Magazine Sofa, E&Y 1994. Astro Bar Iceland, 2001

Which works do you consider to most represent your approach to design and why?

It is difficult to say because my style is always changing. Actually, I have designed a new olive oil bottle recently and I love it.

Magis Dog House, Magis, 2001

I think one’s approach to developing a brand is similar to a consultant. How do you come to the final point in developing a brand? Could you explain the process?

I must do everything for a client. They trust me and I guess that I need to prove myself as I help them understand their consumer correctly and to place themselves correctly in the market and get the correct PR . I am always finding better ways depending on the project.

Skin with Katrin Olina, Firenze, 2007. Photo: Courtesy of Carlo Lavatoni

What is the most important thing to you when you design?

Integrity, to create something real for my client and real for me.