Tommaso Masera

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Tommaso Masera ("TM") 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?

TM : In 2006 I get a Master Degree in Industrial Design at Politecnico di Milano and start an internship as junior designer in a Studio in Milan. After that I work in Brazil and Italy following an international project for a Brazilian furniture brand. From Brazil I move to Shenzhen to work at “Shenzhen Furniture Association” as design manager following exhibition design and furniture design projects. At the same time I take part to the “Shenzhen International Furniture Exhibition” as design director of Design Dome. In 2012 I establish Masera Design Studio: focus on watch and product design, also experimenting graphic and exhibition design. During the years I take part to several design exhibitions such as: 100% Design London, Florence Design Week, Shenzhen Design Week. In 2016 I launch the first Masera Design brand: Atto Verticale, an unconventional mechanical watch. In April 2017 Masera Design wins Silver A´Design Award for Atto Verticale.

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

TM : I was always attracted by creative fields as architecture, art or engineering, so when I had to choose the University I was thinking to enrol to Architecture and Engineering University. But finally I found a new university courses (it was in 2000): Industrial Design at Milano Politecnico. I was curious about that, so I decided to start this University and I realized that was very interesting. Year by year design become one of my passions

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

TM : I choose, and year by year become a passion

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

TM : I enjoy designing products out of the box, the ones that can break the rules in their market, my last work, the watch Atto Verticale, is one of them. Usually I like design most watch, furniture and exhibition, but I would like to design accessories for bike, and actually I have in hand a concept for a new kind of accessory for cyclist that I would like to propose to someone interested in it.

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

TM : I’m not a design legend, but a professional that works day by day with passion and enthusiasm. Passion and knowledge are the tools for a designer.

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

TM : Simply the results that a designer can achieve, and the meaning of his works. It’s very important for a designer makes quality products and not only salable ones. The design has to communicate a language and improve the quality life. For my point of view a great designer is someone that always tries to create something new that can break the rules to show that an alternative option is always possible.

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

TM : A really good design has an intangible quality and an immaterial longevity (the most difficult to achieve). A good design has to be sustainable, and does not think only about the profit. A successful design product enters in the market to create an innovation, and to break the rules of the market, after its launch the market has to think in a different way. So a good design has to touch the people and let them thinking in a different way.

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

TM : To be competitive trough products with long-terms vision and meaning. For example when I started the University sustainable design was a very new meaning, nowadays is of one of the goal and the great challenge for industries. Who has a vision and become the first to change the rules putting in the market an innovative and quality product, become a trend maker with the possibility to lead the market or at least run a search about a new vision.

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

TM : At the same time of daily projects, I’m used to develop new ideas and make a concept even if I do not have a costumer for it. Later when the project is done I can propose to some client or make it by myself and put in the market, as Atto Verticale watch, the brand of my design studio. Actually I already develop a concept for an innovative accessory for cyclist, I hope to find a client for it or in case make a new brand selling this new product.

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

TM : My dream project is a new luggage for cyclist; actually I already finished the concept step of it. It’s a very new product that can improve the bike use for urban cyclist or even applied for cycle tourism.

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

TM : I’m very curious. Dissatisfaction is a creative energy that a designer must have, together with technical knowledge. These are the first tools when I start a new project.

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

TM : I have several master designers of last century as Castiglioni brothers, Ettore Sottsass, Giuseppe Terragni. Nowadays I like many others too but two of them in particular: Cleto Munari and Giulio Iachetti. Cleto Munari was one of the first designers that build his own brand (between 1960 amd 1970) and its concept was very simple: edit the work of designer without any restriction in terms of marketing, he just produce the ideas that his designer friends gave to him. Some of its collection is at Moma Museum of New York. Giulio Iacchetti is designer that I really like for his products and for his thought of design, some of my opinion about design I learned from his writing and publications

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

TM : Arc Lamp by Castiglioni brothers, because after more that 50 years still very contemporary.

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

TM : Cleto Munari was one of the first designers that build his own brand (between 1960 amd 1970) and its concept was very simple: edit the work of designer without any restriction in terms of marketing, he just produce the ideas that his designer friends gave to him. Some of its collection is at Moma Museum of New York. Giulio Iacchetti is designer that I really like for his products and for his thought of design, some of my opinion about design I learned from his writing and publications

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

TM : Be curious and critical with yourself.

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

TM : I would like to be a musician, a drummer or a trumpet player, the only problem is that I never touch a drum or a trumpet.

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

TM : Design means quality, and quality is a dynamic concept, a constant improvement. Dissatisfaction is a creative energy that a designer must have, together with technical knowledge. These tools are the base to design a quality product, where the quality is not only the material longevity, but also an intangible quality: the products that go beyond their function have a longer life. Design has to satisfy not only the need but also the emotion of the consumer, a high quality product should not necessarily be useful, or more precisely, it is useful everything that helps us to live better, emotion included. To describe the meaning of design for the next decade I borrow a concept from David Grossman. “In the beginning, designers were serving producers and producers were interested in growing consumption as much as possible on the short term .What we feel is that it’s important to make a small change from designers being servants of the producers with the producers deciding what is good for their short-term benefit to the designers serving the end-users to think about the long term. It’s a little change in words, but it’s a very big change in the way that designers see themselves and the way that the general public sees the designers"

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

TM : Year by year I met very interesting people, everyone one teach me something different, and I was very attentive to detect teachings that can support and improve my works.

DL: What helped you to become a great designer?

TM : The dedication that I put every day in my work, together with passion and curiosity.

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

TM : First of all I’m not a design master, but just a designer that starts to see the results of his works. I did not faces obstacles but I faced situation that let me grow up and find solutions

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

TM : With passion and believing in their ideas

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

TM : I’m working on a new watch that has in one of its components a new material never used in the watches. Another project I’m working is a exhibition for a design event.

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

TM : I just realized one of my goals: Atto Verticale my own brand watch. ...................

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

TM : I do not what people expect, but I expect to improve my works, let grow up my brand, and create design product that can communicate value to people

DL: How does design help create a better society?

TM : The designer’s responsibility must serve the end-users to think about the long term, it’s a very big change in the way that designers see themselves and the way that the general public sees the designers, as David Grossman said.

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

TM : Actually I’m working on my brand watch Atto Verticale, with new versions, develop new market, and promotion: a very interesting challenge and a new adventure.

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

TM : Few years ago I designed some exhibitions that gave me a lot of satisfaction, especially one that was a booth for a mattress company that use eco-friendly materials: the booth was made most with this material, and the result was not also very beautiful but right for to show a sustainable company and its products. Now my last product Atto Verticale gives me the most satisfaction or several reasons. It's my own brand, I follow the entire project in detail: from the concept to the production, the branding, the distribution model, open the market and find new markets, photo shoot, promotion and so on. Is a great experience for my carier, not only as a designer but also as entrepreneur, that face me all the process to build a brand and distribute the product in the right way.

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

TM : A more attention to the quality of design in terms of sustainable, immaterial longevity and intangible quality.

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

TM : The future of design is in the designer hands, more that in the brands or in the market. The design role is always to think in a different way and let the market follow the new rules that the design writes. In the last period of time the design follow to much the market rules that are more and more focus on short-term benefit and profit. Designer has to change this trend, taking risk and go ahead with their idea. One option for the future of design is that the designer makes its own production and brand, putting in the market new strong ideas and products that can impose questions.

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

TM : Depend on the product, and on the communication with the client. Usually from concept to engineering it takes around 3 weeks 1 month. For exhibition 1 week more the set up.

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

TM : First step is the knowledge about the product in terms of history, materials and production. Second step is to explore new possibilities and verify the feasibility.

DL: What is your life motto as a designer?

TM : I do not have one, but I can say: be lost to find the way

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

TM : For sure design sets the trend. Design is a trend maker, not a trend follower. When the trend will set the design, the design is dead.

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

TM : It’s one of the tools that I have to consider, but not the only one or the most important

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

TM : My design studio works with pen and marker pen, Rhinoceros, Solid Works, Adobe, video editing. I'm connected with people around the world through several social media. One of the best technologies is meet people face to face, talk with people, listen the people, be updated not only in design news.

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

TM : They have one of the main role. The color can change the perception of a product and personally I like colorful objects: colors give live to a product. The materials, and knowledge of materials, is basic to design a good product in terms of feasibility, market and final user approach. The ambient is the scenario where the product lives.

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

TM : What is the next future for design. We are living radical changes in design industries.

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

TM : Sense of beauty, proportion, new solutions and sustainability

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

TM : I believe in co-design between designer, producer and distributer, if this three actor works together to achieve the same goals there is the possibility to make a good design

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

TM : Design is a bridge between all the actors involved in the creation of new products, and designer has to communicate with all of them. Personally I like to interact with people with technical knowledge that can help me to find the right solution or confirm my idea.

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

TM : One of the last one that I read called: What is Italian Design? The seven obsessions

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

TM : I can mention the last one: What is Italian Design? The seven obsessions

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

TM : With John Fante, one of my favorite writers, and of course Caravaggio, a rebel that changed the rules becoming the first modern painter hundreds four hundred years before the modern art

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

TM : Actually A’Design Awards is my first international award, and it’s not easy have a product that can be a potential winner, but when you are sure about your work you have to believe in it.

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

TM : I would like to have a coffee with a “Sicilian Cannolo” in a Mediterranean city in front of a blue see in July, reading a Corto Maltese comic.

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

TM : I like to see the product that I design, when I see the prototype is very grateful.

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

TM : Of course not, I was dreaming to be a basketball player.