Mondi Connessi: interview with Simple Flair

A story about how design becomes consultancy, applied across diverse fields where method orchestrates every process and makes a significant impact. We curated a series of interviews with design culture professionals on the theme of Fuorisalone 2025 – Mondi Connessi, exploring how different perspectives, experiences, and skills intertwine to foster innovation, creativity, and positive change. "The market needs brands that can create a genuine connection between people and products, where design becomes a means of expressing cultural and social belonging," said Riccardo and Simona, the two architects leading Simple Flair for the past 15 years. Their studio has continuously evolved in the design field, deeply Milanese yet distinctly international, constantly renewing and innovating at various levels.

A few words about you: who are you, what do you do, and what are your future plans?

We are two creatives, advisors, and architects with an international vision and a strong commitment to strategic consultancy in marketing and communication for design brands. With Simple Flair, we collaborate with brands looking to grow by creating unique experiences for the public, always focusing on establishing real connections. Looking to the future, we aim to concentrate on projects that foster synergy between companies and people, creating valuable bridges between brands and consumers. We also plan to extend our reach in international markets, with a particular focus on New York, Los Angeles, Northern Europe, and other major cities.


Photo courtesy on the left Daniel Farò, on the right Matteo Bianchessi

Apartment, Riviera, Vero International, Convey, Milan, and New York. What Connects These Experiences and Worlds, and How Do You Bring Innovation into Design?

What ties these experiences together is our vision of design as a tool for creating authentic relationships—not just through products, but through meaningful, lasting actions. Each project, whether it involves physical spaces like Riviera or the commercial world like Convey, is designed to foster real connections and stimulate community engagement by creating value that addresses people’s true needs. The bridge we’ve built over the years between Milan and New York is one of the most valuable assets we nurture daily. It’s a continuous exchange between two very different yet equally connected worlds, which brings added value to both us and our partners. Moving between these two cultural poles allows us to vary our styles, targets, and objectives in ways that enhance our work.

Design Today: expressed in many areas, consultancy offers simple but not obvious solutions to complex problems. what are the challenges you'd like to address, or the areas you see as most urgent?

The upcoming challenges are certainly linked to the evolution of the international market, the global economy, and shifts in consumer behavior. In this context, our approach increasingly focuses on creating solutions that connect meaningful brands with a global community. The challenges are not limited to design itself but also include the integration of artificial intelligence (AI) to offer increasingly personalized experiences, helping to bridge the cultural and social gap between humans and machines. Design plays a key role in this process. Moreover, we aim to continue designing work that has not only a visual impact but also a real, tangible effect on people.


Photo courtesy on the left Matteo Bianchessi, on the right Simple Flair

What do you think traditional italian furniture and design companies need today, especially in the face of competition from brands with less heritage but more ability to communicate and engage the public?

Traditional Italian companies must embrace a radical shift in how they communicate with their audience. A product on its own is no longer sufficient; it's essential to create real connections and build a brand identity that resonates directly with people. The market doesn't need more tables or chairs, but rather brands capable of fostering genuine belonging between people and products, where design serves as a declaration of cultural and social affiliation. To achieve this, companies need to develop communication strategies that authentically engage new generations and a global audience.

What's Your "Project in the Drawer"?

We have several ongoing projects, especially within our group, SF GROUP, which, in addition to Simple Flair, includes other companies such as Riviera, Convey, Sfrido Estate, A617, and others. Our objective is to grow as a group and bring our perspective into the industry, connecting an ever-increasing number of people to valuable brands in a contemporary and meaningful way.