FDF 2007
| FDF Gallery
|
|
| Mr Eugenio
Perazza
Founder of Magis, Italy |
Mr Stefano
Giovannoni
Founder of Giovannoni Design, Italy |
Renowned international design
gurus, Mr Eugenio Perazza and Mr Stefano Giovannoni,
founders of Italian-based Magis and Giovannoni
Design respectively, took centrestage at the 5th
Furniture Design Forum (FDF) organised by the
Singapore Furniture Industries Council (SFIC).
Held at the National Museum of Singapore on 1
June 2007, the event was attended by over 250
participants comprising furniture industry players,
designers, architects, design students as well
as representatives from the statutory boards and
the media.
Based on the theme “Design-led
Business”, this year’s forum targeted
the management teams of furniture and furniture-related
companies to help them recognise the importance
of design and motivate them to integrate design
into their central business functions.
Both keynote speakers shared
how being passionate about design was the key
ingredient for their success. Speaking on the
topic of “Design as an Italian Business
Model”, Mr Giovannoni said it is important
for companies to understand the possibilities
which design can bring – design helps to
create and fuel the demand for a product; this,
in turn, creates business for a company. In sharing
his past designs, he showed how each unique piece
still contributes much profit to the business
even today. He believes that a strong design is
one that is timeless, functional and easily understood
by a wide market segment.
Magis, which is known for giving
a novel twist to the designs of common household
products, is one perfect example of a company
that has successfully leveraged on design and
made that its competitive business advantage.
The success of Magis hinges on the synergy between
the company and the group of leading international
designers it collaborates with. To Mr Perazza,
it takes two – the company and the designer
– to make a good design. With good ideas
and the right support and assistance, a company
will be able to inspire the designer to achieve
success in creating a good product that will continually
be sold many years on.
Following the presentations
by Mr Perazza and Mr Giovannoni, a lively panel
discussion involving them and Mr Michael Young,
Director of Michael Young Ltd, Mr Lim Choon Hong,
Managing Director of X-tra Designs Pte Ltd as
well as Ms Susie Tay, Founder and CEO of The Life
Shop Pte Ltd, brought the forum to a close. The
discussion was a highly-interactive one that saw
the audience engaging in fruitful exchanges with
the panellists. The casual banter that developed
between Mr Perazza and Mr Giovannoni over whether
the name of a designer affects the success of
a product during the panel discussion injected
unexpected humour into the formal event and the
audience was truly charmed by their wit and charisma.
To view FDF 2007 pictures,
please click here.
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