at the forefront of furniture design : DesignWanted

Antonio Lanzillo is clear when it comes to his vision for Italian design brand, Damiano Latini: “My goal is to be at the forefront of international furniture design — an objective that involves working both internally and externally to encourage innovation and promote cultural change,” says Lanzillo.

The interdisciplinary designer is the newest art director at the helm of the brand, which has been making furnishing accessories and fully customizable modular systems for over 20 years. Now, Lanzillo wants to pay particular attention to the experts that make up its intimate 3-person team, helping to create a cohesive brand image as well as a united way of working.

 “The quality of the projects we develop is linked to a precise business strategy that focuses our design thinking on creativity and building a solid and recognizable brand identity. This, I know, will better position us when it comes to facing international challenges.”

A core component of Lanzillo’s strategy is imbuing high-end design values to its products, which is why he is determined to continue the brand’s work with established international designers, launching projects that can be optimised and industrialised by the company’s in-house research and development team. 

This synergy between creative ideas and technical skills has already led to several products being recognised for their innovation. In the last five years alone, the brand has received multiple international awards including the Red Dot 2022, IF Design Award and Good Design Award. Meanwhile, its recent Super Chair has won the German Design Award 2024, Archiproducts Design Award 2023 and the Contemporary Good Design Award 2023.

“We create products with a unique design and with the aim to excite — that is our intention: design to surprise.” 

Antonio Lanzillo, who cites playing with Lego as a child as his inspiration to become a designer, has an affinity with the concept of surprise as a design strategy. “I feel that my journey to becoming a designer was partly by chance and partly because it was my destiny. When I wasn’t playing with Lego, I would spend time observing my grandfather who was a carpenter. Holidays with him showed me what true creativity was.” 

Lanzillo went on to study at the Polytechnic of Milan, incorporating futuristic shapes, innovative materials and minimalist design in his final projects. These core components are still at the centre of Lanzillo’s practice, which includes his own design studio and international creative agency, Antonio Lanzillo & Partners.

“After graduating I set up the practice to create unique products as well as communication strategies across multiple sectors: from interior design to urban furniture, lighting, consumer electronics and watchmaking,” Lanzillo explains. “We’ve had the opportunity to work with important companies such as Repower,…