For the 2025 edition, Made in Steel chose to experiment. Leading the design project is Giorgio Guidi, Creative Director, who shares a creative process where artificial intelligence becomes a true ally of imagination.

AI-generated images, digital collage techniques, dreamlike visions of steel: the result is a large, scenographic “domino,” a symbol of connection and creative cross-pollination.

‘The concept behind the project centers on the deconstruction of graphic elements to form a colossal “domino,” creating a stage-like configuration that symbolically connects every piece of the installation’ – said Guidi. ‘Artificial intelligence techniques were employed to produce the original images, offering unprecedented visions of the steel world. Building upon these, the digital collage technique was used to superimpose and integrate various AI outputs, forming ethereal and surreal compositions with clear references to steel.

Throughout the creative process, multiple AI software solutions were tasked with imagining photographs and drawings that elevate the beauty of steel, each “chapter” revealing fresh perspectives and forms. The outcome is an eclectic, large-scale collage that visually represents the complexity and “rhizomatic” branching of the concept. Beyond delivering a striking visual impact, it emphasizes the wealth of ideas and influences that shaped the project.

Employing these innovative tools should not be viewed as replacing traditional methods, but rather as an extension of our capacity for exploration and creative expression. In this way, the dialogue between different generations and technologies surfaces a shared aspiration to build a better world, placing steel at the heart of fresh, meaningful aesthetic and functional narratives’.

Biography

Born in Gardone Val Trompia (Brescia, Italy) in 1982, he lives and works in New York (USA). With a classical, artistic, and musical background, he graduated from the Accademia di Belle Arti di Carrara in 2004, developing a personal artistic practice applied to the world of design.

His career spans interior design, architecture, set design, industrial design, passive housing, and new energy frontiers, eventually evolving into experiential marketing, where he has designed pop-up stores and campaigns for prestigious Italian and French luxury brands. As a consultant, he has collaborated with several American brands, providing creative direction for architectural and scenographic aspects.

With a strong foundation in art, music, and photography, and combining passions ranging from material research to the application of new technologies, he spent several years as technical director in a large-scale set design workshop, experimenting with innovative material solutions. His journey also includes the design of sets for film and television, reflecting his versatility and constant drive to explore new creative territories.

His focus on layout, spatial flow, and light/shadow—conceived as dimensional chiaroscuro—alongside a growing interest in agriculture and sustainability, shapes a dynamic profile projected toward a future of innovation and discovery.