The evolution of creative design in the digital world

Giga was born from the desire of three friends, and partners, to create together in design and explore the digital world. Today, in hindsight, it was definitely the right choice, but back then, what drove you?

To be honest, we're not entirely sure. The initial idea was simply to do things together and enjoy ourselves, but also to do them well, with careful attention to detail. The digital world has always been at the center of our explorations—not only is it an amazing playground, but it’s a space where the gap between idea and outcome can be very small if you have a clear vision.

For us, every project is part of a continuous experimentation process, and we actually find it hard to define ourselves; maybe this very ambiguity is our real strength. I believe (and hope) that this attitude comes through in the variety of projects we carry out, without being confined to any single, defined style. Looking at where we are today and at the market, we can say that this intuition proved to be a winning one; it allowed us to build an entity capable of responding to needs through experimentation, without sacrificing creativity.

Recently, you’ve been approaching the metaverse in a significant way, with projects even outside the studio. What connection do you see between the world of traditional graphic design and these new dimensions?

For us, it’s really all an ongoing experiment. Technology is mainly a tool that allows us to explore new possibilities, without being restricted to predefined formats. We actually prefer to talk about the virtual or digital world rather than the metaverse, because in this space, many of the rules that govern the physical world don’t apply, and imagination can go beyond the limits of reality. In this regard, the Superinternet project is the perfect example: it started with an initial vision, but it evolves constantly, transforming into something new every day.

One of the most fascinating aspects, though, is returning to the tangible side, as in physical events or personal interactions. It’s amazing to see how the real world finds new dimensions within the virtual, and how, at the same time, digital spaces enrich human connections, bringing us into contact with people and experiences that would otherwise have remained distant.

Giga works in design, but one of your core business areas is undoubtedly web interfaces. What impact has artificial intelligence had in this branch of graphic design?

We use AI for many micro-tasks and, in some cases, we integrate it directly into our daily processes. For example, those working on front-end code often use services like GitHub's Copilot, which essentially acts as an assistant capable of managing, correcting, or enhancing sections of code. In interface design, AI is particularly useful in the prototyping phase; for instance, ChatGPT can write passable code for those who aren’t seeking absolute precision but rather a functional translation of an idea without spending too much time on Figma. In the near future, we envision diving further into AI with the aim of developing tools tailored to our specific needs.

Giga has now become an autonomous studio, recognized throughout Italy, as well as in Europe and other continents. What are the future prospects for the studio?

In the future, we want to further expand this autonomy by focusing not only on communication projects but also by exploring new formats, products, and business models.

Our goal is to keep experimenting, fueling projects across various fields, such as digital products and installations that connect us to the physical world. We’d like Giga to be more than just a studio that creates projects—we want it to be a name recognized for its ability to bring original ideas that can have an impact in the digital world and beyond.

They say that with code, there are no design limits. In this sense, what would be Giga's dream project?

This is the hardest question of all, especially for those of us who are used to working on so many projects at once. In reality, there are few limits to what code can do; it’s usually external factors, like time and manpower, that set boundaries. But to keep it brief, one of our dreams is to truly merge the virtual and physical worlds. Luckily, the technology available is becoming increasingly flexible and capable of helping us achieve this.

How do you see the world of design education in Italy?

We teach and have taught in many Italian design schools. Of course, we’ve also been on the other side of the desk. As students, it seemed to us that the programs were outdated, that many courses were either unhelpful or uninteresting. Talking to students today, not much has changed; their feelings are similar. Probably, the truth lies somewhere in between. It’s very difficult to make a comprehensive, general assessment of the sector, as it’s easy to generalize in a world where the right approaches can be very different from one another.

We strive to bring an approach that reflects the way we do things.

On one hand, we combine a results-oriented approach with a significant component of experimentation. Essentially, we often ask, "Where do you want to go?" and "How do you plan to get there?" On the other hand, we want to make the complexity of the world we live in evident, so throughout the creative process, we constantly try to create doubt. Maybe it’s a bit hellish.

How do you see the role of the young graphic designer in Italy?

The world of studios and agencies is becoming increasingly saturated, which means it requires people with a very clear vision, highly specialized skills, or, alternatively, great flexibility and versatility. However, there are many other opportunities. A young graphic designer doesn’t necessarily have to work in design studios or agencies; outside of those worlds, there are many industries where this training is highly valuable.

What advice would you give to a young graphic designer entering the job market today in Italy?

Dive in and try, don’t be afraid to make mistakes or to change course if necessary. Seek out mentors and/or collaborators who can share their vision and approach with you.