SORIANELLO

I think design as a way of solving problems of people in their daily lives. Many times, design becomes repetition just an esthetics issue that is not in the essence of a product. That´s what I like to change as designer. A product is a summary of many and opposing necessities, it is the result of determining which is more important than the others, It makes sense in the context where is to be used, in relation to the persons that will be using it, a product has subjective and cultural meaning, in less than a second people recognize and codify it by their memories. When all of this comes in place the product designs itself, It´s shape and components exists in harmony working together as a whole.... I've been working since I graduated as a freelance designer in a wide variety of projects, in collaboration with other designers, ingeneers, directors, and various areas, searching for true innovations and real improvements... Product design evolves with a wide set of tools to support the..