What was the spark that inspired you to start your own business?
Seletti is a family company, so the spark was surely my father Romano, who founded the company in 1964. It was a different brand back then and my goal was to work on its evolution; but the lessons I have learned from my father are the guidelines of what I do.
What were those first steps you took to launch? And what would you say was the scariest part/your biggest fear?
Following the advice of my dear friend Maurizio Cattelan, I have always tried to do things differently than what others did, always trying to see everything from another side. At the beginning I used to be inspired by others, now I find that others are inspired by Seletti and even copy it! My biggest fear is running out of ideas. Luckily, it has not yet happened!
Tell us a bit about how you design/make your product. Who/where/how/why etc.
Hard question! Mainly because Seletti is no ordinary design company, so even the design process is extraordinary. Seletti is a mix of materials that lead to a balanced chaos and it feels magic… but I find it hard to understand how it happens!
Describe your customers and the community you have built/embraced.
Seletti inspires radical feelings: either you hate it, or you love it; there is no halfway. I have to admit that even in my own family I see that every day: my mother, for example, has no Seletti pieces in her home; she finds it hard to like what we do, and she criticizes me all the time! And that’s why I have the utmost respect for those who do not like how creativity. On the other hand, people who like Seletti, really love it.
The difference between our competitors and us is that our customers have become our FANS.