There was a lot of interesting new ideas and these designers tried to reinvent our discipline. Starting from a completely different point, which was not the traditional approach to design which is related to companies and production, but from a totally new approach, more human, more connected with our needs.

The 90s were a very happy period, the market was moving very fast, everything was growing towards a brilliant future. This is the reason why not only in our work but for example, the computer of Apple in the 90s was very colorful. It had a clear relation with the Alessi feeling, so Alessi was a very important reference.

Merdolino showed that design could enter into any kind of product, to change completely the image of the product - so a product which was never considered before by design became something very emotional, attractive, which created a lot of paths in communication.

I created Qeeboo by calling some friends who were designers connected by a similar approach. Different in terms of language, but all these designers work with a narrative and figurative approach. And all these designers are not traditional designers, each of them creates his own scenery. His own sign. His own landscape with his object.

I never want to design a rabbit for a rabbit. I had this idea where the ears of the rabbit could become the back of the chair. I take a lot of care in this. I never want to design a sculpture. But after the rabbit itself became such a strong icon that today we develop such a product in many different sizes.

So qeeboo has this characteristic. To be identified through very strong iconic products. To be iconic is our essence. We have to concentrate, to condense the product into a strong, communicative power.