"Though creativity remains very important – explains Laura Giugiaro - , the project is developed with the assistance of a very wide engineering department, capable of facing any type of technical issue, for the production of a functional and useable product ".

Customer requirements are always the priority: even where the style of the design is concerned, the company maintains a certain flexibility. Because of adaptability, a multitude of designers working at once, and design sector differentiation, Giugiaro Design doesn’t have a recognisable 'hand'. The company founder coordinates designers, following a relatively uniform style line, but not a rigidly distinguishing one.

Corporate philosophy tends to harmonise functionality and comfort with aesthetic pleasantness, paying special attention to the ergonomic dimensions of the object. "We have returned to the marked and squared lines of the 70’s – says Laura Giugiaro – but they are more pondered, not so sharp and angular". Shapes soften, albeit maintaining strong and quite aggressive volumes, which do not makes their presence discreet within the context they are placed in. "Only if a design integrates well can we truly speak of real design ".

As far as the materials are concerned, a lot of research is carried out: if it is true that there is a return to natural raw materials, these are subjected to a transformation and processing method which is very sophisticated and technological.

Colours follow this trend too: there is a return to natural tonalities, but also to pure colour, applied to unusual fields in the market. The tones of beige, brown, earth match strong and bright hues, without a precise market trend.