The digital boom, the pandemic and #iorestoacasa, optimistic entrepreneurs, designers in crisis and a dearth of heroes, Daniele Lago discusses his vision of a rapidly changing world.
“D’you know what they say where I come from? You can only start swimming once the water comes up to your bottom: crises can produce great things: they unleash creative power.”
Putting to one side his usual enthusiasm, the data and end-of-year figures which – despite everything – were positive, Daniele Lago tends to talk in metaphors. Calling a spade a spade.
Formerly a professional volleyball player, the youngest of 10 children, born in 1972, a typical ‘youth’ – “one of the problems with Italy is that we ought to be young when we really are,” the CEO & Head of Design of LAGO SpA, has turned the family firm in Padua into an international business with more than 200 employees and turnover of over 40 million euros.
“Let me start by saying that design generates social transformation which also, but not only, includes the digital world. I fell in love with it – madly, he stresses – because it’s a discipline that gives you an all-round vision of the world, it is capable of giving sense and meaning to things and a reason for their existence.”