Genius Loci

of Italian Design

Introduction
Global & Local
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

Italy
Influences on modernity

Futurismo Date: 1909 Fiat 500 Date: 1957

La Dolce Vita Date: 1960 Studio Alchimia Date: 1970s

United Colors of Benetton Date: 1980s

Luna Rossa Date: 2000

1900

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 critic wrote: "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 Rossa sailing 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.

Genius Loci of Design

Domestic 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 may influence 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 Playfulness Aesthetics and uses for emotional stimulation Personalization Unique solutions that impress

Genius Loci of Design

Domestic Space

Personalization

Bisazza Mosaics

Playfulness

Whistling bird by Alessi

Illy coffee cups

Eclectism

Genius Loci of Design

Working 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 others represent 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.
Talent Personal expression in a office that often resembles a home Flexibility Products like life partners both at work and home

Sharing Looking for proximity and exchange within the working space

Genius Loci of Design

Working Environment

Deloitte building, Milan

Sharing

Flexibility

Tolomeo lamp by Artemide

Danese Milano Collection

Talent

Genius Loci of Design

Transportation
The Italian consumer has an almost obsessive relationship with 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.
Stimulation Unexpected elements capable of surprising Connectivity Balancing the individual dimension with the public reality

Plein-Air Live in the open as an alternative solution

Genius Loci of Design

Transportation

Bicycles Rossignoli

Plein-Air

Connectivity
MC1 Microcar

Milan Tram by Zagato

Stimulation

Genius Loci of Design

Leisure/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.
Experimentation Critical judgement and personal awareness Traditions Rediscovering Italian traditions and embracing new proposals

Occasions Dense and experiences to share with others

Genius Loci of Design

Leisure/Free-time

Technogym fitness equipment

Occasions

Traditions

Murano glass

Gambero Rosso guides

Experimentation

Genius Loci of Design

Urban 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.
Community Re-development projects for common good Gatherings Bars, parks and piazzas as social catalysts Cultural Growth Variety of cultural events in the cities

Genius Loci of Design

Urban Reality

Mantua Literature Festival

Cultural Growth

Gatherings

Moscardino spoon/fork by Pandora

A Bench for Milan by Alias

Community

Italy
Quotes 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 dont have 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

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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".

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Icons 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.

Italy
Uniqueness
Real life delights and spontaneity The Made in Italy, has become synonymous of excellence in design and a guarantee in terms of creativity, like in the case of the Ferrari cars or the Giorgio Armani jackets. Italy, a geographic entity that is warm and 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.

Italy
Uniqueness
Real life delights and spontaneity The design proposals of the Italian designers reflect through their aesthetics the intuition and courage of their conceptual fathers, features that are evident in the Arco 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 the Algol television, both undeniable
design icons of the 20th century.

Italy
Uniqueness
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

Genius Loci of Design

Italian Social Context
1990s
Consumption based a system structured by signs

2010
Products that propose a new mix of pathways and projects

Consumption as the representation of social background

Consumption in fine tune with peoples sensibilities

Consumption that imposes aesthetics

Projects that have the ability to attract and stimulate culturally

Consumption as the need to stand out

Consumption as the background for sharing and conviviality