The Alessi relationship and the Target one has broadened the role of architects in society and broadened the concept that design belongs to everyone.

I don't believe in morality in architecture.

The design of the building addresses the public nature of both the urban context and the internal program. In order to reinforce the building's associative or mimetic qualities, the facades are organized in a classical three-part division of base, middle or body, and attic or head.

In designing hardware to be used every day, it was important to keep both the human aspects and the machine in mind. What looks good also often feels good

I have architects write to me and ask me: How do you - and what do you do to - design the magic thing? I answer that very carefully. It's not necessarily about what you do, but the clients you do it for. You should write to Target, not me.

I once got a postcard from a French poet who wrote - "you don't know me but I'm always very grumpy when I get up in morning. But when I get up now I put the tea kettle on, and when it starts to sing it makes me smile - goddamn you!" That's what happened when we first designed it - we got a lot of mail.

I stayed true to what I thought was good design no matter who it was for.