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ENTREVISTA / INTERVIEW
38
How would you describe national design today?
Unlike Italian, Nordic design, there is no Portuguese design as a style, identity or DNA. In architecture, the scenery is different, there is a Portuguese architecture that has its top exponents in prtizkers Álvaro Siza Vieira and Eduardo Souto Moura. Portuguese design is very heterogeneous.
On the one hand, we have luxury brands (high end) that bet on the Asian, British, American market, etc., very focused on the oldest craft techniques, with great attention to detail and decorative elements. On the other hand, the idea of the designer-craftsman begins to gain more and more prominence in the national panorama.
There are more and more micro-enterprises or individual designers who are creating their own brands and this is very stimulating, not only for the economy, but also for the national creative ecosystem.
Portuguese design isn’t binary, I think between these two poles is a set of brands that are exploring different paths with multiple influences, but due to their heterogeneity are more difficult to classify. The Portuguese designers are going through a phase of affirmation, it won’t be in the short term, but the mediatism of the country in terms of tourism has contributed to a greater diffusion of our culture and our creativity across borders.
Looking for the future and in an Era where Portuguese design already gives steps in the international arena, how would you like to see the national design in a few years?
We see the Portuguese design as something naturally heterogeneous, plural and experimental where industry, artisans and creatives work in total harmony for the sake of national identity and know-how.
Being already a market reference and some prizes won, what does DIGITALAB reserve us in the near future?
We have a very romantic view of the future.
It is vital to continue to experiment. Experimentation is the key to innovation.
The important thing isn’t to live in the shadow of past achievements and success. Our DNA forces us to constantly move out of our comfort zone and challenge new brands and companies to create products that can add value in an increasingly global and competitive market. There is still much to do.
Next year we will launch two more brands and very soon we will start designing for international brands.
In your perspective, how do you consider the role of the Association in relation to the support given to national companies?
AIPI has developed an extraordinary role supporting and promoting companies in several international events. The investment of time and money is considerable and the support provided absolutely essential.
A linear model, transparent and very focused on the satisfaction of its members. An exemplary structure, a model to be followed by other national associations.
INPPUT