About Vittorio Bertazzoni
Vittorio Bertazzoni, CEO and chairman of Smeg, discussed the company's design philosophy and history in a 2011 interview. He stated that collaborating with architects such as Guido Canali, Mario Bellini, Renzo Piano, and Marc Newson helps make products "eternal" and not tied to trends. He said that some Smeg products have sold for 25 years after their initial production. Bertazzoni also said that the Modernist movement of the early 1930s set the correct path, and that patient refinement of products leads to quality that does not age quickly, unlike work that follows fashion.
In a separate 2011 appearance, Bertazzoni described the evolution of the kitchen from a utilitarian room to a space that merges with the living room, making product appearance more important. He said that sustainable growth and environmental impact are important, and that the industry will see incremental improvements in functionality, such as using electronics to reduce energy use. Bertazzoni also recounted the company's history, starting in 1882 with scales for the cheese industry, moving to wood-burning cookers in the early 1900s, and rebuilding after World War II under his father.
Source: AI-verified profile updated from Vittorio Bertazzoni's recent appearances.
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Transcript (16 segments)
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Narrator0:00
Smeg Presents
Vittorio Bertazzoni and Guido Canali on Classic, Smeg
Smeg and Guido Canali, a lasting partnership
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Vittorio Bertazzoni0:31
We first collaborated with architect Guido Canali almost 30 years ago. This was a very important period for our company, just as integrated products were gaining popularity. We asked the architect to interpret this design style, which would become increasingly important in our production.
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Guido Canali0:55
This has been an extremely fascinating experience, because working for the industry gives me the opportunity to refine a product, to never settle. It means I can admire it and examine it until it is perfect. Only then can I stop and the product can go into production. Working with Smeg allows me to work with experts and professionals who are extremely knowledgeable in their fields. They know everything there is to know about metals and the techniques used to work with them, so working with Smeg has taught me a lot.
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Narrator1:39
One of the most distinctive aspects of the Classic aesthetic is the use of steel, a noble metal that, at that time, was not used in domestic products. Appliances were mainly enamel-coated.
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Vittorio Bertazzoni1:55
When we launched Classic in Cologne, Germany, the dean of the architecture faculty used a 60cm and 90cm oven designed by Guido Canali to demonstrate to his students how architecture can be applied to everyday objects.
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Narrator2:31
Design principles of the Smeg Classic aesthetic
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Guido Canali2:35
While I design, I imagine a sea of unrecognizable faces, a world of unknown people who will interact with the product. A small part of the products designed for Smeg is this control knob, which has been used many times over the years because it is a success.
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Narrator3:06
Today, Classic by Guido Canali is one of the best-selling products around the world. Its most distinctive elements, the knob and handle, have also been applied to other product families such as hoods and refrigerators.
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Guido Canali3:34
It has a symbolic, semantic quality. A prominent wing extremely clearly indicates the direction in which the knob should be moved, and unlike cylindrical knobs, it is not difficult to grip and doesn't need graphics to show how it works.
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Narrator4:07
Architecture: going beyond trends. Apart from Canali, Smeg also collaborates with other architects and design studios including Mario Bellini, Renzo Piano, and Marc Newson.
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Vittorio Bertazzoni4:23
I believe that through collaboration with architects, our products become timeless; they are not tied to any trend. Just consider that some products are still sold even 25 years after they were first produced. I believe the path set for us by the Modernist movement in the early 1930s is the right path, even today. One must patiently research and refine the product and work to produce excellent quality, to make it the best it can be, so that the product doesn't age quickly, as unfortunately happens today with many architectural works that follow trends. Using a fashion to follow a fashion makes it age instantly.
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Narrator5:35
Smeg Headquarters: Architecture and Nature in Harmony
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Vittorio Bertazzoni5:39
After many years of collaboration, it was quite natural for us to ask architect Canali to design our new headquarters in San Girolamo, Guastalla. The instructions were both easy and simple. Most importantly, we asked for consistency with our environment, the Po Plain. Water was another important consideration; we are near the lakes of Mantua and the River Po.
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Guido Canali6:25
This building is essentially the synthesis of architectural beliefs. At its base are the needs of those who inhabit it. They must be satisfied in the best possible way, and in a way that allows them to feel comfortable in the building. Then there is nature; this office is like a protest for the environment that surrounds it. Ivy and bamboo, trees growing from inside the building, planted there on purpose, and great respect for the habitat that surrounds us. Here we are in the Po Plain, a geographic area of Italy on the banks of the River Po, which is dominated by the countryside. Therefore, it was imperative to create a low building, a building that does not disturb its surroundings in any way.
