On the world stage, there is a large number of manufacturers whose name is a guarantee for good, quality, perfectly designed, in one word superb product. But if you should single out a design studio that provides the same warranty, and, at the same time, has actively participated in creating the modern consumer society for over a century, the name Pininfarina is imposed.
The story of the Pininfarina design studio is a story about family, enthusiasm and visionary energy, which began in 1920s, when 27-year old Battista Farina, nicknamed Pinin, travelled to theUnited Statesand got “infected” with the spirit of industrial development and progress. Therefore, in 1930 the ''Carrozzeria Pinin Farina” company was founded inTurin. By the beginning of World War II, it has achieved a successful cooperation with car manufacturers, such as Lancia and Alfa Romeo, and attracted the attention of some American companies.
Belgrade public had the honour and pleasure to hear about the interesting history, old and new exploits of this design giant from Paolo Pininfarina, grandson of the famous Battista Pinin Farina who came toBelgradeto represent “Morphosis”, an exclusive line of sanitary ware, which was designed by Pininfarina studio for Jacuzzi. Without false modesty, he spoke about creating a corporate image, design, selection of partners, situation in the world market and of course, visions for the future.
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WHAT IS A SECRET OF YOUR SUCCESS? HOW DID YOU MANAGE TO PRESERVE PRIMACY IN THE WORLD TODAY?
Over the years, the Pininfarina corporation has participated in developing and building the image of the world’s leading companies, but when it comes to building our own corporate image, tradition is crucial, as well as the quality and consistency. An important factor is the research, which involves the search for new techniques, technologies and materials, and continuing professional development. During my creative work, I’ve often insisted on the creation of extravagant, avant-garde models, whose commercial value is not great, because they are designed for a narrow circle of people. Some of them end up only as prototypes, but also inevitably enter the annals of modern design, attract the attention and their creators are classified among the world elite. It could be said that the “work on the verge” of commercial design in this context, is a struggle for supremacy.
HOW DO YOU CHOOSE BUSINESS PARTNERS AND PROJECTS WHICH YOU WORK ON?
When it comes to selecting companies whom we work with, it is crucial not to deviate from established standards. If you collaborated with big names in the past, the future clients must be the best in their class. If it comes to glasses it will be Ray Ban, if it comes to coffee makers it will be Lavazza, if it is a hydro massage tub it will be Jakuzzi. For the work it is important to know when to say “yes” to a project, but more importantly to know when to say “no”. These negative responses preserve the company’s image and ensure that it doesn’t become too commercial or too compromised with “flirting” too much with tastes of the masses.
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WHAT WOULD YOU ADVISE TO YOUNG DESIGNERS OR PROFESSIONALS WHO ARE JUST STARTING THEIR PROJECTS?
Success requires good and consistent team work. This is the advice that I give to young designers who are looking for success and confirmation. It is necessary to create your field of expertise, but also to recognize the good associates, who will offer us their knowledge and skills to help us reach the best solution. In addition to education and a strong will, the most important characteristic is curiosity. It is children’s characteristic which they always have to keep inside themselves, feed it and enhance it. Within the company we regularly organize meetings of designers from various fields who compare their work, look for analogies, but also inspiration.
DO YOU HAVE THE REAL OPPONENT IN DESIGN?
The experience and tradition is on our side , but in the automotive industry there are good individuals and companies who always strive to offer something revolutionary, better and more prestigious. Such healthy competition is certainly inspirational and wanted. However, the automotive industry has made too many compromises in order to please the public and follow trends, and consequently primarily the design suffers. So I welcome all efforts to move a step forward and offer something new, unseen, what we are not used to yet. However, when talking about competition in other sectors, there are quality individuals who have already secured an international fame for themselves, but not to the extent that they succeeded to brand their own name. All products backed by the corporation Pininfarina, wear a visible sign, as a guarantee for a premium product, and yet one of the principles of my creative activity is a union of art and industry.
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IT IS KNOWN THAT YOU ARE A FOLLOWER OF THE IDEA OF “TOTAL DESIGN”. IS THAT YOUR CONCEPT FOR THE FUTURE?
Closer and easier for me to imagine is what the world will be in ten to twenty years, not fifty or a hundred, because it will still be a world in which I will be able to create. I do not like to give predictions, but I think the future of modern design is in creating and pushing for the total design. The root of this thinking lies in the numerous personalised interiors of yachts, private aircrafts or spaces of the global elite. With this unitary idea part of the company Pininfarina Extra is lead, and I am convinced that the future is in interiors where designers will be able to design furniture and household appliances, and flooring, sanitary ware, electrical appliances and other built-in elements, and all those decorative elements, with a man placed in the centre of events. The same principles apply in business establishments, offices and hotels. The integration of a whole, something that we will see more often, which is proved on more and more interiors on which we work. I do not believe in minimalism, but in plainness of form and simplicity, and among these concepts there is no equality. I firmly believe that each market has its own specific requirements, needs and criteria and in the future, companies will increasingly focus on the conquest of markets, researching and creating a specific, somewhat personalized and authentic collections.
IS THERE ANYTHING, A DESIGN ARTEFACT, THAT IS SPECIAL TO YOU, WHICH YOU WOULD SINGLE OUT?
These are the items I use every day, coffee machine in which I’m preparing a coffee in the morning, a bottle of water, high-tech kitchen I just ordered for my over three hundred years old villa, the car I drive, and I am particularly happy, when on each of them, I read my last name and get reminded every day of my famous origin.
From workshop to factory, from factory to industrial corporation, from supplier to a strategic partner, from manufacturer to superior industrial design, from Farina to Pininfarina, for three generations this remarkable family successfully promotes Italian design in the world, persistent to prove that the only way to the stars is the idea “lead-do not follow”. For this reason they had the honour to design the Olympic torch for the Olympic Games held in 2006 inTurin, the town the family originated from. We remain pleased that we were able to welcome a Pininfarina family member, but also to admire and enjoy their past achievements and curiously await for new brilliant achievements, wondering with what they will surprise us next. On that question, Mr. Paolo Pininfarina, this time, answered only with a mysterious smile.
