Interview with Franco Pupillo

When I went to middle school, I was attracted by manual work and drawing. During the last year I received an invitation to visit the Institute of Art Policarpo Petrocchi of Pistoia, as soon as I entered the school, with my mother, I saw some works that made me fall in love and I decided to attend that school . I had important Masters, who taught me love for the subject and above all that you learn by doing. Later I attended the Faculty of Architecture in Florence.

Before starting to design I gather information, I try to get to know the company well to understand its philosophy, what distinguishes it and what it wants to achieve. Then I do research to find inspiration and start evaluating the right materials for the project. Normally I value more than one solution that I visualize with hand-made drawings, this allows me to understand and choose what to draw with renderings. I begin to design considering all the elements collected, then I remove until leaving the essential to represent the idea, the one that identifies it for its uniqueness.

I feel important, I know that I can do something special, useful, which allows me to express myself with my experience and sensitivity. A great job then generates word of mouth, because all the jobs talk about us. The most delicate and exciting phase is to find the idea, the one that makes the difference, but I also like the verification of materials and feasibility techniques, where you need to be concrete and humble to interact with those who will then have to carry out the project.

Surely the curiosity, I like to observe and understand how things are made, see the beauty of nature, learn. I love traveling, seeing new places and getting to know them. It gives me excitement to see the differences, how culture affects the development of cities and what happens in the world. Traveling, seeing museums, art, architecture, are a richness, a stimulus for new ideas and for improvement.

My path, from the first steps, was based on the knowledge of the techniques to be able to design in a concrete, practical way, also considering the feasibility and production costs. The skill for me is also in making sustainable projects, without waste. I'd like to design a new, functional commercial environment that can interact with online sales without losing the charm of "shopping". But even finding a solution to solve the packaging problem, we are inundated with waste, we cannot continue to pollute the earth, now even the seas are full of plastic and we have lost control. Another dream is to design a golf course, my sport.

In my experience, I recommend having courage to express oneself according to one's nature and try to innovate through beauty. Learning the techniques and understanding why you do something, knowing the materials and following the projects to understand how they are made is a professional value that enriches and makes the difference. It is very important to study the masters, to learn from what they have achieved, this applies to everyone, you never stop learning and it is better to do it with good ones.

The thing I like most is trying to be unique, giving personality to do something new or to improve and do better what is already there. Evolution has its rules, which go towards simplicity and the use of materials helps to innovate.

I like to see what happens in the world and in design, through internet and magazines, I am attracted by the new that I need to design. I am greedy and I know many places where I stop for a break when I go out for work, I like this and I ask to know the right ones in every place, this is also culture.

I certainly like to learn about trends in design, fashion and culture, but I prefer to follow my style. When I design, I go towards simplicity and I like to do something that lasts over time, without following trends. Inspiration can come from anything, especially a light mood, designed to recognize and accept the signals that arrive. Fashion and design look forward, I often carry a new concept from one sector to another.

Experience and sensitivity make me understand if we are on the right path, from an aesthetic point of view then there is a natural attraction that tells us if a project is well done. The proportions, the material, the colors and the functionality are valid. However, confirmation comes from the consensus of others, if a project is well done, it is successful. The errors to be avoided, are above all to do something that is not needed or that looks like something else, instead of imitating it can be improved.

I think you can always improve a project, it depends on the preparation, the cultural level and the technology that offers us new materials and techniques. But everything has its time and for me a drawing is ready when I have checked the feasibility and the alternatives. The success of a project can be understood from the reactions of the customers during the presentation, even if it is necessary to wait for the judgment of the public for the confirmation.

Difficult to talk about one's projects is like saying if one child is better than the other, I prefer to talk about projects that have been awarded by A’DESIGN AWARD. The CROMIA stand at MIPEL Milano was born to give a new identity to the company, to design I started from the inspiration of an iconic bag made with trapezoidal walls. With this concept, I characterized the walls of the stand, which change image at each edition in harmony with the showcase (each time the stand looks new), made with printed fabric and LED backlit. The stand is designed as a shop, at the entrance there is a large window, the interior is divided into various areas that allow the display of the bags divided by lines. Behind the window we have the bar area, the shaped shelves are made of lacquered wood, while the display bases are finished with cement-effect paint. The light colors make the bags presented stand out. The concept of the stand was successful and led to the creation of a second stand for the fair in Germany and above all the shops in Corso Venezia in Milan and in Piazza di Spagna in Rome. The stand of Martini Pio of Lineapelle in Milan was born from the customer's desire to make a stand with a modern identity, to represent the leather products of the tannery. I started from a minimal architectural concept and as a distinctive element I created the illusion that the stand was suspended from the ground. In reality, only the entrance is raised, climb the stairs and then descend inside. The bar and the table with glass top have the structure made of Concreo concrete slabs. Three Quercus suber enrich the interior space.

There are so many so good that it's hard to choose, however one of my favorites is Raymond Loewy who characterized the twentieth century, but also Philippe Starck. If I had the chance to talk to a designer from the past, I'd like to meet Loewy, surely it would be very interesting. Among the architects, my favorites are Le Corbusier, Calatrava and Zaha Hadid, while in the communication my favorite remains Armando Testa.

I like traveling a lot and every city has its own way of stimulating, apart from the Italian cities, I feel good in New York, Paris and London. Music helps a lot, because it prepares a mood, the musical frequencies stimulate us, but when I get to the heart of the project I normally need silence. Culture inevitably influences design projects too, that's why we need to have interests, we never stop learning. Right now I started a collaboration with ZAMPIERE, a Spanish customer who produces quality men's shoes. A path with a new identity to enhance the brand and increase international markets. We have developed a strategy that involves the support of a stylist to give more personality to the shoes, therefore the presence in the fairs with a higher image and then the development of single-brand stores in the most important European, Asian and American cities. I think good design helps us live better, gratifies us, adapts to the times giving us new and evolved things, often improves our sensitivity and culture.

Hard to say if it's easy to work with me, because when I design sometimes I see things that others don't immediately understand, everyone has their mental and cultural form. I work with my collaborators and normally choose trusted business partners with whom I can understand myself and from whom I have a technical contribution. In the people to be hired, I look for skills, passion and desire to learn to succeed. When I talk about my work, we understand that I try to make an iconic project that lasts over time. The main challenges of design are in achieving the goal, doing beautiful things that work and give results to the client, and I feel that they are also my responsibilities. A good designer should be optimistic, transmit confidence on the projects to be addressed.

I would very much like to make a real contribution to the community through my abilities, I would be very pleased. I admire those who give a part of their time and knowledge to help others.

When I was contacted for my projects, I was pleasantly surprised, a confirmation that I had worked well. This is gratifying also for the customers to whom I made the projects, they too were pleased to be rewarded. Having won prizes creates interest around my work, it gives it value. Having to describe my projects made me think about things I took for granted. Surely being awarded in a competition like A' Design Award gives a quality visibility that can bring new customers.

With design I can express myself, I can pull out my features. I became a designer because I had a predisposition to drawing, to geometry and a passion for the material, all characteristics that led me to this profession.

I decided to become a designer when I realized what my passions and abilities were, I simply followed my nature.

I like starting from an idea of geometry, with balance and possibly symmetrical. In this moment I love to design stands and shops, but I like every kind of project, every time it's an adventure that allows me to do what I love.

Work with passion, try to learn to improve every day. Skills can be developed, the important thing is to decide who we want to be, to become one.

Certainly the natural abilities, but also the awareness of one's abilities and the will to do great things. Even training and having good collaborators helps to make better projects, but the thing that most indicates the level of ability is the success of the projects.

Good design becomes excellent if all the features are centered, style, form, material, but also function and utility.

Good design is a great investment that pays off and gets excellent results, this is enough to explain why you have to invest in design.

I would have liked to design a train, to deal with problems like reliability and comfort. Make the wagons become a livable and pleasant space.

I'd like to design a new, functional commercial environment that can interact with online sales without losing the charm of "shopping”. Another project of my dreams is to design a golf course, my favorite sport.

Research, information to understand the company philosophy and the desire to create something unique, iconic, with the help of the matter.

There are many, some of the most interesting are Raymond Loewy, Philippe Starck, Zaha Hadid and Calatrava.

I am attracted by the soft shapes of Zaha Hadid and by the essential and sinuous signs of Calatrava.

Speaking of a project awarded by A'Design Award, I can say that the CROMIA stand has a personality that, while maintaining its forms, seems new to every edition because the walls change every time in harmony with the new collections.

The recipe I know to improve is to work seriously with passion, always trying to give the best of myself.

I don't know, I never thought of doing another profession. I like what I do because every time I do something new.

Design is something that improves an object with aesthetics and functionality, giving it value.

The trust of the clients who entrusted me work even when I was at the beginning of my activity and the consents received.

The passion that pushed me to develop my skills and the desire to realize myself in this sector.

I don't remember any particular obstacles, I have always faced the problems related to work with pleasure.

In my opinion it is necessary to present the works with very real drawings, the clients cannot imagine what the designer sees. And it is very important to accompany the projects with the materials you intend to use.

We have started an important project with Zampiere, a Spanish company of quality male footwear, classic and sneakers. A path with a new identity to enhance the brand and increase international markets. We have developed a strategy that involves the support of a stylist to give more personality to the shoes, therefore the presence in the fairs with a higher image and then the development of single-brand stores in the most important European, Asian and American cities.

My goal is to grow and improve my level to make more important projects. I would like to tackle new projects especially abroad.

I think they are expecting valuable projects, which give emotion, that communicate beauty and charm.

Design improves our life because it gives personality and beauty to the function of the objects we use every day. Beauty gratifies and makes us feel better.

We have just finished the project of the shop-in-shop of Melluso footwear. The first store is going very well, sales have increased considerably and the company policy is to aim in this direction.

The CROMIA stand had a lot of success, so much so that with the same concept we also created the stores in Milan and Rome. The satisfaction has been to see sales increase considerably, this gives me satisfaction, a project that gives results.

Greater responsibility towards sustainability, with the search for materials suitable for combating pollution deriving from the products we use.

Evolution leads us to look for style by simplifying forms and functions. Just think of smartphones, objects that have many functions with an essential form.

It depends on the nature of the project, the production processes and the quantities, there are projects that are made by artisans and others by industries, this lengthens the time.

I always start from the knowledge of the customer and his philosophy, I store information that helps me understand how to design, then simplify and focus on the important things that give character and identity.

I believe in simplicity.

I believe that one influences the other, trends sometimes influence design which in turn becomes a trend.

The role of technology is fundamental, designing something without knowing the production processes is risky, you risk thinking about something that cannot be achieved. Instead knowing the techniques leads to intelligent solutions that help project.

In my opinion, materials and colors play a fundamental role in enhancing a project. I am convinced that designers must take into account the pollution produced and, when possible, choose sustainable materials.

I want them to ask for a design that represents their philosophy and that works, that makes a center.

I get excited, I try to understand to learn something new. Seeing a beautiful design gratifies, attracts and stimulates us to do better.

I have my own design team, but I believe that different skills can enrich a project.

Those that gave me a style contribution and made me understand the importance of the matter.

I developed my work after work skills, improving my sensitivity and technical knowledge.

I would have liked to meet Raymond Loewy, I certainly would have had so much to learn from him.

My favourite colour is blue. One of my favorite areas is the French Riviera in France, it gives me the feeling of being in a special place. For food I have a very wide choice, I like to taste everything and when I travel I prefer to eat local specialties. The seasons are all beautiful, each has its own characteristics, but if I have to choose, summer is what makes me feel free.

The thing that gives me the most satisfaction is to start a new project, the fantasy is unleashed and I want to do something special.

Let's say that even as a child I had the right characteristics, both in design and in interest in materials. Then growing awareness has increased and it was a natural choice.

Times are changing too fast, impossible to predict what will happen. However, it seems that the future is developing towards robotics, we will have to live with this idea.

I want a world where beauty is for everyone, without war and pollution. My design seeks the essence, simplicity and wants to be a good investment that brings results. In my spare time I like to play golf