Andrea Maldifassi Portfolio

My goal, as contemporary designer, is to build powerful and valuable interactions between people, products, spaces and services in order to provide the best possible experience to the user and increase brand value.

This is where Design Thinking and human-centered design approach come into play.

PORTFOLIO

ANDREA MALDIFASSI Via Carlo Imbonati 55, Milano 22/03/1990 Cell: +0039 3886164380 Mail: maldifassi.andrea@gmail.com Skype: andrea.maldifassi

Design takes inspiration from real people, works within markets and technological constraints, and considers every product touchpoint as an opportunity to surprise, delight and deliver benefits to users.

Dave Thomsen

Designers can help companies connect and establish a dialogue with consumers, thus enabling firms to innovate more efficiently. - Designers must not only synthesize functionality and aesthetics, we must understand a consumer’s thought process and emotions to motivate behavior change. - Design is a process of synthesizing insights into a tangible offering in a way that addresses the goals of the company and the desires of consumers.

A Product Service System to raise brand awareness in China.

Introduction - Master Thesis Shanghai, Milan; 2016 Andrea Maldifassi

EDUCATION

PRODUCT SERVICE SYSTEM DESIGN Master Degree Politecnico di Milano, Milan October 2013 / July 2016

DESIGN & INNOVATION Double Master Degree Tongji University, Shanghai February 2015 / May 2016

INTERIOR DESIGN Bachelor Degree Politecnico di Milano, Milan October 2010 / July 2013

PRODUCT DESIGN Exchange Program Middle East Technical University, Ankara February 2013 / June 2013

LICEO ARTISTICO Pittura e Composizione Liceo Artistico Statale, Benevento September 2004 / June 2009

PROJECTS & WORKING EXPERIENCES

INTERNSHIP Service and Retail Design Vibram China, Guangzhou July 2015 / October 2015

#IAMVIBRAM# CAMPAIGN Strategic Design / Vibram SPA Vibram China, Shanghai January / May 2016

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DeCA EXHIBITION Exhibition Design / Exhibition Fuorisalone / Milan April 2014

CONCEPT DEVELOPMENT Innovative User Experience Shenzhen Daxiang Co. Ldt / Shanghay

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June 2015

MERGING EXHIBITION Exhibition Design / Exhibition Fuorisalone, MUST / Milan SOCIAL MEDIA ANALYSIS Research / Infographic Vibram China / Guangzhou February / March 2016

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February / April 2014

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RESEARCH Data collection / Infographic PepsiCo, Quaker Oats / Shanghai April 2015

SIDE - SERVICES AND SPACES Exhibition Design / Exhibition Tongji University, Shanghai

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VIA GORLINI PROJECT Interior Design / Bachelor Thesis Politecnico di Milan / Milan

INTO THE WOOD Event Design Spotlime / Milan

February 2013 / July 2013

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December 2014

November 2015

VIBRAM - CARMINA CAMPUS Exhibition Design / Exhibition Beijing Design Week / Beijing

OVO - PASSIVE AMPLIFIER Product Design Monitillo Marmi / Milan

DESIGN YOUR SPACE Interior Design / Projects Politecnico di Milan / Milan October 2012 / February 2013

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December 2014

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October 2015

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CANDY BAR Art Direction / Event Design University Equipe / Milan May 2011 / November 2014

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PHOTO DOCUMENTARY Photography China, Asia February 2015 / May 2016

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After the four-months internship in Vibram I start to work on my master thesis for the development of a design strategy to raise the brand value in China. The project has been developed in collaboration with the marketing department of Vibram China, Matteo Crovetto, General Manager of Vibram China and Massimo Randone, Academic Coordinator & Innovation System Advisor. I developed a responsive website to host the social community and product exhibitos to locate in selected spots in the city of Shanghai.

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#IAMVIBRAM# CAMPAIGN VIBRAM January - May 2016 Vibram China, Shanghai

The project is now in a prototyping fase vibramcampaign.com

The campaign aims to raise brand awareness building a holistic strategy that goes through multiple touchpoints, on and off-line. The scope is to approach new customers and build a multi-way relationship, creating a new community of users around the brand that will communicate with each other providing and taking trustful and useful information. #iamvibram# is a multi-touchpoints campaign to put people at the center of Vibram business and communication. The campaign aims to reach people in their everyday life end encourage them to share and communicate their passion to the big community of Vibram users. Is the first ever Vibram campaign build on multiple touchpoints with a dedicated website, store-in-store and on-field product exhibitors with a secondary function of social engagement, and the first ever Vibram Hub, a multifunctional space where Vibram will show the brand values and where stakeholders, community and potential users can interact and cooperate. #iamvibram# has the aim to grow awareness of the brand to a much larger audience which can create brand loyalty and advocates and not least a long-term increasing revenues.

SOCIAL MEDIA ANALYSIS VIBRAM February - March 2016 Vibram China, Guangzhou

The collection of the data has been done in a range of ten months, from April 8th, 2015 till February 8th, 2016, analyzing both the western and the Chinese social media channels of the company. The analysis shows how the social media strategy applied by Vibram in China is much less efficient then the Vibram US and Europe. It is easy to see how the “western� platform has improved during the time. Vibram China, with no a clear media strategy, has not been able to increase the number of followers, neither active nor passive.

I am now working in collaboration with the social media strategist of the company to develope a new strategy for the Chinese market.

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FOLLOWERS

Amount of followers for each platform

CONTENTS

Content generation for each platform

INTERACTIONS

Amount of interactions generated

FOLLOWERS

CONTENTS

INTERACTIONS

Big data is undoubtedly u analysis to figure out how we “know,� and how Sam Ford, 2012 fastcompany.com

useful, but it takes human w to understand what it is w to take action on it.

VIBRAM CARMINA CAMPUS EXHIBITION 23 September - 7 October 2015 Beijing Design Week, Beijing

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Italian footwear brand Vibram and luxury fashion brand Carmina Campus reveals their capsule collection featuring handbags made with recycled leftover rubber from Vibram.

The exhibition took place in the Green Shopping Malls, the center of the Beijing Design Week. The Vibram design team had to work closely with the marketing department of Vibram China, Vibram Italy and the fashion stylist Ilaria Venturini Fendi.

My role, in particular, was to design the space to host the exhibition; the 6x6 m stage where users could enter and interact with the products and the assistants. I also managed the relations with the vendors, the selection of the materials and followed the construction of the booth.

Ilaria Venturini Fendi / BDW

About the exhibition - http://wechat.kanfb.com/archives/65135 - https://jingdaily.com/green-shopping-mallsfeature-sustainable-fashion-and-3d-printing-atbeijing-design-week-2015/ - http://fashion.sohu.com/20151023/ n424016306.shtml

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BREAKFAST HABITS & NUTRITION AWARENESS April 2016 PepsiCo, Quaker Oats Shanghai

“Breakfast habits and nutrition awareness� is a research done for PepsiCo Asia, during the onemonth workshop in Tongji University, Shanghai. The aim of the research is to understand the habits of the Chinese people in having breakfast, their behaviors, and nutritional needs. The collection of the data, done by the team all, took a couple of days, while the infographic has been designed for the presentation with the company.

Designed by: Andrea Maldifassi Giovanni Piemontese Data collected by: Andrea Maldifassi Giovanni Piemontese Qiu Fangyan Li Zurui Pan YanYang

designboom.com says http://www.designboom.com/ design/ovo-amplifier-monitillomarmi-carrara-marble-12-02-2014/

Uniting the Apulian tradition of stone craftsmanship with cutting-edge product manufacturing, Andrea Maldifassi with milanese studio May Day Design has realized ‘ovo‘, a passive iphone amplifier made from carrara marble, produced by Altamura, Puglia-based company Monitillo Marmi. ‘Ovo‘ expresses the binomials of technology and tradition, digital and analog, artisanship and innovation, in such a way that the essence of the raw material is highly considered and maintained while revealing its properties with a contemporary quality. The amplifier’s shape is obtained through the slow and accurate removal of marble from a full carrara slab; these mammoth pieces are carefully selected to avoid cracks and impurities, processed with CNC technology and finally hand-finished in order to achieve a smooth outer surface and a slightly grooved inner texture.

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OVO PASSIVE AMPLIFIER December 2014 Product by Monitillo Marmi

Selected as a finalist in the Prize XXIV Compasso d’Oro ADI, category “Design for Home”.

Pubblication ADI Design Index 2015

Press designboom.com lovethesign.com adidesignindex.com fastcodesign.com

Exhibition Mostra di selezione XXIV Edizione Premio Compasso d’Oro ADI 14 - 22 June 2016, Palazzo Isimbardi, Milan

The ‘Ovo‘ model is equipped with a milled slot to hold either an iphone 5 or 6, while its internal core follows mathematical formulas to maximize the most efficient amplification of the sound, despite its small size. Its shape has been painstakingly perfected in order to obtain a smooth, cylindrical composition with two base points, allowing the object to be inclined in different directions with distinct sources for the acoustic flow to traverse.

CANDY BAR MILANO May 2011 / November 2014 University Equipe, Milano

Candy Bar is a brand of events under the management of the Milanese university network agency University Equipe. Candy Bar is a series of thematic events that took place from May 2011 to December 2014, into the best location for events in Milan. Every week, the team worked for the development of the social and digital contents, video, manifesto, flyers, for the Saturday night event to come. The selected locations have been set, organized and decorated according to the theme developed.

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Candy_Bar Milano / Digital contents

My task was to work within the team for the concept and theme development, the digital contents for the social media channels and the physical communication.

My main role was to design and manage the selected locations. According to the weekly themes, I designed the decorations and the spaces. I was managing also the communication with the providers and the team for the setting up and construction of the decorations.

Candy_Bar Milano / Openig event / Le Banque, Milan

DeCA EXHIBITION DeCA / Zona Sant’Ambrogio

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The exhibition shows a selection of the projects developed during the Final Design Studio (3rd year, BSc in Interior Design at Politecnico di Milano) and two microrooms that told of two areas, the private and common ones, where are played the relationship between privacy and sharing, between personalization and relationship, between living and transience.

I worked in the team that had to design, organize and build the exhibition during the Fuorisalone 2014. My task has been to manage the interior space, design and build the layout of the space. In particular, I had to design and build the two wooden micro-rooms: the structure, the finishes, the layout, and communication.

Furthermore, I was in charge to choose and select the materials for the exhibition and maintain relationships with the suppliers.

Design Week 2014 / Milan

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Design Culture Accoglienza April, 2014 Fuorisalone / Milano

The research project of the School of Design of Politecnico di Milano aims to develop proposals for temporary space for asylum seekers and refugees.

Project is supported by: Cooperativa Sociale Farsi Prossimo Department of Social Affairs and Culture of Health of Milan kea Italia Project managers: Agnese Rebaglio Chiara Zoppei

MERGING EXHIBITION February / April, 2014 MUST Museum, Fuorisalone / Milano

Museo Nazionale delle Scienza e della Tecnologia Leonardo Da Vinci, Milan 2-16 February 2014 Milano Makers, La Fabbrica del Vapore, Milan 8th-13th April 2014

I worked in the Art Direction team that had to design, organize and build the exhibition at the MUST Museum firs and La Fabbrica del Vapore later, during the Fuorisalone 2014.

My task has been to manage the interior space, design and build the product exhibitors. I was in charge to choose and select the materials for the exhibition and maintain relationships with the suppliers. Together, with the Art Direction team all, we managed the exhibition during the opening time entertaining and welcoming to visitors.

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Merging / Manifesto

The exhibition shows a selection of the projects developed during the Innovation Studio class (1st year, Master in Product Service System Design at Politecnico di Milano) held in the academic year 2013/2014 in collaboration with MUST Museum.

MUST Museum / Milan

VIA GORLINI PROJECT

Via Gorlini Project is a project of “temporary urban solutions� with the aim to raise awareness about the refugees case. The project, developed as Final Thesis for the bachelor in Interior Design, consists in designing products and services able to generate interactions between citizens, spaces and cultures.

March / July, 2013 Politecnico di Milano / Design School

The project aims to bring the Centers for Refugees, based in Via Gorlini, into the city of Milan. The customs and traditions of the refugees hosted in the centre become an attraction to sensibilize the citizens

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Micro-rooms / Via Gorlini Project

Interactions-building space / Via Gorlini Project

The CUBES are key elements of the common area at the ground floor of the center. The three elements are place-making products that can be moved to generate small private spaces or big common areas.

DESIGN YOUR SPACE October, 2012 / February, 2013 Politecnico di Milano

During the fourmonths-long project, I have been working with the team being an active part in every step. In particular, my task was to work on the 3D modeling and rendering, the 2D technical drawing and the production of the short video for the final presentation of the project.

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DESIGN YOUR SPACE is a project developed during the last year of Interior Design at Politecnico di Milano. As a team, out task was to analyze the Center for Refugees, located in Via Gorlini, Milan, and re-design the interior space. The concept developed aimed to answer to the needs and costumes of the hosts and provide them the right spaces and tools to create their own living place.

The Open Public Space at the entrance of the center become a space of interactions. Here the hosts of the center can interact with the public and be active components of the system.

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MY SHOTS Traveling around

Photo reportage of my last year-andhalf experience in Asia. The passion in photography come after my first experience abroad, in Turkey. There I took a course of photography and composition that was mainly focused on “Social documentary photography�. In these shots, I wanted to show moments of everyday life where the subject is an extension of the surrounding. People are the core of any place and culture and my intention is to capture their eyes and smiles, reflection of their souls.

Here you can find some of my pictures. Many others are going to be uploaded. http://yourshot. nationalgeographic. com/profile/1168308/

PORTFOLIO

ANDREA MALDIFASSI Via Carlo Imbonati 55, Milano 22/03/1990 Cell: +0039 3886164380 Mail: maldifassi.andrea@gmail.com Skype: andrea.maldifassi