Interview with Riccardo Capuzzo for Red Dot

I remember I did not sleep that much the previous night, but the whole event was such an intense experience that I did not feel the sleepiness till 4:30 am. The show was fun and interesting and I really appreciated the Avi Avital performance. There were many things that I would like to mention that made it a great night: the party, the design exhibition, the people etc., but if I have to pick up just one element that summarises everything and that characterised that night: it is the mood. The mood that you can create within such events is incredibly cool.

What do you think, what was the laureate’s feeling being honoured in the Konzerthaus Berlin for their achievement? 
Being awarded in such a prestigious location is for sure a further statement of the importance of winning the red dot, the big flags that waved in front of this important building, the great audience made of design expertise, the stage, the projections of their works and the attention of details give count of the magnificence and solemnity of the prize. This experience is a remarkable motivational push for laureates.

What kind of developments in the field of communication design would you like to witness?
There are two kind of developments I would like to witness, one is technological and the other one conceptual. The first one is to see 3D visual communication without 3D glasses, not just billboard but I would include labels, packaging and any sort of visual communication, of course it must be well balanced not to result too invasive.

From the other side I would like to witness a lack of homogenity, which is a rail that many designers are already following but not enough. Due to economic crisis as well the communication is addressing to the research of real values, of simplicity bringing up the cultural differences; a more honest and sophisticated way to communicate. I can’t stand the deficiency of creativity of many agencies that follow like mindless sheeps the trend of the moment; the death of trends would be a high achievement. It’s ok to develop a style but you have to add something more otherwise you’re just a living photocopier.

When does a good design achievement turn into a red dot achievement?
When it has no weak points. During the evaluation session I saw many good projects, but “only the best is good enough” and this is a common thought from the red dot jurors. You need to follow this high standard evaluation to guarantee the meaning of winning a red dot.