It was one of my first projects, and I owe it to a casual meeting with Andreina Roja, who runs the Sumampa Foundation, which promotes and revives the authentic value of the artisan tradition in northern Argentina. Thanks to her I learnt to see design as a means of cultural expression. It was hugely satisfying to see something made in my own land, using unique technology, that is unknown or not possible in Milan, alongside the best products in the world. I think there’s a mainstream culture, dominant, more effective, but that there are valuable elements in other cultures that cannot be integrated. This could be the role of design: integrating these elements into the system and generating different value, using workers’ know how and artisan techniques which are, precisely, unique. We need to manage to enrich the mainstream, which will always be topical, but not by repeating styles. In other words, I think that the initial perception of an object is linked to its looks, but if you look deeper, it’s the way the project has been handled that brings the true value. My profession can discover all this, if it thinks through its social role.