Vincent Van Duysen talks about his role as Creative Director

The role of creative director can be a complex yet very rewarding one. When our collaboration started, the company wanted to bring Molteni&C | Dada back to its core values, more domestic, refined and elegant.

My method is very hands on, and I have a very professional bond and relationship with the Molteni family. I feel like I am free to follow what comes next and to follow my instinct. I know which direction to take with Molteni&C | Dada but I continuously keep in mind to maintain high standards, and to strive for refined details with an eye of regard toward the hidden tech behind their products.

We are quite direct with each other, especially when it comes down to creativity. There is a constant exchange with the company about prototypes from which I always receive constructive criticism. Feedback can be a simple email, a long meeting or a quick phone call; the exchange is never-ending.

The future challenges are based on a symbiosis of worlds with an architectural and interior design attitude that tries to rethink and re address both the world and the art of living. I will definitely continue the successful path of the last 5 years with the same consistency. For the future we plan to constantly improve and refine the image of the brand and the collection, defined by a specific theme/topic every year.

In general, creative directors need to take into account that new collections will evolve from the changing times: Think of Covid-19, and how social distancing and home working has changed. More and more, we are blurring the lines between living and working spaces due to sort of a hybrid work / life balance. Personally, I want to keep on designing and creating new architectures, products, and interiors; create for mankind in an organic way, giving timeless objects to human beings. In general, with regards to future ventures, I find a lot of enjoyment in the consideration of each new project as a chance to test fresh or unexpected ideas. I am continuously designing in my mind so the chance to innovate and further develop this fil rouge that runs through my work is always a welcome challenge.

This year’s theme at Salone truly matches the direction I took in my new designs which is steeped in openness and transparency, there is a common thread which is lightness and the will to enjoy nature, to be en plein air and adore breathing in oxygen. Organic is another theme present both at Salone and in my work, as with my new collections I am adopting natural curves and sinuous shapes.