genius loci italy eng
TRANSCRIPT
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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
Real life delights and spontaneity
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
Real life delights and spontaneity
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