This week, we interview Franco Roncoroni, Design Director at Fahrenheit 212.
What do you do at Fahrenheit 212?
Every day, I join the team as Design Director to do what I love doing – designing inspirational, simple and powerful experiences for all our clients. I love to collaborate with the “Magic Team” to bring insights, intuitions and intelligence to life for all sorts of projects.
Where do you feel most creative?
When I’m following my childlike curiosity as an “urban flâneur,” immersed and absorbed in all types of urban backdrops. I have become a real urban spectator, an amateur detective and investigator of the city.
But creativity also needs a team, so I love to share my thoughts and ideas with people.
Do you have any rituals for the innovation process?
I sponge – I absorb the core complexities, ambitions and desires of the client – I then clean up on delivering simplicity.
I’m a seeker for serendipity and taking in stimulus from everywhere; immersing myself into people’s behaviours and not leaving any stone unturned on a project. Only with an informed, open, and fresh mind, can I then start to simplify my ideas; sketching, writing, drawing again and again until I find a solution. This for me is the most important part of the process.
Where do you call home?
Home is where I can process my life experiences at ease.
What do you never leave home without?
I never leave home without the ability to capture, recall or share my experiences in the moment (short answer: my smartphone)
When did you first get into the field of innovation?
A year ago I had a desire to challenge myself, grow and learn. Coming from an agency and design studio background, innovation was the next best direction of travel to keep me on my toes. It was a series of serendipitous moments that placed me here, when I explored what I’d be doing; I thought “Aha! I want to do that.”
What innovation are you most proud of?
My first – designing the experience and the interface for an interactive mirror for Levi’s back in 2008 always makes me fist pump the air! It is still my favourite piece of work, probably because it was my first chance to design an end-to-end interactive physical/digital experience. Seeing my efforts come alive from concept to a concrete solution was very exciting.
What is your go-to reading source?
Twitter, Pocket and the Fahrenheit 212 Glip channels are the best starting point for my daily reading.
What is your favorite innovation from the last decade?
The iPhone. Sounds banal? Can you imagine life without the power to be connected to the world in a better way?
Do you have any side projects, hobbies, or a previous life you would like to share?
This feels like a dating profile question – so I’ll answer it like one. I enjoy electronic music, illustration, art and architecture. I’m now focused on urban/street phone photography and planning to create a couple of books out of that soon. In my in my previous life I was probably a Polaroid camera.
What is your greatest life hack?
I seldom end up where I want to go, but almost always end up where I need to be. This helps me not take myself and those who don’t matter too seriously.
What are your go-to podcasts?
Definitively Design Observer & The Great Discontent.
What is your must-read book?
My own – one day. I could list dozens, but let’s say “The Naked Ape” by Desmon Morris this time to stick to the plan.
What is your favorite place to spend time in London?
Where I want to go is standing on the roof – but I’ve always ended up happily sitting on the upper deck of a double decker bus taking life in…