We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Serena Zanello ("SZ").

Serena Zanello was born in Ivrea, Italy and earned her bachelor degree in Architecture at “Facoltà di Architettura , Politecnico di Torino” in Dec 2003. After her studies in Italy and France ( Ecole d’architecture de Saint’ Etienne ) she started her professional career in 2003 becoming a member of the Turin Architects Order and working with Pininfarina Extra srl , one of the most renowned international design firm. Serena is now leaving in San Francisco where she has played a key role in the store design language and strategy as a Design Manager for Starbucks Coffee. Now, after 8 years of successful, award winning projects and enriching work experience she is a founding partner in Dopamine Design and looks forward to a bright future along with partners, clients and friends.

Serena Zanello Designs

We are pleased to share with you original and innovative design work by Serena Zanello.

Designer Interview of Serena Zanello:

DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?

SZ : I always wanted to be an architect, when I was a kid I loved to design animals pretending they were hosting a whole house with several levels. Basically I started interior elevations when I was 4. I used to play with pencil and pen creating on the floor of my bedroom complex layouts. At the age of 7 i wanted to be either an architect or a veterinarian. At the end here I am, Architect by trade, Industrial designer and artist.

DI: Can you tell us more about your company / design studio?

SZ : Dopamine Design is a dream that is becoming true. Me and Daniel met years ago in Italy when we were both working for Pininfarina Extra. We grew friends and we became partners. We both love design and we work thinking that architecture, interior design, industrial design , graphic design, branding are one unique art and in each of our projects you can find a bit of each discipline.

DI: What is "design" for you?

SZ : my motto is "creativity is the way to transform dreams into reality..." and so it's design.

DI: What kinds of works do you like designing most?

SZ : I have a very eclectic background, i love hospitality design , designing hotels, restaurants, lounges etc give me whatever i want in terms of freedom, challenges and creativity! Whenever i design i like to work with different professionals from the beginning, art and graphics are always part of my projects since the beginning! I usually love designing also custom furniture for each project and work on the overall brand strategy...from the logo to the uniforms!

DI: What was the first thing you designed for a company?

SZ : The first very project I work on was the Olympic Torch for the Winter Olympic Games in Turin (2006) , when I was working in Pininfarina Extra. Actually during that project I met daniel and he help me out to build the two prototypes for the final submission! We arrived second, we lost the first prize but we gain a beautiful friendship and after almost 10 years a design company!

DI: When do you feel the most creative?

SZ : After meeting a client, the adrenaline of starting a new project, the idea of new challenges and of course the thought of seeing my project produced soon!

DI: Which aspects of a design do you focus more during designing?

SZ : Concept and Innovation.

DI: What kind of emotions do you feel when you design?

SZ : A mix of Happiness, love and fear.

DI: What kind of emotions do you feel when your designs are realized?

SZ : Happy when it looks good. Ashamed when it looks bad because of my bad decisions, upset when it looks bad because of others' directions.

DI: What makes a design successful?

SZ : The marriage of function and aesthetic

DI: When judging a design as good or bad, which aspects do you consider first?

SZ : Functionality, originality of the concept, overall research, form, presentation.

DI: From your point of view, what are the responsibilities of a designer for society and environment?

SZ : Sustainable Design is now one of the biggest hit in design and all designers really need to get it. Sustainability is about choosing the right materials for a project always thinking people in the future will have to leave with it or its consequences. Our responsibilities is also thinking about creating spaces and products accessible to everyone in the same way, thinking about packaging and transportation, creating things that help us in some way to live a better life!