Louis Rossetto was the co-founder and editor of Wired, a magazine renowned for its content as well as its design. The founders' appreciation of bold design landed it an exhibit in the SF MOMA and a National Magazine Award for Design. Rossetto is currently the CEO of TCHO, a start up chocolate maker in San Francisco.

What's the best design advice you have ever received and from whom?

Measure twice, cut once. My father.

What's the one style/design rule you never break?

Flaubert's: Be regular and orderly in your life, so that you may be violent and original in your work.

Always Break?

Be PC.

Eames® Lounge Chair + Ottoman from YLiving.com

Who are your design icons?

George Lois, Prouvé, Hadid, DaVinci, Giugiaro, Dieter Rams, Erik Spiekermann, Syd Mead, Tibor Kalman, Armani, Claudy Jongstra, Calatrava, Negroponte, Loewy, Antonio Citterio, James Bohlin, Akira Hasagawa . . .

What's your favorite place to search for design inspiration?

"The Frozen Fountain" in Amsterdam.

I skimp when buying. . .

Clothes for myself.

I splurge on. . .

Jane.

What's your next "must have" purchase?

About 10 tons of Madagascar cacao beans.

What's your most cherished item?

My optimism.

What's your favorite vacation spot?

Molokai, Hawaii.

What's your favorite neighborhood restaurant?

Fog City Diner.

I spend my weekends. . .

With my family kids.

Louis Rossetto as featured in YLighting's "Love Light" campaign. January issues of Metropolis and Modernism and the March issue of Dwell.

Molokai, Hawaii

Madagascar Cacao Beans