The Art of Living With Diesel Living’s Andrea Rosso

At Milan Design Week, Diesel Living‘s latest exhibition stands as an example of transformative design. Entitled the “Red Takeover and Silver Dome,” the showcase in Brera Design District offers visitors a unique experience from a dramatically lit entry featuring intricate lamp parts and ceramic wall coverings, to a dazzling dome with a 3D aluminum effect. This blend of otherworldly textures and cozy, familiar furnishings creates a space that is both futuristic and comforting, pushing the boundaries of traditional living spaces.

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In an interview with DSCENE Magazine editors Katarina Doric and Zarko Davinic, Creative Director of Diesel Living, Andrea Rosso, talks about the brands unique approach to design. From discussing the symbiotic relationship between progressive elements and homely warmth to exploring the unconventional integration of a DJ booth in the kitchen, Rosso highlights how Diesel Living merges the worlds of fashion and furniture design. He reveals the intricate process of bringing these innovative designs to life but also reflects on the evolving role of living spaces in contemporary lifestyles.

Andrea, stepping into the exhibition is like entering another dimension, with each section distinct yet connected. Can you elaborate on the overall experience and concept of the “Red Takeover and Silver Dome”? – The red takeover with all the lamp parts and ceramic wall coverings is designed to evoke nature’s whispers, subtly encouraging a new perspective on the environment. Entering the shimmering dome with its crunchy 3D aluminum effect, visitors feel transported out of Milan, creating a space that feels almost like a pop art installation out of this world. Yet, there’s a warmth and comfort through our collaboration with Moroso, emphasizing the domestic environment which is integral to the experience.

The integration of different materials and partnerships, such as the one with Lodes for lamps and Iris Ceramica for wall coverings, seems very cohesive. How do these elements work together within the space? – It’s all about creating a dialogue between the innovative and the intimate. While the dome and the metallic textures suggest a futuristic theme, the furniture created with Moroso design team grounds the installation in comfort and familiarity. These pieces aren’t just functional; they evoke a sense of home, of being welcomed and embraced.

The Nebula 9 sofa is a centerpiece in your collaboration with Moroso. What makes it so special for you? – The Nebula 9 is one of the first sofas we developed with Moroso, and it holds a special place because I have it in my home as well. It’s designed to be inviting, to just jump in and relax, embodying the essence of what a sofa should be—welcoming and comfortable.

Alongside the sofa, we have a cohesive collection of tables, libraries, and a range of bedroom and bathroom furnishings, all designed to integrate seamlessly, enhancing both utility and aesthetic pleasure.

It’s all about creating a dialogue between the innovative and the intimate. These pieces aren’t just functional; they evoke a sense of home, of being welcomed and embraced.

And the kitchen setup with the DJ booth is quite unconventional. What’s the idea behind integrating a social, almost performative aspect into this space? – The kitchen is traditionally the heart of the home, especially in Italy. By incorporating a DJ booth, we enhance its role as a social hub, reflecting modern lifestyles where the kitchen is not just for cooking but also for entertainment. This setup is about reimagining spaces to fit contemporary social habits, making it a focal point for interaction.

What was the idea behind flipping the traditional layout to make the kitchen outward-facing in this exhibit? – Kitchens used to also be a separate room, when you didn’t actually see it much when entering a home. And in recent years it became a central piece of one’s home. Placing the kitchen on the outside invites everyone into the space, making it more of a spectacle and interactive zone. And that’s the protagonist of the house. Kitchen will be always the social part of the house. Our first kitchen name is Social Kitchen. The lifestyle is changing. So the house has to change, the design also has to. People’s way of living has changed.

How does your approach to furniture design differ from your experience in fashion? – Furniture design demands a longer-term perspective. Each piece requires extensive development, focusing on functionality, aesthetics, and the small details that enhance long-term use and satisfaction. This contrasts with fashion’s faster pace, where the lifecycle of products is considerably shorter. In furniture, we invest more time in each product, which fundamentally changes the design process.

How much do you draw inspiration from Diesel’s fashion collections, and how does this influence your furniture designs? – Our furniture designs are heavily influenced by Diesel’s fashion sensibilities, particularly under the creative direction of Glenn Martens, who is known for his emphasis on showpieces. For instance, two years ago, we introduced the ‘Cloudscape’—a denim fur-like couch, which is on display in the next room. This project required rethinking traditional materials to craft a unique textile experience that resembles fur but is actually made from denim.

The process involved extensive collaboration with our suppliers to adjust the fabric’s durability and texture to suit furniture, not apparel. This approach challenges our design team to innovate continually and also aligns with our commitment to sustainability, as we strive to incorporate recycled materials into our products.

Regarding sustainability, how is Diesel Living addressing this critical issue? – We work hard on following a sustainability mindset within our company and with our partners. Naturally, the longevity of the product is way longer than one of a T-shirt. So we want to bring out the maximum, shaping the design towards timeless aesthetic, unlike fashion where pieces can go out of fashion in a season. This mindset is an important part when we approach the design of Diesel Living pieces. So I think when we work in this way furniture design and fashion can merge better together.

A showpiece can be a showpiece, but that’s a showpiece. But the essential part, the iconic part, that’s why we divide the collection in clusters. You need to think with the longevity in mind and also with the representation of the brand in mind.

We strive to create pieces that not only look good but are genuinely comfortable and durable.

You’ve mentioned the importance of both aesthetic appeal and functionality. How do you ensure that these elements are balanced in your designs? – It’s a continuous challenge. We strive to create pieces that not only look good but are genuinely comfortable and durable. This involves constant iteration and feedback from manufacturing partners like Moroso, who excel in translating our vision into reality while ensuring the pieces are both beautiful and practical. If you make a seasonal furniture product, you are doing something wrong.

Do you often encounter situations where your initial design ideas are deemed impossible, and how do you handle these challenges? – Yes, we frequently face situations where our initial concepts are met with skepticism or seen as unfeasible. However, I view these moments as opportunities rather than setbacks. They push us to think more creatively and work more collaboratively with our manufacturing partners. Our partners often present the challenges or ‘problems’ as they see them, which actually helps us refine our approach and find viable solutions more efficiently. There’s always a solution; it’s just about persistence and innovation to find the right one that will bring our collections to life. I genuinely enjoy this aspect of the design process—it keeps our work dynamic and forward-thinking.

There’s always a solution; it’s just about persistence and innovation to find the right one that will bring our collections to life.

Looking towards the future, what direction do you see Diesel Living taking? – Diesel Living will continue to explore the intersection of fashion and furniture, pushing the boundaries of traditional home decor. We aim to keep integrating new technologies and materials, always with an eye towards sustainability and innovative design.

Finally, Andrea, if there’s one takeaway you’d want visitors to have from this exhibition, what would it be? – I’d want them to see that design can transcend traditional boundaries, that it can both astonish and comfort, and that ultimately, the spaces we live in should inspire us.

Keep up with Diesel Living on Instagram – @dieselliving.

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