---
title: Creativity is the future of Aviation
description: As Autumn sets in and Summer leaves us behind until next year, leaves have a change in colours. So do […]
author: Dr Marina Nani (Editor-in-Chief)
date: 2019-09-16T12:29:50.000Z
updated: 2026-02-25T14:11:31.895Z
canonical: https://www.sovereignmagazine.com/article/creativity-is-the-future-of-aviation
categories: Science & Tech
content_type: Column
region: London
publication: Sovereign Magazine
---

As Autumn sets in and Summer leaves us behind until next year, leaves have a change in colours. So do we! Sovereign mature it’s colours and now is the best season to take our journey together into the airspace, as we take in a breath-taking array of autumnal shades from this month’s edition.

Sovereign met amazing people across Europe and at the Aviation Festival in London last week, we were mesmerised by the people going on stage to inspire with their unique solutions and visions, not only the 5000 attendees but the whole world.

Each day during the Aviation Festival we were waiting with bathed breath to see what this spectacular experience is going to bring us next.  On reflection, while listening to the most extraordinary presentations I could imagine, I realised that it is not innovation that defines the future of aviation but creativity.

Eloisa Iturbe: “Creativity is about the things that appear when you relax a little bit”

This autumn we will have more from the people who make the Aviation industry  a web of  competences that are the very fabric of many layers of social impact and connects us not only geographically to the next destination but to the changes aviation brings in all societies.

About Eloisa:

Eloisa Iturbe runs a branding and design studio in Buenos Aires,
but she’s not actually that into design or photography. Instead, she’s more
inspired by things that aren’t directly related to what she does for work. “I’m
more interested in furniture, clothes, food, plants,” she says. “I try to
surround myself with well made, functional, good quality objects, instead of
something purely aesthetic.”

Growing up in the Argentinian countryside, Eloisa was far more in touch with nature than she was with art and design. Her interest in the field came later, when she moved to the capital to study graphic design. She began her career working at smaller studios, before transitioning to a bigger studio and leading a team there. After some time gaining experience, she started her own place. “Setting up my own studio was part of a natural process,” she says.

> View this post on Instagram
> 
> [Sunday light](https://www.instagram.com/p/B1CBw8MBT36/?utm_source=ig_embed&utm_campaign=loading)
> 
> A post shared by  Eloisa (@elo_____) on Aug 11, 2019 at 10:14am PDT