Interviste con Riccardo Petruzzelli

My background is more technical than artistic. I started my career by attending an industrial technical institute and then I studied engineering, consolidating my inclination towards a creative approach. This combination led me to choose the product design, a path that every day proves to be more and more suitable for my aspirations.

The desire to become a designer has deep roots in my childhood. Since I was a child, I had an innate curiosity, taking apart and reassembling my toys to understand how they worked. With time, this curiosity has turned into a desire to create objects with a precise purpose. My academic training in design has allowed me to broaden my vision of what it means to be a designer: a professional figure who focuses on human needs and is committed to translating them into practical solutions, products and effective services. I can say that my career is just beginning, but I was lucky enough to be able to face two very big realities that are helping me to grow, and I hope that this path will continue more and more.

I became a designer because I always had a passion for art and technology, and design unites both.

The ability to transform abstract ideas into tangible realities is incredibly rewarding.

Design also has a direct impact on society and how people interact with the world.

The satisfaction of seeing an idea take shape and make a difference in people’s lives is what inspires me to continue on this path.

When I design, my priority is to ensure that technique and function come first.

I dedicate myself to following the most advanced production technologies to realize every component of the project.

However, aesthetics are equally important: I firmly believe that beauty and visual harmony are as essential as technical efficiency and functionality. My goal is to create solutions that are not only practical and functional, but also aesthetically pleasing and capable of arousing positive emotions.

The design, in all its forms and for any type of product, arouses me a deep curiosity.

For me, every project represents a personal challenge to overcome limits and solve problems that inevitably arise.

The biggest challenge is to find solutions that are both creative and functional.

I do not presume to discover new worlds, but I am convinced that good design can be the basis for innovation.

I believe that through a careful and well-thought-out approach, it is possible to make products that not only meet practical needs, but that can also lead to significant technological and aesthetic advancements.

Several aspects of my background played a crucial role in shaping me as a designer.

First of all, my academic training, which provided me with a solid theoretical and practical foundation, was fundamental.

By studying design, I gained a deep understanding of design techniques, materials and manufacturing technologies.

In addition, my work experience has allowed me to confront a wide range of projects, each with its specific challenges and requirements. Working in multidisciplinary teams taught me the importance of collaboration and communication, as well as how to integrate different points of view to achieve optimal results.

My path of growth has been characterized by choices often oriented towards hard and complex paths.

I can say that my path has not been linear, but this has allowed me to learn continuously and constantly look for new challenges. I started my design journey after a deep reflection on myself and my aspirations.

My academic training provided me with a solid theoretical and practical foundation, indispensable to enter the field of design. Subsequently, I had the opportunity to work on several projects, each of which allowed me to hone my skills and develop a versatile and innovative approach. Currently, my goal is to explore all fields of design to identify and deepen the one that best suits me. As for my future plans, I want to continue to grow both professionally and personally.

I intend to explore new technologies and design methodologies, participate in international projects and collaborate with professionals from different sectors. My ambition is to contribute to initiatives that have a positive impact on society and the environment, promoting innovative and sustainable solutions. The design project of my dreams is one that integrates my passions for technology, sustainability and innovation.

I still don’t feel I have enough experience to give advice to new designers, but I can share some thoughts based on my journey.

First of all, passion is fundamental in this field, as in any other profession. It is important to be happy and proud to be a designer, as this joy and satisfaction can fuel creativity and determination. Also, I recommend that you always keep a curious mindset. Curiosity is a powerful engine for innovation and personal growth. Seek inspiration wherever you are: from everyday experiences, nature, the arts and technology. Every element of the world around us can offer new insights and ideas.

Being open and receptive to external influences, as well as constructive criticism, can enrich your design approach and contribute to continuous improvement. Finally, do not forget to invest in your own professional development through continuous training and constant practice, since every experience is an opportunity to grow and hone their skills.

To keep up to date, I follow a wide range of design channels.

I am committed to staying informed about the latest trends, techniques and innovations in the industry. In addition, I am a big tech and automotive enthusiast, two areas in constant evolution that offer continuous sources of inspiration.

These passions push me to explore new possibilities and to integrate innovative aspects into my work.

I constantly try to combine my knowledge in design with the latest technological innovations to create solutions that are not only functional and aesthetically pleasing, but also cutting-edge. I believe that the contamination between different fields of knowledge can lead to surprising and original results. Through this integration, I aim to realize projects that meet current needs and anticipate future trends.

I believe that behind every product or project there must be a strong and well-defined idea.

This fundamental idea must be able to support all phases of the project, from the initial concept to the final realization.

A solid concept not only guides the creative process, but also provides a stable foundation that allows you to adapt and decline the product in various solutions. A strong basic idea allows you to address design challenges with a clear and consistent vision, ensuring that every decision taken along the way is aligned with the ultimate goal. In addition, it facilitates innovation and versatility, allowing you to explore different possibilities and variations without losing sight of the essence of the project. In this way, you can create products that not only meet your immediate needs, but can also evolve and adapt to future developments and contexts.

It is never easy to decide that a project is finished and complete, as I always try to improve every aspect of the product.

However, I know that perfection is an unattainable goal. I strive with dedication and attention to detail, trying to be manic in my work.

Every revision and every modification is oriented to obtain the best possible result, maintaining a balance between quality and timing.

I recognise the importance of setting deadlines and meeting them, as prolonging the improvement process indefinitely can become counterproductive. Learning to find a balance between the ambition for perfection and the need to advance is one of the biggest challenges of my work.

Among my favorite designers there is definitely Le Corbusier, which is for me a source of admiration and inspiration.

Its ability to combine functionality and aesthetics in such a harmonious and innovative way has revolutionized the world of architecture and design. His attention to detail and innovative use of materials inspire me to experiment and overcome the traditional boundaries of design.

Participating with my project in such a prestigious award as the A' Design Award is an extraordinary opportunity for me.

This recognition is not only allowing me, but I hope it will continue to allow me, to open up to an international showcase of designers, industry experts and influential companies. Being part of a competition of this caliber allows me to get in touch with professionals of the highest level, from which I can draw valuable lessons. The comparison with other designers and the opportunity to see their works closely inspires me to continually improve my work and expand my creative horizons. Moreover, the visibility offered by the A' Design Award can be a springboard for my career, helping me to establish myself on the international scene. The opportunity to show my project to such a large and qualified audience gives me the opportunity to receive constructive feedback and to create new collaborations with companies and professionals in the sector.

The core behind this project lies in the field of electric mobility, a sector with a huge development potential that, in the coming years, promises to radically revolutionize the way we move daily.

The term "revolution" is appropriate because we are facing a paradigm shift in social structures, driven by the transition to electric mobility.

This transformation is not simply limited to replacing traditional vehicles with electric ones, but will also profoundly affect the architecture of our homes and our approach to energy.

Electric mobility, therefore, is not only a matter of transport, but represents a real change of mentality that permeates different aspects of our daily life.

The main objective is to satisfy a growing need found during the research: to guarantee and expand the charging network in a capillary and flexible way.

This would allow users to overcome the limitations related to the transition to electric vehicles and to support the ongoing electrification of the circulating car fleet.

The idea is to achieve a bold solution, which could even be innovative, by acting as a starting point for a series of crucial reflections regarding the switch to electric vehicles.

This would not only solve the current challenges, but could also pave the way for new ideas and opportunities in the field of sustainable mobility.

The time devoted to the design of this concept has been structured into several stages that constitute the overall process.

The research started in November 2021, followed by the actual design phase, which was based on the information collected during the previous phase.

During the design process, a preliminary vision of the concept was developed, which was subsequently refined both aesthetically and technically. This finishing work led to the conclusion of the entire process in September 2022.

Echos is a project born in the context of the realization of my master’s thesis. During the whole period of work, I received the supervision of the architect Alessandra Rinaldi and the engineer Alberto Reatti, who provided me with technical, aesthetic and design support.

The discussion regarding the project took place during my graduation session, held in September 2022 at the Design Campus of Calenzano,

within the University of Florence.

Research shows that there is widespread interest in electric vehicles across different age groups, involving different generational groups.

In particular, Millennials and Generation Z (Zoomer) show a positive propensity towards electric vehicles, suggesting a favorable trend towards this emerging technology.

It is important to consider that these younger generations play a key role in shaping the future of electric mobility,

therefore the electricity grid must be adequately prepared to support this growing demand.

On the other hand, even the Baby Boomer and Generation X show a growing propensity towards electric vehicles, especially after overcoming preconceptions and barriers related to various aspects of electric mobility. This more mature part of the population, once it has understood the advantages and opportunities offered by electric technology, it is open to embrace this form of sustainable transport.

These findings underline the importance of educating and informing the public about all the positive aspects and solutions available in the field of electric mobility.

The name of this project, Echos, is the result of a creative process that involved a series of brainstorming sessions.

The goal was to find a name that captured the essence of the product itself. Echos is an acronym for "Electric Charging On Demand Station". This choice aimed to clearly reflect the nature and objective of the project: to provide an electric charging solution on demand, which is convenient and easily accessible for users.

Echos embodies the idea of an electric charging station ready to meet the needs of electric vehicles efficiently and timely.

For the design of this concept, I used two main modeling software: Rhino and Autodesk Fusion 360.

Through these platforms, I developed the 3D model in all its components, ensuring a detailed and precise approach to design.

Next, to create realistic visualizations of the project, I used an advanced rendering software, Keyshot.

This tool allowed me to apply various textures and materials to the model, allowing me to get high quality renders that illustrate the design in an engaging and realistic way. Finally, regarding the graphics and presentation of the project, I used Adobe Illustrator. This software provided me with the tools needed to create eye-catching diagrams, charts and layouts, which helped to communicate the concept and features of my project clearly and effectively.

Technology plays a crucial role in this project, being one of the pillars on which the operation of Echos is based.

The system design uses advanced devices that give Echos considerable operating autonomy.

As a technology and innovative device enthusiast, I believe it is vital to explore and exploit the full potential of these emerging technologies.

Echos is conceived with the aim of integrating the latest technological innovations in the field of electric mobility,

ensuring a state-of-the-art charging service in line with the needs of its users.

I chose to participate in an international prestigious competition like the A' Design Award because I felt the desire to confront and test myself with this project. This work represents for me not only the conclusion of my academic career, but also the transition to the professional world.

Participating in a competition of this importance gives me the opportunity to gain international recognition and to compare myself with other professionals and creatives in the field. This experience not only allows me to showcase my skills and my work, but also to grow personally and professionally, opening new doors in my career path.

My background is more technical than artistic. I started my career by attending an industrial technical institute and then I studied engineering,that helped consolidate my inclination towards a more creative approach. This led to the decision to embark on the path in product design, a choice that day after day is more and more suitable to my aspirations. The desire to become a designer has its roots since childhood:since I was a child, I manifested an innate curiosity, constantly dismantling and reassembling my games to understand how they work. Over the years, this curiosity has turned into a desire to create objects with a precise purpose. My academic career in design has given me the opportunity to broaden my vision of what it means to be a designer: a professional figure who focuses his attention on human needs and is committed to translating them into practical solutions, products and effective services. Every designer's goal is to help improve the world around us, considering the progress and the potential that it contains.

My desire is to create a positive impact on our environment through design, innovating and constantly trying to overcome current challenges for a better and more sustainable future.

What motivates me to design is the ability to create solutions that improve people’s lives.

Design allows me to combine creativity and problem-solving in unique and meaningful ways.

Each project represents a new challenge and an opportunity to learn and grow, both professionally and personally. I became a designer because I always had a passion for art and technology, and design is a field that unites both. The ability to transform abstract ideas into tangible realities is incredibly rewarding.

Design also has a direct impact on society and how people interact with the world.

The satisfaction of seeing an idea take shape and make a difference in people’s lives is what inspires me to continue on this path.

The choice to become a designer has been matured and considered, the result of evaluations based on my feelings and aspirations. I consciously chose this path, and it allows me to do what I love every day. The decision was driven by a strong passion for creativity and the desire to solve problems in an innovative way. This passion led me to explore different areas of design, developing skills and honing my style.

Design gives me the opportunity to express my creativity, work on challenging projects and see my ideas come to life, which is extremely rewarding.

Probably, if I had not become a designer, I would have continued the previous path, that of engineer.

My training and my first work experience were oriented towards engineering, a field that I appreciate for its precision and analytical rigor. However, I felt that there was a lack of a creative and innovative element that could fully satisfy my aspirations and my desire to express myself artistically. Design, with its balance between functionality and aesthetics, offered me the opportunity to combine technical skills with a strong creative component.

This transition allowed me to unite two worlds that seemed distant, creating solutions that not only work well, but are also visually fulfilling and user-friendly.

From my point of view, design represents a discipline capable of transforming the way people live, offering solutions to the problems arising from the use of everyday objects.

It’s not just about aesthetics, but improving the user experience, making objects more functional, intuitive and accessible.

Design has the power to deeply affect our daily lives, from the way we interact with technology to the products we use to do the most common tasks. Good design can simplify complex processes, improve safety and increase efficiency.

In addition, it can also help create more sustainable environments, reducing environmental impact through the use of environmentally friendly materials and innovative solutions. Ultimately, design is a powerful tool for improving the quality of life, responding to people’s needs and anticipating changes in society. Its ability to solve practical problems, while improving the aesthetics and functionality of objects, makes it a fundamental discipline in the modern world.

Undoubtedly, my family has been a pillar in my path, providing me with constant and invaluable support.

Even my friends have always believed in me, pushing and supporting me in pursuing my aspirations and dreams.

Their confidence and encouragement were fundamental to my personal and professional development.

An equally important role was played by my girlfriend, with whom I had the pleasure of sharing this training journey in the world of design. His presence and support were decisive, both emotionally and professionally.

She has always believed in me and in my work, supporting my choices, such as participating in the A' Design Award with my project.

Several factors helped me become a great designer. First of all, the passion and dedication to design was fundamental.

My studies and practical experiences have allowed me to acquire a wide range of technical and creative skills, fundamental to excel in the field of design. Curiosity and the desire to constantly improve also played an important role. I have always tried to learn from the best in the industry. This continuous search for knowledge has allowed me to stay updated on the latest trends and technologies, honing my style and improving my skills.

My ultimate goal as a designer is to put into practice everything I’ve learned so far and continue to grow, pushing my limits.

I constantly want to learn new techniques, explore different perspectives and experiment with innovative ideas.

I believe that it is only through a process of continuous learning and personal challenge that the objectives can really be achieved. Another fundamental aspect of my goal is to try to leave a mark, even if small, in the world of design.

Design helps create a better society in many ways, thanks to its ability to solve problems, improve quality of life and promote innovation. Improve the usability and functionality of everyday objects and services, simplifying interactions and making life more enjoyable. Careful design includes accessibility, ensuring that products and environments are usable by everyone, regardless of physical or cognitive abilities, thus promoting a fairer and more inclusive society. Sustainable design focuses on reducing environmental impact through the use of eco-friendly materials, the design of durable and recyclable products and the optimization of production processes. This approach helps to preserve natural resources, reduce pollution and promote a more environmentally friendly lifestyle.

For design, I use a variety of software that allow me to address different stages of the creative process. Here are the main ones:

Modeling: I mainly use Rhino for its versatility and power, but I also have experience with Autodesk’s Fusion 360,

offering an integrated approach to 3D modeling and parametric design.

Rendering: To bring my models to life, I rely primarily on KeyShot and V-Ray, two leading rendering software that deliver realistic, high-quality results.

These tools are essential to effectively communicate the final design.

Graphics & Presentation: To create eye-catching graphic documents and presentations, use Illustrator and indesign.

These software offer a wide range of tools for designing layout and creating high-quality visual content.

Animation: To add dynamism to my projects, I rely on After Effects. With this software, I can create fluid and engaging animations

which improve the presentation of my work.

I am always open to learning new software or resources to expand my skills and achieve my goals more effectively.

I recognize the importance of staying up to date on the latest technologies and tools available in the field of design and I am ready to invest time and resources to acquire new skills when needed.

My background is more technical than artistic. I started my career by attending an industrial technical institute and then I studied engineering, that helped consolidate my inclination towards a more creative approach. This led to the decision to embark on the path in product design, a choice that day after day is more and more suitable to my aspirations.

The desire to become a designer has its roots since childhood: since I was a child, I manifested an innate curiosity, constantly dismantling and reassembling my games to understand how they work.

Over the years, this curiosity has turned into a desire to create objects with a precise purpose.

My academic career in design has given me the opportunity to broaden my vision of what it means to be a designer: a professional figure who focuses his attention on human needs and is committed to translating them into practical solutions, products and effective services.

Every designer's goal is to help improve the world around us, considering the progress and the potential that it contains. My desire is to create a positive impact on our environment through design, innovating and constantly trying to overcome current challenges for a better and more sustainable future.

I am currently exploring a wide range of projects without having a specific preference for an object type to be designed. I am applying my design method in different areas to identify my "comfort zone" in the design world.

I am experimenting with various situations and approaches to broaden my skills and discover my passions.

This exploration process helps me to better understand my inclinations and identify areas where I can excel.

While the journey can be challenging, I’m excited to take on the challenges and see where my experiences and commitment to design will take me.

My first project for a company was the creation of a concept for the interior design of a smart ambulance.

This work was an exciting challenge, as I was committed to designing an efficient and functional space for rescuers and patients. Subsequently, my role expanded to the design of front and rear spoilers, which not only increase visibility during emergency operations, but also integrate directional and position lights to ensure road safety. The complete ambulance, also equipped with a drone for surveillance and rescue operations, was successfully presented at the REAS (International Emergency Exhibition), receiving appreciation for the innovation and functionality of design. In detail of the interior layout, I focused on the design of the bulkhead, the ceiling and the perimeter walls of the passenger compartment, as well as upper storage compartments. Once the concept was completed, the work was transferred to the engineering team, which took care of the prototyping of the bodies and the technical compartments, ensuring that the design was successfully implemented and

meet the practical and safety needs required in the field of medical emergency.

During the design process, I mainly focus on the functionality and usefulness of the product.

Once the function is defined, I work to develop the shape, expanding the aesthetic appearance and refining the details. This approach allows me to ensure that the design not only meets the practical needs of the user, but that it is also aesthetically pleasing and engaging. The balance between function and form is essential to create products that not only work well, but also arouse positive emotions and meet the aesthetic expectations of users.

In the design process, the emotions I experience are multiple and often conflicting.

On the one hand, there is an initial enthusiasm in bringing an idea to life and exploring new creative possibilities.

However, this enthusiasm can be followed by moments of discouragement and frustration when challenges and obstacles arise in the design process. Anger can emerge when you encounter unforeseen limitations or criticalities, but it is precisely through the resolution of these challenges that you come to gratification and happiness.

Finding innovative solutions and overcoming obstacles brings a feeling of fulfillment and satisfaction.

In addition, there is a sense of freedom derived from creativity, which offers endless possibilities for expression and experimentation. However, this freedom inevitably confronts the reality of the technical, economic and practical feasibility of a project, often generating a tension between creative vision and real constraints.

In summary, design is an emotional journey made of ups and downs, enthusiasm and disappointments, but it is precisely this range of emotions that makes the process so engaging and rewarding.

No doubt, to witness the evolution of a product, which was initially just an idea in your mind, along a path studded with joys and sorrows, victories and defeats, of appreciation and criticism, whether constructive or not, is a deeply rewarding experience. Every change made, every confirmation obtained, represents a significant stage in this journey towards realization. Seeing the fruit of one’s work transformed into something tangible and concrete generates a sense of pride and indescribable joy. These feelings and emotions are precisely what fueled my motivation to pursue this path. The ability to transform an abstract idea into something tangible and functional is one of the greatest satisfactions that a designer can experience. This is why I decided to take on this challenge and to dedicate time and energy to the realization of my projects: the desire to turn creativity into reality.

The success of a project lies in being guided by a strong idea, a concept that, stressed and declined in many ways, always retains its effectiveness and impact. In addition, the attention to detail represent, in my opinion, the added value that makes a product truly unique and memorable. It is important to stress that these two aspects are closely related: the strong idea manifests itself through attention to detail, while attention to detail helps to consolidate and amplify the effectiveness of the basic idea. A well-defined and consistently developed concept is the beating heart of a successful project, providing clear guidance and a shared vision for the team. At the same time, attention to detail adds depth and sophistication to the final product, capturing the audience’s attention and creating an emotional bond with users. In practice, this means dedicating time and resources to finishing every aspect of the project, from the choice of materials to the visual presentation, from the user experience to the quality of the design.

I am convinced that inspiration can come from every aspect of our world, regardless of its direct relationship to what we are planning. I try to be open and curious about everything around me, because I think this attitude is fundamental to deepen my knowledge and stimulate my creativity. Although my projects are characterized by geometric and rational lines, I often find inspiration in the automotive design world. This sector fascinates me deeply for its unique combination of dynamic shapes and refined details. Despite the stylistic differences, I find that exploring the world of automotive design helps me to better understand the aesthetic and functional principles that guide my work. To fuel my creativity, I am committed to staying constantly informed and exploring new territories. Participating in exhibitions, traveling to new places and doing research are just some of the activities that allow me to broaden my horizons and discover new sources of inspiration.

The choice is vast but if I had to opt for five basic objects I would go to:

1. LC2 armchair by Le Corbusier: It embodies the elegance and functionality of modern design, with clean and geometric lines that integrate perfectly in any context, offering sophistication and comfort.

2. Atollo table lamp by Vico Magistretti: Icon of Italian design, offers a perfect combination of shape and function, with a hemispherical silhouette and diffused light to create a welcoming atmosphere in any environment.

3. Arco floor lamp by Fratelli Castiglioni: An illuminating work of art that adds elegance and modernity, with an arched structure and marble base that allows you to place the light exactly where it is needed, creating focal points of comfort and style.

4. Eames Lounge Chair: Celebrated for its iconic design and unbeatable comfort, this armchair quickly becomes the center of any environment thanks to its upholstery high quality leather and wrap-around shape that invites relaxation and rest.

5. Conical Coffee Maker by Aldo Rossi: In addition to preparing a great coffee, it is a piece of art in itself, with a simple and essential design that goes perfectly with any decor style, adding a touch of sophistication to your daily routine.

In my "toolbox" for design, I have a variety of software that allow me to deal with different stages of the creative process.

Here are the main ones:

- Modeling: I mainly use Rhino for its versatility and power, but I also have experience with Autodesk’s Fusion 360,

offering an integrated approach to 3D modeling and parametric design.

- Rendering: To bring my models to life, I rely mainly on Keyshot and Vray, two leading rendering software

that deliver realistic, high-quality results. These tools are critical to communicating the final design effectively.

- Graphics and presentation: For creating attractive graphic documents and presentations, I use Illustrator and Indesign.

These software offer a wide range of tools for designing layout and creating high-quality visual content.

- Animation: To add dynamism to my projects, I rely on After Effects. With this software, I can create animations

fluid and engaging that improve the presentation of my work.

However, I am always open to learning new software or resources to expand my skills and achieve my goals more effectively.

I recognize the importance of staying up to date on the latest technologies and tools available in the field of design,

and I am ready to invest time and resources to acquire new skills when needed.

There have been projects that I’ve managed independently, but I recognize the value of teamwork in design.

I firmly believe that the success of a project depends on the collaboration and contribution of each team member.

Each component has a fundamental role and contributes significantly to achieving the objectives set.

Working in a team offers the opportunity to make the most of different skills and perspectives, encouraging creativity and synergy.

Ideas are enriched through the exchange of views and interaction between team members, leading to innovative and well thought-out solutions. Therefore, although I have experience in working independently, I am always ready to collaborate with other professionals to address complex challenges and achieve excellent results in the field of design.