Giuseppe Viganò began his career as an interior designer for prestigious showrooms in Brianza. His skills led him to become an art director and to organise sales outlets, managing product selection, fittings and even personnel management. With this experience, Giuseppe Viganò developed an understanding of customers' tastes, needs and requests that enabled him to define his personal design approach. In 1988, he began working on his own, and in 2012 he opened Studio Viganò in Lissone, in the province of Monza-Brianza. Viganò's work spans the fields of design, without limiting his activity to furnishing products, opening to activities from concept generation to communications, temporary installations and interior design.
His early experiences enabled Viganò to observe and find inspiration from his surroundings. In an interview, he stated, "Everything that strikes me is in some way a source of inspiration. Every art form is included from architecture to literature, fashion to music. After all, isn't design an act of poetry?". As a visual arts enthusiast, Giuseppe Viganò sees new materials as opportunities, moments of knowledge and sources of creative investigation. According to Viganò, a good industrial design project must refer to three principles: affinity, where the object must reflect the personality of the purchaser; use, where the object must meet the needs of the user and be designed to provide a response; and cost, which must be consistent with the design. His style can be defined as eclectic, attentive to a changing society and favouring contemporary needs. He guides his team in the pursuit of a formal and functional response to collective needs, creating elegant and never-conventional objects and spaces.
He has numerous collaborations to his credit in the field of exhibition design (where he is often a central figure at the Salone del Mobile in Milan) and in the realisation of products. Among the brands he works with are Poliform, Arflex, Bonacina Pierantonio, Bonaldo, Visionnaire, Arketipo, CIA International, Cogliati & Cogliati, Confalonieri, Matteo Grassi, Emmemobili, Estel, F.lli Longhi, Frighetto, Gamma International, Horus, Ivano Redaelli, Lema, Minotti, Misuraemme, Porada, Saba Italia, Rivolta e la pelle, Tappeti Artexa, Tisettanta, Turri, LiuJo Living Collection, YDF, Reflex, Twils, MEMEDESIGN, Morelato. The Ellipses seat designed for Bonacina Pierantonio was selected to participate in the ADI INDEX 2010 for the ADI Compasso d'Oro Award.
