Genius Loci Italy Eng

8/4/2019 Genius Loci Italy Eng

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Genius Lociof Italian Design
http://files/intro.ppt


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When dealing with design we look at it

separately from its effects and

consequences, imagining that trends are

isolated from the countries and its

people, who are seen only as a market or

target group to be reached.

It is important however to understand that

each country has unique characteristics

and specific design talents that can be

observed always in relation with the people

that live there. Milan

IntroductionGlobal & Local


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ItalyInfluences on modernity

1900 2000

FuturismoDate: 1909

Studio AlchimiaDate: 1970s

Fiat 500Date: 1957

United Colors ofBenetton

Date: 1980s

La Dolce VitaDate: 1960

Luna RossaDate: 2000

- Futurism was an international art movement. The Futurists took inspiration from the modern society: speed,

noise, machines, and cities, and their manifestos glorified the dynamism and violence of the new technology.

- The Fiat 500 was launched in 1957 by the Italian company FIAT. This micro-car was marketed as a cheap and

practical town car to combat the huge levels of congestion in Italian cities.

- Federico Fellini's film La Dolce Vita is a portrait of celebrity-obsessed culture of the Sixties and as one criticwrote: "A landmark of cinematic social comment". The film was a worldwide box-office hit but condemned by the

Catholic Church for its casual depiction of suicide and sexual themes.

- Alessandro Guerriero founded an association of architects called Alchimia studio in 1973, whose furniture

explodes with radical concepts of form, and pattern, a statement against the rigid, austere Bauhaus principles.

- Benetton fashion company adopted the "multi-racial" theme during its collaboration with photographer Oliviero

Toscani. When a visiting United Nations official saw Toscani's new campaign he exclaimed, This is fantastic! Its the

United Colors in here! the United Colors of Benetton slogan was born.

- The Luna Rossasailing boat owned by Prada won Americas Cup in 2000. It was the first time in history for an

Italian skipper. The team's outfits were part of the Prada Sport collection, Pradas second line.


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Genius Loci of DesignDomestic Space

The Italian home is undergoing constant changes. The

Italian consumers tastes and behaviours are shifting

away from the traditional way of living the domestic

space, full of rural-style references, and is willing to

embrace the new trends that are arriving from other

countries, even distant ones. Decisions are very much

influenced by aesthetics and the main objective of the

purchase act is to fare bella figura (to make a good

impression).

The final decision is instinctive rather than rational.

Status brands and technological innovation mayinfluence the purchase act but not decisive factors. The

average Italian consumer is searching for products that

allow him/her to have create a unique living environment

that it is however emotionally strong and inviting.

Eclectism

Instinctive choices

PlayfulnessAesthetics anduses for emotionalstimulation

PersonalizationUnique solutions

that impress


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Genius Loci of DesignDomestic Space

PersonalizationBisazza Mosaics

PlayfulnessWhistling bird by Alessi

EclectismIlly coffee cups


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Genius Loci of DesignWorking Environment

The Piazza (square) is a strong metaphor that allows the

understanding of the Italian working environment.

Sharing with others the working experience, socializing

and exchanging ideas during work hours is very

important for the Italians. The office environment very

often resembles the home and the family dynamics are

recreated in terms of relationships.

The new technological solutions are slowly accepted and

only if they facilitate proximity and expression. The

coffee breaks and the occasions that allow the Italian

employee or freelance to have a chat with othersrepresent important daily rituals in the working

environment. Since working time and personal time are

crossed often together products that can be used in

versatile manner can become life partners.

FlexibilityProducts like lifepartners both atwork and home

SharingLooking for

proximity andexchange within

the working space

TalentPersonal

expression in aoffice that often

resembles a home


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Genius Loci of DesignWorking Environment

SharingDeloitte building, Milan

FlexibilityTolomeo lamp by Artemide

TalentDanese Milano Collection


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Genius Loci of DesignTransportation

The Italian consumer has an almost obsessive

relationshipwith the car. The Italian driver doesnt

hesitate to use the car during rush hours in the city and

for long trips. The public transportation is considered to

be an emergency solution. In many cities, like Milan and

Rome, the motorcycles and bicycles are an alternative

solution for the young ones and those living in the city

center.

The choice of the car is strongly influenced by the family

and the weekend destination. Live in the open both

the city and the countryside is an other important factor.

Surprising and unexpected elements that stimulate the

Italian consumer , allowing him/her to play with the

car, bicycle or motorcycle- can be decisive for the

purchase decision.

Plein-AirLive in the open

as an alternativesolution

ConnectivityBalancing theindividualdimension withthe public reality

StimulationUnexpected

elements capable

of surprising


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Genius Loci of DesignTransportation

Plein-AirBicycles Rossignoli

ConnectivityMC1 Microcar

StimulationMilan Tram by Zagato


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Genius Loci of DesignLeisure/Free-time

Always in search of new events and experiences that can

be shared with others, the Italian consumer is becoming

more and more responsive to new stimuli and occasions.

A good part of his/her free time is dedicated to the

culinary culture, allowing Italian consumer to practise

his/her critical judgement.

Wine tasting, cooking and eating in restaurants

represent a strong passion, triggered by the curiosity of

the new (ethnic) proposals and the need to rediscover

Italian local traditions and uniqueness. Favourite

hobbies include decoupage and collections published by

instalments. The Italians, both males and females, visit

regularly a gym and practise sports.

OccasionsDense and

experiencesto share with

others

TraditionsRediscoveringItalian traditionsand embracingnew proposals

ExperimentationCritical judgement

and personal

awareness


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Genius Loci of DesignLeisure/Free-time

OccasionsTechnogym fitness equipment

TraditionsMurano glass

ExperimentationGambero Rosso guides


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Genius Loci of DesignUrban Reality

The Italian cities represent for many hours both in the

summer and winter time an enormous scene of action.

Urban planning is often conditioned by the existence of

historical buildings, so new urban projects consist

mainly of new lighting design in the city centre while

important re-development plans take place in the citys

outskirts, but there is always a sense of community for

projects that concern the city.

Open air festivals, like the Mantua literature Festival

and cultural events, like Dantes poem readings, that

have a strong cultural imprint are facing enormous

success because of peoples need to be in proximity with

others.

CommunityRe-development

projects for

common good

Cultural GrowthVariety of cultural

events in the cities

GatheringsBars, parks andpiazzas as socialcatalysts


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Genius Loci of DesignUrban Reality

Cultural GrowthMantua Literature Festival

CommunityA Bench for Milan by Alias

GatheringsMoscardino spoon/fork by Pandora


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ItalyQuotes

Its the category of customary actions that count, those repeated,

unrepeatable pleasures of daily life, like good coffee and wine, that assume

a profound psychological value.

The Italians donthave customs, they have habits and routines

Giacomo Leopardi

Italian creativity is not direct, absolute, tragic or original. It tends, instead, to

be reactive, transversal and mimetic. In Italy originality and creativity are

not to be found in the contents, but rather in the realm of strategies, the

ways of doing things, in the processes employed to deconstruct, disassemble

and dissect, in order to reconstruct again.

The Italians are the most intelligent people in the world. They have just one

defect, theyre too smart

Henry Kissinger


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ItalyIcons

Article: Vespa

Designer: Corradino DAscanio

Company: Piaggio

Date: 1946

Vespa, a city favourite since it offers an

economical mode of transportation, is one

of the world's most recognised symbols of

style and design.


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ItalyIcons

Article: Superleggera chair

Designer: Gio Ponti

Company: Cassina

Date: 1957

One of Pontis most famous furniture

design, the Superleggera unites the

aspects of lightness and serial

production.


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ItalyIcons

Article: Arco Floor lamp

Designer: Achille Castiglioni

Company: Flos

Date: 1962

One of the classics of modern lighting

design, featuring a polished stainless

steel shade and a marble base, was

inspired by the design of a street light.


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ItalyIcons

Article: Algol television

Designer: Marco Zanuso

Company: Brionvega

Date: 1964

Algol is offering a less rigid and more

active use of the television set but most

of all an original and revolutionary design.


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ItalyIcons

Article: Up armchair and footstool

Designer: Gaetano Pesce

Company: B&B Italia

Date: 1966

The Up 5 armchair and its footstool are

upholstered in a unique stretch fabric.

Shaped like a large mother's lap it

became a veritable icon of modern

design.


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ItalyIcons

Article: Timor Desk calendar

Designer: Enzo Mari

Company: Danese

Date: 1967

One of the classic icons of 20th Century

Design, found in museum collections

worldwide, is made in black ABS or white

PVC.


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ItalyIcons

Article: Valentine typewriter

Designer: Ettore Sottsass

Company: Olivetti

Date: 1969

This portable revolutionary typewriter,

famous for its bright-red looks and made

of plastic, is synonymous with Italian

avant-guarde design.


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ItalyIcons

Article: Fiorucci hot pants

Designer: Elio Fiorucci

Company: Fiorucci

Date: 1970s

Designed for those who want to get

noticed these hot pants are made of jeans

and are decorated with colourful fabric

patches, have become an icon of Italian

style.


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ItalyIcons

Article: Testarossa car

Designer: Studio Pininfarina

Company: Ferrari

Date: 1980s

This car, "Testarossa means red head,

has achieved many awards and is

recognized not only for the aesthetics but

also of its technical accomplishments.


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ItalyIcons

Article: Armani jacket

Designer: Giorgio Armani

Company: Giorgio Armani

Date: 1980s

The Armani jacket is a symbol of both

taste and power since the early Eighties,

and represents the state of the art in

tailoring.


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ItalyIcons

Article: La Conica espresso maker

Designer: Aldo Rossi

Company: Alessi

Date: 1982

A design icon more than a good espresso

maker, "La Conica" Espresso made of

polish stainless steel and copper base.


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ItalyIcons

Article: Tods loafers

Company: Tods

Date: Mid 1980s

The casual driving shoe with nubbly soles

has become famous among men and

woman throughout the world. The calfskin

driving moccasin is characterized by

detailed workmanship and top-quality

materials.


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ItalyIcons

Article: Tolomeo

Designer: Michele De Lucchi

Company: Artemide

Date: 1986

This task lamp with a fully adjustable arm

has become a modern classic for the

contemporary home and office.


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ItalyIcons

Article: Silver chair

Designer: Vico Magistretti

Company: De Padova

Date: 1989

What Vico Magistretti had to say about his

design: "It's a chair that is an homage to

Thonet, who had produced a similar chair.

I thought it would be a good idea to use

and reinvent it, also because Ive always

loved Thonet chairs, even if these are no

longer made of wood and straw, but of

steel and plastic".


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ItalyIcons

Article: Battista Folding table

Designer: Antonio Citterio

Company: Kartell

Date: 1991

This small folding table is the perfect

anywhere table: a practical trolley that

can be left fully extended or half

extended.


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ItalyIcons

Article: illy coffee cup

Designer: Matteo Thun

Company: illycaff

Date: 1991

La tazzina di caff, (means The coffee

cup) became the template for all the

espresso coffee cups of the "illy collection

artist cups. Made in white china it

features the signature illy handle and

logo.


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ItalyIcons

Article: Satin dress

Designer: Dolce & Gabbana

Company: Dolce & Gabbana

Date: Early 1990s

The little black dress is one of the design

duos most successful proposals. Velvet

and lace decorations give a touch of class

and femininity for both sexy and

sophisticated looks.


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ItalyIcons

Article: Bombo Stool

Designer: Stefano Giovannoni

Company: Magis

Date: 1996

A both comfortable and functional stool,

adjustable height via a gas lever

mechanism, became successful thank to

its cheerful colours and inviting form.


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ItalyIcons

Article: Prada nylon bag

Company: Prada

Date: Late 1990s

A commercial success of the company,

the black nylon bag that with Pradas

triangular logo represents a good

example of the minimalist elegance and

cutting-edge design.


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ItalyUniqueness

Real life delights and spontaneity

TheMade in Italy, has become synonymous of excellence in design and a guarantee in

terms of creativity, like in the case of the Ferraricars or the Giorgio Armanijackets. Italy,

a geographic entity that is warmand inviting, imbued with a deep historic awareness,

impregnated with other cultures and ideas, is able to translate these characteristics also in

terms of design.

The Italian design scene is an enchanted landscape charged with bright ideas and

inspirational visions that has served as a source of inspiration and a model, not only for

Europe, but the entire world of design, from fashion to furniture design.


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ItalyUniqueness


The design proposals of the Italian designers reflect through their aesthetics the intuition

and courage of theirconceptualfathers, features that are evident in theArco Floor lamp

by Castiglioni as well as the Bombo stool by Giovannoni.

Italian design is a delight for the eye, accessible most of the time in

psychological terms and vital in terms of aesthetic expression, like for instance the

Valentine typewriter by Ettore Sottsass. Lateral thinking and intuition, with no restraints

and following no particular specialized discipline, become fundamental element in the

design process in Italy: the pioneering vision and the desirable object are the result of an

extra-ordinary capacity to mix the need for excess with the quest for elegance, as

one can observe in the Up armchair and footstool and theAlgoltelevision, both undeniable

design icons of the 20th century.


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ItalyUniqueness

Learning from others and the past while maintaining a strong identity

The quest for happinness through organic and rational elements

Creativity that reconciles memory and experimentation

Multiplicity that reflects the symbiosis with the past and the search of order

Playful surrealism and the artificiality of the natural


Spiritual significance of technology and aesthetic rigour

Artistic seduction as a mix of imagination and character

Creating avant-guarde alternatives without denying tradition

Individual enterprise and the magnitude of the standard


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Consumption based a systemstructured by signs

Products that propose a newmix of pathways

and projects

Consumption as therepresentation of socialbackground

Consumption in fine tunewith peoples

sensibilities

Projects that have the abilityto attract and stimulate

culturally

Consumption as thebackground for sharing and

conviviality

Consumption as the need tostand out

1990s 2010

Consumption that imposes

aesthetics

Genius Loci of DesignItalian Social Context

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Genius Loci Italy Eng