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Italian Design From Its Core

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Project by: Manuel Garzarón …

Project by: Manuel Garzarón
Mentors: Giovanni Lanzone & Piero Bassetti
Assistant: Francesco Samorè
Progetto design 2011

part 3/3

Published in: Education, Design, Business

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  • 1. Italian Design From Its Core Understanding The System of Design in Milan and Envisioning its Future October 25th, 2011 Project by: Manuel Garzarón Master in Business Design ‘10-11 Mentors: Giovanni Lanzone & Piero Bassetti Final Master Project Assistant: Francesco SamorèDomus Academy Fondazione G. Bassetti
  • 2. the bubble method results analysis of results key drivers action plan
  • 3. the bubble method results analysis of results key drivers action plan
  • 4. results ofmaps of design system of milan the research1960s SPECIALISTS COMPANIES 67% 100% CONSUMERS 33% DESIGN2010 MASTERS CITIZEN CONCERN 33% EVENTS 100% 67% ART & CULTURE 67% INSTITUTIONS 33% MEDIA 33%2015
  • 5. results ofmaps of design system of milan the research1960s SPECIALISTS COMPANIES 67% 100% CONSUMERS Remarks 33% » Relationship masters - companies DESIGN2010 MASTERS CITIZEN » Strong support from specialists CONCERN 33% EVENTS 100% 67% Strong influence of art & culture » » Niche premium market ART & CULTURE 67% INSTITUTIONS 33% MEDIA 33%2015
  • 6. results ofmaps of design system of milan the research1960s SPECIALISTS COMPANIES 69% 69% CONSUMERS 64% DESIGN2010 MASTERS CITIZEN CONCERN 39% EVENTS 78% 75% ART & INSTITUTIONS CULTURE 42% MEDIA 67% 81%2015
  • 7. results ofmaps of design system of milan the research1960s SPECIALISTS COMPANIES 69% 69% CONSUMERS Remarks 64% » Decrease of “masters” figures impact DESIGN2010 » Growth of events & media’s MASTERS CITIZEN CONCERN 39% influence EVENTS 78% 75%More awareness and expenditure » from consumers ART & INSTITUTIONS CULTURE 42% MEDIA 67% 81%2015
  • 8. results ofmaps of design system of milan the research1960s SPECIALISTS COMPANIES 73% 61% CONSUMERS 82% DESIGN2010 MASTERS CITIZEN 61% CONCERN EVENTS 64% 70% ART & INSTITUTIONS CULTURE 55% MEDIA 73% 88%2015
  • 9. results ofmaps of design system of milan the research1960s SPECIALISTS COMPANIES 73% 61% CONSUMERS Remarks 82% » Democratization of work of design DESIGN2010 » Growth media’s influence MASTERS CITIZEN 61% CONCERN » Wider design’s scope EVENTS 64% 70% » Citizen concern finally hits ART & INSTITUTIONS CULTURE 55% MEDIA 73% 88%2015
  • 10. results of the research key words to pay attention to institutions design & decentralized science production cultural invasion social d. thinking innovation designers & entrepreneurs BRIC
  • 11. the bubble method results12 analysis of results3 key drivers45 action plan67
  • 12. key drivers Key Driver #1 Institutional Support1 For the Design Community234 » Public voice / formal frame5 » Extend its field of work6 » Improve awareness of design » Improve social acceptance7 » Insert design within strategic levels of organisations as a solution solving approach
  • 13. key drivers Key Driver #2 Close Relationship1 Design-Entrepreneurships234 » “As in the 1960s, design should find its5 new “productive” ground” (S.Rossi)6 » “Historical pillars that have to be adapted to the new context” (B. Fattorini)7 » “The refreshment of this relationship is the way to a brighter future” (S. Maffei)
  • 14. key drivers Key Driver #3 Intersection Between Science&Tech and Design1234 » A way to refresh the link between design and specialists5 » Humanize and commercialize new developments and modernize design6 » Not only for products, but also for services,7 experiences and processes
  • 15. key drivers Key Driver #4 Paradigm Change of Productive Systems1234 » “Additive manufacturing opened the idea of decentralized production, that5 completely changes the rules of the game” (S. Maffei)6 » Paradigm challenge for mass production » Extreme of flexibility and freedom for7 designers
  • 16. key drivers Key Driver #51 Environmental and Social2 Sustainability345 » New fields for design-driven innovations6 (ex.: social innovation) » Replacement of Productive Locations7 (as local as possible) » Growing demand for markets
  • 17. key drivers Key Driver #6 Building Relationships With Emerging Economies1234 » Mass production poles: yet much to learn from developed economies5 » Mass consumption poles: demand of high quality and fresh offers6 » Innovation processes just starting to emerge: yet much to learn from developed7 economies
  • 18. key drivers Key Driver #71 Multiculturalism2 and Diversity345 » Not only a cause, but a consequence of the success of the design system6 » Re-encourage the historical creative invasion7 » Different perspectives, visions of the world
  • 19. the bubble method results analysis of results key driversaction plan
  • 20. Key Driver #1 Institutional SupportFor the Design Community Public voice Extend awareness acceptance solution solving approach
  • 21. Key Driver #1 Institutional SupportFor the Design Community Public voice Extend awareness acceptance solution solving approach institution
  • 22. MilanDesignCouncil
  • 23. aim Milan Design CouncilThe aim of the Milan Design Council is to give a formalframe that supports the design community of Milan inthe will of extending its boundaries of interest and in-creasing its social acceptance as a powerful tool to solveproblems of diverse natures. formal increase enable social frame awareness practical solutions acceptance
  • 24. aim Milan Design Council Milan Design Council designcommunity rest of the society
  • 25. aim Milan Design Council areness, more wo ccep tance, aw rk! a Milan Design Council designcommunity rest of the society
  • 26. aim Milan Design Council areness, more wo ccep tance, aw rk! a Milan Design Council designcommunity benefits gy from the methodolo rest of the society
  • 27. case study british design council Milan Design Council business top teams designers public services decision makers right design help other expertsacademic research team
  • 28. constitution & funding Milan Design Council $ Milan Design Council
  • 29. constitution & funding Milan Design Council public services companies government organizations hiring consultancy or aquiring projects $ $ $ $ $ Milan Design Council
  • 30. constitution & funding Milan Design Council public services companies government organizations hiring consultancy or aquiring projects $ $ $ $ $ Milan Design $ $ $ Council independent projects (% of equity)
  • 31. constitution & funding Milan Design Council public services camera della moda italiana companies comune di milano cosmitregione lombardia government assimpredil permanent sponsors organizations hiring consultancy or aquiring projects $ $ $ $ $ $ $ Milan Design $ $ $ Council independent projects (% of equity)
  • 32. constitution & funding Milan Design Council public services camera della moda italiana companies comune di milano cosmitregione lombardia government assimpredil permanent sponsors organizations hiring consultancy or aquiring projects $ $ $ $ $ $ $ $ Milan Design $ $ $ Council project sponsors independent (social innovation) projects (% of equity)
  • 33. 14 Milan Design 2 Council 3
  • 34. 14 Milan Design 2 Council 3
  • 35. Key Driver #2 Close Relationship Design-Entrepreneurships“The refreshment of this relationship is theway to a brighter future” (S. Maffei) competition 1 4 Milan Design 2 Council 3
  • 36. 1feeding the competition creative entrepreneurship 4 2 3
  • 37. 1feeding the competition creative entrepreneurship 4 2 31. Brief» Finger food service for expo ‘15» Constraits ($, location, profiles)» Deliverable: 1’ pitch video
  • 38. 1feeding the competition creative entrepreneurship 4 2 3 2. Top-down Filter » Filtering unviable (legally, technically, economically)1. Brief» Finger food service for expo ‘15» Constraits ($, location, profiles)» Deliverable: 1’ pitch video
  • 39. 1feeding the competition creative entrepreneurship 4 2 3 2. Top-down Filter » Filtering unviable (legally, technically, economically)1. Brief 3. Bottom-up Filter» Finger food service for expo ‘15 » Crowd-voting system» Constraits ($, location, profiles) » Viral, bottom-up» Deliverable: 1’ pitch video promotion
  • 40. 1feeding the competition creative entrepreneurship 4 2 3 2. Top-down Filter 4. Finalists » Filtering unviable (legally, » Workshop frame technically, economically) » Workspace & tutorship » Follow up by the public1. Brief 3. Bottom-up Filter» Finger food service for expo ‘15 » Crowd-voting system» Constraits ($, location, profiles) » Viral, bottom-up» Deliverable: 1’ pitch video promotion
  • 41. 1feeding the competition creative entrepreneurship 4 2 3 2. Top-down Filter 4. Finalists » Filtering unviable (legally, » Workshop frame technically, economically) » Workspace & tutorship » Follow up by the public1. Brief 3. Bottom-up Filter 5. Winning Team» Finger food service for expo ‘15 » Crowd-voting system » Venture capital» Constraits ($, location, profiles) » Viral, bottom-up » Consultancy from experts» Deliverable: 1’ pitch video promotion » Online and offline promotion
  • 42. feeding the feeding the
  • 43. competition 14 Milan Design 2 Council 3
  • 44. competition Key Driver #1 1 Institutional Support For the Design Community4 Milan Design 2 education Council Key Driver #4 3 Paradigm Change of Productive Systems
  • 45. 1 4 2 3 design FOR education 1. 3.educate 2. designFOR ASdesign education
  • 46. 1 4 2 3 design FOR education 1. 3.educate 2. designFOR ASdesign education
  • 47. 1design for education 4 2 using design to improve high school education 3 Milan Design Council Project Proposal Local High School » School selection » Needs research » Budgeting & planning
  • 48. 1design for education 4 2 using design to improve high school education 3» Innovative organizations(image improvement) Sponsors City $$ $ Milan Design Council Project Proposal Local High School » School selection » Needs research » Budgeting & planning
  • 49. 1design for education 4 2 using design to improve high school education 3» Innovative organizations(image improvement) Sponsors City $$ $ Milan Design Council Project Proposal Workshop Local High School » School selection » 1-2 months » Needs research » Teams (designers & teachers) » Budgeting & planning » Whole process: research + brainstorming + prototyping + implementation
  • 50. 1design for education 4 2 using design to improve high school education 3 » Practical solutions for schools» Innovative organizations(image improvement) » Innovation process learning and Sponsors City morale improvement for teachers » Work and awareness for design $$ $ Milan Design Council Project Proposal Workshop Local Results for High School High School » School selection » 1-2 months » Needs research » Teams (designers & teachers) » Budgeting & planning » Whole process: research + brainstorming + prototyping + implementation
  • 51. 1 4 2 3 design FOR education 1. 3.educate 2. designFOR ASdesign education
  • 52. 1 design as education 4 2teaching design to improve high school education 3 Local High School
  • 53. 1 design as education 4 2teaching design to improve high school education 3Resources» Opening of studio withinthe school facilities» 1-2 designers / teachers» 1 year workshops Local High School
  • 54. 1 design as education 4 2teaching design to improve high school education 3Resources Year One» Opening of studio within » Project for school itselfthe school facilities » 2 hs. a day, twice a week» 1-2 designers / teachers » Whole d-thinking process» 1 year workshops Local High School
  • 55. 1 design as education 4 2teaching design to improve high school education 3Resources Year One» Opening of studio within » Project for school itselfthe school facilities » 2 hs. a day, twice a week» 1-2 designers / teachers » Whole d-thinking process» 1 year workshops Local High School Year Two » Project for community » 3 hs. a day, 3 times a week » Same process
  • 56. 1 design as education 4 2teaching design to improve high school education 3Resources Year One» Opening of studio within » Project for school itselfthe school facilities » 2 hs. a day, twice a week» 1-2 designers / teachers » Whole d-thinking process» 1 year workshops Local High SchoolGrowth Year Two » Project for community» Extension to otherschools and levels » 3 hs. a day, 3 times a week» Students exchange » Same process» Contests / Competitions
  • 57. 1 4 2 3 design FOR education 1. 3.educate 2. designFOR ASdesign education
  • 58. 1 4 2 3P ark dditive politecnico di milano
  • 59. ark 1 dditiveP 4 2 3 politecnico di milano
  • 60. ark 1 dditiveP 4 2 3 politecnico di milano 1. Trainings » Trainings for university students (design & engineering) to learn the techniques of additive manufacturing
  • 61. ark 1 dditiveP 4 2 3 politecnico di milano 2. Machinery Rent » For designers to produce their objects, they can rent a machine for a specific amount of time
  • 62. competition 14 Milan Design 2 education Council 3
  • 63. competition 14 Milan Design 2 education Council 3 access Key Driver #3 Intersection Between Science&Tech and Design humanize science modernize design
  • 64. 1 4 2 3humanizeS&T 1. 2.modernizedesign
  • 65. 1 design and S&T 4 2 3humanize MilanS&T Design Council 1. 2.modernizedesign
  • 66. 1 design and S&T 4 2 31. New Discovery» Research center, company’s R&D» Need a commercial applicationhumanize MilanS&T Design Council 1. 2.modernizedesign
  • 67. 1 design and S&T 4 2 31. New Discovery 2. Workshop» Research center, company’s R&D » mDC hires the necessary staff» Need a commercial application » 1 month workshop to develophumanize MilanS&T Design Council 1. 2.modernizedesign
  • 68. 1 design and S&T 4 2 31. New Discovery 2. Workshop» Research center, company’s R&D » mDC hires the necessary staff 3. Commercialization» Need a commercial application » 1 month workshop to develop » mDC sells the project to companies of the fieldhumanize MilanS&T Design Council 1. 2.modernizedesign
  • 69. 1 design and S&T 4 2 3humanize MilanS&T Design Council 1. 2.modernizedesign1. Latest Developments» mDT researches about thelatest developments
  • 70. 1 design and S&T 4 2 3humanize MilanS&T Design Council 1. 2.modernizedesign1. Latest Developments 2. Library» mDT researches about the » A user-friendly database islatest developments made (technical, price, developer, etc.)
  • 71. 1 design and S&T 4 2 3humanize MilanS&T Design Council 1. 2.modernizedesign1. Latest Developments 2. Library 3. Access» mDT researches about the » A user-friendly database is » Members search to apply thelatest developments made (technical, price, best available technology for developer, etc.) their projects
  • 72. competition 14 Milan Design 2 education Council 3 access
  • 73. competition Key Driver #6 Building Relationships 1With Emerging Economies support 4 Milan Design 2 education Council Key Driver #7 Multiculturalism and Diversity 3 access
  • 74. 1cultural entrepreneurships 4 2 support plan for design in emerging economies 3 buenos aires
  • 75. 1cultural entrepreneurships 4 2 support plan for design in emerging economies 3 universities independent buenos aires local italian culture institute 1. Project Recruiting » Focused on Local Cultural Assets » Related to 4 italian strengths furniture fashion 4 italian strengths food tourism
  • 76. 1cultural entrepreneurships 4 2 support plan for design in emerging economies 3 milan 2. Winners buenos aires » Winning team/s travel to Milan for 1 month to develop their projects
  • 77. 1cultural entrepreneurships 4 2 support plan for design in emerging economies 3 milan
  • 78. 1 cultural entrepreneurships 4 2 support plan for design in emerging economies 33. Business Incubating Shop» Winning team/s work for 1 month devel-oping their projects» Tutorship (idea incubating model) milan Milan Design Council
  • 79. 1 cultural entrepreneurships 4 2 support plan for design in emerging economies 33. Business Incubating Shop» Winning team/s work for 1 month devel-oping their projects» Tutorship (idea incubating model) milan Milan Design Council research idea concept business prototyping generation development planning
  • 80. 1cultural entrepreneurships 4 2 support plan for design in emerging economies 3 milan 4. The Return buenos aires » Winning teams go back to their origins, bringing a developed idea and capital for implementation » Leaving behind a %equity of their businesses for the italian design council
  • 81. outcome summary “Italian Design From its Core” results 5 practical and viable actions proposed 3 clusters of results and material* 7 key drivers for the future of design 1 developed original research methodology*(*) In partnership with Avner Shaked