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Design Studio semester fall, 2010 interior design francesco librizzi info@francescolibrizzi.com graphic design giorgia lupi + gabriele rossi giorgia@giorgialupi.net, ru@bonsainija.com interaction design remo ricchetti r.ricchetti@interactiondesign-lab.com

NABA - Design Studio 2010 9th september, 2010, class introduction


Design Studio what we are doing today? 10.00 - 13.00 delivery of the course program course introduction (where, why, what) module graphic short explanation module interaction short explanation partner presentation (irisceramica) 14.00 - 17.00 who you are? (students presentation) division in groups

NABA - Design Studio 2010 9th september, 2010, class introduction


Design Studio program

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan

Milan is the main city of the northern Italy, The city proper has a population of about 1,310,000, While the urban area has a population of 4,345,000 over an area of 2,370 km2 (915 sq mi) The Milan metropolitan area, by far the largest in Italy, is estimated to have a population of 7,400,000.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, geography

Milan is a circular shaped city, subdivided into administrative zones. Today, the Zona 1 is in the “historic centre�; the other eight cover the areas from the Zona 1 borders to the city limits. The different zones are really quite different for kind of popoulation, commercial and residential characteristics, money that you spend for rent or buy an house. (An international and cosmopolitan city, 13.9% of Milan’s population is from abroad.)

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, economy

Milan is undergoing an urban re-design. Construction projects are under way to rehabilitate disused industrial areas on the periphery.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, expo

Milan will host Expo 2015 as a renewed city in the wake of this modernization.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, expo

World’s Fair, World Fair, Universal Exposition, and Expo (short for “exposition”), are names given to various large public exhibitions held in different parts of the world. The first Expo was held in The Crystal Palace in Hyde Park, London, United Kingdom in 1851 under the title “Great Exhibition of the Works of Industry of All Nations”

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, expo

The main attractions at World’s Fairs are the national pavilions, created by participating countries. At Expo 2000 Hannover, where countries created their own architecture, the average pavilion investment was around €13 million. Expos duration may be between six weeks and six months. Milan, won the expo 2015, the topic will be “feeding the planet”

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, expo

Many famous architects participate, such as Renzo Piano, Norman Foster, Zaha Hadid, Massimiliano Fuksas and Daniel Libeskind. The tasks will change the skyline of Milan, which would no longer be dominated by the Duomo and the Pirelli Tower.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, expo

Many famous architects participate, such as Renzo Piano, Norman Foster, Zaha Hadid, Massimiliano Fuksas and Daniel Libeskind. The tasks will change the skyline of Milan, which would no longer be dominated by the Duomo and the Pirelli Tower.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, expo

Many famous architects participate, such as Renzo Piano, Norman Foster, Zaha Hadid, Massimiliano Fuksas and Daniel Libeskind. The tasks will change the skyline of Milan, which would no longer be dominated by the Duomo and the Pirelli Tower.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, tourism

Milan is well-known for containing several important museums, universities, academies, palaces, churches and libraries (such as the Academy of Brera and the Castello Sforzesco) This makes Milan the 52th Europe’s tourist destination, with over 1.914 million foreign arrivals to the city in 2008.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, design

Milan is recognised as a world fashion and design capital, with a major global influence in commerce, industry, music, sport, literature, art and media. The Lombard metropolis is especially famous for its fashion houses and shops.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Milan, design

Milan is recognised as a world fashion and design capital, with a major global influence in commerce, industry, music, sport, literature, art and media. The Lombard metropolis is especially famous for its fashion houses and shops.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Design week = salone del mobile

The Salone Internazionale del Mobile is the International Furniture Fair of Milan, the largest decoration trade fair in the world. The annual show showcases the latest in furniture and design from international sources. It is considered by interior designers as a leading exposition for the display of new products by furniture manufacturers, designers, lighting concepts, and other design items.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Design week = salone del mobile

The show is commonly abbreviated as “Salone”, “Milano Salone”, and also “Milan Design Week”. It is held every year, usually in April, in the FieraMilano complex in the Milan metropolitan area town of Rho.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Design week = salone del mobile

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Design week = salone del mobile

The Salone Internazionale del Mobile di Milano was launched in 1961, with the original focus being Italian furniture. The trade show grew in size over the years, allowing many of the 13,000 companies which comprised the global furniture industry to showcase their wares in a single event.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Design week = salone del mobile

The current show occupies an area of nearly 230,000 square metres (2,500,000 sq ft), in a famous building designed by Massimiliano Fuksas; and includes 2,500 companies, along with 700 young designers at the Salone Satellite, a secondary exhibit. The show’s annual visitation numbers 270,000, with attendees from over 150 countries worldwide

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Design week = salone del mobile

Exhibition: every brand of interior design from all over the world wants a space to exhibit products in this place: light design, furniture design, experimental design.... In this place the design companies shows products but most of all the new and innovative ideas and directions setting up spaces with particular characteristics to attract visitors.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Design week = salone del mobile

Exhibition: every brand of interior design from all over the world wants a space to exhibit products in this place: light design, furniture design, experimental design.... In this place the design companies shows products but most of all the new and innovative ideas and directions setting up spaces with particular characteristics to attract visitors.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Design week = salone del mobile

Exhibition: every brand of interior design from all over the world wants a space to exhibit products in this place: light design, furniture design, experimental design.... In this place the design companies shows products but most of all the new and innovative ideas and directions setting up spaces with particular characteristics to attract visitors.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? Design week = salone del mobile

Exhibition: every brand of interior design from all over the world wants a space to exhibit products in this place: light design, furniture design, experimental design.... In this place the design companies shows products but most of all the new and innovative ideas and directions setting up spaces with particular characteristics to attract visitors.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? fuorisalone

During this week, while important design firms exhibit products in the fair buiding, in Milan something huge happens: and that is called FUORISALONE.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? fuorisalone

Fuorisalone is a parallel exibition spread in all the city of Milan, that during years has become institutional like Salone del Mobile, and now is pheraphs one of the main points of attraction for tourists, designers and architects coming in Milan go on www.fuorisalone.it

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? fuorisalone

During Fuorisalone a lot of commercial spaces in the whole city become spaces for temporary exhibitions of design, exhibition of art, for young designer and artists, for events, for the sponsors and even for parties that last all night long.ts coming in Milan go on www.fuorisalone.it

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? fuorisalone

During Fuorisalone a lot of commercial spaces in the whole city become spaces for temporary exhibitions of design, exhibition of art, for young designer and artists, for events, for the sponsors and even for parties that last all night long.ts coming in Milan go on www.fuorisalone.it

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? fuorisalone

During Fuorisalone a lot of commercial spaces in the whole city become spaces for temporary exhibitions of design, exhibition of art, for young designer and artists, for events, for the sponsors and even for parties that last all night long.ts coming in Milan go on www.fuorisalone.it

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? fuorisalone

During Fuorisalone a lot of commercial spaces in the whole city become spaces for temporary exhibitions of design, exhibition of art, for young designer and artists, for events, for the sponsors and even for parties that last all night long.ts coming in Milan go on www.fuorisalone.it

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? fuorisalone

During Fuorisalone a lot of commercial spaces in the whole city become spaces for temporary exhibitions of design, exhibition of art, for young designer and artists, for events, for the sponsors and even for parties that last all night long.ts coming in Milan go on www.fuorisalone.it

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? irisceramica

But what are we doing? Were having a real commercial partner, which serves architects and designers, which is called IRIS CERAMICHE, world leader in the production of glazed ceramic and glazed porcelain tiles for wall and floor coverings for residential, retail and industrial projects; based in Milan.

(Remo!) go on www.irisceramica.com

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? irisceramica

But what are we doing? But in fact, we’ll be not that much focused on the BRAND products. We will think and design a complete and complex exhibition experience; we will design a story for an exhibition.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? irisceramica

we will design a story for an exhibition: we will create a new temporary story / mood for IRIS which will be shown with: 1) a phisical space we will work on an exhistent showroom in Milan, and on a temporary setting-up of a place n the city (like an extension of the showroom itself on a city temporary location)

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? irisceramica

we will design a story for an exhibition: we will create a new temporary story / mood for IRIS which will be shown with: 2) the interaction dynamics of the shopping experience

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? irisceramica

we will design a story for an exhibition: we will create a new temporary story / mood for IRIS which will be shown with: 3) the communication of the whole experience

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? the visitors

Our final aim is CATHCING the attention of the SALONE DEL MOBILE visitor, which can be described with 2 main type of characters: 1) an architect, a designer, an ingeneer which can receive and perceive techincal and specific informations

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? the visitors

Our final aim is CATHCING the attention of the SALONE DEL MOBILE visitor, which can be described with 2 main type of characters: 2) the basic visitor of salone del mobile (students, curios people, not designers...) who wants just to be fascinated

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? the visitors

It will be very important to be focused on the 2 different levels of access, and to solve the problem of making them go together.

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? what are our main questions?

what will be our main questions, and aims? - how can I make incredible interesting and fascinating this topic (irisceramiche)

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? what are our main questions?

what will be our main questions, and aims? - how can I make incredible interesting and fascinating this topic (irisceramiche) - how can I completely upset the common world of ceramics and architectural shells for this event?

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? what are our main questions?

what will be our main questions, and aims? - how can I make incredible interesting and fascinating this topic (irisceramiche) - how can I completely upset the common world of ceramics and architectural shells for this event? - how can I attract architect, designers, visitors during a week full of wonderful contents and events?

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? what are our main questions?

what will be our main questions, and aims? - how can I make incredible interesting and fascinating this topic (irisceramiche) - how can I completely upset the common world of ceramics and architectural shells for this event? - how can I attract architect, designers, visitors during a week full of wonderful contents and events? - what do I want to tell? how can I show it? how can I communicate it?

NABA - Design Studio 2010 9th september, 2010, class introduction


introduction | where we are? what are our main questions?

Going more specific: What kind of experience our visitor is going to have when entering the showroom? what’s happening?

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation graphic?

Graphic is not just using photoshop, illustratror or drawing logos.

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation graphic?

Graphic is communication. Communication is understand WHAT we have to tell, and HOW do it best.

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation IRIS communication

We will not overlap IRIS communication, we will study and analyze it. we will create a special one, for this particulary story , with a particular graphic identity, logo, name, tagline, and supports including the existent communication.

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation output

Our output will be a graphic product which will be worning on a paper support and also on a digital support. We can now say that it will be a “magazine�

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation output

“magazine� could become anything we want:

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation output

“magazine� could become anything we want: - a special number 0 of an issue that is starting for this new part of the brand.

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation output

“magazine” could become anything we want: - a special number 0 of an issue that is starting for this new part of the brand. - a special “just 1 week” magazine.

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation output

“magazine” could become anything we want: - a special number 0 of an issue that is starting for this new part of the brand. - a special “just 1 week” magazine. - a city guide for what’s happening with the brand

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation output

“magazine” could become anything we want: - a special number 0 of an issue that is starting for this new part of the brand. - a special “just 1 week” magazine. - a city guide for what’s happening with the brand - a mix of flyers and posters to pick up

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation output

“magazine” could become anything we want: - a special number 0 of an issue that is starting for this new part of the brand. - a special “just 1 week” magazine. - a city guide for what’s happening with the brand - a mix of flyers and posters to pick up - a calendar of events... - ....

NABA - Design Studio 2010 9th september, 2010, class introduction


module graphic / explanation output

THE AIM: Our magazine, will explain all the deisgn studio project..

NABA - Design Studio 2010 9th september, 2010, class introduction


Design Studio calendar friday 10th, september MATERIAL CONNEXION external visit monday 13th, september EXIBITION AREA external visit

NABA - Design Studio 2010 9th september, 2010, class introduction


Design Studio calendar / graphic module 23th september # lecture WHAT BRAND IS? what does BRAND mean (philosophy, style, core values, brand communication, strategies..) + # work in class WHAT IRIS IS? assignment groups will study, analyze and define what are the IRIS main values and aims.

NABA - Design Studio 2010 9th september, 2010, class introduction


Design Studio calendar / graphic module 30th september # lecture SPECIAL BRAND INITIATIVES what does it mean to create a special story for a brand exibition? (critic analyze of some special brand initiatives like: Heineken jammin’ festival, Samsung design garden, (PRODUCT) RED; TDK dance marathon; NIKE stadium... and many others) + # work in class ECOLOGY? - assignment groups will study, analyze and define what does ECOLOGY and SUSTEINABILITY means, looking for references and communication strategies from the whole design field. NABA - Design Studio 2010 9th september, 2010, class introduction


Design Studio who you are? today, afternoon short presentation (10 minutes each) who you are background skills (design and softwares) what do you expect (experience, learingn) ?

NABA - Design Studio 2010 9th september, 2010, class introduction


100914 course introduction