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Daniele Semeraro, aka Danne, is a perfect example of a young, dynamic Italian guy who is ready to export creativity and fresh ideas. Besides his outfit choices, which always match his designer character perfectly, Daniele Semeraro`s main peculiarity is probably his double ethnicity.

He was born and raised in Sweden, in 2000 he moved to Florence, Italy. Here he completed his degree in Interior and Industrial Design at Accademia Italiana. 

He has honed his skills over the years working for a wide range of design firms, from automotive companies in Sweden, to interior and lighting design firms in California. His focus has always been on product design and after leading as Design Manager for one of the top lighting manufacturers he started Sempli. With Sempli, Semeraro can fully showcase his true design heritage. Mixing Sweden's simple functionality with Italy's Style and elegance.

 When did you decide to become a designer?

Well, in a way that`s my mom`s fault, meaning that after high school I applied for the faculty of Architecture at the university, but that didn`t work out and for a little while I lost track of where I was going. Then my mom had the idea to let me try this school in Florence, called Accademia Italiana di Moda e Design, in Piazza Pitti, which ended up being great for me!

I have always been fascinated by form and design though… I recall a specific episode: when I was about 8 years old, my family took me to a trip to Helsinki and we went to visit a beautiful church built in the bedrock.  I remember I was so fascinated by the idea that the architect had to plan everything so well before even starting to work on the actual material! I found that very inspiring.  After that I started paying more attention to shapes and buildings.  I pursued my curiosity through a family friend first and then by going to school, as I told you.

 How did you mix those elements with your Swedish upbringing? We know that Swedish design also has a very important tradition…

The Swedish approach and the Italian approach to design are substantially different, and it`s not always easy to find a happy medium, but they can be very compatible if you are familiar with both. While I could describe Swedish design with a formula, like problem = function to solve it, the formula for Italian design would be problem = passion + a wish to solve it. In my case, I love the simplicity of Swedish design, and I like to use the material to define the rules. BUT my Italian side comes into the picture to redefine the scenario in which the material is used. For instance, a glass is used to store liquid and while glass is the best material with which to build it, the form doesn`t necessarily have to follow the rules.  Hence my idea of taking out the stem, and making it a revolving object. That way, I am also adding a function since the beverage gets decanted while the glass is spinning.

 Why are these glasses “special”?

These stemless glasses have a cone shaped bottom that rotates on its own axis. In doing so, the tumbler spreads the aroma in its surroundings, the wine glass helps oxygenate the wine, and the shot glass creates an amusing show on the table! There is also a tray, to help with serving the beverages, and a coaster to keep the glasses still on the table when desired. 

 

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