Interview 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.

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.