Last winter in London ROLLOUT had the chance to meet in person with graphic designer Rosanna Vitiello, whom we worked with on the Old Parliament House Museum project in Canberra, Australia for EDM STUDIO INC. and Ralph Appelbaum Associates. Rosanna describes herself as a designer and strategist who develops brands, designs exhibitions, revitalizes public spaces and writes research papers.

As always it was great to talk with Rosanna about her design philosophy and artistic inspirations and we are looking forward to seeing what other amazing projects and ideas she comes up with in the future.


Company: Ralph Appelbaum Associates (RAA)




Education: Graphic Design, Central St Martinís College of Art and Design, London Design for Public Space, Elisava, Barcelona


Describe your work: Creating spaces that communicate concepts and tell stories.


Tim Walker: British fashion photographer who creates fantastic, whimsical sets
Olafur Eliasson: walks a wonderful line between art, design and science
Graphic Thought Facility: London based studio who pretty much inspired me to do what Iím doing
Liberty of London: feels more like someoneís passionate collection rather than a real shop. This is like a museum of inspiration.
Public space: I love cities, and I love streets, I love people watching.


Awards or Recognition: I have a few awards and articles under my belt. RAA has many.


Future Projects/Goals: RAA are developing the exhibit design for the Canadian Museum for Human Rights in Winnipeg. It will be the first Government museum outside Ottawa.


What is one word that describes your artist style? My work is upbeat.


How did you get started working with ROLLOUT? A colleague had spotted them at ICFF in New York. At RAA, we were working on a project in a heritage space at the Museum of Australian Democracy in Australia. We were extremely limited on what we could do in the building itself, and ROLLOUTís wallpaper passed all the heritage tests in terms of limiting any damage to the fabric of the walls. Coupled with the beautiful feel and print quality, it gave us an amazing canvas to work with and totally transformed the exhibition space.


Please list a few cool or inspirational websites you visit and love: brilliant blog for graphic design. I check it out every day in my mind, the best interiors magazine


What resources do you use for creating your work?
We reference a lot of artists who work with installation or on a large scale to transform spaces, such as Anish Kapoor, Olafur Eliasson, Sol Lewitt. Beyond that, starting to work in a hands-on way with photocopy, sketches and collage works for me personally.


Can you share any of your secret tips?
I always try and get 100% under the skin of the subject Iím designing for and research visually as much as I can before I start. A kind of total immersionÖ It could mean filling my walls full of moodboards of images. Or somehow listening into or living out what I'm designing. When working on a project for the Art of the Garden exhibition at the Tate Britain, I got really into listening to Gardenerís Question Time, a gardening panel show on the BBC. It got me in the perfect mindset.


What did your parents want you to be instead of an artist?
My fatherís an architect and far more intellectual than me. So they were into the idea of me doing something creative.


Is there a piece of art you wished you had created, and why?
Julie Mehretuís work is beautiful and has a wonderful sense of energy about it. It also looks painstaking to make.


What gets you excited about tomorrow? A new idea I canít wait to get started on.


How would you refer to the current artistic style and mindset you live in today?
There seems to be a craft-based and hands on aesthetic that has emerged in recent years in some attempt at keeping design real and authentic, especially following the financial crisis. But people still use and love everything digital, so weíre finally finding a nice balance that harnesses both human emotion and technology.


Anything else youíd like to add?
Iíd like to thank ROLLOUT for making such wonderful wallpaper and giving us such a great medium to work with. They didnít even pay me to say that!




Museum of Australian Democracy



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