diffused metaphor ?

histirical icons of italian design

de+signare 

design is making sense of things (1989)

Food, Food Design and Innovation in Italian Food Field

.

cities and innovation

innovation

enable innovation having a power

design

holistic approach

functionality,ergonomics,usability,accessibility,availability,product safety...

cities

complex social-special system

.

文化遗产的含义

文化遗产是一个社会发展并代代相传的生活方式的表达，包括习俗、地点、物品、艺术表达和价值观念。

类型：

有形遗产：建筑物、纪念碑、文物

非物质遗产：表演艺术、语言、传统、知识

自然遗产：景观、生物

文化遗产管理：

• 保存历史记忆和特征
• 让公众接触文化遗产（教育、享受）

意大利文化遗产的特色

1. 宪法保护
2. 到处都是文化遗产
3.  

文化遗产创新

意大利文化遗产创新之路2的特色

Innovation and Design: the Italian way

Arch. Paolo Bartoli

info@bartolidesign.it

Anna Bartoli + Paolo Bartoli

Founded by Paolo Bartoli

Let's understand:
how has the world of design changed?
more specifically
how has designer's role changed?

From analogic to digital in the last 20 years
Companies have understood that design is important and adopted a design driven approach.

Designer's role:

Ask questions
Create connection
Make sense with a vision
Storytelling

Give a context to the visions. Establish the relationships that a product can engage with users, context wth other products and services.

Global Trend: Constant change

It's the cultural model that drives society's evolution
Trend 1 - Physical to virtual

Moving from ownership to sharing experience, to the intangible.

Products need a context to be appreciated

Trend 2 - Innovation of Meaning

Giving identity and finding uniqueness
Not innovation of solutions, or answering to peoplet's needs. People are in search of values and opportunities. 

Trend 3 - Material's authenticity

We have more materials than we need, 
Materials are created, in search for an application.

Materiality is a quality being sought after. 

Two approaches to design in Bartoli:

1085 and Wonder + Storm

Brief: What can you manufacture with this material? 

7mm Cowhide leather
Frame in steel, leather seat and wooden legs

1st prototype

2nd prototype gentler model

Hot forming the leather, not enough to keep shape 

Introducing a tie rod to keep together the B side, the back of the chair, to provide support. 

Chose a metal rod used in nautical application. In time, the leather will relax, therefore needing to regulate the tension.

----

If there is no meaning for the user in the product the design is failed

----

How to address time in design? Account for planned obsolescence

---

Lamp

Pyrex tube in different diameters

Came from a simple idea, an archetype from a lamp in the form of a candle.

Tubes were shaped and a halogen lamp put inside

They thought about glass modularity in different sizes and tube lengths

Thinking of how to anchor the lighting system 

2016: switch to LED

How to disipate heat?

Dimension was the problem 

Metal tube becomes the heat sink as heat dissipator, and provides structure to the cable cord

Engage your client if you want to engage your customers

Keep perfecting the solution: for a more steady light source

In sum, being Design Driven, the italian way is:

yatch industry --market trends

sustainable materials

sustainability

endure in a relatively ongoing way

DESIGN FOR FOOD AND FOOD FOR DESIGN

design for food

learn from food culture

coltivando

Fashion design innovation

Design is a process of construction of meaning&value

Italian design system

science&anrt&reflective praxis

• science

scientific culture

industrial process and standardization

design as a deductive method

• design

fine arts culture

handicraft process

design as creative talent

• reflective praxis

fine arts culture&industrial culture

hibrid handicraft &industrial

multidisciplinary/systemic approach

Italian fashion brands

conviviality

care

inclusivity

innovating fashion by design

the italian fashion between cultural roots and future developments

Paola Bertola

design as a process of sense making driving innovation

innovation in cultural heritage

the italian way

Beborah Agostino

cultural heritage

definition 

which is an expression of the ways of living developed by a community and passed by generation and generation

types:

tangible heritage movable immovable

intangible heritage performing arts language traditions knowledge

natural heritage landscape biodiversity

management comprises two pillars

preservation

valuing

distinctive features of italian cultural heritage 

1. fundamental principle of the italian constitution

2. italian cultural heritage is everywhere

largest italian cities Rome Florence Turin Venice Milan

seaside and coastal towns cinque terre amalfi coast aeolian island caprera island polignano a mare

mountains and internal areas sassi and the rupestrian churches in matera delta area of the po river dolomites trulli di alberobello

the managerial implications

heterogeneous and multilayered governance structure:

public museums(autonomous state museums, regional museums, civic museums)

private museums(fondations, corporate museums)

3. italian cultural heritage tells the story of Italy over the years

a short journey in the italian history through the arts

pre-historic art

rock drawings in valcamonica (camonica valley)

first of Italy's UNESCO world heritage sites(1979)

etruscan art etruscan civilization in central Italy between the 10th and 1st centuries BC

sarcophagus of the Spouses (sixth century BC)

Roman art

colosseum, pantheon, augusts of prima porta

Byzantine art

basilica of san vitale, ravenna

Romanesque art

pisa cathedral

Gothic architecture

milan cathedral

doge's palace, venice

medieval architecture

san gimignano

renaissance

the renaissance began in the Republic of Florence

Raphael the school of athens

Botticelli the birth of Venus

michelangelo statue of david, sistine chapel's 《the last judgment》

leonardo da vinci vitruvian man

baroque

caravaggio the calling of saint matthew

royal palace of caserta 

neoclassicism

antonio canova psyche revived by cupid's kiss 1793

romanticism

francesco hayez the kiss 1859

futurism

umberto boccioni unique forms of continuity in space 1913

italian design

fashion design

lettera 22 portable typewriter 1950 

eclisse table lamp 1966

ferrari testarossa 1984

piaggio vespa 1955

4. italian culture heritage is heterogeneous

tangible and movable paintings sculptures wall paintings furnitures

tangible and immovable

historical buildings monuments archeological sites

intangible oral traditions and expressions, performing arts, rituals and social practices

innovation in cultural heritage

innovare(latin verb) to renew improve change the state of things

to find new ways to renew the two key pillars of cultural heritage

preservation focus on assets

valuing experiencing the assets focus on users

how to achieve innovation

strategy technology competences processes

the distinctive features of the italian way of innovation in cultural heritage

1. strategy

setting priorities and allocating budget

online experience

presercation and digitalization of the collection

marketing communication and customer care

educational activities

onsite experience

2. technology

mobile technologies immersive technologies VR and AR

robots and chatbots

3. competences

research and preservation of the heritage asset

education and management of the experience and services

administration

structures,security and set-up/production

multidisciplinarity in arts and culture

culture manager: art historian architects experience designer ICT specialists keeper art conservator administrative roles

4. processes

preservation driven approach

duomo di milano

experience driven approach

circo massimo

holistic approach

museo archeologico nazionale di Taranto

takeaways

the world changed from aanalogiclolgic to digital wuickly

new designers role - before it was product design, solving problems, analogies of the market, conceiving design briefs/ developing concept design. 

new - shifting from product to service, the designer should have a broader approach on marketing, understanding the companies working way, manufacturing, distribution

most important task to deliver from the designer is direction - communication and design management, vision and startegies. Better how to promote and communicate the product. 

designers' role is to create connections between duff markets, technologies, and visions. 

ask questions, storytelling, make connections, make sense with a vision. we work in teams with diff specialties/focuses 

global trends - constant change 

trend 1 - physical to virtue - designing the digital experience. consumers look for experiences, not just products. designers no longer design simple physical products they design digital and physical experiences for constumeros. 

products need a context to b appreciated to build a brand lifestyle through consumer experiecnes, 

trend 2 - innovation of meaning - uniqueness and identity - n search of identity in a crowded market

we are all in need, confuses, our reality becomes complex and fragmented, so brands need to stand out. we need the innovation of meaning not an innovation of solutions or answers to people's needs, people are in search of value and oppertinities. 

trend 3- materials authenticity - we have far more materials and technologies. there's a trend for authentic real materials, materiality is quality being sought after. we have too many fake materials too. 

two approaches to design - 

Development staircase - top-down approach/bottom-top approach

meaning

solution

product

technology

innovation and design:

the italian way

Paolo Bartoli

how has the world of design changed?

how has designers' role changed?

in the past two decages

analogic to digital

communication medium audience contents companies market

trend1 physical to virtual

trend2 innovation of meaning, identity and uniqueness

trend3 materials authenticity

1085 edition kristalia

new material leather

the development staircase

bottom up: technology product solution meaning

top down: meaning solution product techonology 

wonder and storm penta light

the evolution of idea

to connect designers furniture companies craftsmanship high technology digital tools

you get ingenious solutions flexibility and customizability unique products one-to-one contact customer engagement

italian design culture

italian furniture industry

international markets

the drivers of success of italian design: culture values and identity

the italian furniture industry and its extraordinary relationship with design skills

networking people and abilities is within italian culture

cultural heritage

• TYPES:

• Two pillars

1.preservation(history memory;territories identity)

2.valuing(public access:education;enjoying)

• features of Italian heritage

1.fundamental principle of Italian constitution

2.cultural heritage is everywhere

(Rome;Florence;Turin;Venice;Milan)cities

(Cinque Terre;Amalfi Coast...)seaside

(Sassi and the Pupestrian Churches in Matera...)Mountains and internal areas

3.Italian cutural heritage tells the story of Italian over the years

4....is heterogeneous

intangible(performing arts;oral expressions;ritual&social practices)

• INNOVATION

"innovare"--renew,improve,change the stage of things

how to achieve--strategy,technology,competences,prosses

• Italian Way

1.stategy

setting prioritirs and allocating budget

2.technology

3.competences

4.processes

• Innovation ways

eg.Duomo di Milano(preservation driven)

Circo Massimo(Experience driven)

Museo Archeologico Nazionale di Taranto(Holistic approach)

• conclusion

product  design

how the world of design changed?

how has designers'role changed?

ask questions;create connections;make snse with a vision;storytelling

project director;always be curious

Trends

1:physical to virtual,designing the (digital) experience

2:innovation of meaning,idenity and uniqueness

3,materials authenticity

design-driven innovation

1. design and innovation: the role of meaning

what is the most diffused metaphor of innovation?

people

direction

solution

historical icons of italian design

de+signare means make things meaningful

Alessi: family follows fiction

colors shapes materials

make our life happier

Kartell: bookworm

Technogym: kinesis

people

meaningful direction

better solution

Philips: ambient experience

from advanced and precise imaging scanners to relaxing and friendly imaging scanners

Nintendo: wii

2. design-driven mindsets: inside-out and criticism

3. process of design-driven innovation

inside:

me: you have to rely on what you believe

people will never love a product that you do not love

pair: Monet and Renoir

Microsoft Apple

circle: the impressonists

Monet Renoir Bazille Sysley

圈子

interpreters: cultural production

out

4. the contribution provided by interpreters

experience of life:

direct players: manufacturers, retailers, design firms, thchnology suppliers 

professionals: scholars, anthropologists, socilogists, trend analysts

cultural interpreters: journalists, directors, writers, priests, critics

meaningful direction

from competitors to alfa romeo

cars

INNOVATION

eg.bulb:light+value(desire needs)

The Role of Meaning

people_direction_solution

technologies/emotional values beyond

eg.Family Follows Fiction

"beyond aesthetics and style":relieve boredom and solitude

eg.Kinesis

fitness/livingroom

people-meaningfui direction-better solution

outside in__better solution

Inside Out__Meaningfui Direction

Criticism

"i judge,i value,i interpret"

Process of design-driven innovation

inside-me-pair-circle-interpret

"people will never loe a product that you don't love

Interpreters