On Design

“Good design is honest. There’s always a process, but every project is a blank page. The details are all very important.

To be a designer is to understand the context—the client’s ecosystem, the geography, the culture, the market, the people—and to spend a lot of time together. I spend a lot of time thinking about that before I take out my pen and start to draw.

I don’t like the title, “‘Creative Director,’ because it’s very pretentious. At the end of the day, it’s just about understanding and helping. My job is to take it all in, and then propose a small idea to build together.”

I’M NOT AN ARTIST

I just enjoy and explore a lot of things
from the past and present.
My inspiration comes from living life.

On Product

“Creativity is an energy you catch. But to transform it into a real product through production—with quality, value, commercial success, impact for the business—this is the challenge.

We work at different scales: huge companies, small companies, across industries. At the end of the day, it’s the same story: it’s human people on a project—energy.

Good products come from working with good people. We won’t change the world with furniture, but we need to be better, and we need to work with people who believe the same.”

I’M VERY CURIOUS

There is a lot that I love. I play guitar. I love Gibson. I love Fender. I love food. I love motorbikes. I love cars. I love fashion. I love the countryside. I love contrast.

On Ballad

“Ballad was a challenge because Studio TK asked me to create a very simple chair—an ‘easy’ chair that was easy to sell for their business. Not over designed, just timeless. To do something simple is not easy.

This chair is simple, but has a strong character: some small details in the armrest—or no armrest—and the curve of the lines indicate something special. And sometimes, a little character is better than too much.”.

WHAT STYLE?

I don’t have a style. I like to trash everything and restart, to build something new—to refresh all the time, to open the window for fresh air, with new people around the table.

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