For Daniela Bittolo, the designer's job is never simply one of invention, but rather of “re-creation”. At the heart of it all are objects from the past and familiar forms, a déjà vu that a good designer interprets in their own unique way with a style that turns the “already seen” into the “never seen” while nevertheless evoking familiarity. For Daniela, objects should be, meaning that they should have their own personality, style and functionality, while still being able to enter discreetly into homes without imposing their presence by drawing too much attention to themselves. A complex, even charming balance – but then, Daniela's philosophy is wholly based around simplicity, as though she senses that simplicity is the principal condition of a beauty which is both aesthetic and, as Tolstoy believed, moral.
She herself uses it as a slogan: “think simple”, a way of understanding design which aims for essentiality and practicality without falling into the trap of the obvious. This is evident in the models she realises for Angeletti Ruzza Design, the Rieti firm for whom she has worked since 2001: from the Hippy stool (a colourful metal flower produced by Daa which combines originality of form with the versatility and comfort of a seat) to the lamps she designed for Oluce, the oldest Italian decorative lighting company. On the other hand, Daniela also enjoys using the most commonplace materials, especially the plastics which are at the heart of the twenty-year collaboration between Angeletti Ruzza and Fratelli Guzzini, and she enjoys the idea of designing consumer appliances and breaking into the big chain stores, which is what happened with the coffee machine she designed for Hotpoint Ariston. And we're back again at the idea of design as a system of visual communication which traverses objects and the materials from which they are made without betraying their intended use. To quote Escarpit: in her, the the artist's study is reconciled with the functional intentions of the craftsman.
The story of Daniela Bittolo has been written by Giorgio Nisini, writer and essayist.
Graduated from the IED in Rome, Daniela Bittolo is a designer and creative who has been working for the Angeletti e Ruzza Design studio in Rieti since 2001.