EPISODE 01
Learn the art. Don't put it apart
Learn the art. Don't put it apart
Art shouldn’t be filed away: it should be used, mixed, messed with and put back into circulation. Even inside brands.
For us Italians, art has never been a discipline reserved for the few. It is woven into our everyday language: “a child of art,” “done to a fine art,” “state of the art.” Art, for us, is an attitude.
A way of doing things. That’s why we keep bringing it into places where no one expects to find it: companies, products, details.
Art shouldn’t be filed away: it should be used, mixed, messed with and put back into circulation. Even inside brands. That’s where something extraordinary happens: when we stop repeating and start reinterpreting.
In the past, this relationship was far more common. When companies worked with masters such as Munari, Miró or Dalí, they weren’t looking for mere decoration. They were looking for a perspective capable of transforming the way the brand represented itself.
Today, by contrast, companies often see art as something “foreign”: rebellious, useless, too imaginative. Sometimes even wrong, dangerous, uncontrollable — precisely because it goes against the rules.
And yet art is about much more than creativity alone. Creativity, now so heavily codified, can easily become a process: something designed simply to work, solve, perform. But when a brand limits itself to following the rules, it slips into “visual bureaucracy.”
Design is an orderly framework. Art is serious play: freedom guided by an invisible discipline. Art isn’t there to decorate; it’s there to help us understand. When I bring it into design, I’m not looking for something more beautiful, but something more true.
And when a brand is true, you feel it immediately. It’s not just aesthetics: it’s character, it’s attitude.
In the end, it’s not about convincing people.
It’s about creating something worth loving.
Companies are living entities. They have to work, to be efficient, of course.
But they also need to evolve. To surprise. To take a stand.
Sometimes, to do what no one asked them to do. That’s what art is for:
to reactivate their freest, most human, most unexpected, most TRUE side. And with the help of branding, make it visible to the world.
01:22
01
EPISODE
Learn the art. Don't put it apart.
Art shouldn’t be filed away: it should be used, mixed, messed with and put back into circulation. Even inside brands.
For us Italians, art has never been a discipline reserved for the few. It is woven into our everyday language: “a child of art,” “done to a fine art,” “state of the art.” Art, for us, is an attitude.
A way of doing things. That’s why we keep bringing it into places where no one expects to find it: companies, products, details.
Art shouldn’t be filed away: it should be used, mixed, messed with and put back into circulation. Even inside brands. That’s where something extraordinary happens: when we stop repeating and start reinterpreting.
In the past, this relationship was far more common. When companies worked with masters such as Munari, Miró or Dalí, they weren’t looking for mere decoration. They were looking for a perspective capable of transforming the way the brand represented itself.
Today, by contrast, companies often see art as something “foreign”: rebellious, useless, too imaginative. Sometimes even wrong, dangerous, uncontrollable — precisely because it goes against the rules.
And yet art is about much more than creativity alone. Creativity, now so heavily codified, can easily become a process: something designed simply to work, solve, perform. But when a brand limits itself to following the rules, it slips into “visual bureaucracy.”
Design is an orderly framework. Art is serious play: freedom guided by an invisible discipline. Art isn’t there to decorate; it’s there to help us understand. When I bring it into design, I’m not looking for something more beautiful, but something more true.
And when a brand is true, you feel it immediately. It’s not just aesthetics: it’s character, it’s attitude.
In the end, it’s not about convincing people.
It’s about creating something worth loving.
Companies are living entities. They have to work, to be efficient, of course.
But they also need to evolve. To surprise. To take a stand.
Sometimes, to do what no one asked them to do. That’s what art is for:
to reactivate their freest, most human, most unexpected, most TRUE side. And with the help of branding, make it visible to the world.
