Product Design. Interview with Attila Veress
MY PATH FROM STUDENT TO TEACHER
The Romanian designer and IED Milano Alumnus talks about his studies, career and projects
YOU & IED: your name, the IED School you attended, the year and the Course you graduated in.
My name is Attila Veress and I attended IED from 2008-2011 graduating with a diploma in Industrial Design, followed by a Master in Product Design in 2012.
YOU NOW: your job description, where you work, projects you are working on.
I define myself a "designer" in short, dividing his time between industrial/product design and strategic design projects and we follow a wide range of activities in a creative sense. In 2015 I set up my own studio and have since had the pleasure of collaborating with some of the leading global brands, and at the current moment working a lot on projects related to sustainability, food and furniture design.
CREATIVITY: IED is synonym of creativity and also of Made in Italy. Let us know how these aspects led you to choose IED and how they helped or influenced your career.
Back when I was in high school, and had to decide on the country or geographic region to follow my industrial designer aspirations, it soon narrowed down Italy exactly because it is synonyms with creativity and above all a love for craftsmanship, quality and design, so the choice was easy, and this was confirmed both while studying and further when I began my career. One thing that I love about it even if it sounds like a cliche, is that there is no region or town small enough in Italy to not have some way been influenced or transformed by creativity and design, and there is always an interesting person around the corner waiting to be met, ready to blow your mind with stories and concepts that can tickle every creative bone in your body.
Panboo, the project for Guzzini (photo by Davide Di Tria)
IED LOCATIONS: all our schools are found in some of the most creative and vibrant cities around the globe. Why did you choose Milan. And what role it played in your student and future life?
I choose Milan because it’s the perfect big city, a master of industry, creativity and innovation in Italy, and due to the fact that it is a sort of gateway to Europe and the rest of the world, while being the perfect melting pot of people, talent and opportunity. I have come to love the city and call in home over the last couple of cities, and it has allowed me to become independent and carve out a career for myself, and with a vibrant appetite for creativity it’s just a matter of being in the right place at the right time and some never imaginable opportunities are waiting to present themselves.
CHALLENGES OF OUR TIMES: how have the challenging times we’re living affected your professional life?
I had graduated shortly after the financial crisis of 2008, and Italy like most of the world was in a sort of limbo. Work opportunities were scarce in the beginning, and that only made me hungrier to succeed, but in a way it was also a period of transformation and new opportunities, so what at first all seemed gloom and doom soon transformed my hunger and passion into a plethora of opportunities and kick-started my career, accelerating my growth as a design and allowing me to believe enough in myself to decide to open up my own studio early in my own career.
Bontà, the lamp for Artemide, in collaboration with the italian chef Davide Oldani (ph. Federico Villa)
SUSTAINABILITY: IED is particularly involved in this argument. How is your company and you facing today’s environmental challenges?
Well as a person, I had been particularly attentive and avid about the subject, as a designer I have been fortunate to work in projects and initiatives that allowed me to incorporate Eco-design into my work like in the case of Panboo, a biobased cookware collection that was developed over the course of 5 years working together with engineers and material experts. Or more recently collaborating with Forethinking, which is an exciting new start-up consultancy specialized in sustainability, environmental issues and eco-design. All these things naturally trickle down into my activities as a teacher at my IED, and I hope they do plenty in inspiring future generations of creatives in rethinking the way we design, produce, live, consume and experience products.
ADVICE: your recommendations to future graduates for a bright and creative future in your field.
As I mentioned I currently am in the fortunate position to have the opportunity to teach at IED, and the advice I usually give my students is to take advantage of every opportunity that IED offers, leave no stone unturne, meet and mingle with teachers, students and staff from all the creative fields offered by the school, take part in as many activities, competitions and initiatives as possible and make the most of the unique and priceless experience that the school offers. Why? You may ask, well when I look back and connect the dots of how we go to now, there is not a single opportunity in my career that cannot in some way be linked back to those few years that I spent studying there.
Veress's utensils for Guzzini
MORE ABOUT YOU: let us have links to web pages where students can discover more about you and your work.
You can follow me on Instagram (@attilaveress.studio) or you can check out my website at www.attilaveress.com. Enjoy!
LAST BUT NOT LEAST: what was the activity that you found most valuable to your personal growth? Also, can you tell us about your thesis project?
As a student, perhaps one of my favorite aspects was working in a team with people from all over the world, and the friendly/constructive competition that it brought with it. It was in fact in one of these culture clash of a team, that I developed my thesis project together with Simone Bonanni and Yigit Bora. An ultra comfortable helmet developed for GIVI, that was selected for the ADI Design Index - Targa Giovani, and that fundamentally redesigned the way in which air-circulates inside the helmet during the course of the day, or with the changing of climatic or seasons conditions. Making it more comfortable, and as a result a more safe product, ensuring the user would have a more pleasant ridding experience thanks to the improved levels of concentration.
Guzzini Cooking: Cookware (2019)