00:00And the truth is that ICOS has completely challenged and changed the status quo of our
00:21industry and our category.
00:23So this notion of changing the status quo, powered by curiosity, is what unites us.
00:31Think about it this way.
00:32Stefano Selletti has reinvented an Italian piazza.
00:35So an Italian square is a traditional place, it's a place of culture, a place of conversation,
00:45a place of connection.
00:47He has completely reinvented it.
00:51Imagine an Italian piazza, it's a physical space.
00:55He has put in technology, art and design to reinvent the experience and create a multisensorial
01:02experience in a way that nobody has ever done before.
01:06This notion of curiosity, the challenge, the status quo, and that's something that nobody
01:12has ever done before, is the essence of ICOS and therefore the partnership with Stefano
01:18Selletti became very natural in that moment.
01:21A giant and a small ant.
01:28But it was really important, it helped me to grow a lot.
01:33And I hope to have brought my own vision on that company.
01:49The first time that they approached me, I said, okay, it's a nice adventure, but we
01:58need to do something unique.
02:00Something that you never do it before.
02:03That's our concept.
02:05When we do a product, it should be a product that doesn't exist.
02:10So when we decide to do a lamp, we do a monkey lamp.
02:14That's completely different from the design point of view, the industrial design.
02:19When we decide to do tableware, we do a collection taking inspiration from the disposable product.
02:30So every time we do something new, we should do something new, something different, something
02:38a little bit disruptive, something that people, wow, what's happened?
02:43So we try to do the same thing also with ICOS.
02:47Well, it's difficult because we take some inspiration from the past, of course, with
02:53some building, the black and white building, for example, the bricks and something that,
02:57but also the black and white antique building or the bricks are designed with a new concept.
03:08It's something that is the line, the design is not from the past.
03:12So it's a mixture between the past and the modern, the past and the future.
03:16And then we add some graphical element, which we are working on, some pattern that we are
03:23launching during this week.
03:26And, you know, so we are working with different concepts.
03:30We're trying always to do something.
03:33We always have a very nice relation.
03:35So I always asking, demanding, demanding, demanding, which is the technology you never do,
03:43which is something, tell me what is difficult to do.
03:46So we always have a very good relation.
03:49It's a project that started three years ago.
Comments