Auto-Reverse Dream

Giuseppe Viganò began his career in the field of interior design by working for prestigious showrooms in the Brianza area. His skills quickly led him to become an art director, taking on responsibilities such as organizing retail spaces, selecting products, designing displays, and managing staff. It was through this experience that Viganò came to understand the tastes, needs, and preferences of clients, allowing him to shape his own vision of design. In 1988, he began working independently, and in 2012, he founded Studio Viganò in Lissone, in the province of Monza-Brianza. Viganò's work spans various areas of design—not limited to furniture design alone, but also extending to concept development, communication, temporary installations, and interior design. From his early work experiences, Viganò developed a keen ability to observe and draw inspiration from his surroundings. In an interview, he stated: “Everything that strikes me is, in some way, a source of inspiration for me. Every form of art is included in this: from architecture to literature, from fashion to music. After all, isn’t design an act of poetry?” A passionate admirer of the visual arts, Viganò sees the use of new materials as an opportunity—a moment for knowledge and creative exploration. According to Viganò, a good industrial design project must be based on three principles: Affinity – the object should reflect the personality of the buyer. Functionality – the object must meet the needs of the user and be designed to provide a solution. Cost – it should be consistent with what is being offered. His style can be described as eclectic, always attentive to societal changes and focused on addressing the needs of contemporary living. From this perspective, he leads his team in seeking formal and functional responses to collective needs, creating elegant yet never conventional objects and environments. Viganò has many ongoing collaborations, both in exhibit design—often featured at the Salone del Mobile in Milan—and in product development. Notable brands he has worked with include: Poliform, Arflex, Bonacina Pierantonio, Bonaldo, Visionnaire, Arketipo, CIA International, Cogliati & Cogliati, Confalonieri, Matteo Grassi, Emmemobili, Estel, F.lli Longhi, Frighetto, Gamma International, Horus, Ivano Redaelli, Lema, Minotti, MisuraEmme, Porada, Saba Italia, Rivolta, Tappeti Artexa, Tisettanta, Turri, LiuJo Living Collection, YDF, Reflex, Twils, MEMEDESIGN, and Morelato. His Ellipses chair, designed for Bonacina Pierantonio, was nominated for the ADI INDEX 2010 selection for the prestigious Compasso d'Oro ADI Award.