Laura Hernández

(a.k.a. Gorreato)

Creative Direction, Design and Storytelling.

Turns out my name is quite common, and it shows up a few hundred times on Google, and almost none of which have anything to do with me.

When I realized laurahernandez32984.com wasn’t going to cut it, I went for Gorreato.

Gorreato is how we call a sparrow in my hometown. Always there, at least one flying around, never fully hidden… A bit like ideas: a brainstorm never fully disappears, ideas just keep circling until they land. Still curious? Ask me about gorreatos, and/or my creative work, I’m happy to talk about both!

My background includes Industrial Design Engineering and Contemporary Design, Art History, and Emerging Technologies, an odd mix that somehow makes sense once you see where it’s taken me: a career built around design and technology, mixing art and creativity with new tech and media.

Over the years that’s meant graphic and motion design, art direction for XR, creative direction of immersive experiences, conferences, research, lectures, and everything in between. At some point I realized there was no single place to show all of it, so I built this site to bring it together: the projects, the research, the articles, the talks.

Projects

I lead creative direction across immersive experiences, museum installations, video mapping shows, and brand activations, bringing together design and technology to build ideas that are meaningful, functional, and built to scale with cross-functional teams.

Research

Alongside my creative work, I’ve built a parallel path in research: speaking at conferences, guesting on design podcasts, lecturing at universities, and currently pursuing a PhD exploring the intersection of creativity and emerging technology.

About me

Growing up, I didn’t know virtual reality or experiential design where a “thing”.

What I did know was that I loved solving problems creatively, that details mattered to me, and that technology always found a way into whatever I was building.