While the word is widely used as a paradigm of creation and modernity, languages and cultural differences make almost impossible to simply define what is “design”.
In the English-speaking world, the word “design” is always associated with another term: product design, packaging design, communication design, etc… Italians combine the design of the object with an idea of a precise space of reference, plus a recognizable sensorial dimension of colors, materials, and technologies. For the French, “design” mostly speaks for the conception of products and objects produced industrially, which, in the end, relates to a rather limited field of product design we may assimilate as “style”.
Nevertheless, today, “design” has become mainstream and its perception by the larger public has reached a point where furniture design tends to define “design” as a whole.
Creativity and technology make now design a global obsession, yet managing to embrace an increasing respect for the environment and our future (eco design, sustainable and inclusive design, etc....).

More than ever before, recalling Raymond Loewy, “design is good business”.