Áspero como ecosistema de convergencia entre moda, experiencia y comunidad

Abstract

Áspero is presented as a business proposal supported by research–creation, oriented toward the design of a hybrid cultural ecosystem that integrates fashion, experience, and community. It stands out for combining a business approach that articulates different types of ventures a fashion line, a club, and a lounge café coexisting in the same environment under the principles of experiential design. Its purpose is to build a brand with a unique identity that goes beyond the commercial sphere, addressing the lack of Bogotá spaces that connect aesthetics with sustainability and authenticity, while fostering social bonds and brand loyalty. Through a mixed, exploratory, and experimental methodology, processes of analysis, prototyping, and validation were carried out. The main results include the consolidation of a coherent visual identity, the creation of a narrative video pitch, and the spatial conceptualization of the Áspero ecosystem. This project demonstrates the potential of experiential design as a tool to generate social cohesion and promote new forms of cultural interaction within the Colombian experiential context.