Simone, can you tell us a bit about your journey as a designer? How did you end up leading WEED'D, and what drew you to the world of cannabis?
After an amazing experience working as a product designer at Marcel Wanders Studio in Amsterdam, I moved back to Milan in 2015 and opened my own design studio. I began collaborating with top design brands and also started teaching industrial design at IED Milano. A few years later, I met Stefano, and that’s how the WEED'D project began. What started as a fun, creative experiment has turned into an independent brand that’s starting to carve out its place in the cannabis retail scene.

How can design change the way we consume cannabis? What details do you focus on when designing accessories for this purpose, and what innovations have you brought to the table?
WEED'D is an ambitious project with international potential, but it was born in Italy, where there’s still a lot of prejudice around cannabis. As design director, my goal is to create products that make smoking feel more accepted and approachable—pieces you’d be proud to show off on your bookshelf or share with friends. I saw this as a unique chance to bring new values and aesthetics to the cannabis space, making it feel more familiar and accessible. Our designs are colorful, vibrant, and fun, with a strong focus on functionality and a playful twist. We steer clear of aggressive or over-the-top designs that are just about getting high; instead, we focus on creating objects that feel friendly, inviting, and beautifully designed.

 Looking ahead, how do you see the future of cannabis design evolving? In what ways do you think the cannabis industry might influence design trends, and how does creativity play a role?

Design has always played a key role in shaping the evolution of everyday objects, and that same principle applies to cannabis products like bongs and pipes. Creativity has the responsibility to redefine these items, giving them values and meanings that reflect today’s world. It’s time to move beyond the idea of smoking as just a way to get high and instead focus on themes like freedom, self-care, and well-being. When we shift this perspective, a bong is no longer just a tool for getting stoned—it becomes a design object that helps you feel connected to yourself and your surroundings. At WEED'D, we’re committed to driving this change by creating products with a fresh aesthetic that feel thoughtful, intentional, and inspiring. It’s an exciting moment for cannabis design, and we’re just getting started.

How does the tradition and craftsmanship of Italian design influence your projects for WEED'D? How does Made in Italy help these products stand out?
Italian design is rooted in a tradition of craftsmanship and attention to detail, and that’s something we fully embrace at WEED'D. We’re lucky to collaborate with an incredibly talented ceramic artisan based in Nove, a small village in Vicenza that’s known as one of the most historic hubs for ceramics in northern Italy. What makes this partnership so unique is the way we constantly challenge each other to explore new techniques and solutions, always aiming for the best possible results. Made in Italy isn’t just a label—it’s a guarantee of quality, creativity, and authenticity, and it’s what makes our products truly stand out.

What are your future projects for WEED'D, and how do you plan to keep pushing the boundaries of design in the cannabis space?
Last October, we launched an incredible collaboration at Gotham NYC with the Milanese artist SOLOMOSTRY. The project featured a series of one-of-a-kind bongs, each uniquely customized by the artist using special techniques, making them true collector’s items. It was also the occasion for SOLOMOSTRY’s first solo exhibition in the U.S., which made it even more special. That milestone reinforced our belief in the power of creative collaborations to amplify our message. Looking ahead, we’re focusing on more partnerships like this and pushing the limits of cannabis design with bold aesthetics, innovative craftsmanship, and thoughtful functionality. Our goal is to keep reshaping how people view cannabis products—making them as much about design and culture as they are about use.