Interview with Florian Seidl

Florian Seidl ("FS") interviewed on Tuesday, 31 December.

Could you please tell us about your experience as a designer, artist, architect or creator?

FS : 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?

FS : 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?

FS : 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?

FS : 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?

FS : 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?

FS : 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?

FS : Don’t fall in love with your very first idea and work hard. Be creative. Enjoy what you’re doing.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

FS : Design is a process. Trust the process.

What is your day to day look like?

FS : 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?

FS : 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?

FS : 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?

FS : 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?

FS : 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?

FS : 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?

FS : 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?

FS : 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?

FS : 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?

FS : 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.

Florian Seidl Profile