An aesthete in each sense of the phrase, Fabrizio Buonamassa Stigliani, product creation govt director at Bvlgari, isn’t any stranger to the ability of lateral considering, having designed throughout a large swath of merchandise, from breathtaking cars to modern furnishings and the groundbreaking, file‑breaking Bvlgari Octo Finissimo assortment of watches. Whereas he was in Singapore not too long ago for the fourth version of LVMH Watch Week, we caught up with him to choose his mind on the home’s distinct type signature, the necessity to nourish one’s creativity and the which means of fine design.
Is there a by line among the many Bvlgari timepieces offered at LVMH Watch Week 2023?
Color is one, however for Bvlgari, color is all the time a by line. This yr, we current jewelry watches and once we speak about jewelry, we speak about colors.
How would you describe the unmistakably Italian approach of mixing and matching color, as a result of it’s fairly hanging and distinct.
And distinctive. We’ve got a pure aptitude for sure issues. For us, magnificence is just not a philosophical idea; it’s a component of our DNA. We develop up surrounded by magnificence, due to the wonderful historical past that we have now in artwork, and after that, it’s a matter of style. Bvlgari is well-known for enjoying with completely different and distinctive color schemes in addition to with colored gem stones. Ultimately, it’s within the DNA of the model to play with color.
Inform us extra in regards to the inventive technique of growing a timepiece.
It’s tough to say as a result of we don’t have only one design course of for one watch. The inventive course of is among the largest mysteries. Everyone seems to be a inventive individual in a unique discipline, truthfully, however the distinction between a professional in inventive issues and the frequent individual is that the previous is ready to handle their creativity and nourish it. And even the way in which to nourish creativity, it’s essential as a result of it’s like a discipline of grass: It’s important to reduce it typically. In sure moments, it’s important to fully change your standpoint. It’s important to nourish your creativity with various things as a result of in any other case, you’ll make the identical object each time. Go to locations, see issues, speak with attention-grabbing people who find themselves completely different from you to realize a brand new standpoint. It’s important to be open‑minded after which possibly you possibly can uncover concepts.
You’ve talked in regards to the connection between designing vehicles and watches in addition to your background as an industrial designer. How does your curiosity and expertise in so many alternative product classes affect the way you create?
It provides us the chance to vary our standpoint. It’s attention-grabbing that once you design jewelry, you design jewelry with a watch background, and vice versa, so the combination and match with completely different designs, expertise, suppliers and shoppers makes the product completely different and distinctive. The concept is to be versatile and artistic, and every time strive a unique technique to specific the spirit of the model that is smart to each lengthy‑time and new shoppers. The model is fashionable and that’s why we don’t use the archives a lot. We depend on the archives for our cultural strategy as a result of [they’re] an incredible useful resource, however as inventive individuals, it’s important to know the archives and overlook [them] on the similar time, as a result of in any other case you begin to make copies from the archives.
What does design imply to you?
For me, design is just not an aesthetic; design is a mind-set. Once we speak about design, we regularly [think of it in terms of] a design object, an merchandise that’s very properly made. You realize, within the Italian language, we don’t have the phrase “design” — we use “artwork utilized to trade”. We combine artwork and trade, and that is distinctive. Possibly that’s why Italian design is completely different. The aesthetic is sweet if initially, the thought is a high quality concept that is smart with respect to the wants of the market and is even capable of anticipate the wants of the market. That is design; it’s not only one phrase or an aesthetic — it’s an actual level of view.
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