Material Tendencies: Stefano Giovannoni
Text by Anita Hackethal
Berlin, Germany
27.03.17
Blurring the boundaries between art and design, the work of Italian designer Stefano Giovannoni always tells a story.
Like a chef, he adds just the right amount of colour and a twist of humour to his designs, to touch people on an emotional level.
Stefano Giovannoni - Photo © Architonic / Anita Hackethal
If you had to confine yourself to a single material for the next three years, which one would you choose and why?
Stefano Giovannoni: I love plastic, because it is the most flexible material and it is very industrial. With plastic, you can produce highly sophisticated shapes at a price that is accessible to a wide range of customers. I think design has to be democratic.
What do you think of the expectation to continually produce something NEW?
We need to design something really extraordinary today, because the market is becoming competitive and really saturated with products. People look for something with a strong identity. Today, the bestseller is no longer a product that is very basic and well-designed. I think nowadays you have to create emotions – something that can tell a story to the people. Therefore, I have chosen to follow a kind of narrative approach to design.
Stefano and Elisa Giovannoni with their new products for Ghidini 1961 - Photo © Architonic
