Estela Moreno

Cartoncita

Origamist | Barcelona, Spain

A Story Within Folds

Estela makes custom paper creations in her atelier, Cartoncita
Her pieces are commissioned by luxury stores worldwide
She is inspired by Paul Jackson's book, Folding Techniques for Designers

Estela Moreno's artistic spirit prompted her to leave the world of finance for that of paper. While working in finance, she turned to study clothing design, followed with costume and set design at Barcelona’s Escola Massana. By 2015, Estela became part of the city’s creative landscape that she once followed from the margins, and opened her first origami lamp making atelier. "From my father, I inherited a mathematical mindset and an appreciation for order and precision that I naturally apply to my self-taught paper folding techniques," she says. From her small paper cranes to her complex spatial sets, Estela has captivated luxury brands and set her works as a favourite for brand activations, window displays and other temporary installations.

Interview

©Inma Quesada

Is your paper craft today influenced by your childhood?: My schooling was based on an exploration-driven approach, and my parents were consistent with that. My toys were thought provoking and encouraged me to build and invent. I loved reading pop-up books, solving puzzles, sewing dresses for my dolls, and cutting and pasting. I even remember asking for markers and papers as Christmas presents.
How do you connect with the ephemeral nature of your work?: My work is transient and in continuous motion. This fleeting quality makes it magical and brings me great joy. I am drawn to the ephemeral through an inner restlessness that presses me to keep searching for creative expressions. The impermanent character of my craft creates a sense of uniqueness and exclusivity, which aligns naturally with the luxury market I work with.
What was your first collaboration with a luxury maison?: In 2015, I took part in Hermès’ Maison des Carrés pop-up store in Barcelona, an immersive celebration of the maison's iconic scarf featuring stories of craftsmanship. I was part of an experiential space to create origami figures with papers printed in Hermès' signature scarf motifs.
What has been your greatest challenge to date?: Massimo Dutti commissioned my origami designs for 50 store window displays worldwide, which were all unveiled simultaneously. Meeting the three-month deadline was a marathon that showcased both my creative and entrepreneurial skills, as I led a team and managed high-volume production. The project allowed me to introduce my work to new clients and helped me reconnect with my corporate background to meet future demands.

Estela Moreno is a master artisan: she began her career in 2015 and she started teaching in 2016