Jordi Farell

Jordi Farell (Architecture, 2008) is a professional whose career reflects his passion, adaptability and continuous growth. His international career has taken him to Singapore, India and Dubai, where he has developed projects that combine creativity, efficiency and strategic vision. His approach integrates creative sensitivity with team organisation and management. In this interview, Farell shares his perspective on architecture, the lessons he has learned across different cultural contexts and the challenges that motivate him to continue growing both professionally and personally.

• Who is Jordi Farell? How would you define yourself, and what motivates you daily?

Defining myself has never been easy, as I feel I’m constantly changing. Rather than defining myself by who I am, I prefer to focus on who I want to be. I see myself as adaptable, evolving and always eager to learn. Curiosity, responsibility and a desire to improve guide me every day.

I am passionate about architecture and have had the opportunity to work in different countries, with different cultures and worldviews. Such passion for the profession fosters a strong connection with clients, who value knowing that the person designing their project truly believes in it. My interest in architecture began while I was studying at UIC Barcelona, where I came to see it not just as an academic discipline, but as a living field closely linked to reality.

In 2008, I moved to Singapore, where I worked for thirteen years on projects across Southeast Asia and India and founded the studio DARC Concepts. In 2023, I came to Dubai to set up a new office from scratch. At that time, my personal life had changed significantly: I had married my wife, Lily, and our son, Leonardo, had been born. Today, two years later, there are nearly twenty of us in the studio, working on a wide range of projects, from office towers and residential buildings to sports complexes and schools, combining professional growth with family life.

• What lessons from your time at UIC Barcelona have been most important for your professional development?

I place high value on the practical and tech-focused approach. Learning to use tools such as AutoCAD and especially Rhinoceros was key in my career. When I arrived in Singapore, almost no one was using Rhino, and over time it has become a common tool in many studios. The technological foundation I gained at the University really helped me adapt to an international work environment.

• You have worked on projects in countries such as India, Singapore and Dubai. What have you learned from managing projects in different cultural contexts?

Working in such diverse countries has taught me to listen and to understand realities that differ significantly from my own. Each culture has its own priorities and ways of working. I have reached the conclusion that there are three key aspects in any project: an attractive design with an international vision, an efficient and economically viable proposal and a solid communication and marketing strategy.

Architects no longer just design buildings; they must also add value, understand trends and help the client make informed decisions.

• Which aspects of the design process do you still enjoy the most despite your experience and leadership responsibilities?

I still greatly enjoy the beginning of projects: when the idea, concept and initial sketches emerge. It is the most creative part and the part that motivates me the most. With the responsibility of leading a studio, I have also learned to enjoy organisation and well-structured processes.

In countries like Singapore, India and the UAE, where everything moves quickly, time is crucial. That’s why I try to ensure that the studio functions as a highly coordinated team, where everyone understands the bigger picture and works in the same direction. This approach to organisation allows me to maintain control without compromising my creativity.

• As new technologies become more widely adopted, which developments do you consider most relevant for design and urban planning?

Artificial intelligence is undoubtedly one of the most important changes we are experiencing. We are already integrating it in the studio because it helps us work faster and more efficiently. Still, I believe that creativity should always be rooted in personal experience and human sensitivity. Technology should be a tool, not a substitute for creative thinking.

• In a context in which sustainability is key to urban planning, how important are these aspects in your projects?

Sustainability is present, albeit with differences depending on the country. In places like India, many projects require very high-level certifications, particularly for corporate buildings. In other contexts, such as Dubai, there is still progress to be made. Nevertheless, I believe environmental awareness will gradually gain importance across all markets.

• Looking to the future, what kind of projects or challenges do you find most exciting?

One of my main challenges is expanding the studio in a structured manner without compromising design quality or the work environment. I am eager to build a strong, well-organised team capable of tackling increasingly complex projects.

• A phrase that represents you: “If you don’t change, things don’t change.”
• Your favourite music: I listen to a bit of everything, especially when driving. When designing, I particularly enjoy Ludovico Einaudi, a pianist I also had the opportunity to see live in Singapore.
• Your favourite place: After living in large, dense cities, my favourite place is anywhere out in nature: a beach or a mountain. Whenever I can, I escape the cities and seek peace and quiet.
• A book, movie or series you would recommend: I would recommend Miracle Morning. It’s a book that makes you reflect on how we use the early hours of the day and how small changes in our routines can make a big difference.
• An anecdote from your time at UIC Barcelona: I remember a project presentation in which one of our lecturers surprised us with his humour. He asked a classmate if he smoked marijuana, and when the student said yes, the lecturer joked: “Stop smoking, your creativity is through the roof.” To the next student, who answered no, he said: “Maybe you should try it, you could do with being a bit more creative.”