Florian Seidl

Very Professional in Home Appliance Design.

Florian Seidl

About Florian Seidl

Florian Seidl is an Austrian design leader based in Turin, Italy, with over 20 years of experience spanning automotive exterior design and corporate design leadership. Since 2015, he has led Lavazza Group's corporate design function, built from scratch into a team recognized with more than 90 international design awards. Before Lavazza, he spent almost eight years as a senior exterior designer at Fiat's Centro Stile, contributing to the Fiat 500 model range. Earlier in his career, he worked on KTM motorcycle projects while at Kiska, a major Austrian design agency. Always with a strong feeling for brand identity and the bigger picture beyond the project as a mere product.

  • Winner of 20 A' Design Awards.
  • Very Professional in Home Appliance Design.
  • 20 Featured Original Designs.
  • Highly Creative, Very Diligent and Super Innovative.
  • All Designs
  • Kitchenware
  • Home Appliance
  • Office Appliance
  • Footwear
Cali Drinking Glass

Cali Drinking Glass

Kitchenware Design

Elogy Barista Coffee Machine

Elogy Barista Coffee Machine

Home Appliance Design

Tabli Coffee Machine

Tabli Coffee Machine

Home Appliance Design

Milk Easy Plus Frother

Milk Easy Plus Frother

Home Appliance Design

Lavazza Classy Plus Coffee Machine

Lavazza Classy Plus Coffee Machine

Home Appliance Design

Lavazza Voicy Coffee Machine

Lavazza Voicy Coffee Machine

Home Appliance Design

Tube Drinking Glass

Tube Drinking Glass

Kitchenware Design

Star Drinking Glass

Star Drinking Glass

Kitchenware Design

Flavia Aroma Workplace Beverage System

Flavia Aroma Workplace Beverage System

Home Appliance Design

Lavazza Tiny Eco Espresso Machine

Lavazza Tiny Eco Espresso Machine

Home Appliance Design

Lavazza Elogy Milk Coffee Machine

Lavazza Elogy Milk Coffee Machine

Home Appliance Design

Klix Advanta Vending Machine

Klix Advanta Vending Machine

Office Appliance Design

Base Drinking Glass

Base Drinking Glass

Kitchenware Design

Lavazza Inovy Mini Coffee Machine

Lavazza Inovy Mini Coffee Machine

Home Appliance Design

Lavazza Desea Coffee Machine

Lavazza Desea Coffee Machine

Home Appliance Design

Lavazza Idola Coffee Machine

Lavazza Idola Coffee Machine

Home Appliance Design

Lavazza Tiny Espresso Machine

Lavazza Tiny Espresso Machine

Home Appliance Design

Flavia C300 Workplace Beverage System

Flavia C300 Workplace Beverage System

Office Appliance Design

Lavazza MilkUp Milk Frother

Lavazza MilkUp Milk Frother

Home Appliance Design

Kateem trail running shoe

Kateem trail running shoe

Footwear Design

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Interview with Florian Seidl

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?
I guess I always really enjoyed drawing and art in general and I knew quite early that I would want to build on that. At first I had no idea that there was a possibility to specialize in design so I was aiming for architecture initially. When I got to university I discovered the Industrial Design course and gave it a shot.
Can you tell us more about your company / design studio?
I’m currently responsible for the design of Lavazza. The objective of this newly created position is to establish and consolidate competences, resources and processes within Lavazza to guarantee an efficient and coherent development of all activities regarding the corporate design of Lavazza. In this function I am reporting directly to the CTO and I’m now responsible for a small team of internal and external designers, consultants and agencies.
What is "design" for you?
Design is a complex process with many different layers. It is an expression of human culture.
What kinds of works do you like designing most?
I quite like classic product design and furniture. I also have a background in car design and still have a soft spot for transportation design.
What is your most favorite design, could you please tell more about it?
Most favorite design? That’s almost impossible to answer. I like furniture done by Le Corbusier (LC4), Charles and Ray Eames and Arne Jacobsen. The work of Apple in from the first decade of this century was great and Bang&Olufsen are consistently doing interesting things. In the area of automotive design the Citroen DS, the original Audi TT and the original Renault Twingo rank high with me. More recently I really liked the work of Volvo.
What was the first thing you designed for a company?
That’s a difficult question as well. I’ve been doing internships and worked as a freelancer while I was a student for quite some time and I was involved in several smaller projects. The first real project I was involved while working professionally were the Fiat Panda and the Fiat 500L.
What is your favorite material / platform / technology?
Nowadays I’m mostly working on a Wacom Cintiq with Photoshop and Alias. But I still really like traditional sketching with pen and paper.
When do you feel the most creative?
When I’m relaxed and there is not too much going on to distract me. I need to be able to focus.
Which aspects of a design do you focus more during designing?
That depends on the state of the project. Initially it would be the overall concept, the general functionality and the context. The further the project evolves the more it’s important to focus on smaller details and making sure everything stays on track.
What kind of emotions do you feel when you design?
A wide spectrum actually – ranging from happy and motivated to complete frustration. Design is a creative process and sometimes that can also be quite tough.
What makes a design successful?
There are many different things that need to come together to make a successful design. Context, usability, functionality, ergonomics, cost, materials and not least innovation and aesthetics - but in the end it is the market that makes a design successful.
When judging a design as good or bad, which aspects do you consider first?
The first thing would probably be the formal execution and how it is presented. How well the design is resolved – proportion, colours, materials, details… The functional aspect comes slightly afterwards when using the product over time.
From your point of view, what are the responsibilities of a designer for society and environment?
A designer should always strive for a socially and environmentally responsible design. It is admittedly a difficult task in the economic and industrial context. Design in general is not art and in most projects there are certain limits that are difficult to overcome. But that doesn’t mean that the designer shouldn’t fight for the best possible outcome.
How do you think the "design field" is evolving? What is the future of design?
There are new opportunities with new interfaces, connected and intelligent products and new production technologies. But the basic underlying set of rules in esthetics and usability stay the same or evolve with the specific cultural context.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
Our Lavazza Deséa project was part of two exhibitions at the salone del mobile 2019. There are also some other things brewing, but in the light of COVID it is difficult to tell when and how we'll be able to realise them.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
Inspiration can come from almost everywhere. It’s important to keep your eyes open at all times.
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?
When working as a in-house designer it is always important to express the brand identity and stay true or develop and evolve an established form language.
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?
Currently I am living in Turin, Italy. But having lived, studied and worked in many diverse places such as Austria, Germany, Hong Kong, Italy, and the United Kingdom I have a well-developed awareness for cultural differences and the positivity this can bring to a work environment or project team.
How do you work with companies?
I have experience as an external freelancer and as in house designer. There are advantages in both. While the work of the external designer is somehow faster the in house work has more direct contact with the project team and there is more control of the final outcome.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
The first step is probably a close look at the designer’s portfolio/website to get an idea what they have done before. Meet them in person if the work samples seem promising and if you feel comfortable with the guys just give them a try.
Can you talk a little about your design process?
It starts normally with a project brief and with the analysis of the context to understand the task. Then there is a first creative phase trying to come up with conceptual and formal ideas. Those ideas then need to be evaluated and developed to see their potential. The most promising ones are developed further and refined with the help of others they might eventually end up in production…
What are 5 of your favorite design items at home?
A plain brushed steel Zippo, a Bialetti Moka, Apple MacBookPro, Freitag bag, and a Kikkoman soy sauce bottle.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Don’t fall in love with your very first idea and work hard. Be creative. Enjoy what you’re doing.
From your perspective, what would you say are some positives and negatives of being a designer?
The positive thing is that you get to be creative and develop real things that people can enjoy. One negative thing could be that it’s sometimes difficult to keep the work at work and not bring it home. You need to be able to switch off.
What is your "golden rule" in design?
There is no such thing as "one golden rule". Also - if you know the rules, you can bend them and even break them…
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
As already said earlier I’m mostly working on a Wacom Cintiq with Photoshop and Alias on my everyday workflow. Physical mock-ups and models are really important too. Websites that I check back on include: www.cardesignnews.com, www.carbodydesign.com, www.core77.com, www.designboom.com,...
Designing can sometimes be a really time consuming task, how do you manage your time?
I’m trying to concentrate on the task at hand while also responding to smaller immediate requests that can be dealt with quickly. This way the big task is not blocking too many of the smaller things. But only one major task at a time.
How long does it take to design an object from beginning to end?
That really depends on the complexity of the project. It can be anything from days to months. It generally takes many months to actually bring a project into production.
Who are some of your clients?
I am an experienced and creative designer currently working as design manager at Lavazza's Innovation Center in Turin. Before that I was part of the exterior design team that developed the Fiat 500 successfully into a whole range of different models and several other projects that can now be seen on the road. I have also done work for KTM and as freelancer for various other non-automotive brands. Always with a strong feeling for brand identity and the bigger picture beyond the project as a mere product.

What are your future plans? What is next for you?
I moved to my current position some years ago and we can already see some great results which I am really proud of. There are many things to do and I’m still learning a lot as I go along. But you’ll never know what comes next and I'm always happy to discuss new and exciting projects.
Do you work as a team, or do you develop your designs yourself?
Design is almost always a team effort. Most products have a degree of complexity that does not allow for one creative genius to do everything.
Do you have any works-in-progress being designed that you would like to talk about?
At the moment we are very busy developing a range of new products for Lavazza. It’s really exciting as there is a lot to do and there are many opportunities.

Designer of the Day Interview with Florian Seidl

Could you please tell us about your experience as a designer, artist, architect or creator?
My experience as a designer has been quite diverse. I have a background in building construction, worked as a freelancer, in-house designer and in design management. During this time I've been involved in all sorts of different projects from architecture to car design and product design.
How did you become a designer?
I guess I always really enjoyed drawing and art in general and I knew quite early that I would want to build on that. At first I had no idea that there was a possibility to specialize in design so I was aiming for architecture initially. When I got to university I discovered the Industrial Design course and gave it a shot.
What are your priorities, technique and style when designing?
Oh where to start? There are so many important things to consider when designing a new product. The process is iterative and interdisciplinary collaboration is key. The design process has also accelerated a lot over the last decades. I still love sketching and physical models, but a lot of the process today is streamlined and completely digital.
Which emotions do you feel when designing?
A wide spectrum actually – ranging from happy and motivated to complete frustration. Design is a creative process and sometimes that can also be quite tough.
What particular aspects of your background shaped you as a designer?
I'd like to think that an open mind and curiosity in general is where it all starts. But also empathy and the ability to listen, draw conclusions and a willingness to test ideas and create stuff are super important.
What is your growth path? What are your future plans? What is your dream design project?
I moved to my current position some years ago and I am really quite proud of the work we've done at Lavazza. We're still working on exciting new projects and I’m still learning. But you’ll never know what comes next and I'm always happy to discuss new and exciting projects.
What are your advices to designers who are at the beginning of their career?
Don’t fall in love with your very first idea and work hard. Be creative. Enjoy what you’re doing.
What is your day to day look like?
The daily routine can be quite diverse as I follow several different projects at any given time. Some time will be dedicated to management, including meetings and calls. Throw in some research, actual design work, 3D modeling... Many differnt things.
How do you keep up with latest design trends? To what extent do design trends matter?
I'd argue that as a practitioning designer you'll be quite naturally aware of specific design trends in your field. It is important though to keep your eyes open for what is happening in other areas to draw inspiration and cross contaminate your own approach with new perspectives.
How do you know if a product or project is well designed? How do you define good design?
Oh, if you're genuinely involved in bringing a project to life you'll know if it is good or bad. Design projects can be quite diverse from surprisingly simple to incredibly complex. But one thing I'd always be looking for is personality. A good project has a soul.
How do you decide if your design is ready?
This one's tricky. Designers will tinker and refine until they can't any longer... So I'd be tempted to say that the overall project timing actually decides when a project is ready.
What is your biggest design work?
I'm very proud of all the work we did at Fiat and Lavazza. In both cases we've been shaping the overall product portfolio and it's hard to pick out one single project.
Who is your favourite designer?
I don't really have one favourite designer. There are many professionals, colleagues and friends I deeply respect.
Would you tell us a bit about your lifestyle and culture?
My own lifestyle is probably not all that special or interesting. The cultural context and background are important though. They provide the context for every creation.
Would you tell us more about your work culture and business philosophy?
I'd consider myself to be quite dedicated and straightforward and also a friend of clear responsibilities.
What are your philanthropic contributions to society as a designer, artist and architect?
I've been involved in some activities of the local design community here in Italy. I'm part of the Osservatorio permanente del Design - the territorial commission of the ADI Piemonte. Occasionally I'm also teaching and involved in university projects.
What positive experiences you had when you attend the A’ Design Award?
The A' Design Award, and design awards in general, are a great communication tool - internally and externally. It is possible to position a brand or a company through coherent design and the awards can play an important part in telling that story.

Extended Interview with Florian Seidl

Could you please tell us about your experience as a designer, artist, architect or creator?
I studied industrial design and transportation design at several different universities in Austria, Hong Kong and the United Kingdom.
How did you become a designer?
For me design is a creative process. It is fuelled by curiosity, empathy and the desire to create something good and meaningful.
Which emotions do you feel when designing?
I'd say classic italian product design. At the moment everything coffee related in one form or other. I do miss transportation and cars a bit to be honest.
What particular aspects of your background shaped you as a designer?
Follow your heart and design every project with attention to detail and lots of love.
What are your advices to designers who are at the beginning of their career?
Let's stick with Dieter Rams to begin with. Good design must have certain qualities on many different levels. Usability, aesthetic quality, sustainability - the list goes on. But what's really needed for me is soul and character.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
Good and coherent design is what sets you apart from the competition.
How do you know if a product or project is well designed? How do you define good design?
A designer can't do everything. You need to have a great team that helps to bring products to life. Collaboration is key. This is the secret ingredient and this is where the magic happens.
How do you decide if your design is ready?
Oh there are many. I don't really have one favourite designer. There are many professionals, colleagues and friends I deeply respect.
Who is your favourite designer?
I'm very proud of all the work we did at Fiat and Lavazza. In both cases we've been shaping the overall product portfolio and it's hard to pick out one single project.
Would you tell us a bit about your lifestyle and culture?
Do your homework: Listen to what other people have to say, be empathic, Look into materials and production techniques. Draw and sketch and then sketch some more.
What are your philanthropic contributions to society as a designer, artist and architect?
Design is a creative process that develops products for (mass) production. It's what I do.
What positive experiences you had when you attend the A’ Design Award?
I wouldn't be where I am without the help and the support of many others.

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