byDECORATIVE
Paul Day
94 DESIGN FILE
GIOVANNI CORRADO
DESIGN FILE...
GIOVANNI CORRADO
Giovanni Corrado, Creative Di- the same product can be made breadth and depth of glass
rector at Mediterranio, spent most byeither process,” Giovanni blowing skills. Ispend much
of his formative years bouncing explains. “In this case the cost time researching techniques and
around the globe. Born to Italian benefit of mass-produced prod- finishes which have not been used
parents in Madrid in the 1970’s, ucts is likelyto outweigh anyvalue for some time, and look to apply
he went on to live in Mexico City, added bytraditional craftsman- these in different waysorcombine
San Francisco, Barcelona and ship. Everybusiness must learn them in unusual formats. Ilike to
Switzerland before the family to playto its strengths –for mass create pieces which inspire our cli-
finallysettled in the UK where manufacturing thisislow cost ents to see beyond the vernacular
Giovanni finished school. Medi- and uniformity,resulting from of traditional Venetian Glass.”
terranio -the renowned producers high volumes and limited choice. He also explains that his peripa-
of Murano glass -was verymuch If aclient is in the market for a tetic upbringing has had an influ-
the familybusiness but it was nev- £100 chandelier we will never be ence in this regard, “I recognise
er presumed that Giovanni would able to compete with this, so the that whilst we [Italians] are usually
end up there and the fact that he important thing for us is to NOT artisans of impeccable quality,
read International Relations at the make achandelier which could and often architects of innova-
London School of Economics is a be mass-produced for £100. tive ideas, we are rarelygreat
clear indicator of this. “Our strengths are that we are consumers of Design. How design
As it turned out, his first involve- able to adapt existing designs to is edited in London, byinterior ar-“When I come
ment with the companycame suit client requests without dif- chitects and designers, journalists
when he designed their website ficultyand most often without cost and stylists, retailers and hoteliersacross the seed
but he enjoyed the environment implications. We are also able encouraged me to challenge whatof an idea, I first
and, after some negotiation, was to take on bespoke projects of Venetian Glass could offer in the
given the opportunityto explore all sizes and applyour creativity 21st century.London showed meimagine what
some of his ideas. and ingenuityto everyclient who there is awayto tread the fineit might look
Of course, what sets Mediterranio requests it. We are also luckyto line between respect for tradi-
apart from most of the light- work with aparticular craft tradi- tional craftsmanship and contem-like suspended
ing companies featured in these tion that is globallyrecognised. porarydesign ideas.”from a ceiling.”
pages is their manufacturing This tends to create an under- Mediterranio produce awide
technique, which is deeplyrooted standing in our clients of whyour range of furniture as well as
in the artisanal world of glass- products are precious.” lighting,but at first glance it
blowing.So, how does acreative This clearlymakes sense but sure- seems that Giovanni has pinned
process such as this compete in lythe verynature of glassblowing his colours to the lighting mast.
the modern age? limits what can be created. Is this Would this be fair to say?“When
“Traditional manufacturing tech- not asource of frustration to a Ibegan to introduce designs into
niques struggle to compete with creativelyminded person? the companyportfolio myremit
mass-produced products where “Murano offers both agreat was to build upon our reputation
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