Fighting the Fakes: Why Original Design Still Matters with Massimo Buster Minale
The design world is facing a crisis of authenticity as cheap knock-off products continue to flood the market and threaten the profitability of original design work. In this compelling episode of I Hear Design, host Robert Nieminen sits down with Massimo Buster Minale, founder of the iconic London-based brand Buster + Punch, to discuss the rampant spread of counterfeit products and its impact on the interiors industry, as well as his advocacy work to protect original design in partnership with the non-profit organization, Be Original Americas.
From his roots in motorcycle craftsmanship to pioneering bold, tactile home fittings, Massimo shares his firsthand experience combating knockoffs, protecting intellectual property, and building a loyal community that values craft and originality. The two also explore how today’s design culture—oversaturated with AI, social media, and repetitiveness—is giving rise to a renewed interest in and demand for meaning, materiality, and ethical design practices.
This is a timely episode that offers a powerful reminder of why originality in design is so important and what we can do to protect it.
Meet Our Guest
Massimo Buster Minale, founder and creative director, Buster + Punch
Massimo Buster Minale is the founder and creative director of Buster + Punch, the London-based design studio known for its innovative approach to solid metal lighting, furniture, and architectural hardware. With a background in architecture, industrial design and handcrafting custom motorbikes, Minale has gained global recognition for his distinctive aesthetic. Equally, his commitment to pushing design conventions with creative digital and physical content has captivated an audience that seeks a brand experience beyond merely a product. His work reflects a fusion of craftsmanship, precision, and bold creativity, drawing from an eclectic mix of cultural inspiration.
“Buster + Punch was born out of my experiences as an architect. I spent considerable time meticulously specifying the interior elements of landmark projects–sourcing objects from various places, all driven by a need for quality and design. Unable to find them in one place, with consistent quality and aesthetic attributes, led me to create Buster + Punch, which allows anyone to design with details as the foundation for a space.”
More than 10 years later, Buster + Punch has grown in size and scale, with nearly 100 employees worldwide, a team of product developers and engineers, as well as global sales and marketing in both Europe and North America.
Key Moments in This Episode
|
Time |
Speaker |
Topic Summary |
|
00:00 |
Robert Nieminen (Host) |
Introduces the episode’s focus on counterfeits, originality, and the guest, Massimo Buster Minale. |
|
00:54 |
Robert |
Highlights Massimo's background in architecture and motorcycle customization as a foundation for Buster + Punch. |
|
01:14 |
Massimo Buster Minale (Guest) |
Shares how Buster + Punch was founded by merging architecture and custom metalwork. |
|
02:36 |
Massimo |
Describes how avoiding the interiors industry and screen fatigue helps him stay original. |
|
04:15 |
Robert |
Opens the discussion on why originality has become a battleground. |
|
04:33 |
Massimo |
Talks about how data and AI tools have made it easier for copycats to flood the market. |
|
05:30 |
Massimo |
Details how Buster + Punch’s signature cross-knurling has been widely copied. |
|
06:43 |
Massimo |
Emphasizes a consumer craving for authenticity and the tactile appeal of real materials. |
|
07:53 |
Massimo |
Discusses consumer and designer misunderstandings about quality, safety, and value. |
|
10:38 |
Massimo |
Massimo explains the timing and alignment behind joining the advocacy group, Be Original Americas. |
|
12:27 |
Massimo |
Highlights the expensive and often invisible costs of defending intellectual property rights. |
|
13:49 |
Massimo |
Warns how knockoffs dilute creativity, strain resources, and harm the environment. |
|
16:25 |
Massimo |
Massimo urges designers to build strong brand stories and communities that defend originality. |
|
18:19 |
Massimo |
Explores how consumer fatigue with AI and mass production is driving demand for meaningful design. |
|
21:15 |
Massimo |
Shares how Buster + Punch is blending tactile design with future-forward smart capabilities. |
|
24:07 |
Massimo |
Massimo encourages young designers to focus on their niche, build community, and avoid imitation. |
|
27:02 |
Robert |
Encourages listeners to support original design and follow the podcast. |
About the Author
Robert Nieminen
Chief Content Director
Chief Content Director, Architectural Products, BUILDINGS, and interiors+sources
Robert Nieminen is the Chief Content Director of three leading B2B publications serving the commercial architecture and design industries: Architectural Products, BUILDINGS, and interiors+sources. With a career rooted in editorial excellence and a passion for storytelling, Robert oversees a diverse content portfolio that spans award-winning feature articles, strategic podcast programming, and digital media initiatives aimed at empowering design professionals, facility managers, and commercial building stakeholders.
He is the host of the I Hear Design podcast and curates the Smart Buildings Technology Report, bringing thought leadership to the forefront of innovation in built environments. Robert leads editorial and creative direction for multiple industry award programs—including the Elev8 Design Awards and Product Innovation Awards—and is a recognized voice in sustainability, smart technology integration, and forward-thinking design.
Known for his sharp editorial vision and data-informed strategies, Robert focuses on audience growth, engagement, and content monetization, leveraging AI tools and SEO-driven insights to future-proof B2B publishing.