Italian designer Luca Trazzi comes to China with the hopes of making it big and bringing the Chinese aesthetic back into vogue

---By Jody Braverman

Originally from Verona, Italy, Luca Trazzi is best known for his designs for illy, from their cups to their coffee makers. He is also the CEO of the designboom online community, and has created for such esteemed companies as Porsche, Swatch, Guzzini, Kreon, Martini, Viceversa and Fiorucci.

Why did you come to China?

I came to China to follow technology more closely because design and technology are very much related. I also came here as a point of reference for Asia; it can allow me to get to Korea, Japan and the rest of the Far East so I can stay close to technology and to the companies and factories here.

Why is China an important place to be right now for design?

Because there is a change in the East in the industry and manufacturing environment. Before, they were manufacturing products for a third party - now I see these companies are changing, they are establishing their own brand and developing their own design, so there's opportunity for investment in that.

How have you seen the market changing in the years you've been coming to China?

I think Chinese companies are facing a moment of decision, because the competition is becoming big; if they still they keep being a third party then competition in other parts of the Far East, like Vietnam, might gain on them. This is a critical moment. Of course, in China, the manufacturing costs and workers' wages are rising. They have to build their own identity and invest more because they have to develop a strategy that takes into consideration the rising costs. It's necessary for them now to build up their own innovation and to make more investments in themselves.

What do you like most about working here?

I find here that I have more time to dedicate to a project than in Milan. The phone is ringing less, I have more time to concentrate on a project and I receive more input in creating. Being here means I can also discuss my ideas with the companies, the clients and the factories and I can stay very close to the products and the innovation and design.

What is the main difference between designing here and in Europe?

In Italy, for example, it's a more sophisticated design and it's a design that has a lot of meanings - even too many - otherwise the magazines won't like it. Here I do more electronic products, like microwaves or washing machines or refrigerators, which are very difficult to make in Europe because of the short age of home appliance industries compared to China. In Europe, the design is more fashionable, so it's often difficult to use - it's nice but you can't really enjoy it. Here it has to be nice, but it has to be practical to use, not only something to look at.

Do you prefer designing in China or in Europe?

I like it here better because I think the design is more alive, more real and I find many interesting ideas. I think the design here is more technical; in Europe the design is too trendy, and sometimes too fashionable.

What is culturally important about design in China?

Design is a kind of cultural media. I am trying to bring to China my European experience and merge it with the local one in order to keep alive traditions and ideas from the past; we should not forget these, and we should represent both in our products.

Is this what China wants? Do they want Chinese design or do they want European style?

I believe that the conditions are changing. Step by step, the Chinese people are going to repossess and remind themselves of their culture. I can see that happening in art, for example.

So what is it that you would like to see in the next decade of design in China?

A lot of my products! I would really like to see a very important Chinese design school one of these days, like the Japanese schools and the European schools. I'm looking forward to seeing that because design here is very young. Design is a historical factor - it's related to industrialisation - so of course things have happened later here, but I think they will do it very fast. Since it's so young it should be a little less fashionable than it is, not follow too much the European or US design, but instead concentrate on product design styles from China. Ceramics or furniture are traditional and also very strong, so that's something I'd like to see more of.

So you think they should focus on what they're good at and develop that?

I think it would be nice if they could look to the past sometimes, not always, in order to make a difference in Chinese design products, to recreate an old style that is updated and attractive.

For example?

For example the history, the furniture and the architecture. They used to make very elegant buildings that are still standing, and looking at things like that could help.

What difficulties have you encountered since starting work here?

I love this place so I don't want to say that it's difficult. What I think is that it needs a lot of effort and time. If you think you're going to come here and do things very fast, you will fail - it takes time and a lot of resources to create your company, build up your connections, contacts, clients.