What an art director actually does: Francesco Rota

An art director does two jobs at once, and Francesco Rota has done both for Lapalma since 2013: he brings in the new products that keep a catalogue alive, and he builds the brand’s standing in markets that demand proof — Europe, North America, the Far East. He prepared for the role across two decades of practice: born in Milan in 1966, he opened his studio in 1998 and has since designed products, lighting, offices, showrooms and private houses, each held to the same declared standard of comfort, simplicity, function and beauty.

His signature for the brand is ADD, the modular seating system honoured with a Compasso d’Oro mention; La Mercanti pairs it, on Indian projects, with the rest of his Lapalma direction, from the reception desk to the lounge floor.