“italian Design, Design Betrayed?&quot

The Event,  organized by culturaperta opens the Debate on Today's Role of design,  confronting famous People in The Industry

Analyzing the evolution of industrial design is a great opportunity to frame the historical period we live in. The three days of debate took place in the hall of the Castle Sforzesco, opening with a historical overview from the birth of Italian design  to the present day (emphasizing on the fundamental aspects of the '50s, where the design grew thanks to the great enthusiasm from the recovery policy economic, and therefore of design and production). Between the '50s and '80s, the Italian design confirmed its status as a point of reference on the international scene . The creative revolution was the mirror of a technical regeneration, but above all, it saw the emergence of functionality, where the shape is the result, as claimed by Carlotta deBevilacqua. "If there is a sense, there is the form". The question then was: what happened next? Can we talk about Betrayed design? Today's design is subject to the power of aesthetics? To what extent the market / marketing industry determines an object? An object is sold because it is beautiful, or it is beautiful and so it sells. But a beautiful object is not always functional. The object is to be used or to be watched? According to the Professor Andrea Branzi, talking about betrayed design would be admitting that there was a standard design. But design always renews itself and should be considered from a analysis of society, there is no orthodoxy. Today's design should be considered differently than  in the 80's where the design experienced itself. There are two areas in the contemporary era, the real market and the media area. This has changed the designers' minds ,who moove freely on different scenarios and work with diverse operators outside of the industrial commissions, opting for a widespread design. Still according to Branzi, it is not necessary to make judgments on the current design but observe and make comments. One of the changes he noticed is  a high percentage of female enrollment in design schools and this will surely bring a change in the design of the future. According to the Architect Carlotta De Bevilacqua, to exit from the formalisms of contemporary design, we should start from the concept of emptiness. Stop. Designing for durability. Designing for sustainability. Plan together. Fill the void with an idea. The Professor Silvia Piardi argues that the Italian design way has been shown by Slow Food. There is a need to focus on requalification and diffusion, sustainability,creativity and social inclusion.We must have the courage to make decisions, it is the only way we could talk about growth. According to the Professor Enzo Mari, the contemporary design  betrayed by formalisms and by the race to signatures is subdued to marketing. To find the right way,  good models for example, should be followed. If I understand how to make it,  I can realize it. If I understand the mechanism, I can reach creativity. An example to follow? Olivetti, the only example in the world of industrial ethical value. Exerpt:Analyzing the evolution of industrial design is a great opportunity to frame the historical period we live in. The three days of debate took place in the hall of the Castle Sforzesco, opening with a historical overview from the birth of Italian design  to the present day (emphasizing on the fundamental aspects of the '50s, where the design grew thanks to the great enthusiasm from the recovery policy economic, and therefore of design and production). Between the &..

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VIA: http://www.designamid.com/magazine.php?pageno=33

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