Editor Frank Scott (FS) from DesignPRWire has interviewed designer Stefano Guerrieri (SG) for A’ Design Awards and Competition. You can access the full profile of Stefano Guerrieri by clicking here.
Interview with Stefano Guerrieri at Wednesday 20th of April 2016
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
SG: I come from Ui/UX design after a Master degree in Economics. Design has always been my main interest, it just took me a while to convey my energies in it. I learned how to mix and use different skills to approach product and industrial design. Thanks to these competencies I have been able to develop a project where innovation means aesthetics, functionality and business.
FS: Can you tell us more about your company / design studio?
SG: As every successful startup, PlayWood was born from passion in a garage. After the first satisfying market tests, I decided to take part to Milano Design Week 2016. Huge efforts for a great success. This award has been the cherry on top. The future is now a great challenge.
FS: What is "design" for you?
SG: Design is everything. It's the ability to find solutions to daily needs, it's the balance between functionality and research for beauty.
FS: What kinds of works do you like designing most?
SG: I design from brand advertising to mobile applications. Now I added product design and I have to say that gives me a lot of satisfaction. The important thing is to constantly evolve.
FS: What is your most favorite design, could you please tell more about it?
SG: I would say E117 Eames Office Chair. It's a timeless masterpiece of elegance, practicality and modernity. I love its smooth lines and great comfort, given by the ergonomic design.
FS: What was the first thing you designed for a company?
SG: It was a promotional flyer for an Austrian beer company. Price was out of proportion compared to visual and creativity was confined in an A5 paper sheet.
FS: What is your favorite material / platform / technology?
SG: I do not have a favorite technology or material, I consider myself a curious person, so I like to experiment new tools and I love to be influenced by the innovations of the moment.
FS: When do you feel the most creative?
SG: Probably out of my office. And maybe PlayWood product was born also due to this. I focused my desire to have a unique office, smelling as a wooden forest.
FS: Which aspects of a design do you focus more during designing?
SG: Details. I love to start from a small part, keeping the eye on the global project. I am extremely critic on my design, I try to evaluate all the aspects and to suggest alternatives to reach the best solution.
FS: What kind of emotions do you feel when you design?
SG: When I design I feel relaxed and, in certain sense, I take distance from the world around me. I have a goal that I know I can reach.
FS: What kind of emotions do you feel when your designs are realized?
SG: I feel satisfied and established. Every time I can see something I have been able to create with my intuition and my hands, I take a lot of energy to move forward.
FS: What makes a design successful?
SG: When the balance between functionality, trend and beauty is achieved. This makes the design able to influence everyday life.
FS: When judging a design as good or bad, which aspects do you consider first?
SG: Design should not be judged.. :-) I like minimalism and clear lines, so I normally look for these characteristics in others' designs.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
SG: I think design has an heavy social impact. The latest examples are given by the importance of design in hi tech products. It's up to the designer to brainstorm and employ his own tools for community wellness and innovation, keeping a high attention on environment and human being respect.
FS: How do you think the "design field" is evolving? What is the future of design?
SG: Design field is paying more attention to environment: research for innovation and new ideas is coming from direct experience. Design is open to sharing so the customer plays a leading role in the definition of the final product.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
SG: It was during Milan Design Week, in April 2016. I would like to take part to San Francisco Design Week to get more in touch with US market.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
SG: I take inspiration from everyday life. Experiences, new people and new needs are the engine that drives my motivation in design.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
SG: Minimalist and rational. With great attention to the use of colors.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
SG: I live in Italy, a country full of examples of art and design. Since I was a child I was used to visit museums, historical sites and cultural spaces. This has for sure contributed to develop my own style of design. It's a country full of passion but not always open to modernization.
FS: How do you work with companies?
SG: I do not work with other companies at the moment.
FS: What are 5 of your favorite design items at home?
SG: Polaroid SX70. My wonderful black Eames Lounge Chair. Burton limited edition Snowboard LC4 Chaise Longue - Le Corbusier My Fixed gear bicycle.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
SG: I would suggest that a good design should not be necessarily complex.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
SG: POSITIVE: The chance to be involved in different projects every day. LESS POSITIVE: the difficulty to create new projects in a very standardized world
FS: What is your "golden rule" in design?
SG: Take out the unnecessary.
FS: What skills are most important for a designer?
SG: Creativity, imagination, empathy with your own team, vision, ability to interpretate trends and contexts.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
SG: As a real Italian, I drink a lot of coffee. :-) It's important to know when to suspend and when to focus your energies.
FS: What is the most frequently asked question to you, as a designer?
SG: "Can I buy the connectors directly on the website?" or some customers ask "Could you please make my LOGO bigger?"
FS: What was your most important job experience?
SG: When I was working as a Senior Art Director in Kalimera, small design studio in my hometown.
FS: Who are some of your clients?
SG: Adobe, Autodesk, BenQ, Max Mara Fashion Group, Lamborghini
FS: What are your future plans? What is next for you?
SG: Make PlayWood becoming more successful
FS: Do you work as a team, or do you develop your designs yourself?
SG: It depends on the work. I normally have a part of design that I develop alone and some later steps done thanks to the help of a team.
FS: Do you have any works-in-progress being designed that you would like to talk about?
SG: Not for the moment
FS: How can people contact you?
SG: email - firstname.lastname@example.org mobile - 0039 328 8768658
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