In my point of view, it is more and more difficult to sell. Companies have this problem everywhere… if you don’t have values, and if you don’t have your own values to share with the market or with the public, it is very difficult to find your way. Big companies need to sell because if they don’t sell, they have difficulties. They have big structures that they need to sell. And they make research probably, and development, but they need to change. It is like fashion. It is like the fashion field, you need to change every time. You are a very big firm, a very big name, you have two different seasons, so you have to always show something different, something new. But you also have to think in terms of design as a little bit different. Design is to share something, to have designers of the new generation to find some value of their work... Design is something about your life, something about sharing. You are a designer, you are a person that makes projects. Its like an architect when he makes a building, he is not thinking about making a nice building, he is thinking about making a project for the surroundings with some values to share. So a designer is someone who makes projects… to find their values and share these values with the market. If you have some values and you can communicate these values, your values, any kind of values, your own identity, etc, then some part of the market can understand your values.
Monica: I saw during the Salone (de Mobile) something that should be reminded that is good design, that is design for quality, and I must admit that is comes out from Italians. And what I saw was that Italians started to go back to the real industrial design, the design for the masses, design not for big brands, but for people.