumental in client acquisition and relationship management, establishing empathetic and effective connections that ensure alignment between client objectives and those of the construction company. His portfolio ranges from financial institutions such as BBVA, Banco Sabadell, and Citibank to players in sectors such as insurance, developers, construction projects, industry, technology, logistics, healthcare, food, pharmaceuticals, education, and culture.
At the same time, in 2017 she founded María Seoane, interior designer, a Mexican firm specializing in versatile environments for residences, offices, hotels, and businesses. With a boutique approach, she handles a select number of projects, providing unique and innovative proposals that reflect authentic lifestyles. Her aesthetic, influenced by Hygge design, has been recognized for its sophistication and distinctive character. One of her international milestones was the redesign of Check Point’s offices in Mexico, part of a global architectural strategy, where she collaborated with the Israeli firm Auerbach Halevy. This project marked the beginning of her firm’s involvement in international projects.
Director at Turner & Townsend, a global leader in professional services, he leads the Cities sector in Latin America and oversees Cost and Commercial services in Mexico.
His leadership ensures the delivery of innovative, high-quality services across the real estate sector, including hospitality, high-rise developments, mixed-use projects, corporate offices, education, healthcare, industrial, science and technology, and data center projects.
With more than 20 years of international experience across four continents, Nedson has successfully managed capital investments exceeding USD 6 billion, consistently maintaining profitability and quality standards.
He also plays a strategic role as a member of the Latin America Regional Board and the Global Cities & Places Board at Turner & Townsend, driving business growth and innovation.
Nedson further strengthens his leadership expertise with academic credentials from Harvard Business School and IPADE, where he earned a specialization certificate in Leadership and Business Management, refining his ability to guide teams toward high performance and deliver meaningful value to clients and stakeholders.
Fluent in English, Spanish, Italian, and Portuguese, his multilingual skills enable him to facilitate cross-cultural initiatives and operational excellence.
Commercial Director at PM STEELE® with 20+ years of experience in furniture and storage. Leads a network of 25 branches along with commercial, technical, and service teams to execute a nationwide strategy focused on profitable growth.
His hallmark: commercial discipline, B2B marketing, KPI-driven management, and cross-functional orchestration. He drives pipeline professionalization, operational excellence, and customer experience.
He holds a degree in architecture from the Universidad Iberoamericana campus Santa Fe CDMX.
In 2010, he worked as a designer at the Estudio 33 office in Madrid, Spain.
He founded his design and construction company from 2011 to 2014. Among his projects is the construction of the Terret building in Cervantes Saavedra, Polanco.
From 2016 to 2020, he was responsible for architectural products at Steelcase.
In 2020, he took on the role of architectural solutions leader at Steelcase, which includes a team responsible for design and specification of finishes, acoustic privacy in walls and sound masking, information privacy, and movable privacy solutions.
In 2024, he was transferred to sales in the New Business area as a Workplace Consultant.
Principal designer at Aromas del Campo, he is a key figure in contemporary Spanish lighting design.
Positioned between industrial design and sensitive creation, he has developed a sober, precise, and decidedly architectural aesthetic language. He explores simple volumes and contrasting textures, with special attention to raw materials such as metal, marble, glass, and ceramics, which he assembles into refined, balanced, and deeply tactile compositions.
Through the collections he has designed for Aromas del Campo, he has built a coherent identity: controlled forms, assertive minimalism, and a constant pursuit of harmony between functionality and visual emotion. Far from spectacle, his work highlights the quiet elegance of useful, sustainable design conceived to interact with space. The Papi collection is a particular illustration of this vision, combining formal precision with the richness of materials.
His creative universe evokes a revisited Mediterranean aesthetic, where traditional influences meet contemporary rigor. Rejecting exaggeration, he favors precision, materiality, and light in their purest expression. Through his artistic direction, he actively contributes to promoting a demanding Spanish design style—firmly rooted in its time yet open to international sensibilities.
