Tatiana Ferreira is the creative mind behind Pareidólia, a studio where ceramics come to life in a unique way. With a career that combines architecture and contemporary art, Tatiana has channeled her passion for handcrafting into this universe, creating pieces that balance functionality and aesthetics. Her work transforms everyday life, inviting us to look at objects from a new and fascinating perspective.

Tell us a little about your career before Pareidólia. Was architecture always the obvious path to follow?

I come from an arts background and ended up taking the path of architecture, where I specialized in Building Rehabilitation. I developed my work in this area for a few years. I was still involved with architecture for a long time until I realized that I had a very romanticized idea of ​​what it really meant to do architecture. At university they don't prepare us for the more bureaucratic reality that is part of the whole process. And so I decided to follow other paths that led me to work in the educational department of the Museum of Modern and Contemporary Art in Lisbon, where I worked for 5 years.


When did you realize that you wanted to follow a different path and why ceramics?

I think that the immense amount of stimuli and curiosity for everything could not have led me to any other path than this, where I am now. I had my first contact with ceramics when I was still in high school, where I did continuous training for several years and had the privilege of being in contact with many artistic and plastic areas. I think that was where the seed of the desire to know more and to continue exploring the characteristics of clay was planted. During the lockdown and like many of us, I decided to take advantage of my knowledge and love of ceramics and open my own studio.


What inspires you to create your pieces? Can you share a little about your creative process?

The truth is that, like many of us, my inspiration comes from everything around me. It may sound a bit cliché, but it’s genuine! My curiosity about what I observe on a daily basis is essential to my creative process. Every texture, shape and detail sparks new ideas in me, leading me to explore unexpected paths in the creation of my pieces. It’s this constant curiosity that allows me to innovate and discover new forms.

Why Pareidólia?

The brand name comes from the principle of the Pareidolia phenomenon, a psychological phenomenon that involves a random stimulus, usually an image or sound, being perceived as something distinct and meaningful. When we come across images or sounds and do not immediately understand what they are, we tend to give them meaning. Since the beginning of Pareidolia, I have associated this phenomenon with the way I develop my work. Many times I would project a piece in drawing and try to reproduce it in clay and most of the time I could not have complete control over the final result! I ended up accepting that this would be my work process, always a Pareidolia.


Is there a piece/collection that has a special meaning for you? What is the story behind it?

The collection that means the most to me and that has brought me the most satisfaction is PLAYGROUND, launched in 2024. This collection was developed exclusively for Lisbon By Design 2024, an annual fair that celebrates art and crafts, which I was part of. It has a special meaning for me, as it is a nostalgic homage to childhood memories and the carefree way to create something, without fear of making mistakes. The patterns on the panels were created almost like a game, an intuitive and spontaneous process that reflects this playful approach. It was a period in which I felt very happy!

Any future projects that you are particularly excited about and can share with us?

I am currently developing a very special piece that was I invited to create to an exhibition that will take place in June, but I cannot give many details about it yet… And I am very excited about preparing and developing the new series of panels that I will present in May in an very special Open Studio, here in my atelier.

5 FIRE-QUESTIONS!

1. Any rituals before you start creating?
   I really like arriving at the studio, putting on some music, making a coffee and thinking about what I have to do before starting!

2. A hobby?
   To read.

3. If you weren't a designer and ceramicist, what would you be?
   I would have chosen something related to medicine or science.

4. If you could work in collaboration with an artist from another field (outside of ceramics), who would it be?
   I would love to collaborate with Studio Farinha Rosa, which works in textiles.

5. If you could exhibit your pieces anywhere in the world, where would it be?
   New York!

6. Favorite piece of jewelry?
   A ring that I always wear, a silver ring that belonged to my father with his initial.
   
   
   

Discover more about the artist's pieces at Pareidólia .