“What interests me is not to start from scratch but to find subjects that have been a little bit forgotten, like taking old toys and understanding how you can play with them as an adult”,says the designer. For the creative re-launch of Danese (purchased by Artemide in 1999), he spent nearly five consecutive months in Milano: “I wanted to revive the way the company used to work in the past, when there was an editor and very few designers and they were doing research rather than just making products”, explains Gilad.
“There are many small and honest symbols in the exhibition reminding us of the past and sometimes even letting us laugh about it, humbly. For me, it is important to move on with the future in a lighter way”, emphasises Gilad. Before accepting this position he demanded enough freedom to be able to play and waste time on things that do not necessarily lead to final products. To mark the new direction, Gilad also added two dots to the Danese Milano logo: a hint to open the eyes – both to the past and to the future.