Meet AGUSTINA APARICIO | Architect & Brand Strategi

We had the good fortune of connecting with AGUSTINA APARICIO and we’ve shared our conversation below.

Hi AGUSTINA, what was your thought process behind starting your own business?
It wasn’t a rational decision or a carefully planned path. It felt more like a calling — an inner impulse asking me to create something where I could exist without having to cut parts of myself off.

For years, I tried to fit into traditional work structures that offered safety but no room for expansion. I had multiple skills and backgrounds architecture, design, branding, project management, strategic thinking and I felt the world constantly pushing me to pick just one.

Until I realized I wasn’t here to choose I was here to integrate.

That’s how A2 Concept Lab was born not as a typical studio or brand, but as a living creative ecosystem where all my passions coexist. A space where the aesthetic meets the functional, the technical merges with the symbolic and most importantly, where the human aspect is woven into strategy.

I’ve always believed design shouldn’t just be beautiful it should be accessible, inclusive, and meaningful. My background in socially-driven architecture taught me that to design is, above all, to care for others. That’s why my projects are born from deep listening and built in collaboration with the people they are meant to serve.

That human-centered lens doesn’t contradict the business side it strengthens it. When branding, architecture, or storytelling are rooted in real purpose, they create authentic connections.

The process was deeply emotional: letting go of the fear of being misunderstood, of not fitting into a single label. Trusting that what doesn’t exist yet can still be revealed if I have the courage to hold the void.

Today, I know I’m not just building a business. I’m building a legacy. One that begins every time I choose to stay true to my essence and create from there.

What should our readers know about your business?
A2 Concept Lab – Brand & Build Studio
A studio that merges two powerful worlds: architecture/interior design and branding/strategic communication.
It was born from the need to combine what I do — but more importantly, from the desire to unite who I am.

It’s the kind of studio where space and brand are created together to tell the same story.
Because it’s not just about designing a logo or a place — it’s about building integrated projects, where the space speaks the language of the brand, and the brand has a space that truly represents it.

BUILD: the design and construction of spaces (architecture + interior design + inclusion)
BRAND: the creation and development of brands (branding + communication + marketing + events)

How did I get here?
A2 didn’t start with a name or a plan.
It started as a beautiful mess — an attempt to combine everything that moved me: design, communication, space, strategy, culture, aesthetics, and truth.

For years, I struggled to explain myself.
It always felt like I was “doing something that wasn’t part of my career.”
Until I realized I wasn’t here to choose between worlds. I was here to connect them.
And when I understood that, A2 was born.

The journey wasn’t easy.
There was no step-by-step guide.
Just intuition, doubt, false starts, and a constant search for coherence.
I had to break both internal and external structures to dare to create something of my own.
And above all, I had to stop waiting for approval and start doing.

And today…
Each of these areas can operate independently — but when they’re integrated, they create something much more powerful: a living identity, with roots, purpose, and projection.

What sets me apart isn’t just my interdisciplinary mindset, but the way I approach each project: with deep listening, social sensitivity, and intention.
I don’t design to fill a portfolio — I design to transform realities, even if it’s through a logo, a market stall, or a quiet corner of a home.

I’m proud to see many of the projects I’ve worked on evolve, grow, and dare to show up in new ways.
But even more than that, I’m proud to have created something of my own — when it had no clear shape and no external validation.

Was it easy? Not at all.
It has been — and still is — a path filled with doubts, reinventions, and challenges.
But each step taught me something: there is no perfect method. Mistakes also build the way.
And above all — don’t lose your voice trying to fit in.

If there’s one thing I want the world to know about me and about A2, it’s this:
I didn’t come here to sell design. I came to build meaning.
And sometimes, that feels more like a deep conversation than a commercial pitch.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Miami wasn’t a city I explored with a camera and a tourist map.
It was my grounding point — a space for deep transformation, where my body got sick in order to detox, and my mind found clarity through stillness.

I didn’t spend my time sightseeing. I was more connected to my inner processes than to outer places. But for that very reason, the few places I recommend are the ones that truly moved me.

Without a doubt, I’d start with RÚSTICO Parrillada Argentina, my most treasured creation.
A food truck that’s much more than that — it’s my way of blending my roots with this city, of sharing Argentine culture in a place where everyone is just passing through, looking for something.

Then, I’d suggest going to South Pointe to watch the sunset.
Walking along the shore, feeling the water on your feet, letting the wind speak to you.
And at night, diving into the ocean under a sky full of stars. That feeling of infinite space and stillness that embraces you when the city finally quiets down.

Because yes — Miami has everything people expect: parties, noise, lights, shopping, tourism.
But it also holds a quieter kind of magic.
It’s just hidden — overshadowed by all the rest.
You have to slow down and be still to notice it.

So here’s my advice:
Don’t just look for what Miami has to offer.
Look for what you need to find in it.
The connection is there — in the ocean, in the sky, in your body — if you’re willing to see it.

Who else deserves some credit and recognition?
Honestly, I don’t have a traditional shoutout to give.
What I got were doubts, strange looks, and many moments where I felt like I had to constantly explain myself.

Yes, I’m grateful to those who helped me financially with my studies or shared a few words of advice — that support laid an important foundation.
But the real process — breaking structures, choosing my own path, and creating something out of nothing — I did on my own.

I’ve always been the “different” one. The one who didn’t quite fit, who asked the questions no one else wanted to ask, who was “doing something that wasn’t her career.”
And as painful as that was at times, I now realize that discomfort was actually guiding me.

There’s a quote by Ibo Bonilla that struck me deeply:
“I graduated in architecture, but not to be an architect — to be a ‘todológo’ (a do-it-all).”
In another reflection, he describes architecture as the profession that integrates all human knowledge within a specific moment in history and a specific place.

That hit me hard… and hit home.
Yes — that’s me. I didn’t come here to follow a straight line. I came to weave together disciplines, contexts, and meaning. To mix technique, art, intuition, and social vision into something that doesn’t exist yet.

So this shoutout goes to myself.
To the version of me who didn’t give up when nothing made sense. Who kept going without waiting for approval.

And to everyone who feels the same — a little strange, a little out of place — but still dares to create something that matters.

And just to be clear, I don’t mean to say I’ve got it all figured out.
I don’t. I don’t think I ever will.
But I’ve chosen to keep walking — even if I don’t always know exactly where I’m headed.

Website: https://a2conceptlab.studio

Instagram: @a2conceptlab

Linkedin: https://www.linkedin.com/in/agusaparicio97/