Diesel Living returned to Fuorisalone 2024 during Milan Design Week with the exhibitions Red Takeover and Silver Dome. C41 Magazine observed and discovered the new lifestyles with products from Moroso, Lodes, Iris, and Scavolini, surrounded by Diesel Living’s iconic colours: namely, red and silver.

Luca A. Caizzi: Who is Andrea Rosso? I’m more interested in learning about you outside the narrative of constructing your creative persona. Who are you when you’re not making things?

Andrea Rosso: I’m a father with a lot of passion, curiosity, and enthusiasm. I love to read about nature and immerse in it. I love to dig into vintage markets.

LAC: Sensory art that replaces the domesticity of environments. How useful is Diesel Living’s design, and how singular?

AR: What sets Diesel Living’s design approach is its singularity. Its pop and straight forward styles shape a new world for a home that celebrates a liberating sense of togetherness. Our designs incorporate bold aesthetics, innovative materials, and unconventional forms, resulting in environments that are both visually striking and deeply resonant.

LAC: What is the path that leads you to choose brands to collaborate with and create these new places to live?

AR: The path to selecting collaboration partners that have a made in Italy know-how is a dynamic journey. The collections we launch are a blend of Diesel’s style and attitude with each specialty partner’s industry know-how and top-quality design capabilities: in fact, we collaborate with Italy’s most illustrious producers of furniture, lighting, objects, kitchens and bathrooms, floor and wall coverings, and home textiles blend the singular message of Diesel Living. Each partnership adds a unique layer to our narrative, enriching the Diesel Living experience for our audience and redefining how we inhabit our surroundings.

LAC: Your approach to design is clear and always forward-looking with a particular presence in the present. How important is the domestic space for the younger generation?

AR: Our approach to design at Diesel Living is deeply rooted in innovation and forward-thinking, yet it remains grounded in the realities of the present. The domestic space holds immense significance for the younger generation, as it serves as a canvas for self-expression, a sanctuary for creativity, and a reflection of personal identity, now more than ever. In an increasingly digital world, the home’s physical environment has become even more vital, providing a tangible connection to our roots and a sense of belonging. It’s where memories are made, ideas are born, and lifestyles are curated. We recognise the crucial role of the domestic space in shaping the experiences and aspirations of the younger generation, and we’re committed to crafting environments that inspire and empower them to thrive.

LAC: How did you choose the brands you collaborated with for design week?

AR: The choice of brands is very important, so we must connect with someone who espouses our project about what Diesel wants to be and communicate. All brands also are Made in Italy so there is a focus on quality that is also typical of Diesel. With the arrival of Glenn Martens Diesel has changed target and evolved a lot. it is very important to study the target and study a lifestyle that matches what Diesel is building. In Diesel Living we find a futuristic installation with furniture elements such as kitchens and sofas, all products represent the philosophy of the brand, which continues to grow and innovate, especially in the furniture part!

LAC: How important do you think the domestic space is for the new generation?

AR: It is important! First to understand the types of lifestyles that the new generational consumer possesses. In addition, it is very important to understand the time, place, size, and materials of the new generation. This futuristic approach of Diesel living is what we are developing for the new generations, being careful about the demands on cost and quality while maintaining a strong Made in Italy. Diesel Living is iconic but we want to surprise more in the future!