Giorgio Busnelli is the son of the founder Piero Ambrogio Busnelli and after attending The School of Management of the Bocconi University in Milan, Busnelli joined B&B Italia in 1973 as assistant to the Production Manager at Novedrate Headquarter in the upholstery department, the core business of B&B Italia.
In 1975 Giorgio Busnelli became sole director of Maxalto, a company specialized in the production of wood furniture with the application of cabinet-making and lute-making methods which became in 1999 a division of B&B Italia and later a separate brand with a complete range of products for both living areas and the bedroom, this division is now called “new classic”. In 1976 he dedicated himself to the commercial development as General Sales Director of B&B Italia before he became Sole Director. In 2003 he conclusively became Chairman and CEO of B&B Italia Spa.
INTERVIEW
What does design mean for you? What is design in your life?
Design is something that I breathe, I go across, I live hard every single day of my life.
Please describe the changes in design over the last 20 years.
At the outset, design (meant here more as industrial design) was a relatively small-scale phenomenon involving a limited public of field experts. It was a strategic choice for companies and one that B&B Italia embraced.
The widespread production of design, particularly Italian design, has so distinguished itself in the world in terms of creativity that it has become a model and expression of Italian excellence. Design has pervaded all the environments surrounding it, entering our daily life, even unconsciously at times, and becoming a socio-cultural phenomenon as is clear from the attendance and active participation of the public at the Milan event.
The term is actually overused today but this is also an indication of how it is now the prerogative of a wider and more diverse public. For however much it belongs specifically to the world of designer furnishings, it has undoubtedly had such a significant cultural impact that it has become an important chapter in our history, thanks to the talented people it has attracted and the vision and ability of the entrepreneurial activities dedicated to its development.
Which are your favourite designers/architects?
Charles Eames is one of the greatest designers of the 20th century, along with Eero Saarinen. But I cannot fail to mention Antonio Citterio, who is both a friend and a designer I greatly esteem. Antonio Citterio’s creativity and brilliant insights have contributed to the success of B&B Italia over the past 30 years.
What item have you envied because of its design?
Any item by Charles Eames and Saarinen. As I already mentioned, they are the designers I most admire.
Do you believe that design assists in the creation of a “better” world?
I believe that design should be the perfect balance of research, innovation, technology, aesthetics and functionality. In this way design can contribute to make every life better.
Should design be more inexpensive or does it deserve to be paid for a high price?
Design, in its meaning of “ design culture” cannot be attributed a monetary value. High prices for design pieces are related to the important and big investments a company has to afford in research, innovation and technology to produce it.
How do you perceive the future of the design world?
Design world will focus more and more its attention to ecological sustainability. This means using recycled and recyclable materials, making the recycling process easier and reducing the environmental impact. Moreover design products are usually conceived to be timeless, products that last a lifetime thanks to the high attention to quality and details.. this will continue to be a key-trend.
Which advice would you give to the young designers?
It is not easy to be young designers nowadays and of course they need to be supported and encouraged. Curiosity, initiative, obstinacy and the wish for travelling, learning, going deeper into any aspects of a project are the secretes to enrich any personal and professional knowledge.
