Born in Madrid in 1975 in a family engaged in the construction and banking business with a great passion for art. He has devoted his professional career to retail and fashion. At Inditex he worked as window display designer and as Head of Visual Merchandising for Zara Internacional, something that turned him into a global citizen. At Calvin Klein, he worked as Head of Visual Merchandising for Spain. He had the chance of participating in the Scalpers project from the very start, designing the stores and leading the process of growth and international expansion of the brand. After the adventure of Scalpers and ESNE, he was hired by IKEA as a Creative Leader, implementing great changes such as the elimination of the fixed itinerary inside the stores or the opening of stores in city centres.