About Us

About Nord

Right, literally translated from Catalán, duende means “soul.” A spiritual aura. Conceptually, he thought of it as most clearly embodied in the flamenco performance, yet a poem can obviously contain duende, as can a performance or even a building. Take the Pantheon for example, there’s something about it, it’s transcendental; it’s mystical like the Alhambra in a way. And you can say, “Well it’s a one-liner building,” because you walk in and it’s just a big dome. But it’s imbued with such power and I think it’s mysterious. You finally get to the point where you can’t explain why.

What we stand for?

Here’s an example… I found a beer can in the Arabian desert when I was working in Qatar and the desert climate had sandblasted it. It was pure, beautiful aluminum and on the other side where it was buried you could see the Pepsi Cola brand. That became an iconic thing for me, a symbol of what it was like to work in the desert — you don’t mess around! You don’t just bring things you’ve done in the rest of the world to some new place and just put them there for the hell of it, because you can’t think of any kind of response.