I arrive a little early in Mariano Comense, in the Province of Como. I have no trouble finding the company by Luigi Rugiano, an imposing, modern building with large windows and surrounded by greenery. I take a seat in his office, fascinated by every single object present. Luigi Rugiano offers me a coffee, or rather he makes me one himself. Next to the rigorously short espresso, some peanuts, how can you say no… and we start chatting pleasantly.

"Do you know what interests me the most? Making people understand that craftsmanship is an art that is handed down from father to son, there is no school that can teach you, it is a precious treasure. We do pure craftsmanship, each piece hides careful research in the design phase. Of course, not all families have someone who is interested in following and giving continuity to the family business».

But you have your son Alberto who already works in the company…

«I feel very lucky, also because he not only works with me, but is also a designer. He has always had a passion for drawing and creation, so much so that he initially wanted to do architecture and for a while he attended the Mendrisio Academy before completing his studies at the European Institute of Design in Milan ».

I imagine you travel a lot, you are always busy, also because Rugiano is a very renowned international company…

"Certain! And it is also linked to Lugano (satisfied), in fact my son Alberto, in addition to living there, also has a company in Ticino, Aerre Design Projects, which deals with development and design especially in the hotel sector, but also with luxury residences: and in fact we are completing a new showroom in via Trevano. We are talking about 700 m2, a very beautiful location that will become our Swiss headquarters, a point of reference for customers beyond the Gotthard».

Don't misunderstand me... but you have a wonderful office here, why also open a showroom in Lugano?

«It's not an obvious question, because the decision to have a showroom in Switzerland was actually thought out. Over the years we have noticed that the customer who arrives in Lugano sits down, no longer wants to move... and therefore we decided to go to him (he smiles). Furthermore, in Lugano we will devote much attention to design furniture for the hotel sector, yes because the future will be very concentrated on aesthetics, beauty, feeling good in an environment and therefore also historic hotels, such as those who have never heard the need to change, they will have to make new investments to keep pace with the market. As we know by now, customers are increasingly demanding and willing to pay, but for the sake of it... otherwise they change their destination, without thinking too much about it».

In addition to the showroom, we must say, your son Alberto has lived in Lugano for years, why this choice?

«The choice initially dictated by a course of study, was then over time a definitive life choice. The tranquility, security and stability of the country have literally made him fall in love with the area to the point of staying there to live! This choice of his, combined with the beauty and naturalness of the Swiss territory, then led the whole family to move to Ticino».

You have Calabrian origins, you arrived in Milan as a boy and created an empire from nothing, do you miss your land?

«Calabria, its sea, its flavors will always be alive in my heart.
I was born in a small village and my parents were in agriculture. Now she's just my mom left, she's ninety-seven years old, but she's still a very strong woman, with a strong character. Given her age, we have recently moved her to Brianza, close to us, to be able to enjoy her to the fullest in the last years of her life. But let's get back to me… I arrived in Milan when I was twelve, to study, because we had relatives in the city and in those days it was a great opportunity, I couldn't have said no. When I saw Milan I was amazed, I didn't understand what people found in what they already described as a big city; but in the end it wasn't so bad since I stayed here (we laugh). I started working in the furniture sector by chance, and my success started with brass beds, then I moved on to metal up to wood: at this point I created the brand that many people around the world know».

Told like this, it's almost easy...

"Actually. However it is true, I created all this from nothing, but even when I had nothing I looked overseas, I thought of creations that could go far, appeal to an international clientele, not just Italian. Today Rugiano is a brand aimed at the world and watched by the world, synonymous with internationality, offering a unique and timeless product».

A trivial question, but a mandatory one, if there is an answer: the key to this success?

«I've always been ahead of my time, I don't know if by luck, talent, chance... in any case, I started with brass beds at a time when brass was making a significant profit, then I switched to metal before the market collapsed . Even the metal then had a split and before that happened I had the foresight to change direction again, probably the one closest to today's Rugiano, I acquired a company with the "know-how" of leather goods, leather working , leather, wood; combined with our ability to work metal, brass, year after year I went on to build more and more a complete collection, with a precise and recognizable identity in the world, that identity which today allows us to be defined as a brand».

But how does he do today? Times have shortened and competition is fierce...

«Let's say that we are still at the forefront today. We are very attentive to how the market moves. Of course things have completely changed, because we now have a complete collection; the total look (the ability to completely furnish an entire property) is a market demand, we can't turn a blind eye: small businesses will disappear, I don't want to appear cynical, but that's the way it is».

I guess that as an entrepreneur you have to learn to look at the world even with a certain coldness, but how does he manage everything? Are you able to delegate or do you need to have everything under control?

«Let's say that in this type of company I'm forced to delegate, but it's not always easy, because it's a complex reality. The design, the expertise, attention to detail are key. You don't do an activity like mine just for the economic pleasure, that at most comes later, you do it because it's your life, your passion, what makes you get up in the morning motivated and happy. When I make a piece I look for absolute beauty, I spend hours and hours here in the company and it doesn't bother me. We have created a reality where passion is breathed, where collaborators have their own spaces; I wanted a vegetable garden, an outdoor kitchen, some greenery, because in the end this is like our home, it's where we spend most of our time».

But do you think this sense of aesthetics is innate or is it acquired?

“In my opinion, as far as I'm concerned, it's partly innate. I have an almost obsessive attention to detail. Sometimes, even by chance, I walk around the showrooms and almost look for a detail out of place! Absolute perfection doesn't exist, but I do my best to get as close as possible» (laughs).

So he was already so picky as a child?

«I don't think so, however I was tidy also because I grew up quickly, I had to fend for myself, learn to cook, wash, do everything. And I also wanted to pass this teaching on to my son, who is now XNUMX years old, but professionally already XNUMX years old».

Alberto grew up professionally in the company from her, even if the parents often send the kids to gain experience from third parties…

«Initially I thought about it too, I reflected, I confronted myself with friends and colleagues, then I said to myself: "I did everything by myself, no external experience and so will my son". Today I am happy with my decision and I am proud of how Alberto has grown professionally».

And his wife?

"You don't take care of the company, it was a decision we made together."

Excuse me, but who furnished your house?

«A little together (silence)... to tell the truth, my wife let me do it because she didn't want to take away this kind of satisfaction from me, she's known me for forty years, she knows how much I love decorating!»

Can I tell you something? I would be a little in awe of inviting her to my house, also because with her critical eye of hers she would see a thousand flaws…

(Laughs). «Look, don't worry, I'm used to it because mine is a professional deformation, I can't help but come in with a critical eye, look at how the furniture has been matched, see which objects and paintings have been chosen. I've been in many homes, even those of wealthy people, but I've rarely seen beauty... this is also in homes that I've completely furnished and where, for one reason or another, various objects have been added that had little to do with it with what I had thought. By now I'm like this, I'm a stickler, I don't think I'll change anymore ».

Bombshell question... but where are we in Ticino as far as good taste is concerned?

“As far as I'm concerned, there's a lot of space! There is perhaps a little less culture in terms of design and details, but on the other hand Italy is unbeatable in this! Despite this, I have noticed that in recent years Ticino and Switzerland in general are also increasingly approaching this world and I am honored to be part of it».

So design is a safe investment…

«Today you choose a restaurant, a hotel, for the atmosphere you breathe, feel, for the energy it gives off, then naturally for the kitchen, but in the end you also eat well at home. So yes, today as today, design is a safe choice and it is reaching everywhere: houses, hotels, restaurants, but also boats and companies».

Tell me, how is a piece of design born?

«As far as I'm concerned, I think of a timeless object, something that can be handed down, that doesn't lose value. The choice of materials is also important, it is the quality of the raw material that lasts for decades. I use the same philosophy when I have to furnish an entire house, I propose a timeless total look that doesn't get tired, rather that gains value over time. The greatest challenge in design is fighting time, if you manage to give life to a design that goes beyond the passage of time without ever aging, then in my opinion you have the maximum expression of this term».

When do ideas come to you?  

«Inspiration is a moment, it comes by looking at a person's eyes, a detail, it's a sort of enlightenment, clearly my professional experience together with often traveling around the world opens my mind a lot and helps me in this commitment creative".

You are a far-sighted person and surely you already partially live in the future, aren't you afraid of a design crisis?

«I don't think there will be a setback, but the trend will be to go more and more in a well-defined direction. There will be the high-end range and the cheaper one, the middle ground will tend to disappear. As far as the lines are concerned, we will continue to revisit the past, we started from the '20s and today we are in the '70s, with round shapes, wrinkled fabrics… it is the materials that change, printed, refined, soft to the touch leathers».

We talked about design, everyone knows this English term, but in the end what does it really mean?

«Design lies in forms, in new ideas, unfortunately today the term is abused, I could say that design is everything that has not yet been done, which requires expert craftsmen and moves away from industrial production».

Let's go back to the craftsmanship, we started by saying that yours is a production of high craftsmanship and today good craftsmen are hard to find…

«This is a real problem, we sell, but finding someone who works the raw materials well, who makes upholstery, carpets, works with leather... is becoming complicated and machines can never replace the experience and love of the craftsman. My appeal to young people is this: if you have a love for manual skills, for furniture, don't miss the opportunity to learn from the few remaining true Italian craftsmen».

After the chat, I'm lucky enough to be able to visit the exhibition spaces, the room reserved for lunches, the open-air courtyard with an incredible vegetable garden, a kitchen with grill and a dreamlike atmosphere. All born from the determination of a boy who arrived from Calabria and who initially didn't even like Milan that much.