“Someone has an idea, thinks of a character to give birth to: pop, aggressive, surprising, calming… And they start designing. When they have some prop in hand they start discussions with the others, bringing different perspectives on the topic: often arriving at a result very far from what was expected at the start. We worked like this with Ingo and we continue like this now."
It is a modus operandi very far from that of lighting companies: the starting point of which is always, inevitably, the function that the lamp must have (pendant, table, floor, decorative, architectural, indoor or outdoor ) and the quantity of light it must emit (atmosphere, task lamp, step lights, etc.).
And it is an approach that almost surprises in the completely programmed era, of marketing built on Big Data, of predictive artificial intelligence.
“Here is the project that we will bring to the FuoriSalone 2024”, says Schmid as he accompanies us into the design studio on the first floor. “There's no need to take photos or take notes because surely in a couple of weeks from now we will have changed our minds about almost everything”, he explains.
Isn't it a little stressful? “Maybe,” he admits. “But if you already know where you want to go, you will never create something truly new.”
How can you blame him…