The Great Design Disaster is a highly original and innovative project stemming from the creative exchange between the expert on art and design Joy Herro and the interior designer and gallerist Gregory Gatserelia, who have come up with a new way to approach the experience of collectable design. In a now saturated market, TGDD aims to introduce a new modality based on creativity rather than on acquisition. A market that puts an end to the traditional structure of demand and supply and that develops from ideas; a way in which people with creative imagination can meet up with talented artisans, to give rise, with the help of one of TGDD’s agents, to a product with an exclusive and unique spirit. TGDD is bringing in a completely new conception of the system of collecting, edging out the phase of acquisition and focusing exclusively on that of creation. And in this way collectors are able to become designers in their own right, relying on the collaboration with highly skilled artisans, carefully selected by Joy and Gregory: talents who can turn fantasies into objects. Joy Herro, who moved two years ago to Milan, enamoured of the craft know-how of North Italy, tells us how The Great Design Disaster works.