Generica's aim is to produce design works relating to the critical environment within the urban culture of the Tijuana/San Diego region. A generation of work that intends to permute and map itself in the existing urban milieu of the trans-border region. Since 2000, by way of architecture, artworks and urban research Generica have produced a fusion of ideology and pragmatic necessities within the conditions of the developing region it finds itself in. Despite obstacles of instrumentality, economic disadvantages, and other factors, Generica's undertaking is to unravel proposals in the vivacious and hectic circumstances of the region. 

Generica was founded by Rene Peralta and Monica Fragoso in 2000.