He think that the “culture of project” has to consider aspects of aesthetic quality, manufacturability, communication and experimentation but also new problems like the emerging of cultures and sharing of common language, styles and trends through different customers from over the world. He say that every time he make a new design he learn new things, design process is not the result of only what people know, but also the understanding and the visioning of something that we still don't know but we have to discover through design development.