Francesco Catalano is the principal designer behind Novoceram, acting as both Marketing Manager and Art Director, as well as interior designer for his own firm. Novoceram was established in 1863 at Saint Vailler sur Rhône, and since has flourished from one milestone to the next. Francesco now specialises in bold and unconventional interiors for residential and commercial environments and is in high regard with the design community, winning the Etoile of the Observeur du Design. So we are proud to bring you the Designer Insights of Francesco Catalano.
Image Credit: 1) Marcantonio Raimondi Malerba 2) Francesco Rugi and Silvia Quintanilla 3) Autoban 4) Arik Levy 5) Jaime Hayon
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1) In your own words describe your unique style and creative aesthetic?
Whimsical, ironic and meaningful. I take great care of details: no matter if there will be only one single person who will appreciate some of them: I conceive my entire work as if I was doing it just for this person.
2) When starting a new project, what is your creative process?
The first step of any creative act is that unpredictable, magic factor we call inspiration. Once it sparkles, then the process to make it concrete is long and structured, often involving lots of people.
3) Out of the creative people you have worked with, who is it that you respect and admire the most?
As I always say, my two grandmas are my muses: there’s always something I learned from them in everything I do. Alice, an aristocratic “Nobil Donna” and a talented painter, and Carmela, an extraordinary seamstress capable to create a prosperous company with the simple force of her spirit and her work. One the opposite of the other, but both irreplaceable to give to the word inspiration a true and thick sense.
4) When looking for inspiration is there a particular thing you do to get inspired?
I have the habit to crystallize into digital sketches any idea or vision coming to my mind. The way they talk to me changes over time, nevertheless there’s always something whispering me the right path to follow.
5) What has brought you to this point in your career? And what is your advice for people looking to follow in your footsteps?
Be a perfectionist, never settle for anything less than you can imagine. Share your ideas with the people you work with, let them be involved and never be afraid to ask their help to turn your vision into reality. Make of any project a common project and you’ll see it blossom.