Agustina Cervera
“I've always been fascinated by the idea of creating and transforming. Architecture allows me to embrace my creative side while impacting the community in meaningful ways.”
WomenWhoBuild, Meet Agustina Cervera!
Agustina is the Principal of SpearHead architecture + design, a company she founded in 2015 by boldly approaching SpearHead Construction, an established New York construction company, to launch a new architecture and design department. Under Agustina’s leadership, the department has made SpearHead architecture + design the go-to firm in up-and-coming urban neighborhoods. Agustina’s success comes not only from her drive and spirit to prevail, but her eye for minimalistic and organic design that embodies the feel of the neighborhood she’s working in. With how much she’s already accomplished, it’s incredible to think, Agustina’s is just getting started.
She sat down with ArchNative (virtually) to discuss her journey in architecture, her focus on sustainability, and what her advice is for women who are looking to start their own company .
Tell us a little bit about yourself and your journey in Architecture and Design?
I'm originally from a small town in Argentina, Pergamino. From a young age I was driven by the idea of freedom. So I was lucky enough that my Dad always encouraged me that the only way to be free was to go through my independence. Since then I’d describe my journey as unpredictable. I had an interest in interior design which was the initial catalyst for making my way into architecture. In the spirit of freedom and independence, I moved to NYC in 2010 right after graduating as an architect.
Shortly after I arrived, I found my first architecture opportunity at Currimbhoy Design & Architecture firm based in New York City. The firm developed projects both in India and the US, giving me a taste for high end residential projects and international markets. Thereafter, I joined VAMOS Architects where I was the lead designer for many distinctive commercial projects for widely-known brands such as Diane Von Furstenberg (offices and retail store in the Meatpacking District), Harbor Picture Company (offices and theater in Soho), among others. Working for two architecture and design firms, provided me with a well-rounded knowledge of the real estate ecosystem in the main metropolitan areas in the US.
In 2015, I approached SpearHead Construction, a New York-based company, and under my direction, I launched a new architecture and design agency. Since its launch, the architecture & design company has carved out a prestigious niche in a highly competitive, mostly male-dominated industry by making inroads in up-and-coming urban areas such as Brooklyn, Detroit, Buenos Aires - Argentina, among others.
What was your first introduction to the field?
I remember my 1st day starting work as an architectural designer, It was baptism by fire. I was put in charge of a 30,000 sq ft mansion on a 1 acre lot sharing an 8 acre family compound in Jaipur India. Designed along the Italian Renaissance style, this mansion has loggias, sunk in courtyards with marble fountains, a dome and follies.
It's a little crazy thinking back on it now. I had a choice to make, it was either sink or swim. So I did what any overly ambitious person would do when presented with a great opportunity; I rolled up my sleeves and jumped in.
Now that I look back at this experience, the positive aspect was that it gave me a sense of respect in architecture, respect for the environment, the culture, the existing. Today I respect the past in order to create the future.
What about the industry enticed you to make it your career?
I've always been fascinated by the idea of creating and transforming. Architecture allows me to embrace my creative side while impacting the community in meaningful ways. Throughout my career, I've consistently strived to abide my one guiding principle; "less is more". In architecture it's easy to get caught in the idea that if we do more we get more, which doesn't always produce the best results. It's far more challenging (and rewarding) to pursue simplistic design, letting the space to speak for itself and allowing the habitants to create their own experiences.
“Throughout the journey, there are many people (including yourself) who will tell you not to do something, that you are not good enough, but having the belief in yourself is one of the essential fronts.”
You are the founder and head of design of Spearhead, an Architecture and Design firm, what gave you the inspiration and courage to create your own company?
Before I started SpearHead my current work was unfulfilling. I needed to stop following fixed ideas to start finding my own way. I wanted to make a change. I wanted to have a greater impact on work that I truly cared about. And the truth is, it was a mixture of being fearless with a dash of crazy. My journey was not how most people would recommend doing it. I didn't know a lot of things, especially related to business. I knew I had to learn as I went, and continuously push myself to step outside my comfort zone.
What has been your biggest challenge in creating the company? What has been your greatest victory?
Challenging the status quo. In two defining areas: influencing clients to think outside the box. I enjoy the challenge of elevating the work into innovative areas while evolving my clients initial vision. Why settle for good when greatness is just around the corner.
And number two, it is a male dominated industry and unfortunately that mindset is still present in certain people, which has created a few challenges that I had to work through. But overall, I'm stronger because of it.
Regarding one of my greatest accomplishments, the city of New York has an entrepreneurship program dedicated to women called WE NYC (Woman Entrepreneurs of NYC). Most recently, I was selected by the City of New York as a “Mentor” among hundreds of pre-screened candidates. This recognition provides me with a platform to be a voice on behalf of thousands of female entrepreneurs. As part of this role, I conduct workshops, participate in panel discussions, lead speaking engagements as well as representing the city in various media and civic events. Volunteering my time to help other female entrepreneurs makes me feel part of the change and that makes me very happy!
How do you approach each project? Where do you draw your inspiration?
My projects need to tell a story, be driven by a concept, an idea, the need to provide an experience. So defining the concept, key phrases, words, and paragraphs that describe the intent of the project is one of the most important steps.
Then, for me, gaining inspiration in a project is also strongly related to the site. I look into features of the site that could influence the design of the project. Understanding the area, culture, community and identity. At SpearHead we made our mark developing residential projects that are best known for our minimalistic, industrial and organic aesthetic that aims to work cohesively with the essence of the community and enhance its richness, not replace it.
Your company has a focus on sustainability, can you elaborate on how you incorporate sustainability into your designs and why it is important to you.
For me, Sustainable Architecture can be achieved in many ways. Either big or small, there's many different design methods to embrace to ensure we're incorporating sustainability standards. We strive to incorporate sustainability across all projects at SpearHead. Where the challenge lies is to find that ideal balance between sustainable driven design, budget, and visionary clients.
I’m now working on a new project in Argentina, in partnership with local Architects MZM, that is designed following the sustainable architecture principles, achieving a balanced and attractive project that integrates different spaces efficiently, reinforcing the relationship and coexistence with the surroundings. This project has 172.000 sq ft residential and commercial development with 90 units and commercial, retail and office space using environmentally friendly solutions. The sustainable design optimizes the use of the ground, minimizing the footprint of the building to generate the greatest amount of green and spaces, reduces the carbon footprint with green roofs, the reuse of greywater and solar collectors, among other characteristics.
But the key is to start with small changes. I use a minimum 5 sustainable materials in every project and incorporate as many green areas or greenery to enhance the living experience
What is one piece of advice you have for women who are looking to start their own company?
Never stop pushing yourself. Throughout the journey, there are many people (including yourself) who will tell you not to do something, that you are not good enough, but having the belief in yourself is one of the essential fronts. It's important to know when to ask for help and when to help someone in need. Be intuitive, be professional, have respect for your clients and co-workers, but beyond all respect yourself. Never stop learning, and always try to go to the other side of fear, because why not!?