Dive into the world of Lodes and its visionary Managing Director, Massimiliano Tosetto, exploring the company's evolution and Tosetto's lifestyle and sources of inspiration.
Product Design, Conversations
In our ongoing series exploring the profound interplay between lifestyle and creativity, we are thrilled to present an immersive interview with the visionary Managing Director of Lodes, Massimiliano Tosetto.
This conversation, rich in depth and insight, unfolds in two parts. The first propels us into the luminous world of Lodes, a reputable decorative lighting manufacturer, shedding light on the evolution of its brand vision. From exploring market shifts to discussing collaborations, from delving into successful product lines to hinting at future projects, this interview offers a vivid exploration into the heart of Lodes and the mind of Tosetto.
1.Could you please elaborate on Lodes' brand vision and how it has evolved over the years?
Massimiliano Tosetto: Founded in 1950, Lodes has evolved into one of Europe’s leading designers and manufacturers, creating contemporary lighting that seamlessly blends design and technological innovation.
Our products are designed to enhance living spaces, offering easy installation, immediate interaction and energy efficiency. Lodes ensures quality throughout the supply chain, from material selection to production techniques, deliveries, and post-sales service.
The company’s transformation saw a significant rebrand in 2020 from Studio Italia Design to Lodes. This marked a shift in research, design, and innovation to develop versatile lighting solutions. Today, Lodes stands as one of Europe’s foremost manufacturers of decorative lighting, operating in over 90 global markets.
2.As a prominent decorative lighting manufacturer, Lodes has witnessed significant shifts in the market. In your opinion, what has been the biggest change, and how has Lodes adapted to it? Looking ahead to 2024, how does Lodes plan to balance continuous innovation with the preservation of its core brand values?
MT: Following the pandemic, we’ve noticed a market-wide appreciation for good quality materials and products that allow interaction. While continuing to research and prioritizing technical innovation, we also aim to champion our Venetian heritage through the use of blown glass and materials typical of the area.
3.Lodes' success as a business relies on expanding into new markets. Could you please provide insight into the specific reason why Lodes chose to establish an office in Hong Kong?
MT: We opened a new office in Sheung Wan, Hong Kong, as part of our plan to grow business across the Asia-Pacific area. Hong Kong is a key city for us in terms of business relations, with immediate access to the wider Asia-Pacific region. This specific neighbourhood is known for its blend of tradition and modernity, full of art galleries, chic boutiques and architectural practices such as Snøhetta, which makes it an ideal setting for Lodes. The opening marks an important development in Lodes’ journey within the region.
4.Collaborations with designers and brands have been a key aspect of Lodes' recent product launches. What criteria do you consider when selecting a collaboration partner? How do you ensure that the collaborative process aligns with Lodes' design characteristics while allowing the designers' styles to shine through?
MT: Collaboration is a key aspect of our creative identity. When it comes to selecting designers or architects for new products, they must adhere to a set of guiding principles that reflect our unwavering commitment to creativity and innovation.
One of the fundamental principles guiding our collaborative approach is the emphasis on the concept over the prominence of names. We look for designers who not only complement our aesthetic sensibilities but also challenge us to think differently and explore new design territories. It's about finding inspirational spirits who share our vision for creating meaningful, impactful designs that enrich people's lives.
We are drawn to creatives who possess a fearless spirit of experimentation and a relentless drive to innovate. Ultimately, our collaborative approach is not just about creating beautiful products; it's about forging enduring relationships, and nurturing creative synergies.
5. During the collaboration with renowned designers Ron Arad and Chia Ying Lee, how did Lodes support the designers throughout the process? Were there any notable challenges faced? How do you strike a balance between maintaining Lodes' design identity and showcasing the individual styles of the collaborating designers?
MT: Ron Arad’s collection, Cono di Luce, presented a great challenge for us in terms of technical development. Lodes was able to bring Arad’s sketch to life through using a PCB board as the main feature of the final lamp.
Our product team works closely with collaborating designers to find the balance between their individual style and Lodes’ identity - ensuring their design aesthetic is clear in the end product, while making it technically viable. A continuous exchange between the company and the designer is vital to developing a great project.
6. Lodes' product lines have seen notable success in recent years. Could you share which product line has been the best-selling one? Do you believe that the sales data reflects changes in users' lifestyles?
MT: Our best-selling products include Random Solo and A-Tube Nano, as well as some of the newer collections such as Tidal and Volum. Our sales are showing a demand for adaptable lighting. We find customers are increasingly investing in lamps and pendants that offer versatility and that cater to multipurpose interiors.
7. Are there any exciting projects or new initiatives that Lodes is currently preparing for and can share with us?
MT: We are working on several new projects that will be unveiled during Milan Design Week in April. Firstly, we will launch our new collaboration with renowned Italian architect and designer, Paola Navone.
We are also extending our collaborations with renowned designers and firms such as Snøhetta, Ron Arad, Patrick Norguet, and others. Our goal is to continue developing helpful technological design solutions with a high design standard.
In the second part of this interview, we get an intimate look into Tosetto's life and the sources of his inspiration. He takes us through a day in his life, his favorite cultural influences, and his future travel plans.
1.Walk us through a typical day in your schedule. How do you balance your responsibilities within Lodes and your personal life?
MT: Finding balance can be challenging, especially with family responsibilities and the potential for around-the-clock work. Normally, I wake up around 6am and I try to exercise at least three times a week before breakfast. I head to the office around 8.30/9am until 7pm. After work, I will spend some quality time with my family. Despite attempts to carve out extra family time, I prefer to take full days off to prioritize family commitments, rather than a few hours here or there.
2. Can you recommend a favorite book, playlist, or movie that has had a significant impact on you? We would love to share it with our readers.
MT: I have to say that I'm not a big reader and I only listen to music on the radio in the car. I generally prefer documentaries or talk shows about current affairs over movies. I recently watched “Le Mans: Racing is everything” and would highly recommend it to any car fans.
3. What are your travel plans for the future? Is there a specific destination that you are excited to explore next?
MT: I do not have many holidays or travel plans coming up as I’ve just had my second child, so we are very busy at home! However, I will visit the mountains in the Dolomites soon as my eldest son is learning to ski.
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