Interview with Stefano Guerrieri

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Stefano Guerrieri

Designer Interview

20 April 2016

I come from Ui/UX design after a Master degree in Economics. Design has always been my main interest, it just took me a while to convey my energies in it. I learned how to mix and use different skills to approach product and industrial design. Thanks to these competencies I have been able to develop a project where innovation means aesthetics, functionality and business.

As every successful startup, PlayWood was born from passion in a garage. After the first satisfying market tests, I decided to take part to Milano Design Week 2016. Huge efforts for a great success. This award has been the cherry on top. The future is now a great challenge.

Design is everything. It's the ability to find solutions to daily needs, it's the balance between functionality and research for beauty.

I design from brand advertising to mobile applications. Now I added product design and I have to say that gives me a lot of satisfaction. The important thing is to constantly evolve.

I would say E117 Eames Office Chair. It's a timeless masterpiece of elegance, practicality and modernity. I love its smooth lines and great comfort, given by the ergonomic design.

It was a promotional flyer for an Austrian beer company. Price was out of proportion compared to visual and creativity was confined in an A5 paper sheet.

I do not have a favorite technology or material, I consider myself a curious person, so I like to experiment new tools and I love to be influenced by the innovations of the moment.

Probably out of my office. And maybe PlayWood product was born also due to this. I focused my desire to have a unique office, smelling as a wooden forest.

Details. I love to start from a small part, keeping the eye on the global project. I am extremely critic on my design, I try to evaluate all the aspects and to suggest alternatives to reach the best solution.

When I design I feel relaxed and, in certain sense, I take distance from the world around me. I have a goal that I know I can reach.

I feel satisfied and established. Every time I can see something I have been able to create with my intuition and my hands, I take a lot of energy to move forward.

When the balance between functionality, trend and beauty is achieved. This makes the design able to influence everyday life.

Design should not be judged.. :-) I like minimalism and clear lines, so I normally look for these characteristics in others' designs.

I think design has an heavy social impact. The latest examples are given by the importance of design in hi tech products. It's up to the designer to brainstorm and employ his own tools for community wellness and innovation, keeping a high attention on environment and human being respect.

Design field is paying more attention to environment: research for innovation and new ideas is coming from direct experience. Design is open to sharing so the customer plays a leading role in the definition of the final product.

It was during Milan Design Week, in April 2016. I would like to take part to San Francisco Design Week to get more in touch with US market.

I take inspiration from everyday life. Experiences, new people and new needs are the engine that drives my motivation in design.

Minimalist and rational. With great attention to the use of colors.

I live in Italy, a country full of examples of art and design. Since I was a child I was used to visit museums, historical sites and cultural spaces. This has for sure contributed to develop my own style of design. It's a country full of passion but not always open to modernization.

I do not work with other companies at the moment.

Polaroid SX70.
My wonderful black Eames Lounge Chair.
Burton limited edition Snowboard
LC4 Chaise Longue - Le Corbusier
My Fixed gear bicycle.

I would suggest that a good design should not be necessarily complex.

POSITIVE: The chance to be involved in different projects every day.
LESS POSITIVE: the difficulty to create new projects in a very standardized world

Take out the unnecessary.

Creativity, imagination, empathy with your own team, vision, ability to interpretate trends and contexts.

As a real Italian, I drink a lot of coffee. :-)
It's important to know when to suspend and when to focus your energies.

"Can I buy the connectors directly on the website?" or some customers ask
"Could you please make my LOGO bigger?"

When I was working as a Senior Art Director in Kalimera, small design studio in my hometown.

Adobe, Autodesk, BenQ, Max Mara Fashion Group, Lamborghini

Make PlayWood becoming more successful

It depends on the work. I normally have a part of design that I develop alone and some later steps done thanks to the help of a team.

Not for the moment

email - stefano@playwood.it
mobile - 0039 328 8768658

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Interview with Stefano Guerrieri

Designer Interview

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?

Can you tell us more about your company / design studio?

What is "design" for you?

What kinds of works do you like designing most?

What is your most favorite design, could you please tell more about it?

What was the first thing you designed for a company?

What is your favorite material / platform / technology?

When do you feel the most creative?

Which aspects of a design do you focus more during designing?

What kind of emotions do you feel when you design?

What kind of emotions do you feel when your designs are realized?

What makes a design successful?

When judging a design as good or bad, which aspects do you consider first?

From your point of view, what are the responsibilities of a designer for society and environment?

How do you think the "design field" is evolving? What is the future of design?

When was your last exhibition and where was it? And when do you want to hold your next exhibition?

Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?

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?

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?

How do you work with companies?

What are 5 of your favorite design items at home?

Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?

From your perspective, what would you say are some positives and negatives of being a designer?

What is your "golden rule" in design?

What skills are most important for a designer?

Designing can sometimes be a really time consuming task, how do you manage your time?

What is the most frequently asked question to you, as a designer?

What was your most important job experience?

Who are some of your clients?

What are your future plans? What is next for you?

Do you work as a team, or do you develop your designs yourself?

Do you have any works-in-progress being designed that you would like to talk about?

How can people contact you?

Good Design Deserves Great Recognition