#INTERVIEW: In Conversation with Pietro Terzini on His Latest MAX&Co. Collaboration
With a multidisciplinary background merging the worlds of architecture and fashion marketing, Italian artist Pietro Terzini has carved out a unique space where text-based art meets pop culture. Known for his witty, relatable, Instagram-famous slogans that capture the quirks of modern life, he has once again teamed up with MAX&Co. for a collaboration that is accessible and insightful. In this exclusive interview with L’Officiel Arabia, Pietro talks about his transition from architecture to art, the personal stories behind his perceptive and playful slogans, and why he believes great design should belong to everyone.
Delna: It is such a pleasure to speak with you, Pietro. You have such a diverse background; you studied architecture and worked in fashion for years before becoming a full-time artist. Tell us a bit about that journey and how it shaped your perspective.
Pietro Terzini: I am an architect by education, but I never actually practiced it as a traditional job. Instead, I spent fifteen years in the fashion world, working in everything from production to buying and product development. During that time, art was my lobby, my escape. I started painting and playing with words, publishing them on Instagram, and eventually, that passion became my profession. My background in architecture is actually what teaches me proportion. It helps me understand when a creative piece is finished. In fashion, I learned the importance of the ‘now’ or the zeitgeist. In architecture, design is meant to last forever, but in fashion, that ‘now’ moment to be interesting and captivating.., so you can say that my work sits right in the middle of these two worlds.
You mentioned living in Istanbul for a year. How did that experience influence your creative language?
Istanbul was a pivotal moment for me. I went there to study architecture for a few months, and I ended up staying because I fell in love with the culture, it is so sparkly and vibrant. It taught me to appreciate different cultural rhythms, which I think you can see in how I approach my urban installations and text-based art today.
Let’s talk about this incredible collaboration with MAX&Co. This is your second time working with them. How did the concept for "1-800 GIFT ALERT" and "HERE WE GO AGAIN" come together?
Working with the MAX&Co. team is wonderful because they give me total freedom. For this chapter, we wanted to expand beyond just a total look and create something for the home and for travel. ‘1-800 GIFT ALERT’ is inspired by those old-school television shopping programs. We created items like pillows, pyjamas and kitchenware. For example, the apron says, "The secret ingredient is that I ordered it." It’s ironic and also very "me!" Then we have the "HERE WE GO AGAIN" capsule, which draws on my love for early 2000s hip-hop and streetwear, like pinstripe suits, flannel shirts and hoodies with slogans like "I’d rather stay home."
I love the humour in your work. I heard there’s a personal story behind the "Don’t Lose Me" suitcase?
(Laughs) Yes! On my last trip to Mexico, they lost my bag. It was such a frustration. So, when we designed the trolley for this collection, I knew exactly what to write: "Don't lose me, please." All of these phrases are inspired by real life. The cardholder says "Out of cash." It’s simple, maybe even a bit banal at first glance, but it creates an instant connection with the person using it.
When customers buy a piece from this collection, what do you hope they take away from it? Do you want them to feel your story, or create their own?
I never want to impose my story. I believe words are open, so when you read a sentence, it is filtered through your own experience. My goal is to provide a ‘seed’ of an idea that anyone can interpret. I love seeing people take photos of the products and share them on TikTok or Instagram to send a message to someone else. At that point, the message isn't mine anymore…, it’s theirs.
You’ve mentioned that you want your art to be accessible. Is that why you choose to collaborate with brands like MAX&Co. alongside your high-end gallery work?
Exactly! In the art world, my paintings can be very expensive because they are ruled by the market. But I am a normal person from a normal family. I want my work to be in the houses of everyday people, not just super-rich collectors. MAX&Co. offers great quality without being "luxury" in an elitist way. It’s the perfect bridge to bring art into the culture at large.
Finally, what can we expect next from Pietro Terzini?
I have some art shows coming up in Switzerland and more collaborations in different fields. I recently did a large-scale installation in Miami with Cassina. To be honest, I don’t plan too far ahead. I live day by day, and my only goal is to keep making things that are real. If I can stay authentic, I’m happy.
“I am very happy and proud to be able to collaborate with MAX&Co. again. This time it feels even more special as I was able to really bring my world and my references to the collection, something MAX& Co. really encouraged.” – Pietro Terzini
