ERIKA GÓMEZ.
Conceptual & Editorial Director.

Erika Gómez works at the intersection of conceptual construction, narrative systems, visual languages and communication, focusing her practice on how perception is shaped around identities, spaces and brands within the fields of art, architecture, interiors, hospitality and contemporary culture.

Her professional trajectory began in the late 1990s, at a moment when the digital world was beginning to transform the way people communicated, consumed and related to brands and culture.

Starting in market research and the analysis of social trends, consumer behaviour and emerging markets, she soon moved into the early fields of digital communication, data-driven marketing and new forms of interaction. This early exposure to technological and cultural change established a way of working that has remained constant throughout her career: observing shifts in behaviour, identifying emerging languages and understanding how new contexts reshape perception and communication.

After two decades working across marketing, communication and strategy, followed by seven years as Marketing & Communication Director and a member of the Executive Management Committee of a major international company, Erika decided to take her career in a different direction. Her interests were increasingly moving beyond the corporate world, towards a more personal and independent exploration of culture, identity and the ways in which people perceive, experience and relate to the world around them.

This shift led her to pursue advanced studies in Executive Coaching, Neuropsychology and Multiple Intelligences, broadening her perspective on the relationship between communication, perception and human experience.

In parallel with her corporate career, Erika taught at universities and business schools, including Universidad Carlos III, ESIC/ICEMD and IED, further developing her interest in how ideas are articulated, transmitted and transformed into systems of meaning. Throughout this period, she also initiated a series of independent projects connecting communication with culture: Comunicadicción explored brand strategy and digital communication within the music and events industry; Click&REC brought together communication and contemporary creation through a video art award that became part of the official programme of PHotoEspaña; and Brands & Culture investigated the possibilities of art and culture as territories for brands, communication and content.

Her collaboration with Daniel Schäfer opened a new chapter in which these different areas of experience progressively converged around image-making and visual culture. Together they developed Daniel Schäfer Photography, Myra Vidal Art Show, and ALMA Visual Communication, bringing photography into dialogue with art, architecture, interiors, hospitality, visual communication and strategy. This shared trajectory ultimately evolved into Daniel Schäfer Studio.

Within Daniel Schäfer Studio, Erika shapes the conceptual and editorial frameworks through which images acquire intention. Moving between intuition and structure, she transforms individual images into coherent bodies of work, developing narratives and sustaining distinct visual languages over time through conceptual direction and editorial construction.