Italian Design From Its Core

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

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Italian Design From Its Core

  1. 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. 2. the bubble method results analysis of results key drivers action plan
  3. 3. the bubble method results analysis of results key drivers action plan
  4. 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. 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. 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. 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. 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. 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. 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. 11. the bubble method results12 analysis of results3 key drivers45 action plan67
  12. 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. 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. 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. 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. 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. 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. 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. 19. the bubble method results analysis of results key driversaction plan
  20. 20. Key Driver #1 Institutional SupportFor the Design Community Public voice Extend awareness acceptance solution solving approach
  21. 21. Key Driver #1 Institutional SupportFor the Design Community Public voice Extend awareness acceptance solution solving approach institution
  22. 22. MilanDesignCouncil
  23. 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. 24. aim Milan Design Council Milan Design Council designcommunity rest of the society
  25. 25. aim Milan Design Council areness, more wo ccep tance, aw rk! a Milan Design Council designcommunity rest of the society
  26. 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. 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. 28. constitution & funding Milan Design Council $ Milan Design Council
  29. 29. constitution & funding Milan Design Council public services companies government organizations hiring consultancy or aquiring projects $ $ $ $ $ Milan Design Council
  30. 30. constitution & funding Milan Design Council public services companies government organizations hiring consultancy or aquiring projects $ $ $ $ $ Milan Design $ $ $ Council independent projects (% of equity)
  31. 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. 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. 33. 14 Milan Design 2 Council 3
  34. 34. 14 Milan Design 2 Council 3
  35. 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. 36. 1feeding the competition creative entrepreneurship 4 2 3
  37. 37. 1feeding the competition creative entrepreneurship 4 2 31. Brief» Finger food service for expo ‘15» Constraits ($, location, profiles)» Deliverable: 1’ pitch video
  38. 38. 1feeding the competition creative entrepreneurship 4 2 3 2. Top-down Filter » Filtering unviable (legally, technically, economically)1. Brief» Finger food service for expo ‘15» Constraits ($, location, profiles)» Deliverable: 1’ pitch video
  39. 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 ($, location, profiles) » Viral, bottom-up» Deliverable: 1’ pitch video promotion
  40. 40. 1feeding the competition creative entrepreneurship 4 2 3 2. Top-down Filter 4. Finalists » Filtering unviable (legally, » Workshop frame technically, economically) » Workspace & tutorship » Follow up by the public1. Brief 3. Bottom-up Filter» Finger food service for expo ‘15 » Crowd-voting system» Constraits ($, location, profiles) » Viral, bottom-up» Deliverable: 1’ pitch video promotion
  41. 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. 42. feeding the feeding the
  43. 43. competition 14 Milan Design 2 Council 3
  44. 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. 45. 1 4 2 3 design FOR education 1. 3.educate 2. designFOR ASdesign education
  46. 46. 1 4 2 3 design FOR education 1. 3.educate 2. designFOR ASdesign education
  47. 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. 48. 1design for education 4 2 using design to improve high school education 3» Innovative organizations(image improvement) Sponsors City $$ $ Milan Design Council Project Proposal Local High School » School selection » Needs research » Budgeting & planning
  49. 49. 1design for education 4 2 using design to improve high school education 3» Innovative organizations(image improvement) Sponsors City $$ $ 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. 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. 51. 1 4 2 3 design FOR education 1. 3.educate 2. designFOR ASdesign education
  52. 52. 1 design as education 4 2teaching design to improve high school education 3 Local High School
  53. 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. 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. 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. 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. 57. 1 4 2 3 design FOR education 1. 3.educate 2. designFOR ASdesign education
  58. 58. 1 4 2 3P ark dditive politecnico di milano
  59. 59. ark 1 dditiveP 4 2 3 politecnico di milano
  60. 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. 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. 62. competition 14 Milan Design 2 education Council 3
  63. 63. competition 14 Milan Design 2 education Council 3 access Key Driver #3 Intersection Between Science&Tech and Design humanize science modernize design
  64. 64. 1 4 2 3humanizeS&T 1. 2.modernizedesign
  65. 65. 1 design and S&T 4 2 3humanize MilanS&T Design Council 1. 2.modernizedesign
  66. 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. 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. 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. 69. 1 design and S&T 4 2 3humanize MilanS&T Design Council 1. 2.modernizedesign1. Latest Developments» mDT researches about thelatest developments
  70. 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. 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. 72. competition 14 Milan Design 2 education Council 3 access
  73. 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. 74. 1cultural entrepreneurships 4 2 support plan for design in emerging economies 3 buenos aires
  75. 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. 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. 77. 1cultural entrepreneurships 4 2 support plan for design in emerging economies 3 milan
  78. 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. 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. 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. 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

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