A conversation with Robert Thiemann, on Design, Disruption and Discipline

If you shape places where people work, shop, or gather, this session is for you. Robert Thiemann (Founder and Director at Betterness, former Editor-in-Chief of FRAME) joins Dr. Cristina Mateo (Associate Dean, IE School of Architecture and Design) to explore key transformations in design and how the spaces we create can help individuals and communities thrive.

Drawing on 25 years at FRAME, Robert looks back at projects in workplace, retail, and beyond that have influenced his professional path. The conversation connects these cases to the choices that define spatial experience, from layout and circulation to material decisions and the relationship between brand, program, and everyday use.

The session considers what has shifted in recent years and how those shifts appear in built environments. It invites architects and designers in the area to reflect on how ideas translate into projects, how context shapes outcomes, and how design intent can remain present through delivery.

After the talk: Stay for a networking cocktail with the speakers, faculty, and peers.

About the Speakers:

Robert Thiemann has a passion for the built environment. How can spaces be designed in a way that allows individuals and communities to thrive, while simultaneously reducing their impact on the planet? Drawing from 25 years of expertise as co-founder and editor-in-chief of FRAME, a magazine and platform dedicated to interior design, Robert Thiemann founded BETTERNESS. This initiative aims to empower businesses and institutions to envision, design, and build meaningful spaces in an ever-changing world.

BETTERNESS operates as a strategic research and consulting agency, specializing in branding and spatial design. Based on a deep understanding of client needs and the (local) context, Thiemann develops visions, concepts, and design briefs for luxury consumer experiences, retail, and workplace projects. As part of a global network, he connects businesses and institutions with architects, artists, designers, manufacturers, scientists, and technologists to achieve common goals.

Thiemann is also an experienced curator, moderator, and speaker.

Dr. Cristina Mateo is Associate Dean at IE School of Architecture and Design, where she leads strategy, business development, and international outreach. Her expertise includes urban ethnography, tourism, branding, communication, and digital transformation, with a focus on how technology shapes cities and innovation. At IE University, she teaches “Sociology & Culture” and the social effects of digital transformation. She previously worked at Madrid Global, leading Madrid’s Olympic bids, and as Marketing Director at VisitBritain. Earlier, she collaborated with AT Kearney, marchFirst, and Razorfish. She holds a Ph.D. in Sociology from Goldsmiths and an Executive MBA from IE Business School.

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