LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Florian Seidl ("FS") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

FS : I studied industrial design and transportation design at several different universities in Austria, Hong Kong and the United Kingdom.

DL: What motivates you to design in general, why did you become a designer?

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

DL: Did you choose to become a designer, or you were forced to become one?

FS : Stumbled into it really.

DL: What do you design, what type of designs do you wish to design more of?

FS : 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.

DL: What should young designers do to become a design legend like you?

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

DL: What distinguishes between a good designer and a great designer?

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

DL: What makes a good design a really good design, how do you evaluate good design?

FS : 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.

DL: What is the value of good design? Why should everyone invest in good design?

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

DL: What would you design and who would you design for if you had the time?

FS : So much to do. So little time...

DL: What is the dream project you haven’t yet had time to realize?

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

DL: What is your secret recipe of success in design, what is your secret ingredient?

FS : 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.

DL: Who are some other design masters and legends you get inspired from?

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

DL: What are your favorite designs by other designers, why do you like them?

FS : Where to start?

DL: What is your greatest design, which aspects of that design makes you think it is great?

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.

DL: How could people improve themselves to be better designers, what did you do?

FS : 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.

DL: If you hadn’t become a designer, what would you have done?

FS : Most likely an architect, I guess?

DL: How do you define design, what is design for you?

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

DL: Who helped you to reach these heights, who was your biggest supporter?

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

DL: What helped you to become a great designer?

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

DL: What were the obstacles you faced before becoming a design master?

FS : Overthinking can be dangerous.

DL: How do you think designers should present their work?

FS : Presentations should be down to the point and engaging.

DL: What’s your next design project, what should we expect from you in future?

FS : I can not tell...

DL: What’s your ultimate goal as a designer?

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

DL: What people expect from an esteemed designer such as yourself?

FS : To add value through design.

DL: How does design help create a better society?

FS : 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.

DL: What are you currently working on that you are especially excited about?

FS : I can not tell...

DL: Which design projects gave you the most satisfaction, why?

FS : 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.

DL: What would you like to see changed in design industry in the coming years?

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

DL: Where do you think the design field is headed next?

FS : 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.

DL: How long does it take you to finalize a design project?

FS : 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.

DL: When you have a new design project, where do you start?

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

DL: What is your life motto as a designer?

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

DL: Do you think design sets the trends or trends set the designs?

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

DL: What is the role of technology when you design?

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

DL: What kind of design software and equipment do you use in your work?

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

DL: What is the role of the color, materials and ambient in design?

FS : 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!

DL: What do you wish people to ask about your design?

FS : What's next?

DL: When you see a new great design or product what comes into your mind?

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

DL: Who is your ideal design partner? Do you believe in co-design?

FS : Anyone who is genuinely interested in making a good product.

DL: Which people you interacted had the most influence on your design?

FS : 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.

DL: Which books you read had the most effect on your design?

FS : 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.

DL: How did you develop your skills as a master designer?

FS : 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.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

FS : There are really too many to list here...

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

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

DL: What is your favorite color, place, food, season, thing and brand?

FS : 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...

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

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

DL: What makes your day great as a designer, how do you motivate yourself?

FS : 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.

DL: When you were a little child, was it obvious that you would become a great designer?

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

DL: What do you think about future; what do you see will happen in thousand years from now?

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

LEGENDARY DESIGNER

FLORIAN SEIDL IS AN AUSTRIAN DESIGNER WITH SEVERAL YEARS OF PROFESSIONAL EXPERIENCE. CURRENTLY HE IS WORKING AS LAVAZZA'S DESIGN MANAGER AT THE INNOVATION CENTER IN TURIN AND TEACHING AT THE SCUOLA POLITECNICA DI DESIGN (SPD) IN MILAN. BEFORE THAT HE WAS PART OF THE 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. HE HAS 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.


Lavazza Classy Plus Coffee Machine

Lavazza Classy Plus Coffee Machine by Florian Seidl


Lavazza Voicy Coffee Machine

Lavazza Voicy Coffee Machine by Florian Seidl


Lavazza Tiny Eco Espresso Machine

Lavazza Tiny Eco Espresso Machine by Florian Seidl


Lavazza Elogy Milk  Coffee Machine

Lavazza Elogy Milk Coffee Machine by Florian Seidl


Klix Advanta Vending Machine

Klix Advanta Vending Machine by Florian Seidl


Lavazza Inovy Mini Coffee Machine

Lavazza Inovy Mini Coffee Machine by Florian Seidl


Lavazza Desea Coffee Machine

Lavazza Desea Coffee Machine by Florian Seidl


Lavazza Idola Coffee Machine

Lavazza Idola Coffee Machine by Florian Seidl


Lavazza Tiny Espresso Machine

Lavazza Tiny Espresso Machine by Florian Seidl


Flavia C300 Workplace Beverage System

Flavia C300 Workplace Beverage System by Florian Seidl


Lavazza MilkUp Milk Frother

Lavazza MilkUp Milk Frother by Florian Seidl


Kateem trail running shoe

Kateem trail running shoe by Florian Seidl

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