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Ariel rojo represents in his designs a conception of identity ,by using.semantics in

his products he manage to construct from cultural references a final product. The
materials that he use are referent of the mexican culture and how the user interacts
with each other.
One of his ideologies is construct more to consume less reflecting in this way the
actual society situation, also Ariel rojo integrates manufacture and technology to
create his designs .

In the illumination field he

has a lot of works that
proyect the methodologies
and ideologies thata he
uses to design

One example is the lighting design called peltre in which he uses atypical
material used in the Mexican kitchen supplies to bring a mexican identity to
the lighting design and also to the interior design.