“I design an object by imagining it in terms of a concept of ‘full architecture’, in which the outer surface is seen more as a shell than as a membrane. This gives rise to projects that are based on tradition, while also indisputably contemporary due to their strong fluidity.”
During the course of his brilliant career, Massimo Iosa Ghini (Bologna 1959) has developed his own highly recognizable style.
His trademark curve and clearly modern taste are found in everything he has ever designed: from the television set for RAI (the Italian public broadcasting company) and the accessories designed for Alessi and Mandarina Duck, to “Bolidò” (the New York nightclub) and the main underground station in Hanover, commissioned on the occasion of “Expo 2000”. His professional work as an architect includes architectural spaces and exhibition areas, commercial areas and large urban refurbishment projects.
Iosa Ghini began collaborating with Snaidero in 2000, when he designed the luxury kitchen cabinetry line named “Gioconda”. He then continued to explore new expressions of modern kitchen design, leading to some truly experimental works such as the “Fluida”, “Key West” and “E-Wood” kitchens.
The choice of the name “Gioconda” (aka. Mona Lisa) for his first design would seem to testify to the architect’s desire to honor one of the most classical and universally-recognisable Italian works of art. However, the inspiration for the kitchen actually came from the Dada movement and Marcel Duchamp, one of its most famous representatives. Duchamp used dazzling irony and conceptual ingenuity to transform the classical Mona Lisa into a great contemporary work - by simply adding a moustache to it.
The focal point of the Gioconda kitchen is the hob area, featuring a design that recalls the fireplaces of the past. Mixed with typical traditional elements, the area offers unexpected and completely contemporary functions. Likewise, the central island – a great furnishing piece in and of itself – complements its distinct accents of modern kitchen design with a suspended rack that evokes more traditional kitchen environments (as does the design of the pantry and plate rack).
With Gioconda, Iosa Ghini conceived of the space as it truly is, both functionally and emotionally, for all of us: not as a simple cooking zone but as the place in the home in which we most want to spend time with our family.