26 September 2018

Barbara Minetto, Magis
Vision, experimentation and research: that “little bit extra” that makes the difference

Launched by Eugenio Perazza in 1976, Magis is a company that has made experimentation and creativity its raison d'être. Its designs stem from reinterpreting everyday objects which, by harnessing its vision and the infinite possibilities offered by the new technologies and new materials, inspire an eclectic and constantly evolving catalogue, in which every product has its own story to tell, speaking a universal emotional language. The company’s aim to make accessible products of the highest functional and technological quality, developed alongside leading international design figures, not just with an eye for looks, but also with ethical and poetic design vision.

Stefano Giovannoni, Jasper Morrison, Konstantin Grcic, Ronan & Erwan Bouroullec, Marc Newson, Ron Arad, Naoto Fukasawa, Marcel Wanders, Philippe Starck, Zaha Hadid Architects and Thomas Heatherwick are just some of the designers who collaborate with the company on products that are 100% Made in Italy, each with their own narrative and personality, statement pieces for both domestic and collective spaces. Their wholly Italian manufacture serves as a guarantee of top quality, along with with a tradition, which, from its cultural and artisan roots through the style evolution and industrial growth of the Eighties and Nineties, is still one of the company’s greatest strengths.

Interview with Barbara Minetto, head of marketing and communication at Magis.

Magis, a Latin word that means more. How does this ancient adverb express the DNA and vocation of your brand?
We have always tried to put something “more” into what we do. The name one carries can serve as a declaration, and so it is for us. The “more” is what distinguishes our approach to design, to products, to relationships.

Your products are often the result of experiments: does a hunch about what will become a design trend underlie your approach or simply a desire to create something new?
Mostly technology is what guides us in developing our products. It is the research into materials, how they are used. Often ideas are formulated internally by a particular desire to use a certain technology or material. We plough our own furrow, we’re not interested in trends, what does interest us is uniqueness and being different from everyone else.

How do you choose your collaborations with your designers, often leading figures on the international scene?
It’s quite simple. We try to entrust the ideas conceived internally at Magis to the designer we feel most appropriate, most in tune with the idea behind the project. We have a very close relationship with the designers, one of great reciprocal respect but also one of give-and-take. It’s this ongoing interchange that raises the bar of the projects.

How much research do you do and in what direction as regards new technologies and materials?
Research is an important part of our investments. We are currently continuing to experiment with bioplastics and new metal alloys.

You’re one of the three companies to win the Salone del Mobile.Milano Award: what does that mean to you?
It is undoubtedly a huge recognition and a reward for our commitment but it also pushes us to work even harder towards Salone del Mobile 2019.


#Magis, #Barbara Minetto, #technology, #new materials, #emotional design, #innovation, #Made in Italy, #Stefano Giovannoni, #Jasper Morrison, #Konstantin Grcic, #Ronan & Erwan Bouroullec, #Marc Newson, #Ron Arad, #Naoto Fukasawa, #Marcel Wanders, #Philippe Starck, #Zaha Hadid, #Thomas Heatherwick, #Salone del Mobile.Milano Award