What is design? The interview series which was lauched in New York’s MoMA reveals the answers of six masters of design in this historical collection. Directed by Anna Pitscheider, co-edited by Museo Alessi and Edizioni Corraini in 2008, the interviews portray masters who have made Italian design famous across the world. Brief conversations, reflections and anecdotes that describe with spontaneity and great eloquence the teachings that have shaped their personal and professional lives.
When Italian architect and designer Stefano Giovannoni talks about influences in his life, he says the most important was attending the University of Florence during the late 1970s. "That was where the concept of 'radical architecture' was born, which created a whole new language and way of expression in Italian design," he says. It was a movement that threw out all the rules, resulting in a new vision for designers and architects.
Giovannoni says seeing the results of his products is even more satisfying to him than the many prestigious awards he's won over the years. "It's my job to think about how a product will be received in the marketplace, and that is something I take very seriously," he says.
Products such as the Bombo Stool, Paso Doble Family, Chair First, Table First, all designed for Magis, exemplify his innovative use of materials and original thinking. Chair First, for example, was the first three-dimensional plastic chair created through gas-injected air molding, while the Bombo Stool created a whole new typology (it moves up and down) and was so futuristic it appeared in the movie "Star Trek."
Italian with English subtitle.