Dressed in a smart, blue linen blazer and bearing a piercing gaze, Massimiliano Tosetto seems every part the eager heir to one of Italy’s strongest lighting design pedigrees, Studio Italia Design.
Founded by his grandfather, Angelo Tossetti, in 1950, and subsequently run by his father Andrea, Massimiliano is the latest to helm the family brand, tasked with preserving its legacy while bringing it into the 21st century by embracing technological leaps in batteries, driverless LED, and 3D printing.
We caught up with the Venice native on his future plans for the lighting industry as he made a stop in Hong Kong as part of his Asian tour recently.
On Italy and innovation
The Italian identity is very strongly engrained in our creativity, in any design field. We like the challenge of creating things that are extremely cutting-edge. Our research department is very active in looking for new trends. Most of our design inspirations are individual to the designers. The company is just in charge of the manufacturing but the designers and their inspirations are very personal.
Explore more lighting brands in our online Directory
There is definitely a shift towards technology in the lighting market. In my day, all that mattered was the aesthetic design and prices, but today, our attitude towards products is completely different because we care about the latest technology. I want to make sure that I am practicing competitive pricing because design has to be affordable now.
On change and courage
When the company was established, the market was completely different, so I didn’t encounter much resistance from my predecessors in terms of design. They were much more focused on crystals and chandeliers. When my father was in charge of the company, they started to shift towards more contemporary designs.
When I took over the company, I took it in another direction, which was technology. We had a lot of courage going into this with new designs. To be successful, you need to have a lot of courage. If you never step out of your comfort zone, nothing will change. It’s almost like we have three different companies when you look at the designs across the three generations; my grandfather, my father and mine. My father still actively designs for the company.
If you never step out of your comfort zone, nothing will change.
On patience and partnership
In September, we will be launching and introducing our new artistic director, an internationally renowned designer. He will be in charge of ensuring that the new designs will still carry Studio Italia’s signature aesthetic and will be selecting designs to be produced. Because we work with a lot of designers, it is important that we actively collaborate with them to ensure that we keep a sense of unity amongst our collections. If designers and the company work independently from one another, then the product will not necessarily be sellable.
See more: Moodboard of the Month: Enzo Catellani
Details are quality. Attention to every aspect of a product – from the materials to the aesthetic – is what makes a successful product. It is always important that we emphasise patience during the design process. Sometimes we make 50 or 60 prototypes. Designers and manufacturers must have patience and must not give up. We try to create products that clients can customise as it is a growing trend now that people want to personalise their products.
For more insightful interviews with design luminaries, head to our Interviews tag.
The post Five minutes with Italian lighting scion Massimiliano Tosetto appeared first on Home Journal.
