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Q1 Please tell us your brief profile and working career. Why did you become designer?
I was born nearby Venice in March 1975. I graduated in mechanical engineering (specialized in automotive engineering) from Politecnico di Milano. I actually began designing robots and industrial automation machinery. In 2002 I moved to Sydney where I was designing products with Konstrukt Design, now our associate studio. I moved back to Milan less than three years ago and founded V12 Design. As anyone who is creative, I want to see my ideas, my products realized, brought to life. I'm an immensely curious person and being a product designer allows you to change work every 4-5 months : creating bicycles, TV's, computers, tableware, furniture, lights, exploring die casting, injection molding, milling, forging, lathing, etc. I've always wanted to be a designer but I intentionally studied engineering to understand as much as possible how to really design, manufacture and produce objects. |
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No designer likes to be told by someone else "Sorry, it can't be done!". I'm completely self-sufficient as a designer, I know how far I can push the envelope.
Q2 What is the concept of your products?
There's no concept, but there's one approach. Every product/project gets taken apart (conceptually not to mention physically) analysed 360° and every aspect is put into question. Its function, the way it interacts with the user, the way it will be assembled - nothing is sacred. From the core of the product to its skin and back again. I feel this process enrichs our final design beyond the superficial.
Q3 Could you tell us about your latest trade shows or projects that you are working on right now?
One of the most challenging trade show so far, has been the launch of the Brionvega Alpha at the Triennale in Milan, during Salone del Mobile 2007. |
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Q5 What is your greatest inspiration?
Everything is inspiring if it's looked at in the right way. I always tell the guys in my office, never to underestimate any product, even the most humble. I find myself tearing apart objects so often it’s nearly embarrassing.
Q6 What would you be if you weren't a designer?
Well I've always been fixated with design but if pushed then maybe a car tester. I love cars. |
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Q7 Who is your dream collaborator?
Someone who is as curious as myself and they'd better like working hard. Maybe that's a standard thing to say but as managing director of V12, I work 6.5 days a week... they've got to keep up with me. They've got to be hungry.
Q8 What do you think about design industry in your country?
It is obviously an extremely important business for Italy and this creates a wonderful environment for product design. It'd be a step forward if more entrepreneurs recognized the importance of design, which is not meant to be just a marketing tool, it can be so much more. They like the idea of working with a designer, but are not often ready to invest adequate money and time on design.
Q9 When is the most important time of your day?
Early morning. I love waking up extremely early in the morning and either getting stuck into the gym or getting work done. |
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Q13 Are there any people who inspired you? Who do you respect?
Those who directly inspire me tend not to be designers. Great minds from the past have always piqued my curiosity : Fermat, Descartes, Lavoisiers, Faraday. Closer to reality I greatly respect the work of Alberto Meda and Richard Sapper. I deeply admire Renzo Piano's architecture.
Q14 Do you have any advice for the young people?
You'll need to acknowledge that the design business is now incredibly over-saturated and university most likely won't prepare you for how competitive it is. Get ready to work extraordinarily hard as no one is waiting for your design. Most importantly, educate yourself about everything, no one will do it for you. |
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Q15 What do you want to achieve in your career? What is your goal?
So far I've achieved the personal satisfaction that I am a good designer, despite not being a designer. My goal is for that to continue as I want to collaborate on as many and varied projects that one can fit into a lifetime. I don't have an ultimate goal. So far each day is just another day I get to take stuff apart and put it back together better than when I started. Now that’s fucking cool. |
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The V12 Design team develops the engineering of each product it designs inhouse which creates an even stronger bond between us designers, the aesthetic we develop and the actual product.
Despite being one of youngest firms in Milan, V12 Design has developed a highly recognisable style, and they are now delighted to work together with some of the most important design firms in Italy.
The Brionvega (www.brionvega.tv) adventure began in September 2006. The new owner of the brand noticed thier work and offered them the unique challenge of penning the product for the comeback of the iconic brand Brionvega. Ironically enough, he had already designed the Brionvega Alpha the year before, autonomously inspired by the absence of TV sets on the market that were worth buying.
They developed the Brionvega Alpha with the intent to unveil it at the Triennale during the Design Week in Milan in 2007. V12 Design teamed up with the extremely talented free-lance creative director Jesse Downer, (www.jessedowner.com), who, on top of redesigning the corporate identity, the websites and the whole image of Brionvega, was also the creative director of the exhibition in Triennale. During the Triennale exhibition, they presented a small tribute to the brand’s glorious past that V12 Design and the owners of Brionvega felt important to display simultaneously : the Edizione Numerata (limited edition) of the Algol (army green with gummy finish) and the Doney (with the chromed underbelly).
Currently V12 Design is working on the second product for Brionvega (design approved, now we are working on the preliminary engineering) and then on the new product for Seleco (www.seleco.tv), that is a well-known Italian brand of consumer electronic from the '80s. It will be a groundbreaking TV set, really different from anything you've seen so far: it will be unveiled in October 2007. |
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| We had some very harebrained deadlines to meet in an amazing venue and we anxiously but successfully rose the occasion, thanks also to our collaboration with Jesse Downer, the project's creative director, whose past experiences such as Dolce&Gabbana helped us pull it together in time. We are currently completing the engineering for TV set for Seleco (Italian electronic brand from the '80s) which may honestly redefine the way TV's are considered. In few months you'll see the killer lamp we've designed for ITre. Pallucco, a design brand that I really appreciate, has aroused our curiosity with a collaborative project for which we recently have come on board. We may soon be able to announce a new collaboration with Luceplan, based on a recently presented prototype. We've been asked to participate to the Nixon Limited Edition projects, so hopefully you'll see our designs on their watches, as well. Last, but not least we have already designed the second product for Brionvega and you'll see it next April 2008. |
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Q4 Currently which stores carry your pieces in the world? Price range?
Being a super young firm, means that most of our favourite products are about to be launched : the Brionvega Alpha, the new Katana for ITre, the sleek but maverick Seleco TV. The price range is between expensive and awfully expensive. All these products will be available in the best concept stores across Europe first, then Asia and the States. |
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Q10 Which one is your favorite?
My favorite band is Metallica. My favorite food is teriyaki chicken. My favorite piece of furniture is Urquiola's Fjord chair. My favorite actor is Godzilla. My favorite fashion label is Costume National. My favorite skyscraper is Pei's Bank of China, Hong Kong. My favorite girlfriend is the current one.
Q11 Could you tell us anything what you think it's cool at the moment?
Cool to me is the thrilling mixed with the banal : walking down Omotesando versus walking to the corner shop; boxing at the gym then falling asleep on the sofa. Flying to somewhere exotic or finally reading that book. It's the capability of appreciating all situations and gaining something from that juxtaposition. As objects I think the new Alfa Romeo 8C, the new Brionvega Alpha, Miura stools from Plank, the new Boeing Dreamliner, the Tag-Heuer V4, the new Ducati Hypermotard are all very cool. |
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Q12 Are there any places or countries you would like to visit?
I love big cities. I love Tokyo, New York and Sydney. Last week I was in Beijing and I found it fascinating culturally but I couldn't appreciate it aesthetically. I love road trips as well. This summer I'm avoiding all air travel and crossing Europe towards Scandinavia in my car, roof down and cruising at max 100Kmh. It'd better not bloody rain. |
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