Eugenio Bini

Specialized in Interface Design.

Eugenio Bini

About Eugenio Bini

Eugenio Bini is a multi-faceted architect and engineer, known for his diverse skill set and visionary approach in various design fields. His journey exemplifies a blend of technical proficiency, creative innovation and deep understanding of design and visual principles. Graduating with honors in Engineering and Architecture from the University of Perugia with the experimental thesis “Perspectives of Urban Regeneration: Public Space and Traffic Calming Strategies” in 2014 and awarded as the best graduate student of the year, he qualified both as Architect and Engineer. After graduating, he joined the International Workshop “Lisbon Expo, towards Urban Mending” within the Master “Remaking Landscapes” program at UPC – Lisbon, where he learned from some of the most renowned architects like Gonçalo Byrne and Alvaro Siza. He has collaborated with a number of Italian and International architectural practices, including Carlo Ratti Associati where he contributed to high-profile designs like the Masterplan for Mutti Headquarters, a design-concept for Poste Italiane and Real Rio, an interactive installation for the 2016 Olympic Games sponsored by Cisco System. Lifelong learner, always interested in new challenges and opportunities he has also focused on product design and auto-production. His project “Figaro” an hi-tech coffee table, garnered widespread exhibition and critical acclaim. He developed “Enel Box”, an innovative concept that will revolutionize the design of secondary substations on the next years by reducing their carbon footprint with a circular approach, maximizing the capacity to hold advanced digitalization technology and facilitating its ability to blend harmoniously into various settings whether they are urban, rural, modern or historical. As art director he supports companies to define identities and strategies of communication, covering different design areas including branding, advertising, packaging, UI/UX. His ability to cater to diverse needs and adapt to different economic contexts has earned him significant trust and respect by national and international companies such as Altromercato, Chicco, Clementoni, Enel, Inter, Mercedes Benz, Migross, Mutti, Municipality of Perugia and Alcamo, Pharmathek, Todis and SPAL, among others. His work has been also recognized with many awards and commendations. Besides his professional achievements, he is dedicated to teaching and research, contributing to the fields of communication, design, visual arts and urban planning.

  • Winner of the A' Design Award.
  • Specialized in Interface Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Interface
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Interview with Eugenio Bini

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?
Since I was a child, I paid great attention to details, noticing things that most others ignored. I was fascinated by composition and how elements interacted within a space. Whether it was a graphic layout or a physical product, I always wondered in an unconscious way how it worked, what were the communication strategies involved and the design processes that made it possible. Over the years a teacher, to which I owe a lot, ignited my passion for the world of design. My academic journey further did the rest, providing me with the knowledge and skills necessary to pursue a career in the design field.
Can you tell us more about your company / design studio?
Best is a global design firm based in Perugia, Italy. It aims to build transformative physical and digital experiences for leading brands by blending AI, design and technology. The agency is currently involved in many projects across the globe, embracing multiple design field and scale of intervention, from branding and UX to industrial design, architecture and urban planning.
What is "design" for you?
Design is the process of solving problems and creating meaningful experiences through thoughtful and intentional visual and functional elements. It blends creativity with practicality, shaping how we interact with the world and improving everyday life by making products, services and environments more intuitive, accessible and enjoyable. It’s all about understanding human needs, anticipating challenges and crafting solutions that are not only aesthetically pleasing but also efficient and effective.
What kinds of works do you like designing most?
No one in particular. I love to face different design field and taking continuous leaps of scale. It's one of the most exciting aspects of being a designer. This allows me to explore always new ideas, pushing boundaries and discovering innovative solutions.
What is your most favorite design, could you please tell more about it?
I leave a piece of my heart in every project. Anyway I particularly loved to develop a brand-new Packaging Design System for a Large Scale Distribution player. It was really challenging, but commendations, awards and good feedbacks repaid our efforts.
What is your favorite material / platform / technology?
Material | Wood ... its' natural, beautiful and flexible Platform | Figma ... simple tool with great collaborative features Technology | 3D printing ... whereby my ideas come to life
When do you feel the most creative?
When I can reflect and let my mind wander. Whether it's early in the morning when the world is quiet or late at night when distractions are minimal, in these moments I can delve deep into my thoughts and explore concepts freely. Engaging in activities outside of design like reading, running, traveling or experiencing new things also fuels my creativity leading me to explore innovative and interesting connections.
Which aspects of a design do you focus more during designing?
It's not about something. It's all about relationship between parts. This is how I work. Every time I try to make the entire system work. It's a balancing act.
What kind of emotions do you feel when you design?
When I design, I feel a range of emotions. Excitement and curiosity drive the initial creative burst. Joy comes from bringing ideas to life and satisfaction follows completing a project. Frustration can occur sometimes. Is part of the game and generally leads to growth.
What kind of emotions do you feel when your designs are realized?
I feel a profound sense of satisfaction and pride seeing my ideas come to life. Joy and excitement fill me, knowing the design is meaningful and functional. There's relief from completing the project and gratitude for the opportunity and positive feedback. These emotions make the design journey deeply rewarding and fulfilling.
What makes a design successful?
A successful design effectively balances aesthetics and functionality, meeting user needs and solving problems. It’s intuitive, accessible and enhances user experience. Attention to detail, innovation and adaptability are key. A successful design should also evoke emotional connections, align with project goals and withstand the test of time demonstrating both immediate impact and long-term relevance.
When judging a design as good or bad, which aspects do you consider first?
When judging a design, I first consider its functionality, how well it meets user needs and solves problems. Next, I assess aesthetics, ensuring it’s visually appealing and harmonious. I also evaluate innovation, attention to detail and how effectively it communicates the intended message or purpose. These aspects collectively determine the design's success.
From your point of view, what are the responsibilities of a designer for society and environment?
Designers have significant responsibilities towards society and the environment. As designers, is our duty to create inclusive, accessible and user-friendly designs that can improve quality of life. Ethically, we must promote sustainability, choosing eco-friendly materials and processes to minimize environmental impact. Ultimately, we should consider cultural sensitivity, ensuring designs respect and reflect diverse perspectives. By this way we can drive a truly positive change, fostering innovation that benefits both people and the planet.
How do you think the "design field" is evolving? What is the future of design?
The design field is rapidly evolving thanks to the rise of brand-new technologies. AI, AR, VR and IoT are driving more and more personalized and immersive experiences. A really game changer for the human-centered design. Cross-disciplinary collaboration will be the key to handle this challenge leveraging diverse expertise and knowledge. Sustainability will be paramount, requiring a growing attention to eco-friendly materials and new processes that could promote a real circular economy. Mastering and embracing these changes will be a must for every designer.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
I'm planning to hold my next exhibition in the spring of next year. This timing allows for ample preparation and the opportunity to showcase my latest projects in the best possible light. The spring season also brings a sense of renewal and inspiration, which is perfect for introducing new and innovative designs. I'm excited to share my work with a broader audience and to engage with visitors, gaining valuable feedback and insights. This exhibition will highlight my current focus on user-centric design and sustainability, featuring interactive displays and thought-provoking installations.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
Is not exactly clear yet to me. Sometimes it comes from personal experiences and everyday life. Sometimes from hard work and several attempts. Sometimes the idea comes from speaking with other colleagues. Sometimes everything make a sense watching a movie or listening a song. It probably has to do with mind connections. It's like connecting the dots. Continuous learning and staying curious help keep my creativity vibrant and evolving, foster fresh ideas and innovative approaches.
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?
I always focus on creating intuitive, engaging, and timeless designs that could improve user daily experiences. My design style is the result of this endless research and is characterized by clean lines, balanced compositions, and thoughtful use of color. A fusion of classic elegance and modern minimalism to create visually appealing yet functional designs, that evoke emotion and clarity, simplicity and harmony. Iterative prototyping and user feedback ensure the design meets both aesthetic and practical needs.
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?
Personally, I believe in a "glocal" approach. Combining global trends with local cultural heritage allows me to enrich every project creating works that are innovative yet deeply rooted in cultural identity. This kind of fusion fosters creativity and diversity, making designs more dynamic and inclusive, offering a touch of uniqueness, authenticity that talk to different backgrounds.
How do you work with companies?
I always begin by trying to figure out their needs and gain their trust. This kind of approach ensures the final product aligns with the company's vision and goal. Regular updates and transparent communication ensure alignment and successful project delivery.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
To work effectively with a designer, companies should: - Clearly define project goals and expectations. - Establish timelines and budgets upfront. - Foster an open communication and provide detailed feedbacks. - Respect the designer’s creative process and expertise. To select a good designer, companies should: - Review portfolios for style and quality. - Check references and past client feedback. - Ensure the designer’s approach fits with company’s needs. - Look for strong problem-solving skills and creativity.
Can you talk a little about your design process?
It always begin with the same words: research and discovery. In this precious time I start a market analysis in order to gather relevant insights and I collect some inspirations to start the creative process. Then I try to combine all of this input in a consistent design facing myself with the project’s goals, target audience and constraints. In this phase, I brainstorm ideas and create rough sketches and wireframes. The next step is prototyping. In this phase I develop a detailed design. Client's feedback and continuous iterations help me to refining the design till the product meets all requirements.
What are 5 of your favorite design items at home?
1. Eames Molded Plywood Lounge Chair: designed by Charles and Ray Eames, this chair showcases their innovative use of molded plywood. Its organic shape and ergonomic design make it both comfortable and elegant in my living room. 2. Apple MacBook Pro: sleek, powerful and efficient, this laptop is essential for my design work offering a seamless blend of performance and elegance. 3. Flos Arco Floor Lamp: designed by Achille and Pier Giacomo Castiglioni, this lamp features a dramatic arc and marble base, providing both task and ambient lighting in a modern style. 4. Alessi Cupola Coffe Pot: designed by Aldo Rossi, this coffe pot is a modern design icon with its timeless form and practical functionality. It's a conversation starter. 5. Sonos Wireless Speaker: this speaker offers high-quality sound with a minimal, modern design. It enhances the ambiance of my home and integrates seamlessly with my smart home setup. These items not only serve practical purposes but also reflect my appreciation for design that combines innovation, functionality, and aesthetic appeal. Each piece enhances the atmosphere and functionality of my home making everyday living more enjoyable and inspiring.
Can you describe a day in your life?
I start my day early to maximize productivity. After a quick breakfast and some exercise, I’m ready to dive into my work. I review my schedule and prioritize tasks for the day, checking emails and messages to address any urgent matters. Mornings are often reserved for creative tasks when my mind is fresh. This includes brainstorming, sketching, and working on design concepts. On the midday I usually have meetings with clients, team members or other stakeholders to discuss ongoing projects, gather feedback and align on goals. I take a break for lunch. Sometimes, I use this time to catch up on design blogs or get inspired by browsing through portfolios on social networks or other platforms. The afternoon is dedicated to executing designs. This includes working on detailed design elements, prototyping and refining concepts. I often present work to clients, incorporate their feedback and discuss any revisions needed. Tasks such as preparing files for production, working on user interfaces, or finalizing layouts are tackled during late afternoon. I allocate some time for learning new tools or techniques, taking online courses, or reading design-related articles. In the evening I review the day’s work, update my task list, and plan for the next day. This helps ensure that I stay on track with deadlines and project goals. After work, I unwind by spending time with family or friends, pursuing hobbies, or simply relaxing with a good book or movie. Before bed, I often reflect on the day and jot down any new ideas or inspirations. This habit keeps my creative juices flowing and prepares me for the next day. This routine helps me stay organized, creative and productive ensuring that I can deliver high-quality design work consistently.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
1. Embrace continuous learning: stay curious and open to learning new skills, tools, and techniques; the design field is always evolving, so keeping up with trends and innovations is crucial. 2. Seek feedback: don't be afraid to share your work and ask for feedback; constructive criticism helps you grow and improve your designs. 3. Build a strong portfolio: create a diverse portfolio that showcases your best work; include a variety of projects to demonstrate your versatility and skills. 4. Network: connect with other designers, attend workshops, conferences, and join design communities; networking can open doors to new opportunities and collaborations. 5. Focus on user experience: always prioritize the end-user; design with empathy and ensure your work is functional, intuitive, and user-friendly. 6. Develop your unique style: while learning from others is important, strive to develop your own voice and style; this will set you apart in the industry. 7. Be open to collaboration: work with other creatives and professionals; collaboration can lead to richer, more innovative designs and helps you learn from others. 8. Manage your time: learn to balance multiple projects and meet deadlines; effective time management is key to maintaining productivity and reducing stress. 9. Stay resilient: the design process often involves trial and error; don’t get discouraged by setbacks or criticism and use them as learning experiences. 10. Keep your passion alive: stay passionate about design; keep exploring, experimenting, and pushing the boundaries of your creativity.
From your perspective, what would you say are some positives and negatives of being a designer?
Plus Creativity and Impact: The ability to express and bring innovative ideas to life, influencing how people interact with products and services, enhancing their lives. Variety: The chance to work on diverse projects across different industries keeps the work exciting and dynamic. Continuous Learning: This field is highly competitive, requiring continuous improvement and adaptation to stand out. Minus Subjectivity and Constraints: Design preferences can be subjective sometimes, leading to differing opinions and challenges in approval processes. Balancing client demands and creative freedom can be difficult. Deadlines: Tight deadlines can create stress and impact creativity. Revisions: Multiple revisions and changes can be time-consuming and frustrating in the worst case.
What is your "golden rule" in design?
"Design with the user in mind." This principle emphasizes the importance of understanding and prioritizing the needs, preferences, and experiences of the end-user. By focusing on the user, designs become more intuitive, functional and enjoyable. This rule guides every stage of my design process, from initial research and concept development to prototyping, testing, and final implementation. Ensuring that the user remains at the center of the design process leads to more effective and successful outcomes.
What skills are most important for a designer?
Problem-solving: Identifying and addressing user needs. Creativity: generating innovative ideas and solutions. Aesthetic sensibility: understanding design principles and aesthetics. Attention to accessibility: creating intuitive, user-friendly designs. Attention to detail: ensuring precision in every design element. Technical proficiency: mastery of design software and hardware tools. Adaptability: staying current with new tools and trends. Communication: articulating ideas clearly and collaborating well. Collaboration: working effectively with others. Time management: prioritizing tasks and meeting deadlines.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
The ability to adapt to new tools, technologies, and trends is increasingly important in a fast-paced industry like this. As a designer involved on different kind of projects I must be flexible and open to learning new software and technologies daily.
Designing can sometimes be a really time consuming task, how do you manage your time?
It' the hardest job! I always try to prioritize tasks and break down projects into smaller, manageable parts. Setting clear milestones and deadlines helps track progress. I use time blocking to allocate focused work periods and ensure regular breaks to maintain productivity and creativity. Project management tools aid in organizing tasks and collaboration. Larger projects are harder to handle, but you can alway rely on team strength and on PM's guide. Continuous review and adjustment of plans keep projects on track and let you face issues promptly. These strategies generally ensure efficient and high-standard completion of design projects.
How long does it take to design an object from beginning to end?
It varies widely depending on the complexity of the project. For a simple product, it might take a few weeks, including research, conceptualization, sketching, prototyping and finalizing the design. For more complex projects, such as buildings, interiors or digital products with intricate functionality, it can take several months or even longer. This timeline includes initial brainstorming, detailed design development, multiple iterations, user testing and final adjustments to ensure the design meets all requirements and standards.
What is the most frequently asked question to you, as a designer?
"Where do you find your inspiration?". People are often curious about the sources and processes behind creative ideas. They want to know how designers consistently come up with innovative and visually appealing solutions, and they seek to understand the journey from initial concept to final design.
Who are some of your clients?
The ability to provide solutions for specific needs and adapt to different economic contexts has earned me significant trust and respect by the industry, including national and international companies such as Altromercato, Chicco, Clementoni, Enel, Inter, Mercedes Benz, Migross, Mutti, Municipality of Alcamo and Perugia, Pharmathek, Todis and SPAL, among others.
What type of design work do you enjoy the most and why?
I particularly enjoy working on user experience (UX) and user interface (UI) design, because it has a direct and deep impact on users, stimulates problem-solving and creativity. Iterative testing and feedbacks provide opportunities for constant refinement and learning. Moreover digital products open the door to a cross-disciplinary collaboration, enhancing teamwork and broadening perspectives.
What are your future plans? What is next for you?
Comfort zone is really boring for me. I'll never stop to explore innovative techniques and test myself with different kind of projects. I aim to delve deeper into sustainable and eco-friendly design practices, ensuring my work contributes positively to the environment. Additionally, I plan to collaborate with other designers to broaden my horizons and create even more impactful and meaningful designs that could improve everyday life and foster positive change in society.
Do you work as a team, or do you develop your designs yourself?
I work both independently and as part of a team, depending on the project. For some projects, I develop designs myself, this allows me to have complete creative control. However, for larger or more complex projects, I collaborate with a team of other designers, engineers and professionals. This collaborative approach leverages diverse skills and perspectives, leading to more innovative and well-rounded designs.
Do you have any works-in-progress being designed that you would like to talk about?
My next design project is a tamper-proof closure system with an integrated biometric authentication that could be a game-changer to safeguard medications at home and limit their use exclusively to patients with a prescription. It will contribute to raise safety standards, improve therapeutic adherence and redefines the relationship between doctor and patient through the data sharing process. I hope future projects will continue to focus on enhancing everyday living through innovation and a user-centric designs that enhance usability, sustainability and smart connections.
How can people contact you?
You can find all my contact details on my website www.eugeniobini.it or you can also connect with me on LinkedIn. Feel free to reach out for any design inquiries, collaborations or questions!
Any other things you would like to cover that have not been covered in these questions?
Inspired by Stefan Sagmeister, I've decided to take a year off in 2026. I'm sure it would be a beautiful way to recharge energies.

Extended Interview with Eugenio Bini

Could you please tell us about your experience as a designer, artist, architect or creator?
Graduated with honors in Engineering and Architecture from the University of Perugia with the experimental thesis “Perspectives of Urban Regeneration: Public Space and Traffic Calming Strategies” in 2014 and recognized as the best graduate student of the year, I qualify both as Architect and Engineer. After graduating, I joined the International Workshop “Lisbon Expo, towards Urban Mending” within the Master Degree Program “Remaking Landscapes” at UPC (Lisbon), where I learned from some of the most renowned architects like Gonçalo Byrne and Alvaro Siza. I have collaborated with a number of Italian and International architectural practices, including Carlo Ratti Associati where I contributed to high-profile designs like the Masterplan for Mutti Headquarters, a design-concept for Poste Italiane and Real Rio, an interactive installation for the 2016 Olympic Games sponsored by Cisco System. Lifelong learner, always interested in new challenges and opportunities I have also focused on product design and auto-production. My project “Figaro”, a hi-tech coffee table, garnered widespread exhibition and critical acclaim. In 2018 I developed “Box”, an innovative concept that will revolutionize the world-wide design of secondary substations on the next years by reducing their carbon footprint with a circular approach, maximizing the capacity to hold advanced digitalization technology and facilitating its ability to blend harmoniously into various settings whether they are urban, rural, modern or historical. As art director I support companies to define identities and strategies of communication, covering different design areas including advertising, branding, UI/UX, packaging. The ability to provide solutions for specific needs and adapt to different economic contexts has earned me significant trust and respect by the industry, including national and international companies such as Altromercato, Chicco, Clementoni, Enel, Inter, Mercedes Benz, Migross,
Mutti, Municipality of Alcamo and Perugia, Pharmathek, Roner, Todis and SPAL, among others. Over the years my work has been also recognized with many awards and commendations. Besides professional achievements, I’m dedicated to teaching and research, contributing to the fields of communication, design, visual arts and urban planning.
How did you become a designer?
Since I was a child, I paid great attention to details, noticing things that most others ignored. I was fascinated by composition and how elements interacted within a space. Whether it was a graphic layout or a physical product, I always wondered in an unconscious way how it worked, what were the communication strategies involved and the design processes that made it possible. Over the years a teacher, to which I owe a lot, ignited my passion for the world of design. My academic journey further did the rest, providing me with the knowledge and skills necessary to pursue a career in the design field.
What are your priorities, technique and style when designing?
I always knew what my professional destiny would be and I was lucky enough to receive the support of my family.
Which emotions do you feel when designing?
No one in particular. I love to face different design field and taking continuous leaps of scale. It's one of the most exciting aspects of being a designer. This allows me to explore always new ideas, pushing boundaries and discovering innovative solutions.
What particular aspects of your background shaped you as a designer?
There is no rule o recipe to become a good designer, it's always a personal path, but I can share some suggestions to young, up and coming designers: 1. Embrace continuous learning: stay curious and open to learning new skills, tools, and techniques; the design field is always evolving, so keeping up with trends and innovations is crucial. 2. Seek feedback: don't be afraid to share your work and ask for feedback; constructive criticism helps you grow and improve your designs. 3. Build a strong portfolio: create a diverse portfolio that showcases your best work; include a variety of projects to demonstrate your versatility and skills. 4. Network: connect with other designers, attend workshops, conferences, and join design communities; networking can open doors to new opportunities and collaborations. 5. Focus on user experience: always prioritize the end-user; design with empathy and ensure your work is functional, intuitive, and user-friendly. 6. Develop your unique style: while learning from others is important, strive to develop your own voice and style; this will set you apart in the industry. 7. Be open to collaboration: work with other creatives and professionals; collaboration can lead to richer, more innovative designs and helps you learn from others. 8. Manage your time: learn to balance multiple projects and meet deadlines; effective time management is key to maintaining productivity and reducing stress. 9. Stay resilient: the design process often involves trial and error; don’t get discouraged by setbacks or criticism and use them as learning experiences. 10. Keep your passion alive: stay passionate about design; keep exploring, experimenting, and pushing the boundaries of your creativity.
What is your growth path? What are your future plans? What is your dream design project?
The distinction between a good designer and a great designer often lies in several key qualities and approaches that elevate their work and impact. + Empathy: a good designer understands user needs, while a great designer deeply empathizes, creating emotionally resonant experiences. + Innovation: a good designer produce creative works; a great designer push boundaries, setting new trends. + Problem-Solving: a good designer solve issues; a great designers anticipate and solve complex problems innovatively. + Detail: a good designer focus on quality; a great designers obsess over every aspect of his/her work, from the tiniest detail to the overall user experience, ensuring a seamless and polished final product. + Holistic Thinking: a good designer focuses on the specific design task at hand, a great designer considers broader impacts and sustainability. + Communication: a good designer communicates ideas and works well within a team, a great designer inspire and lead. + Learning: a good designer stays updated with current trends and techniques, a great designer continuously learns and adapts ... he/she is always ahead of the curve, often driving innovation within their field. In summary, while a good designer delivers competent and reliable work, a great designer goes beyond this to create transformative and visionary designs. The ability to deeply empathize, innovate and think holistically, combined with exceptional attention to detail and communication skills, distinguishes a great designer from a good one.
What are your advices to designers who are at the beginning of their career?
When judging a design, I first consider its functionality, how well it meets user needs and solves problems. Next, I assess aesthetics, ensuring it’s visually appealing and harmonious. I also evaluate innovation, attention to detail and how effectively it communicates the intended message or purpose. These aspects collectively determine the design's success.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
Good design enhances user experience, making products intuitive and enjoyable and improves accessibility for all users. It also reinforce brand identity, fostering recognition and trust, while driving higher conversion rates. It offers a competitive edge and creates emotional connections, positively influencing user perception. Investing in good design saves costs long-term by avoiding redesigns. Overall, good design is crucial for success and growth. As Dr. Ralf Speth said ... "if you think good design is expensive, you should look at the cost of bad design.".
What is your day to day look like?
If I had the time, I would design sustainable community housing for low-income families. This project would blend eco-friendly materials and energy-efficient technologies to create affordable, comfortable living spaces. Imagine homes built with recycled materials, powered by solar panels and equipped with rainwater harvesting systems. These features would reduce utility costs and environmental impact. Additionally, common gardens and playgrounds would foster a sense of community and connection among residents. This design would not only provide quality housing but also promote environmental stewardship and social cohesion, demonstrating the profound impact of architecture on improving lives and communities.
How do you keep up with latest design trends? To what extent do design trends matter?
I'm working on a new shape of pasta in my spare time. I really like the idea of rethinking a food masterpiece from scratch to create a unique consumer experience which involve aesthetic, functional and gastronomical aspects of this product. I hope this dream come true sooner or later.
How do you know if a product or project is well designed? How do you define good design?
My secret ingredient is empathy. Understanding the user's needs, emotions, and behaviors drives every design decision. This user-centric approach ensures that the design is not only visually appealing but also intuitive and meaningful. Empathy transforms a good design into an exceptional one, fostering deep connections and lasting impact.
How do you decide if your design is ready?
Several design masters and legends have profoundly influenced my work and the world of design in general, each bringing unique perspectives and innovations. Dieter Rams, for instance, has been a monumental influence with his "less but better" approach. His designs for Braun epitomize simplicity, functionality and minimalism. Rams' ten principles of good design serve as a timeless guide, reminding us that the essence of design lies in clarity and purpose. His belief that good design is environmentally friendly, durable and thorough down to the last detail, provides a blueprint for sustainable and thoughtful creation. Massimo Vignelli's work in graphic design and branding is another source of inspiration. Known for the New York City Subway map, Vignelli’s commitment to simplicity and modernism showcases how clarity and order can lead to powerful visual communication. His belief that "if you can design one thing, you can design everything" underscores the universality of good design principles. Steve Jobs, although not a designer by trade, had an extraordinary eye for design. His insistence on products that were both beautiful and functional led to the creation of some of the most iconic technology products. Jobs' vision for Apple products underscored the importance of design in enhancing user experience, proving that attention to detail and a commitment to excellence can lead to groundbreaking innovations. Architect Zaha Hadid's bold, futuristic designs broke conventional boundaries and introduced a new era of architectural expression. Her works, like the London Aquatics Centre, demonstrate how fluid forms and innovative use of technology can redefine space and structure. Hadid’s courage to push the limits and her visionary approach continue to inspire architects to embrace creativity and innovation.
What is your biggest design work?
To quote all would not be enough a book. Maybe my TOP5 could be ... + Swiss Army Knife (Karl Elsener): this multifunctional tool is a brilliant example of compact, versatile design that’s both highly practical and iconic. + New York Subway Map (Massimo Vignelli): its clarity and simplicity make navigating complex information easy, highlighting the power of minimalist design. + Nest Thermostat (Tony Fadell and Matt Rogers): it combines smart technology with elegant design, making home temperature control intuitive and energy-efficient. + Helvetica Typeface (Max Miedinger): it's clean and versatile design has made it one of the most widely used and loved typefaces, showing the power of simplicity in typography. + Fallingwater (Frank Lloyd Wright): integrates architecture with nature harmoniously, exemplifying organic architecture. All these designs stand out with innovative approach, exceptional functionality and enduring appeal, showcasing the profound impact thoughtful design can have on everyday life and various industries.
Who is your favourite designer?
I would let the people talk about it. Nevertheless, I can be satisfied with what we have achieved with "Enel Box", an innovative project which is believed to revolutionize the world-wide design of secondary substations on the next years by reducing their carbon footprint with a circular approach, maximizing the capacity to hold advanced digitalization technology and facilitating its ability to blend harmoniously into various settings whether they are urban, rural, modern or historical. Or at least we hope.
Would you tell us a bit about your lifestyle and culture?
There are some rules I gave myself to improve as a designer and I think they can be a useful model to follow for every designer. + Start a continuous learning by staying updated with trends and taking relevant courses. + Engage in hands-on projects and experiment to refine your skills. + Seek feedback and be open to critique. + Understand your users deeply through research and testing, creating user-centric designs. + Think holistically, considering the broader impact of your designs. + Collaborate and communicate effectively with others. + Embrace change and always strive for improvement to advance in your design journey.
Would you tell us more about your work culture and business philosophy?
I would likely have pursued a career in psychology. Psychology offers the great opportunity to delve into the human mind, exploring how thoughts, emotions, and experiences shape our lives. I mean, come to think of it, this aligns closely with the empathy and user-centric approach that also drives good design. Either way I was destined to get in touch with others trying to understand people needs.
What are your philanthropic contributions to society as a designer, artist and architect?
Design is the process of solving problems and creating meaningful experiences through thoughtful and intentional visual and functional elements. It blends creativity with practicality, shaping how we interact with the world and improving everyday life by making products, services and environments more intuitive, accessible and enjoyable. It’s all about understanding human needs, anticipating challenges and crafting solutions that are not only aesthetically pleasing but also efficient and effective.
What positive experiences you had when you attend the A’ Design Award?
Reaching this point in my design journey wouldn't have been possible without the support and guidance of several key individuals. My biggest supporter has been my mentors. Their wisdom, patience and encouragement have been invaluable. They provided critical feedback, inspired me with their own work and pushed me to think more deeply about my design choices. Additionally, my family has been a constant source of support, offering encouragement and understanding through the ups and downs. Their belief in my abilities gave me the confidence to pursue my passion. Lastly, my peers and colleagues have played a significant role. Collaborating with talented designers and receiving constructive feedback from them has helped me grow and refine my skills. Together, these supporters have been instrumental in helping me reach new heights in my design career.

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