Jorge Diego Etienne is an industrial designer, co-curator of Zona Maco Emerging Design, and founder of JDE Estudio, a design and consulting firm based in Monterrey, Nuevo León. He spoke with us about his curatorial role this year and the importance of this space.
“We know that there comes a point in a young designer’s career when they want to be at events like Zona Maco, but they don’t have enough work to fill a booth or the necessary budget. That’s where this idea came from. We know the impact this can have on the careers of the participating designers,” says Jorge Diego Etienne, curator—along with Cecilia León de la Barra—of Diseño Emergente, a space at Zona Maco dedicated to young designers and new studios.
The mission is clear: to establish this platform as a leading source for identifying future trends and promising talent.
How Emerging Design Projects Are Selected at Zona Maco
The selection of projects featured in Emergente is based primarily on an open call for submissions that the fair issues each year. In addition, the curators are constantly on the lookout for new proposals emerging in the design world.
“Emergente” is not a student exhibition. It is a showcase for young professional designers, although we do not rule out the participation of someone who is still pursuing a degree in design if they have a solid, well-structured project. “This year, we are even receiving applications from people outside of Mexico. On other occasions, we’ve had Mexicans living in Italy, the United States, or London who apply and participate, but there are also designers from Tijuana to Mérida,” says Etienne.
This year’s edition even features entries from Central America, specifically Guatemala. “Part of what we aim to do with Emergente is to provide an in-depth look at what’s happening, what’s capturing the interest of young designers, and what’s inspiring them,” he notes.
“The last thing anyone wants is for Mexican design to look the same as Italian or Japanese design. To compete on the global stage, we need a vision with its own identity. That doesn’t mean we’re looking for traditional shawls and hats” — Jorge Diego Etienne
Zona Maco is a global event, making it an ideal setting for all kinds of creative expressions. On the subject of local identity in a globalized world, the curator says: “Mexican design is design made in Mexico or design made by Mexicans. It’s that simple.”
That identity, he explains, often manifests itself through subtle gestures: a material that evokes a particular origin or tradition, reinterpreted through contemporary design. “If anything has set Emergente apart, it’s that we’re open to all these facets and expressions. We don’t seek to set a standard or an aesthetic; on the contrary, we remain open to new ideas year after year,” he says.
Beyond the Exhibition: Visibility, the Market, and the Creative Process
The project’s work doesn’t end with the exhibition. The support continues beyond the selection process, helping designers refine their proposals. Although the design industry—like almost all art—demands immediacy and rarely allows for slow maturation processes, Etienne believes that success also depends on each designer’s personal drive to get off the ground quickly. “I really like Emergente because I see it as a very clear first step: it’s a space where a designer can showcase their first major pieces that they’re trying to bring to market. The simple fact that thousands of people walk by, see your work, and ask you about it already gives it character.”
That said, he clarifies that careers in art and design work differently: “The designers we see at Emergente are looking to launch careers in which they design and produce their own work. It’s a great showcase of materials and processes, where you can also see that they’re just beginning their journey of exploring and mastering forms and materials.”
Zona Maco Emerging Design 2026: a dedicated section within the fair
In 2026, unlike in previous years—when the space featured only a single island or served as a complementary exhibition within the design area—Emergente had its own section for the first time in its six editions. In addition, the section featured 49 selected participants from places such as Guadalajara, Puebla, Mérida, Morelia, Taxco, Toluca, and Cabo San Lucas, as well as from Spain and Guatemala.
