We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Alex Feriotto ("AF").
For me, to design means to know all the phases of a project, from the concept of the product to putting it on the market, therefore to offer a complete service to the customer.
Alex Feriotto Designs
We are pleased to share with you original and innovative design work by Alex Feriotto.
Alex Feriotto Design - Milano System Modular Urban Backpack
Designer Interview of Alex Feriotto:
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?
AF : Since I was a child, drawing had become my passion. My grandfather taught me how to do it, and then it all came naturally to me. By growing up I decided to follow my passion so I enrolled at the High School of Arts in Brera. I realized I wanted to express my creativity even more, so I continued my studies. I learned as much as I could in order to have a much wider view as a designer. So, I chose to learn more about product design at the IED. Three years later I put myself to the test and started my career right away. Nevertheless, I had prior professional experiences while I was studying. Such jobs were not all design-oriented, but they lead me to be the person I am today, and I'm very proud of that. However, I started my job as a graphic designer right after I finished my studies. Back then the company I used to work with designed displays for brands in the beauty industry. I got a promotion and then rejected it. I felt I had to change again and start another job path elsewhere. I was contacted by another company OLITOP and became the main designer. The same people I used to work with had another project in mind so I joined them. That was Geneeo, the new company I worked for as a designer. But, we changed again and founded together another company, which is Modula Milano. And, today we are very proud to have won the Gold A ’Design Awards in the Fashion and Travel Accessories Design Category.
DI: Can you tell us more about your company / design studio?
AF : Modula Milano is a newborn startup that produces premium modular backpacks for urban nomads worldwide. We’re a strong team of young professionals that strive to bring on the market 100% Made in Italy products. Milano System is our first collection of modular backpacks conceived to be a life-long companion to meet any lifestyle needs on the urban scene.We are committed to delivering the best-in-class modular backpacks to fulfil your urban adventures.
DI: What is "design" for you?
AF : Most people think of design as “making beautiful things”, while for me design means the union between aesthetics and functionality. A beautiful design is just aesthetics. Likewise, functional design is just engineering.
DI: What kinds of works do you like designing most?
AF : Nothing in particular. I want to take on new challenges and design different things.
DI: What is your most favorite design, could you please tell more about it?
AF : I'm not a fan of any job. I have a passion for functional and beautiful designs apart from the type of product.
DI: What was the first thing you designed for a company?
AF : Displays.
DI: What is your favorite material / platform / technology?
AF : The more you know the better.
DI: When do you feel the most creative?
AF : Working in a team is very important to me. Brand-new ideas come from different minds.
DI: Which aspects of a design do you focus more during designing?
AF : There’s a moment in which you work on the concept of your design, but you can’t focus on details. Then, the other stages follow, and you start focusing much on details. Such examples are the developing process and the selection of all the materials. Then, there’s another stage of the project in which you analyze and do quality control tests. So, it depends on which stage you are at.
DI: What kind of emotions do you feel when you design?
AF : When your idea becomes a reality, it’s really exciting. The moment you can see the prototype in your hands, well that’s the best part.
DI: What makes a design successful?
AF : Today we don’t see great inventions, but we modify and improve what we already have. Developing an innovative product is hard to accomplish, especially in the digital world we live in today. I think the success behind a product is the union of two things: a winning idea and a good execution. The project consists of an idea, research and mostly how you communicate it to the public. Objective beauty is understood by the designer. Then the aesthetics are often subjective.
DI: When judging a design as good or bad, which aspects do you consider first?
AF : Aesthetics and functionality.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
AF : Today we need to keep an eye on the environment. You can't design something just the way you want it to. There are many degrees of sustainability. When I design I always think of sustainable production.
DI: How do you think the "design field" is evolving? What is the future of design?
AF : It depends on the industry. For example, fashion is moving towards sustainability. We believe small changes are important still and can make a difference. For instance, we chose coated fabrics in resin over PVC to make our products.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
AF : You have to be curious. We’re surrounded by many different things you can take inspiration from. They don’t have to be necessarily related.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
AF : Italy is the homeland of design and art. The best designers and artists come from Italy and we are famous worldwide. We have a great heritage, but the design is strongly rooted in us.
DI: Can you talk a little about your design process?
AF : The first step was to analyze the market and select a target. The research we carried out had shown the best ways to develop our project. Then we started working on the first draft.
DI: What is your "golden rule" in design?
AF : The organization is the key. You need to have a method. Time isn’t endless and you need to turn your idea into reality at some point.
DI: What skills are most important for a designer?
AF : You have to show empathy towards your client in order to understand what he or she wants. Creativity is something you don't but cultivate. Being able to anticipate the problems that may arise is a different approach to work. Ask yourself questions and give you answers. Be curious to fuel your creativity.
DI: Do you work as a team, or do you develop your designs yourself?
AF : Jonathan Sebastian Pinotti and Beatrice Cavalli work in my team. They worked on this project and gave their expertise. So, working in a good team means having more skills. A hierarchy is needed, but having a heterogeneous team, people who compensate you is very important.
DI: Do you have any works-in-progress being designed that you would like to talk about?
AF : Milano System is an endless collection. We’re working on new modules and accessories to expand the collection and improve customization. Moreover, we will produce the light version of the backpack and deliver new shades.