Originally from Peru and now based in Dubai, Gilda Castro Ríos is a creative director and designer with a deep belief in empathy, connection, and curiosity as the pillars of any meaningful design practice. She's also our TDK Dubai City Host!
Her career began with a chance encounter that sparked a lifelong commitment to visual communication. Now with over 15 years in the UAE, Gilda continues to blend bold Peruvian colour with strategic design thinking—always guided by her instinct for storytelling and her love of people.
Can you tell us a little about your first few steps in your career. Was there a moment or experience when you realised this was what you'd do as a career?
I chose to study translation because I wanted to travel the world and meet new people and cultures—something I’ve been doing since I left my country. But while I was preparing for my university exams, my father would often look at me and say, “This is not what you should be doing.” I was confused, but I kept studying anyway.
One day, after doing a lot of research and asking around, he took me to an institute that offered programs in communication, interior design, advertising, design, and more. I had never heard of it before, as graphic design wasn’t considered a university degree at the time.
We went to the first campus, but it was closed because they were in the process of moving. So we headed to the new location. The moment I stepped into the lobby and saw all the student projects and work displayed, a voice inside me said, “This is it.”
We sat down with the admissions advisor, who explained what the program was about—and that’s where my story began.
What lessons from your career have most shaped your style and approach?
I was lucky to have a strong foundation in graphic design. I believe that understanding the rules of design and its history—ranging from the Bauhaus movement to the graphic posters of Toulouse-Lautrec advertising the Moulin Rouge, and even the impact of World War II on artists and designers—shaped my perspective. I learned that the essentials, like typography and color, are what make a design truly work.
I love looking back at posters and packaging from the ’50s, ’60s, ’70s, and ’80s—what a beautiful era of design, when everything was still created by hand, not by computer.
My style adapts to the different projects and clients I work with; I don’t believe I have one fixed style, and I’m comfortable with that.
Tell us about the core values or philosophies that guide your creative practice.
People often confuse graphic design with pure creativity. While creativity plays a role, design is really about clear communication and creating a connection—both with the person who will see the work and the one who is asking for it.
My core values are strong communication, empathy, respect, and curiosity. I can’t begin any project unless those elements are in place first.
Although as part of a guide for a creative practice, don't be afraid to fail, this is a great part that comes to us and plays an incredible role in becoming a creative person. Accept and embrace it, we should be comfortable with failure as once it happens, just good things come from it.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
Creative professionals need to start with themselves—reaching out directly, networking, and connecting with nonprofit businesses or organizations that need support but often don’t have the budget to hire a designer. That’s where your opportunity lies—to be seen and heard.
If you truly believe in something, go for it. Find the places that clearly need creative support, reach out, present an idea or a sample piece, and pitch it. Do it with passion, and great things will follow.
Don't wait to be seen or heard, you can lead that.
How important is it that creative professionals find their unique voice?
Finding your unique voice is important for everyone, no matter your career or what you do every day. Your voice is about who you are as a human being. Creativity is part of our nature—we're all born creative, but some of us choose to make it part of our daily lives.
I believe that to discover your voice, you need to explore. Try different things. Take on various jobs, meet people, travel—really travel. Visit museums, go to concerts, watch series, play games, do sports, read books. Open your eyes to the world around you, and always ask “why.” Never judge—just stay curious.
Looking ahead, what do you think are the key factors that will influence change for creative professionals?
What kind of change are we really talking about? Sometimes, I feel it’s not about constantly chasing something new, but about looking back—reflecting on what has already been done. We can find inspiration in the work of past artists, in their mistakes, their routines, and their way of seeing the world.
Perhaps the real change we need today is to reconnect—with the present moment, with other human beings, and with nature. That sense of connection, which felt stronger in the past, is what the world truly needs now.
How much does your city influence your work?
How much does your culture influence your work?
Tell us some of your favourite, creative professionals and inspiring places in your city!
I love reading about the lives and stories of artists, writers, and actors. I often admire artists not just for their work, but for the journey they took to get there. Frida Kahlo, Yayoi Kusama, and Joan Miró are just a few examples. There are many creative professionals whose work I appreciate, but I feel a deeper connection once I understand their stories.
As for inspiring places in Dubai—I’ve been here for 15 years, and some spots are very close to my heart. I prefer to keep a few of them to myself, as I treasure their simplicity and silence. That said, places like Bastakiya, the Old Souk, Alserkal Avenue, Al Quoz, DIFC, and several art galleries are where I often go for inspiration. They offer a rare sense of calm in the middle of this busy city. Currently, Abu Dhabi is a new world for me as it's growing into this magnificent place where art and culture are mixed, as well as Sharjah, full of incredible museums and coffee shops to spend some time and create.
What should emerging creative professionals keep in mind as they begin their design career?
You're entering a world where it's becoming harder to be truly creative and unique. There's too much information, too many options, and constant noise from the social channels and the internet. But creativity often comes from boredom, from doing nothing, from having space.
I always recommend spending time with yourself in silence. Go for a walk among trees, in the desert, or near water—connect with nature. Take time to be alone. Go on a solo field trip in your own city. Enjoy your solitude with a notebook in hand, and let creativity find you. Create a routine about your day to day, and sometimes break it.