Interviewe mat TANA-Gaetano Avitabile

After several years working in interantional renowned architectural and design agencies ( Jacques Ripault, David Chipperfields Architect for Salerno, Christophe Pillet), I decided to continue my own path, creating Tana.

With Tana, I created an imaginary laboratory from which there is space and time to express the idea of pure design and architecture.

Design is simplicity. To have an idea and leave it naked, striping away the more from it, making its design easy to all, this corresponds to my idea of design. This passion for the simplicity came to me when I looked at designer projects like Achille Castiglioni or Ettore Sottsass

I am fascinated by the way children, with their intuitive ability, transform conventional objects and their use from one game to another. I would like to improve our environment, make life easier and balanced with the way children and their ability. I project as if it were a game and with technology I transform the game into reality.

See my idea come true i from the initial design to the finished product makes me happy and alive

intuition and perception of reality

My core is Function and my attitude is Emotion, you can not do a project without thinking about who will use it. I like to think of a future where my projects can help people live better

do not be afraid to believe in your ideas, however strange and weird they are. time and experience will help those ideas to become big projects.

Bourellec, Gamfratesi, Formafantasma, notedesignstudio

the experience of a design award gave me a push to continue in the right direction and to work on my projects with more enthusiasm.

I'm an architect fascinated by the architecture that took expression in our past and I am very interested by the contemporary

that would not exist without the former.

I've always been intrigued and fascinated by the world of design and graphics, live hungry and thirst to know new ideas, new experiences and feed my world with them.

After graduating in architecture I built a training program whose

ultimate goal was to understand the true meaning of "project", as an

idea comes to life.

This initiative was very significant for me because it made me

understand how complex was the implementation to realize the ideaMy humanist design approach is formed by the fundamental desire of pure, beautiful forms derived from the constraints of function, technology and context.

After several years working in interantional renowned architectural and design agencies ( Jacques Ripault, David Chipperfields Architect for Salerno, Christophe Pillet), I decided to continue my own path, creating Tana.

With Tana, I created an imaginary laboratory from which there is space and time to express the idea of pure design and architecture.

Design is simplicity. To have an idea and leave it naked, striping away the more from it, making its design easy to all, this corresponds to my idea of design

Chairs and lights

The lamp “Parentesi” designed by Achille Castiglioni and also Rewrite by Gamfratesi. To me, both are good examples of what I mean with “simplify and make it real”.

I feel creative when I’m daydreaming. This mostly happen when I’m walking, listening music and before sleeping.

I mainly focus on the realization issues

Its charm

Its shape

To improve the way of life. Life is better when we are surrounded by simply and charming objects.

Design is becoming a constant presence in the everyday life, mainly when it meets technology.

However, I think that the future of design should not be linked to the words “speeds” and “quantity”, but to the term “reflexion” referring to man and his existence.

All around me is a potential source of inspiration for my design. Everything can be transformed into another thing

I do not know! I do not identify neither recognize my design into a defined style. I just know that sometimes looking at something like a person, an object, a fragrance, or just a sensation, a new idea borns in my mind and my feeling is to try to capture this idea.

I live in the southern Italy. Of course my country is reach of cultural heritage, however I do not feel that this really affects my design, or at least I do not feel this as a main factor at a conscious level.

No limits to immagination

Follow your dreams

To me, the positive of being a designer is the joy to grow up and always look at the reality through the eyes of a child; the negative is to be blinded by my passion for design.

Just imagination and creativity

A pencil, a rubber, a notebook and my PC

It is not always the same.

To work abroad in an International environment had been very important to me. Another important factor is my miscellaneous experience moving from big architectural projects till to very little objects.

Promote myself and my work

Usually I work alone but in my creative process it is very important to share my ideas with the others, from my friends to my family.

I’m thinking to a mirror, an object that always fascinated me!

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