When a Design Legend Picks Up a Camera, Who Does He See?

This article is from the pages of our first-ever print issue, available for order online now.

“I chose these people not as a designer, but as a photographer,” says the Sardinian-born architect Roberto Palomba, one of Milan’s leading talents. He founded his firm, Palomba Serafini Associati, 30 years ago with his lifelong partner, Ludovica Serafini. Together, they’ve conquered the worlds of interiors, products, and creative direction for brands such as Kartell, Poltrona Frau, Artemide, Lema, and Zanotta, resulting in a reputation as experts in the broader culture of everything one finds in a home. In recent years, he’s added photographer to his résumé, inspired by all the greats, such as Bruce Weber, Jean-Baptiste Mondino, Annie Leibovitz, and especially Richard Avedon, whose iconic Dovima with Elephants is his absolute favorite, admired for its harmonious interplay of shapes, shadows, and volumes, all centered around the grace of the model and the elephants. “Photography is another language through which I express myself,” Palomba says. “It’s more intimate and personal, and just a few people know this about me, but it represents a part of me and is one of my greatest passions.” For this first issue, Palomba was invited to capture some of his favorite people in the world of Milanese design, art, and creativity, a snapshot of today’s dynamic times where various worlds constantly collide. “Through these images, I narrate creativity and Milan’s current scene, choosing people who embody professions and stories,” he says. I met with Palomba and his subjects across the city, watching him capturing moments least expected, stealing a portrait, a smile, a spontaneous gesture. He even took a self-portrait. “I don’t like to be photographed,” admits Palomba, “but I made an exception.”

Why choose Milan as your muse? 
It’s one of the world’s main creative hubs, a place where in-novation can fully express itself. Milan, at the end of the day, is a city like many others, a place where life is good. But what makes it unique and so vibrant is the interplay among three key pillars: entrepreneurship, creativity, and communica-tion. It’s no coincidence that I chose people who represent these worlds: Claudio Luti, the entrepreneur; Rossana Orlandi, the gallerist; Ludovica Serafini, the architect; Alice Ziccheddu, the beauty creative; Tamu McPherson, the fash-ion communicator; and Tommaso Sacchi, the deputy mayor for culture. All these figures live and breathe these three ele-ments, and Milan’s ability to shine on the global stage is em-bodied through them. The intent of this work is to bring together some facets of Milanese identity, often hidden but fascinating. I didn’t feel the need to overly reveal the city itself because what interests me are the people—their characters and contributions. 

You were born and raised in Cagliari, moved to Rome to study architecture at La Sapienza University, and now you run the studio with Ludovica in Milan. But what first drew you to photography? 
I picked up a camera many years ago and immediately real-ized that what fascinated me most as a photographer was people. I’m drawn to portrait photography because it allows me to explore personalities, uncovering unconventional and hidden aspects. For me, the camera is almost like a psycho-analytical tool. It lets me investigate and represent what peo-ple often conceal or don’t fully express in their everyday lives. The snapshot freezes an image, makes it eternal, and in that suspension, it tells a story. 

You seem quite fascinated by the concept of a portrait. 
This, ultimately, is the historical function of portraiture, whether photographic or painted: to freeze time, immortalize an age, a status, or a social condition. Photography can go even further. I’m not simply interested in faces, expressions, beauty, or photogenic qualities. What I seek is the person’s essence, his inner components, consistencies and inconsis-tencies, which I try to bring out and crystallize and make visible in a single shot. 

And how did you develop this aptitude? 
This awareness grew over time, but the seed was planted many years ago when I came across a photograph of myself taken when I was 19. It was a candid shot where I was smiling, carefree, during a vacation. I was looking at something, but of course today I don’t even remember what it was. The photo is special to me because I wasn’t posing; it represented me in an authentic way. Looking at it now feels like observing a stranger. That 19-year-old boy no longer exists, but I know what happened in his life after that moment. 

What happened? 
That boy was very lucky. He fulfilled his dreams of becoming a successful creative and falling in love. Everything is there in that photo: his hopes, the unknown future he was gazing into. From that personal experience, I started building my approach to portraits. When I photograph friends, personal-ities, or models, I try to do just that—explore who they are, what lies within, and capture it in a moment that, over time, could become an eternal fragment of memory. I often won-der how these people will see those portraits 20 years from now, and what they might read in those gazes. This kind of photography requires a deep connection with the subject; empathy allows us to truly capture the essence of someone’s soul. I try to dig inward, find what is authentic—or at least what I perceive as such. If those involved in this process ap-proach it sincerely, the result can be extraordinary. It creates an authentic dialogue. 

But photographing friends is something else entirely, no? 
It was very simple and fun; everyone willingly participated. They experienced this moment without the stress of “I have to take a portrait, I need to look my best,” but instead played along with me and the camera. The idea was to tell the story, in a personal and intimate way, of the people who today, in various fields and roles, live and represent Milan. These are people with whom I have a close relationship if not a friend-ship. I tried to portray them as I see and know them, often with a touch of irony, because they are all individuals with great intelligence and a sense of humor. Convincing the president of Kartell to be photographed wearing sunglasses in an uncon-ventional setting seemed impossible, and yet it happened! 

ALICE ZICCHEDDU 

Born and raised in Sardinia, Ziccheddu was inspired by the boundless sea that surrounds the island and began traveling at 16, eventually moving to Milan to study fashion design. She became a consultant in the world of accessories, work-ing in cities such as Paris, Rome, and New York. In 2021, in-spired by her island roots and its ancient rituals and wisdom, she founded In Aéras, a plant-based skincare brand that blends the traditional rituals of Sardinian folk medicine and ancient techniques with contemporary uses. “I’ve been living in Milan for 18 years now,” she says. “The city has welcomed me, but Sardinian values are ingrained in me. I always feel connected to nature, to human relationships within the com-munity, to others.” She first met Palomba through the world of design. “He was deeply moved when he discovered and used my products, impressed with how much of Sardinia I have condensed into them.” Ziccheddu believes her prod-ucts aren’t just cosmetics, that they possess a therapeutic power, a healing effect on the skin that evokes ancient wis-dom, and feminine knowledge tied to care and nature, almost like a magical art. Palomba wanted to capture that other-worldly element in his shot. “It’s this gaze of the Sardinian woman: ambiguous, suspended between the archaic and the magic,” Palomba says. inaeras.com 

TOMMASO SACCHI 

“Sacchi has brought a dynamic, proactive vision, deeply people-oriented, avoiding confining culture to palaces,” says Palomba, who photographed Milan’s energetic deputy mayor for culture at the Museo del Novecento, overlooking the spires of the Duomo. “I felt the locale represented a bridge be-tween the avant-garde and contemporary world and the city’s history.” In his position since 2021 under Mayor Giuseppe Sala, Sacchi was formerly in a similar position in Florence and has collaborated with biennales in Venice and Berlin. “It’s a fascinating time for me—challenging, but hugely rewarding,” Sacchi says. “The role I’ve taken on as cultural commissioner allows me to work on projects that have the potential to shape the city’s future. It’s a responsibility that drives me to keep learning. It’s about more than policies and plans; it’s about really listening to the city and understanding its untapped po-tential. Milan is not a city that lets you become complacent— and that, to me, is one of its greatest strengths.” 

ROSSANA ORLANDI 

After a career in fashion and textiles, in 2002 Orlandi founded her eponymous gallery in Milan; nestled in a quiet residen-tial neighborhood near Corso Magenta. It’s an explosion of design, creativity, experimentation, color, and materials, which has earned her the nickname the “Mamma of Design.” “She is someone who has mastered the art of synthesizing complexity,” says Palomba. “She invites you to discover her if you are intrigued, because she has nothing left to prove.” Palomba captured her in the iconic basement space of her gallery. “I captured one of her most intimate gestures: the moment she applies her makeup. She shared a fragment of her intimacy with me, a gesture so natural, spontaneous, mar-velous.” Orlandi loved the opportunity. “After many posed photo portraits where I never know what to do with my hands, I enjoyed this candid moment,” she says. “I love being concise. In a short time you can say everything; with too many words, you become boring.” rossanaorlandi.com

CLAUDIO LUTI 

“Luti is a man who knows how to live; he’s someone you can learn from. He knows when to work, when to go on holiday, and he loves sailing. He finds luxury in time and in people. With Kartell, he created an entire universe. And not just with products, he bridges two seemingly irreconcilable worlds: rigor and irony,” says Palomba about the president and own-er of the Italian brand Kartell, which built its fortunes on design-driven plastic products and now has expanded to use a variety of more sustainable and forward-thinking materials. “I’m always ready to set off and explore opportunities around the world, find inspiration and creativity, discover techno-logical innovations, and experiment,” says Luti, who has been at the helm of the company since 1988, the year he acquired it from founder Giulio Castelli. 

Luti originally studied in Milan and started his career in fashion, meeting Santo Versace during military service, who later invited him to join his brother, Gianni, in launching the emerging label. “It was a unique experience in the 70s and 80s, when the ‘Made in Italy’ system was being built,” he says. “Claudio embodies the iconic image of a successful entrepre-neur; his vision is enriched by a touch of emotion that often borders on irony and satire,” Palomba says. “To me, it’s no coincidence that Claudio has a background in fashion, which I think shaped his sensitivities. I liked the idea of portraying him as a kind of celebrity caught in a stolen moment: sitting in his car reading a newspaper, with Philippe Starck’s famous gnome by his side.” kartell.com

LUDOVICA SERAFINI 

“She is someone I know intimately and love deeply, for her ability to be iconic in any context,” Palomba says about his partner in work and life. “On the job she’s always in full eve-ning attire. She’s in her element on a worksite, but her essence, her inner nature, is that of someone with the elegance and grace of a formal event. It’s the charm of this contrast. She makes everything she does feel like a special occasion.” Serafini, a true architect at heart, highly enjoyed the choice of location. “I love this image by Roberto,” she says. “This vision perfectly captures what I feel defines both my profes-sion and my essence. It’s elegance intertwined with unpre-dictability, a beauty punctuated by quirky and surprising accents. My architectural projects reflect this. Refined yet never predictable, they are a faithful mirror of who I am. As the construction site transforms into a home, a museum, a hotel, or a shop, those shadows gradually turn into light, illu-minating what was once only an idea.” palombaserafini.com

TAMU MCPHERSON 

“Tamu floods you with freshness and optimism. Today more than ever, we need figures that convey positive energy,” says Palomba. “Her smile, a flowery dress, a positive, natural, and spontaneous personality—what could be more beautiful? Born in Jamaica and raised in New York, McPherson has lived in Milan for 20 years, working in communication, fashion journalism, and styling. After a stint as a street-style photog-rapher, in 2008 she launched All the Pretty Birds, a digital platform combining news and lifestyle, and she also creates content and consults for brands. “She’s introduced an inter-national freshness here, breaking the provincial molds of the Milan scene,” Palomba says. Additionally, she has been named corporate social responsibility ambassador for Bulgari and a diversity and inclusion ambassador for the Camera Nazionale della Moda Italiana. “She’s a flower among flowers, blooming in the grayness of Milan,” Palomba says. alltheprettybirds.com