How did you become the Chief of Design Department of the Hertz and Audison brands from a freelance designer?
I started working on few projects when the Company just didn't have any collaboration with an Industrial Designer. The collaboration grew more and more until I have been charged to manage the design development of every new product the Company was going to produce.
What kind of cooperation mode is it between you and the Hertz and Audison?
I am a Design Consultant with a fequent presence in-house.
Based on reports, Audison has a series of audio systems with complete range of specifications and levels in different prices. In your design, how do you grasp and control the difference among these products?
Designing products with high level of technology means to consider many aspects of the product. You receive a very precise brief with the materials to use, specific production processes (may it be injection mould, die cast, extrusion, and so on) a given production cost. So the work of the designer is to collect all these informations and realize a product with a strong aesthetic impact, taking the best out of the materials and production processes. Every product serie should keep a noticeable family feeling and some distinctive design elements that differ from the others.
As you have served many brands, in what kind of way can you grasp and display their typical elements?
I work in close contact with the Companies I collaborate with. That means I have deep knowledge of the Company history, their product catalogue, how the Company can innovate through design process.
What is the positioning of your studio?
我的工作室所专注的工业产品设计主要在音响产品、消费者产品，电子产品，家用电器，以及一小部分的家具和家居产品。设计这样不同的产品类型，方法就是综合多学科且折中的。这表示，创新可来自于新材料的应用（比如，将一种产品类型中常使用的材料用到另一个几乎没用过这种材料的领域中），新功能的开发、新社会需求的挖掘。我们想要达到的目标是创造出有意义的产品，先进同时又为大众所接受，正如Raymond Loewy 所说的，具有被定义为“弯曲理性主义”的强烈美学冲击力，形状总是在无褶皱线条和柔软细节之间取得平衡。
My studio activity is focused Product Design for the Industry in the field of Audio products, Consumer goods, Electonics, Home Appliances and for a small part Furniture and Home objects.Having worked with such different product typologies, the approach is multidisciplinary and eclectic. That means innovation may come from new material applications (e.g. : a common material used for a product typology can be used for another industry field in which it has never been used), new functions, new social needs. The result we try to achieve with our work is to create meaningful products, most advanced yet acceptable as Raymond Loewy would say, with a strong aesthetic impact defined as 'curved rationalism', where shape is always balanced between no-frills lines and soft details.
In Italy, a country where there are lots of design companies and studios, what is the advantage for your studio to keep a foothold?
I do work in those fields of products where many other design studios don't want to. In italy the majority of design studios work for furniture, home objects and so on. There are very few design studios which work in industrial design field. I consider this ad the key point. That means many of my work won't be featured on what people consider as 'design' magazines, but also that I have as design consultant a revenue that is growing year after year (while I know many collegues working on furniture field that they struggle to have a respectable income).
In the process of offering service, usually the controversy between Party A and B is inevitable, how do you deal with that?
Working with Clients with which I built a loyal and strong business relationship through the years.
Since you have been offering service to many brands, have you ever thought to start your own brand?
Yes, and I will probably do it in the near future.
Italy has advantage in design trend which China has great market. Have you ever considered to expand you business to China, combining these two together?
Absolutely yes. I would love to expand my business to China. I have work with some Chinese Clients and I hope in the future to have other opportunities to do it again. I think design will play a great role in the future of China, and would be great to be part of it.