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Diesel Living is expanding into new markets—debuting furnished apartments in Miami this year, as well as new collections in lighting and home design. Earlier this year in Milan, during Salone del Mobile, we caught up with Andrea Rosso—founder Renzo Rosso‘s son and the Head of Licensing at the brand—to hear more about the new collection, and how the brand is redefining “work in progress.”
WHITEWALL: Can you tell us about your focus for Diesel Living in 2019?
ANDREA ROSSO: We have a very important contract in Miami with 143 apartments to furnish. It will be our first really big contract in that field. That’s why we describe it as “A Work in Progress.”
We are also presenting a new couch, the AeroZepplin, which we imagined to be as comfortable in the air. Thinking of that, giving the aesthetic and the simplicity of the Zepplin, but in a couch shape—more square and in different material. Working with Moroso was very nice because they understood our needs. They also gave us different suggestions for how to customize it.
We also have the Nebula Light—a continuity of the Nebula 9, but re-worked a with less material. And we have a new lamp, Fork Light, updated with some color—desert, burgundy, kind of red, and white.
WW: How do you want to develop nationally and internationally?
AR: We want to be exposed everywhere. We have just been in Shanghai for Salone Shanghai. It’s funny, because when we go there, we have requests that we didn’t think of before—the type of marble, for instance, that we do for the Asian market.
WW: Does family come to mind when designing?
AR: Family, the house, the home, is always very important. And the way we customize is still there and still relevant. Even though we have international minds, as we travel a lot and we see a lot of things around the world, we try to give back after with the Italian know-how. Industrialization sometimes doesn’t give you that creative, artisanal path. In our case, we’re lucky that we work with artisanal people.
To be a clothing brand that entered into this world after our 10-year anniversary, we are proving that we are there in all the categories.