In Profile:
GOOOD srl

Name: Ascanio Malgarini

Company: Goood srl

Position within company: CEO & Senior Designer

Website: www.goood.it

Tell us a little about your background in design:

All my expertise stems from the realm of film directing and content production. I harbor a deep passion for narrating reality, for elucidating the essence of things through imagery, aiming to craft an immersive experience and evoke profound emotions. This ethos is seamlessly woven into the fabric of product creation. From my perspective, a product should be poised to engender a lasting experiential impact.

How would you describe your personal design style?

My style lacks a well-defined template; rather, it diverges from any predetermined schema. It is contingent upon the specific focus and priority I choose to allocate to particular elements while crafting my product.

Where does your design inspiration come from?

My inspiration emerges organically from the situations I find myself in or have experienced. It stems from a mental state attained after transcending my boundaries and limitations.

In what direction do you feel that design is moving towards in a general sense?

The design landscape is increasingly embracing a trend dictated by society, centered around sustainability and eco- consciousness. To this, I add the imperative of extreme product customization—creating solutions tailored precisely to the target audience and individual clients. Lastly, it is moving towards fostering intimacy with the zeitgeist.

Name five key themes to consider when approaching design in 2024 and beyond.

As previously mentioned, I would prioritize sustainability above all else. Following that, the concept of continuity with the surrounding environment, making the product something to fully engage with.
Thus, there’s a vision of dematerializing the product: it transforms into an experience in itself. Then there’s the theme of personal enrichment provided by the product: it’s no longer about owning a product for a certain social status, but rather for self-improvement. And lastly, the vision of the future: creating a new product today means betting on the future, foreseeing with reason its usage and how it can enhance the user’s life.

What was your most challenging project to work on and why?

Creating the business class seat for Hawaiian Airways was quite a unique endeavour. The client required a business class experience that completely defied convention, catering to a traveller who isn’t typical of the business class demographic but rather seeks leisure, relaxation, and entertainment.

Which products/services could you not live without when designing?

My iPad is by far the most important product for me. It represents my starting point.

How important are The International Yacht & Aviation Awards?

The International Yacht & Aviation Awards hold significant importance for me because they not only represent recognition of my work but also a sense of belonging to a community with similar purposes and goals.

What projects are you currently working on?

At the moment, I’m working on premium prefabricated modular buildings designed to serve both residential and professional (offices) purposes. These are crafted to offer a luxurious experience while remaining accessible to a broader audience.

What are your aims and goals for the next twelve months?

My goal is to shoot my third film.