Aleks Tatic
Aleks Tatic, born 1969 in Cologne, Germany, is product designer and founder of Tatic Designstudio in Milan, Italy. After his studies at the Art Center College of Design in the USA and Switzerland, he specialised in the areas of sports and lifestyle products in various international agencies in London and Milan. Afterwards, he guided the multiple award-winning Italian design studio Attivo Creative Resource to international success, leading the agency for 12 years. Together with his multicultural team of designers and product specialists, he today designs and develops – amongst others – sailing yachts, sporting goods, power tools, FMCGs and consumer electronics for European and Asian premium brands. Aleks Tatic lectures on practice-oriented industrial design and innovation management at various European universities and seminars.
Red Dot in an interview with Aleks Tatic
Red Dot: What has been your most exciting project to date?
Aleks Tatic: The most exciting project was being involved in the production design of a Hollywood action thriller. We were asked to design a range of modified vehicles used by “the goodies” and “the baddies” to flee through a type of desert. It was fascinating to witness in what detail design is experienced in the film industry, but also to see how ephemeral it is to create something for just two hours of film.
Your team is small and specialised. What advantages does that have?
You are right. With 12 employees, we are not among the biggest of design studios, but we often work for the same large corporate clients. They value our flexibility, agility and lean structures and often offer us very interesting projects. Personally, a smaller agency gives me the opportunity to continue my work as a product designer instead of exclusively doing studio management and looking after clients.