Ron Gilad named creative director of Danese, cuts 80% of catalog

Ron Gilad (Tel Aviv, 1972), a designer-artist and star of his generation, has been appointed creative director of Danese. In an interview with Artribune during Milan Design Week 2017, he outlined his radical overhaul of the brand. Gilad eliminated 80% of the catalog, retaining only iconic pieces by Bruno Munari and Enzo Mari, including Mari's rarely used letter openers and Munari's Esagonale lamp, regardless of commercial success. He redesigned the logo by adding two dots to Bruno Danese's initials, creating a face-like symbol. A new catalog features technical drawings and humorous asides instead of photographs. His installation "Fragments of Life" (open through April 9 at Via Canova 34, Milan) juxtaposes his new products with prototypes and historical Danese pieces, including a giant version of Munari's Cubo ashtray and candleholders that chase each other on a mirrored surface to Swan Lake. Gilad, who describes himself as "an artist who works with companies," demanded total creative freedom before accepting the role. He moved technologically advanced lighting products to Artemide, keeping only simple lamps in Danese. He lives nomadically between Tel Aviv and Milan, sleeping on a mattress on the floor, and does not collect design. The interview was conducted by a journalist based in Milan.