Interviews with Florian Seidl

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.

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.

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.

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.

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.

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

Design is a process. Trust the process.

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.

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.

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.

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.

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.

I don't really have one favourite designer. There are many professionals, colleagues and friends I deeply respect.

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.

I'd consider myself to be quite dedicated and straightforward and also a friend of clear responsibilities.

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.

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.

A colourful, lightweight and elegant drinking glass that is stackable and comes in different sizes. A free exploration and exercise in glassware design.

It would be great to see Cali succeed on the market.

The concept was developed in parallel with other ideas during the summer of 2024.
A quick side study for Officina Endorfino - the process took about month.

The design was developed as a personal project.

This is still an ongoing discussion with several potential partners.

I think there Is a place for colourful and well designed drinking glasses. Cali started out as a side project and quickly turned into something really special.

Not really.

The target customers would be interested in well crafted design objects that have a unique identity.

The design is following a modular, stackable concept. Cali comes in three different sizes.

The name uses the first few letters of the italian word "calice". This seemed fitting, given that the shape and initial inspiration.

From simple basic sketches directly into 3D.

The unique shape and material allow for many different colour combinations.

Cali is a personal project.

Production and material technology play an important part. The Cali glassware series is made from borosilicate glass. The material is known for its strength, durability and temperature resistance.

The design process was based on conceptual and formal research aimed at understanding material properties and opportunities of the category. Product development and refinement through traditional sketching and 3D modelling.

The main challenge was the necessity to create a series of modular and stackable drinking glasses in different sizes that also explore the formal possibilities of the material and make a visual statement.

I wanted to share the project and create more visibility. Hopefully the award is only the first step!

The whole project was an interesting opportunity to develop unique design ideas in the area of glassware.

Get in touch for interesting collaborations!

We were aiming to develop an entry level version of some of our much bigger professional machines. The baby of the family if you want.

We recently launched a minor product update offering new colours and material finishes also introducing the use of post consumer recycled plastics.

The complete product development from initial concept to product launch took about 18 months.

Lavazza needed a new smaller product to complete the range and compete in a slightly different market segment.

The appliance has been developed by Lavazza in Italy and is currently in production. It is an important part of the product range.

The main product architecture is based on an existing product and was updated to fit the new specifications.

The product was designed and developed internally. The design theme was quite clear from the very beginning and then the proposal was further developed and brought into production.

The appliance is designed for a slightly more professional settings and also small and medium size offices or hotel rooms.

A well resolved design within the Lavazza range for more professional products. Italian design with incredible attention to detail and a very compact footprint.

The name was developed by colleagues from the marketing department.

The design process involved everything from analog and digital sketching to 3D modeling, mock-ups and prototypes.

I still like how the two side shells move upwards and embrace the metal lever. It has a very organic and sophisticated feel to it.

The design was developed by the small in-house team in collaboration with colleagues from the technical department.

The product itself is actually not overly complex, but uses established technologies and know how to make authentic italian espresso with every preparation.

The design was developed based on market analysis, the target group and relevant trends.

We had to make sure this product was in line with the specifications and expectations of much bigger and more expensive products.

Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.

This was an interesting experience where we extended the newly developed form language for our more professional appliances also to a much smaller, entry level product.

That's all.

We set out to apply the new design direction we had developed for Lavazza on a new product category.

The product had a very successful production run.

The design and development process for this project was very fast and took about ten months.

Lavazza needed to complement the existing product range with high quality milk frothers.

The appliance has been developed by Lavazza in Turin, Italy.

As mentioned before, Lavazza wanted to expand its product range by also offering well designed milk frothers.

The design was developed internally based on an existing technical package as a starting point.

Basically anyone who likes milk foam.

Milkup is a solid design with easy to clean milk vessel. It also has a special area to store the whisk integrated in the lid's design.

The name was developed by colleagues from the marketing department.

The design process involved everything from analog and digital sketching to 3D modeling, mock-ups and prototypes.

MilkUp extends the design philosophy and form language of Lavazza to the category of milk frothers.

The design was developed by our small in-house team in close collaboration with colleagues from the technical department.

The appliance is rather simple and the technology is quietly in the background for a pleasant user experience.

The design was developed based on market analysis, the target group and relevant trends.

Timing was essential and the whole design process had to be extremely streamlined.

With every new product you gain experience and learn. In this specific case we learned a lot about the use of post consumer recycled plastics. All the challenges and opportunities they represent.

Making design decisions quickly and refine everything along the way.

That's all.

A smart product combining quality coffee with functions provided by Alexa - all in a beautiful and innovative device.

The product had a limited, but very successful production run.

The complete product development from initial concept to product launch took about 20 months.

Lavazza wanted to explore a new type of user interaction with this particular product.

The appliance has been developed by Lavazza in Italy.

We were looking to integrate the voice assistant and the speaker appropriately and make sure it plays a significant role in the design of the product.

The product was designed and developed internally. There were several different design proposals and the most promising one was further developed for production.

This is a very specific product and we're aiming especially at a young and modern user group - early adopters who are interested in new user experiences and fantastic coffee.

The built-in voice assistant allows for a unique user interaction.

The name was developed by colleagues from the marketing department.

The design process involved everything from analog and digital sketching to 3D modeling, mock-ups and prototypes.

As mentioned before, Voicy is the first coffee machine with built-in voice assistant.

The design was developed by the small in-house team in collaboration with colleagues from the technical department.

Technology really is the main differentiator in this case. We wanted to explore how a digital voice assistant might improve the user experience in our own product category.

The design was developed based on market analysis, the target group and relevant trends.

It was quite challenging to integrate the voice assistant into our own development process.

Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.

We learned how to integrate a user experience that might be considered a bit of a stretch compared to our standard coffee machines.

That's all.

We focussed on the creation of a compact office coffee machine for the american market.

The product is currently on sale and successful on the market.

The product was designed quickly in a rather streamlined process.

Lavazza needed a new product specifically for the North American market.

The appliance has been developed by Lavazza in Italy and is currently in production. It is an important part of the product range.

The main product architecture was based on an existing product and updated to fit the new specifications.

The product was designed and developed internally. The design theme was quite clear from the very beginning and then the proposal was further developed and brought into production.

The appliance is designed for the North American market. Anyone looking for good authentic, Italian coffee - be it espresso or milk based beverages like cappuccino or latte macchiato - is part of the target group.

A well resolved design within the Lavazza range for more professional products and the North American market. Italian design with incredible attention to detail. The directly integrates milk frother and the double shot selection are unique features.

The name was developed by colleagues from the marketing department.

The design process involved everything from analog and digital sketching to 3D modeling, a series of physical mock-ups and prototypes.

The design is sophisticated and well resolved with a lots of attention to detail. And again, the integrates milk frother and double shot feature are unique aspects.

The design was developed by the small in-house team in collaboration with colleagues from the technical department.

Technology allowed us to create a solid and pleasant user experience that puts convenience at the center. The touch sensitive user interface with acoustic feedback and the integrated milk frother are probably the most evident areas.

The design was developed based on market analysis, the target group and relevant trends.

We had to adapt our design approach for a different market with different needs.

Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.

We learned how quirte a lot about the needs of the North American market.

That's all.

We were looking for a high end user experience and translated this into a open hearted and well resolved design.
We also worked hard to visually contain the overall dimensions of the product. This is evident in the lowered shoulder profile and the black base of the appliance.

At the moment the product is on the market and quite successful.

The complete product development - from the very first initial concept to launching the final product - took about two years.

The Lavazza A Modo Mio range needed two new products to complete the range in the upper area. Idola and Deséa were developed for that reason.

The appliance has been developed by Lavazza in Italy and is currently in production. It is an important part of the product range.

We had to develop two new products on a common platform. They represent the upper end of the range and were important to consolidate the form language of Lavazza in the area of small domestic appliances.

The product was designed and developed internally. There were several different design proposals at the beginning. After selecting the design theme the proposal was further developed and brought into production.

Idola is an important model within the Lavazza A Modo Mio range. The target customer is basically everyone who is looking for good authentic, Italian Espresso.

A well resolved design within the Lavazza A Modo Mio range. Italian design with incredible attention to detail.

The name was developed by colleagues from the marketing department.

The design process involved everything from analog and digital sketching to 3D modeling, a series of physical mock-ups and prototypes.

The design is sophisticated and well resolved with a lots of attention to detail.

The design was developed by our small in-house team in close collaboration with colleagues from the technical department.

Technology allowed us to create a solid and pleasant user experience. The touch sensitive user interface with acoustic feedback is probably the most evident part.

The design was developed based on market analysis, the target group and relevant trends.

In this particular case we had to design two design two distinct products on the same platform. Naturally this was challenging.

Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.

I'd think we were able to build on previous experiences and were quite efficient as a team.

That's all.

We were looking for a high end user experience and translated this into a open hearted and well resolved design.
We also worked hard to visually contain the overall dimensions of the product. This is evident in the lowered shoulder profile and the black base of the appliance.

At the moment the product is on the market and quite successful.

The complete product development - from the very first initial concept to launching the final product - took about two years.

The Lavazza A Modo Mio range needed two new products to complete the range in the upper area. Idola and Deséa were developed for that reason.

The appliance has been developed by Lavazza in Italy and is currently in production. It is an important part of the product range.

We had to develop two new products on a common platform. They represent the upper end of the range and were important to consolidate the form language of Lavazza in the area of small domestic appliances.

The product was designed and developed internally. There were several different design proposals at the beginning. After selecting the design theme the proposal was further developed and brought into production.

Deséa is the flagship of the Lavazza A Modo Mio range. Everyone who is looking for good authentic, Italian coffee - be it espresso or milk based beverages like cappuccino or latte macchiato - is part of the target group.

A well resolved design within the Lavazza A Modo Mio range. Italian design with incredible attention to detail. The directly integrates milk frother is a unique feature.

The name was developed by colleagues from the marketing department.

The design process involved everything from analog and digital sketching to 3D modeling, a series of physical mock-ups and prototypes.

The design is sophisticated and well resolved with a lots of attention to detail. And again, the integrates milk frother is a unique aspect.

The design was developed by our small in-house team in close collaboration with colleagues from the technical department.

Technology allowed us to create a solid and pleasant user experience. The touch sensitive user interface with acoustic feedback is probably the most evident part.

The design was developed based on market analysis, the target group and relevant trends.

In this particular case we had to design two design two distinct products on the same platform. Naturally this was challenging.

Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.

I'd think we were able to build on previous experiences and were quite efficient as a team.

That's all.

We were looking for a high end user experience and translated this into a sophisticated and well resolved design.

We recently launched a minor product update offering new colours and material finishes also introducing the use of post consumer recycled plastics.

The complete product development process for all different versions took about 20 months.

Lavazza needed new products to complete the range and compete in a slightly different market segment.

The appliance has been developed by Lavazza in Italy and is currently in production. It is an important part of the product range.

The main product architecture was based on an existing product and updated to fit the new specifications.

The product was designed and developed internally. There were several different design proposals at the beginning. After selecting the design theme the proposal was further developed and brought into production.

The appliance is designed for a slightly more professional settings and also small and medium size offices. Everyone looking for good authentic, Italian coffee - be it espresso or milk based beverages like cappuccino or latte macchiato - is part of the target group.

A well resolved design within the Lavazza range for more professional products. Italian design with incredible attention to detail. The directly integrates milk frother is a unique feature.

The name was developed by colleagues from the marketing department.

The design process involved everything from analog and digital sketching to 3D modeling, a series of physical mock-ups and prototypes.

The design is sophisticated and well resolved with a lots of attention to detail. And again, the integrates milk frother is a unique aspect.

The design was developed by the small in-house team in collaboration with colleagues from the technical department.

Technology allowed us to create a solid and pleasant user experience. The touch sensitive user interface with acoustic feedback is probably the most evident part.

The design was developed based on market analysis, the target group and relevant trends.

The design had to allow for some diversification to respond to the needs of different markets and business channels.

Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.

This project represents an important step as we had to gradually evolve our form language.

That's all.

We set out to create a compact new product that would implement the new design direction we had developed for Lavazza A Modo Mio.

The product had a very successful production run.

Complete product development - from the very first initial concept to launching the product - took just about two years.

Lavazza needed a new entry level product to complete the product range.

The appliance has been developed by Lavazza in Turin, Italy.

As mentioned before,we needed a new entry level product and also wanted to consolidate the general design direction - a natural extension of the Lavazza A MODO MIO product line.

We initially developed several design proposals and then selected one to develop further and bring into production.

It is an entry level product for us. This means it is accessible to everybody, but it is definitely not cheap. So the target group is really quite universal - everyone looking for a compact and well designed espresso machine.

The product was designed to be part of the Lavazza A Modo Mio product range. It extends this range and uses the sophisticated form language specific to the Italian brand.

The name was developed by colleagues from the marketing department.

The design process involved everything from analog and digital sketching to 3D modeling, a series of physical mock-ups and prototypes.

Maybe the main outer housing is a unique aspect. We managed to create it in one single shell that assembles almost like a helmet on top of the appliance and gives it a visually well structured, yet sensual appearance.

The design was developed by our small in-house team in collaboration with colleagues from the technical department.

The product itself is actually quite simple, as it is an entry level product.

The design was developed based on market analysis, the target group and relevant trends.

There were some minor issues related to the translation from the software package we use in design to the one used in our technical department.

Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.

Every new product you design is an opportunity to learn. I think this particular project allowed us to grow as a team and better understand the specific requirements and needs that design and engineering have when developing a new product.

That's all.

Apart from focusing on the use of recycled plastic we designed the product in a way to reduce the visual mass. The main body is made up from several intersecting volumes and contrasting colours and materials.

At the moment the product is on the market and quite successful. We're currently considering some minor updates to keep the product relevant.

The complete product development - from the very first initial concept to launching the final product - took about two years.

Actually the product was developed to replace another existing appliance. So overall we had a good reference and a solid starting point.

The appliance has been developed by Lavazza in Italy and is currently in production. It is an important part of the product range.

We had to develop a new design replacing an existing model. All this while staying true to the brand identity and form language of Lavazza.

We initially developed several different proposals and then selected one to develop further and bring into production.

It is an entry level product for us. This means it is accessible to everybody, but it is definitely not cheap. So the target group is really quite universal - everyone looking for a compact and well designed espresso machine.

The product was also designed to be part of the Lavazza product range. It therefore uses the sophisticated form language specific to the Italian brand.

This is quite easily explained. The previous, outgoing model was called TINY. So the new product kept the original name, to signal a certain continuity, but also added the ECO part to underline the new focus in the design.

The design process involved everything from analog and digital sketching to 3D modeling, mock-ups and prototypes.

The design is massively influenced by the mission to create a sustainable design. This was the guiding concept and had implications on the chosen colours or surface finishings.

The design was developed by the small in-house team in collaboration with colleagues from the technical department.

The product itself is actually not overly complex, since it is an entry level product. It still makes an authentic italian espresso with every preparation.

The design was developed based on many years of experience operating in this specific market. During the development we also made sure some key aspects were consolidated and verified through consumer tests.

Using a high percentage of post consumer recycled plastic is quite challenging. Especially when you're aiming for product aesthetics that are on the same level as products that use virgin materials. We had to develop the colour range and the surface textures accordingly to make sure we'd reacht the expected product quality.

Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.

With every new product you gain experience and learn. In this specific case we learned a lot about the use of post consumer recycled plastics. All the challenges and opportunities they represent.

That's all.

There were two main design principles. We wanted to create a clean and modern design that puts the focus of the formal expression towards the user. The second one was the idea to group the entire user interaction in one single and well structured island in the center.

The product is currently in production and should be for a while.

The project was designed in Italy and the complete product development from initial concept to final product took about 2,5 to 3 years.

We had to replace the previous, aging model with a new and up to date product.

As mentioned before, Klix Advanta is currently in production.

We initially developed a series of different proposals and then selected one of them.

Klix Advanta was developed completely in-house. The design work was done in Italy while the engineering was carried out in the UK.

Klix Advanta has been designed for many different customers and can be found in factories, warehouses and office spaces.

The colourful design breaks away from traditional vending machines and redefines the user experience.

The name for Klix Advanta was developed by colleagues from the marketing department.

The design process was mainly digital. It involved digital sketching, 3D modeling and prototypes.

The design manages to redefine the classical vending machine experience through its refined user experience and the refined design of the machine.

The design was developed by the small in-house team in Italy in collaboration with colleagues from the technical department in the UK.

From a technology point of view this new vending machine is a huge step forward compared to the previous product.

In this particular case we didn't have the time for a phase of analytical research or an extended field test.

We had to incorporate some technical elements that already existed. This isn't always easy, but I think we managed to do so quite well.

Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.

With every new product you gain experience and learn. This project was way bigger than most of our projects and was quite challenging. I also learned something new about production methods that I hadn't used before.

That's all.

We were looking to develop a design that appeared at the same time solid and professional. While also expressing the sensual part and indulgence of perfectly prepared beverages.

At the moment the product is on the market and quite successful. We're currently considering some minor updates to keep the product relevant and maybe introduce it to other markets as well.

The complete product development process from initial concept to final product took about three years.

The Flavia range needed a new and smaller product to compete in a specific market segment.

The appliance has been developed by Lavazza Professional and is currently in production. It is an important part of the Flavia product range.

We had to develop a new design while also developing and evolving the brand identity and form language of Flavia.

In the initial phase of the development for the C300 we collaborated with Studio Volpi.

The product was developed mainly for small and medium size offices and the north american market.

The appliance offers a complete range of hot and cold beverages in a comparatively small footprint and at a competitive price. They also evolve the form language of Flavia to the next level.

The naming follows the general logic of Flavia appliances. The C stands for Creation and the number is an indicator of the size and place within the product range.

The design process involved everything from analog and digital sketching to 3D modeling, mock-ups and prototypes.

The modularity of the design allows different modules to be placed next to each other. There is also an unprecedented attention to detail and sophistication compared to other products in this segment.

The design was developed by the small in-house team in collaboration with colleagues from the technical department.

Technology is making sure the user experience is intuitive and pleasant across the whole user journey. Also the Flavia IQ smart technology and online portal let you manage drinks and consumption data in a fraction of the time.

Key aspects of the user experience were verified through specific consumer tests.

The product had to find the right balance in developing an appealing design while maintaining a modular approach that allows for all the elements to be placed next to each other.

Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.

As always - you have the chance to learn new things with every new project. Here we had the chance to put our focus on the north american market and the specific needs users have there.

That's all.

It was very important for me to creat a good looking and special design for a trail running shoe that combines an adequate formal expression with exceptional ergonomics.

There are currently no specific plans to develop Kateem further.

Kateem was developed and refined step by step on long evenings and during weekends. This lengthy process was finished in 2015 in Turin, Italy.

It was a self motivated "just-for-fun" project.

Kateem is currently only a private free time project. It would be nice to see what could be done though...

I really like modern footwear design. I have seen many inspitrational and really cool projects and wanted to see what I could do.

There are many different influences, but not one in particular.

I'd imagined the target customer profile as male, between 15 and 40 years old. He'd be living in Europe or North America, has an active lifestyle and a well developed brand awareness. He is thirsty for adventure, enjoys sport in general and loves running.

Its's orange. :)

It's a word play on letters, pronunciation and form language.

The design process involved everything from analog and digital sketching to rough volumetric foam models and also a proper clay modeling phase.

New manufacturing technologies and materials are very important for this concept. The design does however build also on well-established and proven footwear technology to create an innovative product with exceptional performance.

I got some very valuable feedback from colleagues and friends. Not much else.

The project combines proven know-how and new materials and technology. The traditional lacing system and overall construction is combined with new elements like the carbon fiber toe cap, the stretchy exoskeleton (made from woven 3D textile mesh panels) and the custom 3D printed insole that guarantees a perfect fit for every individual foot and every runner.

The concept is based on personal research analysing the market segment, the main competitors, the target group and relevant trends. Special focus was also put on ergonomics/anthropometrics and current and future materials and production techniques in the field of sneaker and sport shoe design. This research is mainly based on articles, literature review and interviews with experts. The findings were then transformed and translated in a tangible real world clay model and then refined in an extended formal research phase.

The main challenge for a project that is so closely related to the human body is the right balance between ergonomic and functional requirements and the desired formal expression.

Friends ahve participated before and I wanted to give it a go.

I learned a lot about current sneaker design and also found out that casting a last from a real foot can be rather tricky/dangerous.

That's all.

For me design is a creative process. It is fuelled by curiosity, empathy and the desire to create something good and meaningful.

Stumbled into it really.

I'd say classic italian product design. At the moment everything coffee related in one form or other. I do miss transportation and cars a bit to be honest.

Follow your heart and design every project with attention to detail and lots of love.

Puh. Tricky one. Being a good designer is great.

Let's stick with Dieter Rams to begin with. Good design must have certain qualities on many different levels. Usability, aesthetic quality, sustainability - the list goes on. But what's really needed for me is soul and character.

Good and coherent design is what sets you apart from the competition.

So much to do. So little time...

I think I'd love to do some furniture at some point

A designer can't do everything. You need to have a great team that helps to bring products to life. Collaboration is key. This is the secret ingredient and this is where the magic happens.

Oh there are many. I don't really have one favourite designer. There are many professionals, colleagues and friends I deeply respect.

Where to start?

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.

Do your homework: Listen to what other people have to say, be empathic, Look into materials and production techniques. Draw and sketch and then sketch some more.

Most likely an architect, I guess?

Design is a creative process that develops products for (mass) production. It's what I do.

I wouldn't be where I am without the help and the support of many others.

Patience, empathy and the ability to listen. (Aside from an electric pencil sharpener.)

Overthinking can be dangerous.

Presentations should be down to the point and engaging.

I can not tell...

To bring good products into production and see them do well on the market.

To add value through design.

That's a tricky one. I consider design to be an expression of human culture. I'm not so sure it can create a better society on it's own.

I can not tell...

Probably the first major projects I was working on as a professional designer. I was working at Centro Stile Fiat and it was incredibly rewarding to see the Fiat Panda and the Fiat 500L on the road once they hit production.

I'd hope for a more strategic role of design functions across the board.

The two biggest topics right now are probably sustainability and artificial intelligence. It will be interesting to see their impact and how design as a a discipline will evolve.

That mainly depends on the time I have, In general designers will tinker and refine a project 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 and finalised.

Start at the beginning. Design is a process. First you need to understand the task at hand.

Not sure I really have one? Do great things! Have fun!

...said the chicken to the egg. Seriously though - I think those two things are interconnected.

Technology helps. A lot. It can be a powerful tool, but is no substitute for creativity.

Nowadays I’m mostly working on a Wacom Cintiq with Photoshop and Alias. But I still really like traditional sketching with pen and paper.

It depends on a project. Sometimes they have a supportive role. Sometimes they are everything. It really depends. But in any case they set the tone and their contribution shouldn't be underestimated!

What's next?

It's a pleasure to experience good design. Like getting to know someone on an intimate level.

Anyone who is genuinely interested in making a good product.

I enjoy working with colleagues form technical departments. Very often it is their knowledge and the close collaboration that allows us to bring products to the market. Having their support is super important. This is where the magic happens.

This is also a difficult questions. I''d probably choose one form the time when I started to study. So maybe "Design: Geschichte, Theorie und Praxis der Produktgestaltung" by Bernhard E. Bürdek.

The basics during my studies, but then still so much more on the job. You learn so much from your colleagues. I'll always be grateful to things I picked up because of them.

There are really too many to list here...

The Awards are an important recognition. For me and especially for the team.

Raindrops on roses and whiskers on kittens
Bright copper kettles and warm woolen mittens
Brown paper packages tied up with strings
These are a few of my favorite things...

Nostalgia is a funny thing. Still making memories. Still having fun!

The best is when things come together and stuff works out like planned. Other than that: A good conversation, a smile and a good Espresso.

Don't really think so. But I had some talent for drawing and always enjoyed that a lot.

The future is for us to create! Let's hope we'll do a good job in doing so.

I’m currently responsible for the design of Lavazza. The objective of this newly created position is to establish and consolidate competences, resources and processes within Lavazza to guarantee an efficient and coherent development of all activities regarding the corporate design of Lavazza. In this function I am reporting directly to the CTO and I’m now responsible for a small team of internal and external designers, consultants and agencies.

Design is a complex process with many different layers. It is an expression of human culture.

I quite like classic product design and furniture. I also have a background in car design and still have a soft spot for transportation design.

Most favorite design? That’s almost impossible to answer.
I like furniture done by Le Corbusier (LC4), Charles and Ray Eames and Arne Jacobsen.
The work of Apple in from the first decade of this century was great and Bang&Olufsen are consistently doing interesting things.
In the area of automotive design the Citroen DS, the original Audi TT and the original Renault Twingo rank high with me. More recently I really liked the work of Volvo.

That’s a difficult question as well. I’ve been doing internships and worked as a freelancer while I was a student for quite some time and I was involved in several smaller projects. The first real project I was involved while working professionally were the Fiat Panda and the Fiat 500L.

Nowadays I’m mostly working on a Wacom Cintiq with Photoshop and Alias. But I still really like traditional sketching with pen and paper.

When I’m relaxed and there is not too much going on to distract me. I need to be able to focus.

That depends on the state of the project. Initially it would be the overall concept, the general functionality and the context. The further the project evolves the more it’s important to focus on smaller details and making sure everything stays on track.

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.

Satisfaction and to a certain extend pride.

There are many different things that need to come together to make a successful design. Context, usability, functionality, ergonomics, cost, materials and not least innovation and aesthetics - but in the end it is the market that makes a design successful.

The first thing would probably be the formal execution and how it is presented. How well the design is resolved – proportion, colours, materials, details… The functional aspect comes slightly afterwards when using the product over time.

A designer should always strive for a socially and environmentally responsible design. It is admittedly a difficult task in the economic and industrial context. Design in general is not art and in most projects there are certain limits that are difficult to overcome. But that doesn’t mean that the designer shouldn’t fight for the best possible outcome.

There are new opportunities with new interfaces, connected and intelligent products and new production technologies. But the basic underlying set of rules in esthetics and usability stay the same or evolve with the specific cultural context.

Our Lavazza Deséa project was part of two exhibitions at the salone del mobile 2019. There are also some other things brewing, but in the light of COVID it is difficult to tell when and how we'll be able to realise them.

Inspiration can come from almost everywhere. It’s important to keep your eyes open at all times.

When working as a in-house designer it is always important to express the brand identity and stay true or develop and evolve an established form language.

Currently I am living in Turin, Italy. But having lived, studied and worked in many diverse places such as Austria, Germany, Hong Kong, Italy, and the United Kingdom I have a well-developed awareness for cultural differences and the positivity this can bring to a work environment or project team.

I have experience as an external freelancer and as in house designer. There are advantages in both. While the work of the external designer is somehow faster the in house work has more direct contact with the project team and there is more control of the final outcome.

The first step is probably a close look at the designer’s portfolio/website to get an idea what they have done before. Meet them in person if the work samples seem promising and if you feel comfortable with the guys just give them a try.

It starts normally with a project brief and with the analysis of the context to understand the task. Then there is a first creative phase trying to come up with conceptual and formal ideas. Those ideas then need to be evaluated and developed to see their potential. The most promising ones are developed further and refined with the help of others they might eventually end up in production…

A plain brushed steel Zippo, a Bialetti Moka, Apple MacBookPro, Freitag bag, and a Kikkoman soy sauce bottle.

Yes. But there is nothing out of the ordinary.

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

The positive thing is that you get to be creative and develop real things that people can enjoy. One negative thing could be that it’s sometimes difficult to keep the work at work and not bring it home. You need to be able to switch off.

There is no such thing as "one golden rule". Also - if you know the rules, you can bend them and even break them…

Communication.

As already said earlier I’m mostly working on a Wacom Cintiq with Photoshop and Alias on my everyday workflow. Physical mock-ups and models are really important too. Websites that I check back on include:
www.cardesignnews.com, www.carbodydesign.com, www.core77.com, www.designboom.com,...

I’m trying to concentrate on the task at hand while also responding to smaller immediate requests that can be dealt with quickly. This way the big task is not blocking too many of the smaller things. But only one major task at a time.

That really depends on the complexity of the project. It can be anything from days to months. It generally takes many months to actually bring a project into production.

What is it that you actually do?

Seeing a real world project materialize.

I am an experienced and creative designer currently working as design manager at Lavazza's Innovation Center in Turin. Before that I was part of the exterior design team that developed the Fiat 500 successfully into a whole range of different models and several other projects that can now be seen on the road. I have also done work for KTM and as freelancer for various other non-automotive brands. Always with a strong feeling for brand identity and the bigger picture beyond the project as a mere product.

I quite enjoy the strategic, conceptual part of a project.

I moved to my current position some years ago and we can already see some great results which I am really proud of. There are many things to do and I’m still learning a lot as I go along. But you’ll never know what comes next and I'm always happy to discuss new and exciting projects.

Design is almost always a team effort. Most products have a degree of complexity that does not allow for one creative genius to do everything.

At the moment we are very busy developing a range of new products for Lavazza. It’s really exciting as there is a lot to do and there are many opportunities.

Through my LinkedIn page or on Twitter.

Designing a vending machine isn't easy. In this specific product segment the main cabinet is almost always made from folded sheet metal, which really limits the shapes that can be achieved. So when we decided to have a hybrid door construction - with a structural metal frame and an pressure formed external shell - we had an opportunity to be much more expressive in this area and towards the user.

Well, maintaining our own identity and established form language in design isn't really blocking us from exploring some new directions and extending our brand to different segments and product categories. The premium aspect is further reinforced through our attention to detail and choice of materials and colours. Finally the reduced use of graphical elements that age quickly is an important aspect.

This technology was specifically developed to allow the preparation of each drink in it's own cup without any cross contamination. It has been one of the distinguishing features of the Klix system from the very beginning. Challenges were linked to the new materials we wanted to use for the evolution of the system.

For this project it was super important to create a product that expresses the values of the brand appropriately so that it adds tangible value to many different locations. A clean and well executed design, the perceived quality of the machine and especially the drink selections are the key enablers for this.

This construction was quite important to us as it allowed for more formal freedom on the front of the machine and towards the user. We used the different materials and manufacturing technologies for different parts of the door. The metal frame takes care of the structural part, the pressure formed shell for the main volume and injection moulded parts where we needed to integrate specific functions and fixtures.

Also in this case the machine design with the hybrid door construction and its structural metal frame and wide opening was central in making sure that restocking and maintenance were easy operations. When we designed the machine we didn't only focus on the customer side, but also on the processes of setting up and servicing the machine.

We initially started to develop two design directions in parallel. One that was safer and more conservative, and another one that was more daring and conceptual. The most important moment was, when we decided that we would go with the second option and develop it for production. This was much more challenging, but in hindsight also proved to be the right decision and I'm really glad we did that.

This is actually a tricky one. The need to design a vending machine with several different payment options in mind always has significant impact. It is necessary to find the right balance between keeping all the right doors open, while being future proof and making sure that the machine design remains clean and calm.

Klix Advanta was designed with a lot of attention to materials and finishes, almost more like a smaller product, or a piece of furniture. Not too much like a classical vending machine. This is especially evident in the elegant volume and the reduced application of loud graphical elements. I think this is rather novel in the segment and I'd like to believe that it will influence future products in this area.

We explored a composition with intersecting volumes as this allowed us to visually contain the overall dimensions of the product. The different volumes and also the chromatic contrast help to achieve that and lead to a distinct visual identity as well. The general attention to colours, materials and finishes has always been super important to us and is also a natural expression of our mediterranean identity.

As mentioned before, the internal projects name was "Compact & Sustainable" and from the very beginning we considered the sustainability aspect in all design decisions of the product development process. Using as much post consumer recycle plastic and a low energy consumption are two examples for this approach.

There are several different strategies to lower the energy consumption and make a product more efficient.It all starts with the design of the machine's internal architecture and the choice of the single components. The other big enabler lies in the machine's behaviour. Here a shorter standby time helped us to achieve our energy consumption target.

We managed to maintain that premium quality standard through the actual design of the object. We made sure every little aspect was considered and properly designed. Through high quality surfacing and attention to detail we were able to achieve a balanced and visually engaging object with a great user experience.

Using a high percentage of post consumer recycled plastic on visible components of a product brings many challenges. We worked hard to make sure that the aesthetics and quality were still in line with our expectations. We developed a specific colour range and surface finishings that allowed us to limit the impact and hide impurities and other aesthetic defects.

To be honest, in this case we didn't have to do all that much consumer or user research. However, we did apply a lot of common sense and experience. We've been designing coffee machines for quite some time now and we listen closely to any feedback we get. So we have a rather good idea how our products are placed in modern living spaces and what our users need.

I'd like to believe that all the effort we put into making Tiny Eco more sustainable while also maintaining a coherent design approach and form language with the other products in our range was one of the most important aspects. The result is a compact and friendly little espresso machine that easily wins your heart, don't you think?

I'm not sure we really encountered any truly unexpected discoveries during the design process of Tiny Eco. We have a well structured product development process that is rather consolidated and it allows us to be efficient and follow a streamlined time frame. The one thing that was different in this case though, was the fact that we developed the product during the COVID period and that meant we had to be a bit more flexible.

I think we have definitely learned a lot during this special project. Especially with regards to the use of post consumer recycled plastics and how to integrate them and their specific design requirements in our development process. I'm convinced this experience will have a lasting impact on all our future products.

Classy Plus has a compact footprint and a very elegant, well structured volume. The form language is very much in line with other Lavazza products developed previously for the European market. Especially elements like the embossed logos on the sides and the chrome ring around the user interface link Inovy Plus to the rest of the product family.

The great advantage of this unique feature is the preparation of all the espresso based beverages like cappuccino or caffè latte directly in the dedicated glass mug. There is no extra chiller that takes space or milk container that someone would actually need to clean afterwards. In the office you can just get a series of extra mugs and they can just be put into the dishwasher.

We already had strong evidence from the North American market that a feature like this would bring a lot of added value to the product. So once we had identified this need we had a clear direction. During the following product development process we just had to find a way to make it work from a technical side as well.

From a formal point of view the circular user interface was very important as it is a super iconic design element we had already used on several other products before. The interface itself is capacitive and the layout of the selections and the icons have a clear visual hierarchy to enable a truly intuitive user experience.

Well, this is what we do, isn't it? As designers, here at Lavazza Group, we always have to make sure our products can handle the proper preparation of really excellent coffee on a professional level, while also guaranteeing that the products are widely accessible and extremely easy to use. I'd say, i's simply our job. Wouldn't you agree?

Having a clear vision and a shared idea of what you want to achieve certainly helps. Communication and collaboration within the team is key. You'll have to have a certain flexibility in interpreting the circumstances and adapting to immediate technical needs or requirements. Always while keeping the bigger picture in mind and steering the overall outcome in the right direction to make sure the original design intent remains intact.

We use differences in surface finishes partly for functional reasons like cleanability and also to visually guide the user and structure the product. In this particular case the main body is textured and the side panels are glossy. Then inside the cup area we applied a precise horizontal pattern, as we do on all our products.We use the metal accents to emphasise areas of direct user interaction, like the user interface, the lever or the cuprest.

Small offices have one thing in common: they are small. So, "kitchen counter real estate", if you will, is rather limited. This is the reason why a compact footprint is such an important requirement for small appliances in this context. Other than that it's all about an intuitive user experience and reliability, easy serviceability and maintenance.

With Classy Plus we have a great and innovative new product available on the North American market. This is also a great learning opportunity for us and we'll be able to better understand what works there and if there are any critical points. Each specialized market has its peculiarities and every future product development needs to take this into account.

The side shells are really important as they're defining the volume of the machine and I'm very happy how the shape develops in space. The borders are defined by a precise chamfer fascia that runs all around the edges. The three dimensional logos on the side are something that we integrate very often. It is one of our iconic design elements that we use to visually tie the different products together.

My background in automotive design is very important in the way we approach product design at Lavazza Group. I've learned a lot about proportions, surfacing and detailing when working at Centro Stile Fiat. I've been building on that and apply everything I know on our products. Admittedly they are a lot smaller and maybe less complex, but I'm still pushing for that same level of sophistication.

In this case the circular chrome ring is an important feature as it underlines and emphasises the user interface. But most importantly the chrome ring allowed us to visually complete a product family with a much smaller an simpler model. Every one of the bigger product has a chrome ring, so it was obvious that Inovy Mini needed to have it too.

I'd say not so much a single decision, but the close and direct collaboration with colleagues from the technical development was truly key in achieving this short development time and also the relatively compact dimensions. These are crucial in small offices and hotel rooms and we optimised the technical package together.

We had almost all of these signature design elements already developed on previous, bigger models and as a reference. So we just had to find an appropriate way to adapt them to the Inovy Mini and it's compact proportions. In the end it was really quite straight forward and also explains the short overall development time.

In this case we really focussed on the most important things and made sure these core functions were performed properly and the quality of the coffee was as exceptional as it should be. We optimised and improved the internal layout as much as possible. So Inovy Mini makes great coffee, while still having a super compact footprint.

I'd like to believe it's the combination of a solid and well executed design together with a clear positioning of the product on the market and also within the wider Lavazza product range. One specific design element that I personally like a lot, is the way the side panels move upwards at the front and then move around and visually embrace the metal lever on top. I'm quite satisfied and proud of this feature.

In our design process we always aim to use the most appropriate materials for the specific task at hand. We also wanted to highlight the most important touchpoints with regards to the user experience. This is why we used metal accents for important areas like the handle, around the user interface and on the cuprest.

Our design language is a direct expression of our brand identity and our values. It is incredibly important for us, now and in the future. However it is not a static thing. We will continue to build on it, and it will evolve together with every new product we design. And herein lies also the influence of Inovy Mini on the future of our professional coffee equipment.

For us aesthetic elegance and functional requirements aren't really two seperate things. They always need to go hand in hand to achieve great product design. There is almost always a clear and distinctive elegance in a well thought out and well working product.

Lavazza's whole design language is inspired by automotive design. This ranges from volumes and proportions to high quality surfacing. But also colours, material and finishes and also the whole aspect of user experience. In this case we created a rather simple user interface with a clear visual hierarchy on a silicone pad and mechanical buttons.

We're always aiming to use appropriate materials for the specific task at hand. In many cases this means plastic for the housing - for example ABS for the external shell and SAN for the water tank. For other components, like the handle and the grid we often use real metal. The metal lends a certain robustness and perceived quality to the product that is super important.

I wouldn't necessarily call the challenges obstacles. While there really was a lot to figure out and learn, it was all part of the project and part of the job. From a technical point of view we had some support to make sure the voice assistant was integrated properly and worked well and in symbiosis with the main machine.

We always aim to embed a visual hierarchy on a sense of order in our user interfaces. It is important that users can quickly understand different functions and orient themselves. This is especially important, if the user interface is a little more complex.

Our appliances almost always offer the possibility to adjust the cup rest to accommodate cups of different sizes. Obviously every cup requires a certain amount of space, but we try to bring small cups closer to the spout, so that the coffee doesn't have to fall through too much air. The cuprest on this machine is quite special as the user can simply pull it out and replace it in the higher position if necessary.

I can see smart technology go on to enrich the user experience of small domestic appliances and also make some of the products slightly more accessible for specific user groups. However, the basic function of a product still needs to be the main focus. If a product doesn't perform well in this respect, adding a layer of smart technology is just a waste of time.

We have a lot of know how and also several distinctive passages and tests in our development process that allow us to intercept potential issues. This aspect is enabling us to fine tune the final design of the product and Voicy wasn't an exception. With the feedback we made sure that all the different interaction methods worked as intended.

Voicy is actually a perfect example of a product that maintains a strong family feeling and brand identity but also explores a completely new aspect at the same time. In this special case the focus was on user interaction and how a connected product with an integrated voice assistant might impact and improve our current products. Simply put, Voicy makes the pleasure of good coffee easily accessible for everyone.

This big shell is an important design feature. It allows us to minimize the number of external pieces and thus reduces panel gaps and the impact of assembly tolerances. This leads to a clean and well controlled design and improves the perceived quality of the product. The three dimensional Lavazza logos ont he side play an important part regarding the machine branding.

Lavazza's whole design language is inspired by automotive design. This ranges from volumes and proportions to high quality surfacing. But also colours, material and finishes and also the whole aspect of user experience. In this case we created a touch sensitive user interface incorporating a visual hierarchy and highlighted this touchpoint with a precise chrome ring. This metal accent highlights this important touchpoint.

The great thing about that milk frothing system is that you can make the whole preparation directly in the provided glass mug. You just have to fill the milk to the required level, put on the frother lid and slot the whole vessel into place. The machine does the rest. It prepares the milk foam and also brews the coffee directly into the cup. And you're ready to go.

Italian coffee culture is always at the heart of what we do. It is our reference point and our benchmark. But everything leads also kind of back to it. Of course there are some adjustments here and there, when it comes to domestic and office products, but our inspiration is always there.

From a user experience point of view we struggled a bit initially. There are many different functions and it wasn't easy to keep the user interface truly intuitive. But then we started to arrange the different functions into groups, in order to create a visual hierarchy, that would allow the user to better understand what the different selections and functions are it all started to fall into place quite naturally.

This is the result of a close collaboration between the design team and the colleagues from technical development. We have a shared vision and understanding of what we want to achieve. So fortunately we were able to optimise the internal layout of the components together, and guarantee all the functions while still achieving the compact dimensions.

Sustainability is becoming ever more important. And while capsule machines are extremely convenient and offer a great taste experience with guaranteed consistent in-cup quality, they also have a significant environmental impact. For this reason, Lavazza developed a peelable capsule. Alle the components can be separated and recycled easily.

Yes, the adjustable cuprest is an important feature. There are two different positions: up and down. Putting the cuprest in the upper position brings smaller espresso cups closer to the spout. This reduces coffee splashes and has important benefits for coffee temperature and coffee crema.

We'll have to see how a more professional machine is performing on the market. Hopefully the innovative features of Elogy Milk will prove successful as a whole and also have an impact on future products.

While the main colour and material split has an immediate impact on the aesthetic of the product it is mainly driven by the functional necessities - the technical package and the stainless steel jug. The secondary colour splits on the front and rear are used to visually structure the object. Their execution follows the formal language of other Lavazza products.

As you know, the complete design development process is very often quite tight. But in this case we were comparatively quick. We were able to develop this product within a very short timeframe mainly thanks to a great working relationship with all the great colleagues form the technical development. Thanks guys!

Initially we didn't have this feature. But we realized rather quickly that the users will need to have a dedicated place to put the removable whisk. We analysed several different solutions, and finally focused on a rather clever integration into the lid. This way the whisk is visible and always easily accessible.

The material choice in this case is very much based on the technical constraints and requirements. You might have come across this one before. You know, form - or rather material in this case - follows function...

It is always challenging to guarantee an intuitive user experience when the user interface is also very reduced and minimal. In this case we made sure that the backlit stop-and-go button would be visually in line with other objects in our product range. The coloured ring plays an important part. It underlines the main touchpoint and also recalls other products form our range.

When we set up the design operations in Lavazza I brought all my previous experience from the automotive field with me. And now we make sure that all our products - not only the MilkUp frother - are designed to a very high standard. This includes the sculptural aspects as well as all the detailing, colours and materials.

This is actually rather simple. For several reasons we decided rather early on, that we' want to have a horizontal theme as part of the Lavazza form language. We then kept applying this theme across our product range. In doing so consistently we made sure that it became a brand identifier. Really a minor detail, but still something that helps us to create a visual identity.

The MilkUp Frother is part of a larger product range and plays an important part in this line up. As such the product will most definitely also inspire and influence all our future product development.

As mentioned before, it is really not that easy to achieve a solid and intuitive user experience with a reduced and minimal user interface. In these cases we always follow some important mantras, like: "Keep it simple" and "Less is more".

The central crest of the main body is helping us to visually structure the volume and also reduce the perceived width of the product. Whereas the horizontal pattern on the front of the machine is actually something that we've been integrating in ou designs for a long time and it's not unique to Tiny. By now it has really become one of our signature elements.

The stretch from a great espresso to a quick café racer isn't all that long. At least in the world of ideas and inspirations. So this connection really came quite naturally. And that helmet theme also has some clear advantages. It lead to a design with an external shell made from one single piece. This is great for assembly and also the perceived quality of the product.

There were several different challenges to create that main shell. First of all the piece is comparatively big and of course we had to make sure we had the right draft angle. The three dimensional Lavazza logos on the sides were a problem here. So we made sure we had two well defined areas on the sides that would be liberated by a separate movement of the mold.

It is very important for us, that our products are user friendly and intuitive to use. As you said, it's our philosophy. The stop-and-go button of Tiny couldn't be any simpler or intuitive. It is placed prominently on top of the machine and communicates the status of the appliance through a backlit ring. The additional external ring emphasises the button even further and allows the product to visually align with other products in our range.

Well, we had a rather good idea what we wanted to achieve. We had a solid technical package and also knew what we were doing and how to get there. Obviously that helps to keep the development time to a minimum.

Just like other products in the A MODO MIO family, Tiny has a single, well controlled main shell that remotely recalls dynamic volumes and exquisite surfacing commonly found in automotive design and especially also on the Fiat 500. The glossy shell with it's central crest has precisely controlled highlights that help to visually structure the volume.

Well, these two concepts aren't really two things that need to be balanced. Don't you think? A great product that delivers an authentic Italian coffee experience can and should always meet the needs of modern consumers as well.

We are always aiming to reduce the environmental impact of all our products. In this case we made sure that the product was easy to assemble and the right materials were used for each component. The energy consumption was another important aspect during the product devolpment.

With Tiny we generally consolidated our form language and made sure we had a series of products that follow the same design approach. During the next phase we'll use these design elements as a solid starting point to build on and evolve. So Tiny will definitely influence all our future products. All this while making sure each product is relevant and has it's very own identity.

This particular design feature was directly inspired by a vase. I had seen it in a store in Munich and thought the side profile was particularly nice. While studying it in detail, I also realised, that - a part form the immediate aesthetical impact - it was also very effective in reducing the perceived height of the object. And that was exactly what I had been looking for. I took this feature as a conceptual starting point and then weaved it into our existing form language.

Developing two separate products on one common, shared platform is always a big challenge. Just because you always need to check twice, and make sure design decisione will work well for either direction. It is important to make this work on both sides, while not compromising the original design idea along the way.

This is always the challenge actually. Creating something relevant, that is in tune with the historical and cultural background while also being able to add something new and exciting to the mix that allows us to project ourselves into the future. Not easy. Always the challenging. Very often colours, materials and finishes can be the emotional key to establishing that balance.

These features are actually not really based on articulated user research or tests as such. But to a certain extent they are based on our very own experience. We've been designing coffee and espresso machines for a long time and know from previous projects that these indicators are needed for a clear and pleasant user experience.

I'd like to think that I've learned quite a lot in the automotive industry. Especially about volumes, surfacing and detailing. When setting up the design operations here at Lavazza, I tried to bring and apply as much of that as possible to our own product development process. Naturally this also applies to the Idola project.

Every new project is an adventure, an exploration that allows you to reinforce or slightly modify and adjust a brand's form language. It's almost like every new product is a new chapter in the ongoing story of a brand. Idola wasn't any different: A new chapter that has it's very own identity but also naturally feels at home with the rest of the family.

We know from experience that there are different preferences for coffee temperature amongst our customers. While some like a "normal" coffee others will preferer a much higher temperature. So naturally we were looking for a way to satisfy this need when we planned the user experience and the user interface.

In most cases a coffee machine has to be as compact as possible so the the overall dimensions are directly linked to the technical package and some other functional requirements. So we worked very close with our colleagues from the technical development in order to optimise the internal layout and make sure we could reduce the visual impact of the machine through the design.

In product design it is always important to choose the right materials for the intended purpose. These materials also directly influence the form language, performance and durability. The material choice very often dictates what can be achieved and what not. Transparency, mechanical stability, heat resistance and many other factors need to be considered.

We were looking for inspiration in many different areas when designing this product. The pronounced shoulder line is indeed inspired by a vase that I came across during the design process. I realized how the specific section would help us to achieve a lower perceived height. While the automotive controls have been an important reference for the development of the user interface.

I think it is important to design a new product in a way that it remains an expression of the values, the identity and the established form language of a brand while evolving in order to stay relevant and contemporary. Every new product should be part of the family, but still have it's very own personality and soul. This is not easy. A tricky thing.

The great thing about this special feature is the ability to foam milk directly within a dedicated glass mug. A unique and super elegant way to prepare milk based coffee beverages. The technology allows for a premium user experience and was developed by our own in-house engineering department. I use it almost every day and it works very well.

Developing a new product is always challenging. Even more so if you're working on two related products at the same time with a lot of carry over. You need to guarantee that everything works out perfectly on both sides. For both products. At the same time. This is not easy. But these obstacles can be overcome by working together across all the different functions in the development team. This is the key.

The inspiration for this exact profile section came actually from a small vase. It had a very specific shape that was also particularly elegant and inspired the final shape of Deséa's main shell.

Naturally we dedicate a lot of attention to CMF or colours, materials and finishes. On all our products. They are important aspects in product design that reflect our vision and allow an immediate and tangible expression of our values. But still, the decision making processes in product design can be tricky sometimes. Therefore it is important that the team has a shared general vision and a common understanding.

We wanted to create a premium product experience with a solid glass mug that would work from a functional point of view, but also echoes the shape of the iconic Lavazza espresso cup. In hindsight this actually seems to be the obvious choice, doesn't it?

Acoustic feedback is actually part of our wider aim for accessible, universal design. It plays an important part and we're working hard to integrate this where possible, User tests are an integral part of our development process in general and they also allowed us to refine the general user experience and the acoustic feedback.

Deséa has a lot of character and is a very important part of our current product portfolio. We already know that the design will inform and inspire a balanced vision for the future and our upcoming product development.

The idea here is really to use innovative and new manufacturing technologies to create something inspired and useful. Being able to create a personalized, ergonomic insole with the right materials in no time has incredible potential and gives a whole new meaning to the concept of tailor-made performance products.

The design process in this case was quite interesting. During the initial phase several different proposals were explored through sketches and quick foam models. With the general design direction chosen the design was further developed and based on a solid shoe last. This helped to make sure the ergonomic aspect was guaranteed while the expressive shape of the running shoe was actually created and modelled in clay.

Traditional shoe lacing works great and is very flexible. It is also very simple which makes it work reliably and really quite hard to beat. So the decision to keep this aspect and combine it with more advanced materials and production techniques happened quite early on. Sometimes it is not necessary to reinvent the wheel.

The trail running segment is very interesting and competitive. There are several players. Each with a very unique approach and identity. Function and performance are key in this market and we wanted the design to reflect this rough and hardcore segment. That's when we came up with the idea of the semi-rigid and lightweight exoskeleton.

This extended period of continuous formal research and refinement was a necessary aspect of the whole design process. After the initial creative phase there was also an important part in which the shape of the physical clay model had to be translated into a more realistic mock-up made from textiles and other more realistic materials.

A trail running shoe needs to have a good balance between protection and support on the one side and flexibility and adaptability on the other side. Analysing how and where more flexible zones are needed lead to the idea of dedicated flex openings and semirigid external panels for the upper. This also opened the opportunity for a rather unusual and expressive shape of the shoe. Together with the striking colour range this creates a visual statement that sets the shoe apart from the competition.

The idea here is that different terrain requirements can be translated into different specifications for the whole sole assembly and its materials. A variable tread inlay gives the opportunity to fine tune the shoe's specification and behaviour to very specific needs. A nice feature and also a competitive advantage.

I really hope that Kateem will have an impact on the trail running sector and maybe even beyond that. And to be honest, I have already seen some of the conceptual ideas showing up in other interesting products since Kattem was presented as well. I'm mainly referring to visually more expressive shapes and 3D printing as a new production method.

It was very important from the beginning to develop a visual form language for the shoe that would be based in functional necessities, but also express the competitive nature of trail running in an appropriate way. This can be seen in the sculptural aspects of the shape as well as the chosen materials and the striking colour scheme.