Six years ago I moved to Spain from Mexico and founded Estudio Tentación. Since then, I have built a practice here shaped by an international outlook and a desire to create places and brands with identity.
Who is Lorena
I am Lorena Lozano, a holistic designer, brand consultant and founder of Estudio Tentación. My work is about discovering what makes each project unique and turning it into a coherent, sensitive and memorable brand experience.
I combine strategy, design, art direction, photography, interior design and web design to create emotional connections between people and brands. I do not follow a formula: I listen, observe and find each project’s own language.
From Mexico to Spain
My professional journey has taken shape between Mexico, Hawaii, the continental United States, Australia and Spain. Each place has taught me a different way of looking, working and understanding the relationship between people, spaces and brands.
Six years ago I moved to Spain from Mexico and founded Estudio Tentación. Since then, I have built a practice here that now focuses mainly on creating concepts and experiences for restaurants and hospitality projects, while continuing to work with brands and projects in other sectors.
A freer way to understand design
I was drawn to the eclectic world from childhood. Later, through one of my clients, I explored a maximalist universe: a freer, more expressive and playful space where expression needs no justification. A way of understanding design with more colour, more mixing and less fear of intensity.
Through that process, I explored further the potential of colour, textures, mixed references and visual abundance. I also developed my eclectic side and discovered how to use all those elements to create brands with a strong and striking personality.
Since then, that influence has been part of my perspective, but it is not a label. I have always been curious. I am interested in losing my fear of the obvious, the intense and the bold.
Designing experiences
Although I work across different sectors and formats, restaurant projects have become an important part of my journey. I came to them naturally because they bring together many of the things that interest me most: stories, spaces, culture, identity and the way people live an experience.
Often, clients arrive with an empty space and an initial idea, but they need much more than an interior or a visual identity. They need to build a complete concept and bring it to life.
That is why, at Estudio Tentación, I approach restaurants from an integrated perspective: strategy and positioning, brand creation, spatial design, art direction, communication, customer experience and staff training so that the whole team understands and lives the brand.
A living brand
For me, design is not just about creating something visually attractive. It is about understanding what a project needs, ordering all its pieces and finding the right way to express it.
At Estudio Tentación, I shape everything needed to turn an idea into a living brand: a brand that can be understood, remembered and experienced at every point of contact.