NEW IDENTITIES: SUCCESSFULL DESIGN TO EMPOWER BRANDS AND PROJECTS By Laura Milani, Istituto d’Arte Applicata e Design (IAAD) Director

What architecture for urban vehicles? IAAD viewpoint A new generation of urban vehicles will soon be coming to life. It’s possibile and trustable but unfortunatly not tomorrow morning: for this future generation of vehicles we are waiting for new urban systems and new social culture. Since 2002 IAAD has been studying concepts in this sense: the first important project was “Future mobility” realized with FIAT Style Centre. The customer was fundamental: our necessities and the personalization of our existence. The central themes were 4: modifications of vehicles, interfaces, relations between enterprise and client, city modification about viability. The results show different vehicles for each use: private - public, to use with other people, both for public and private tranports.

A new generation of urban vehicles will soon be coming to life.

It’s possibile and trustable but unfortunatly not tomorrow morning: for this future generation of vehicles we are waiting for new urban systems and new social culture.

Since 2002 IAAD has been studying concepts in this sense: the first important project was “Future mobility” realized with FIAT Style Centre.

The customer was fundamental: our necessities and the personalization of our existence.

The central themes were 4: modifications of vehicles, interfaces, relations between enterprise and client, city modification about viability.

The results show different vehicles for each use: private - public, to use with other people, both for public and private tranports.

What architecture for urban vehicles? IAAD viewpoint

What architecture for urban vehicles? IAAD viewpoint Could architecture and form become the keys of additional success? Design - form & function, is fundamental for a new society and for a new culture of innovation: he can change perception, comunication and social culture as well. Design is strategic for the development of policy in every society with a necessary social view. Design can approach people and improve our lives with touchable projects, products and systems. Design is comunication and relation! IAAD studies strategies and projects with important private and pubblic enterprises. 2 different examples: “Green Weehs” realized with Volkswagen Style Centre and “Hysyrider” realized with Environment Park, Piedmont Region and Turin Chamber of Commerce.

Could architecture and form become the keys of additional success?

Design - form & function, is fundamental for a new society and for a new culture of innovation: he can change perception, comunication and social culture as well.

Design is strategic for the development of policy in every society with a necessary social view.

Design can approach people and improve our lives with touchable projects, products and systems. Design is comunication and relation!

IAAD studies strategies and projects with important private and pubblic enterprises.

2 different examples: “Green Weehs” realized with Volkswagen Style Centre and “Hysyrider” realized with Environment Park, Piedmont Region and Turin Chamber of Commerce.

What architecture for urban vehicles? IAAD viewpoint

What architecture for urban vehicles? IAAD viewpoint