Turning Constraints into Concepts: Giulio Rigoni on BIG’s Creative Process

Turning Constraints into Concepts: Giulio Rigoni on BIG’s Creative Process by Amanda Câmara Lima and Ayrton Vivanco

In this interview made by Amanda Câmara Lima and Ayrton Vivanco with Giulio Rigoni, associate at BIG - Bjarke Ingels Group, discusses the creative process in Architecture and Exhibition design, emphasizing the importance of transforming problems into opportunities through collaboration and innovation.

How would you describe the creative process at BIG? How do you manage to transform a problematic object into something appealing?

It’s in our DNA at BIG to transform our challenges into solutions. This approach isn't just for design; it’s a way of living.This mindset can be applied to both professional and personal problems. When facing a challenge, most of the time the solution is already there, you just need to find it. The key is to look at the issue from a different angle, which is not always easy to do. What if I try to see this problem from a new perspective? Maybe I’ll see it differently. For example, when we were working on a project, we didn’t have the funds to execute the original brief. So we changed the brief itself—essentially, we changed the question. We went to the client and said: "We can’t work within this budget, but we can adjust the brief." That brief change showed us that when both the client and the designer are motivated, creative solutions emerge that not only solve the problem but also improve the project. The creative process is much more informed by this kind of collaboration. It’s important to note that the creative process isn’t about sudden inspiration, flashes of a night dream or a Picasso moment. It's more structured, involving working with the brief, understanding the cultural and environmental context, and refining the design step by step. Once you understand the context, you can create something that balances simplicity and complexity. The best designs use simple gestures to create a sense of complexity. Listening to the environment is essential—understanding the history, culture, and materials of a space. This allows you to shape the final design.

Challenging Traditional Exhibition Design: BIG’s Integrative Approach

Exhibitions are often treated as separate from the buildings they inhabit, but at BIG, architecture and exhibitions are designed as one. Giulio Rigoni explains how this approach challenges traditional hierarchies and creates more immersive experiences.

Instead of designing exhibitions as add-ons to pre-existing spaces, BIG ensures they align with the identity and language of the architecture. This results in a seamless blend where exhibitions feel like an organic part of the building rather than standalone installations. The MR PK exhibition is a prime example, reflecting the architectural principles of its host building and enhancing the visitor experience.

This method also offers flexibility—some clients prefer independent exhibitions, while others want them fully integrated. BIG’s approach particularly benefits projects where the architecture itself plays a role in storytelling, making spaces more engaging and dynamic.

By breaking the traditional separation between exhibitions and architecture, BIG creates environments that feel more natural and interactive. Their work transforms exhibitions from simple displays into meaningful, participatory experiences that connect with a wider audience.

What advice would you give to young professionals looking to excel at the intersection of artistic direction and project architecture?

Architects should focus on architecture, which is about space and light. The artistic aspect of architecture comes into play when applied to the set up design. The structure and technology should always support the artistic vision, but it’s important to keep the primary focus on architecture. Architecture is a very specific job, and different architects bring different skills and approaches. While architects can learn from artists, there’s a clear difference in the approach. Artists are focused on creating art, while architects design functional spaces. That being said, collaboration with artists can bring a new perspective and contribute to a more sensitive design process. You can learn from artists, and they can learn from you, but it’s important to recognize the differences in how we perceive and approach design. We both bring different perceptions to the table, but together, we can create something truly unique.