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POLITECNICO DI MILANO, FIRST LEVEL UNIVERSITY MASTER PROGRAM ORGANISED BY THE POLYTECHNIC’S POLI.DESIGN CONSORTIUM IN COLLABORATION WITH GIUGIARO ARCHITETTURA

INDUSTRIAL DESIGN FOR ARCHITECTURE THE MASTER PROGRAM WILL BE CONDUCTED IN ENGLISH.

PARTNERS


Introduction: Industrial Design for Architecture A vast range of design phenomena and dynamics that imply knowledge and skills borrowed from ambits other than “architecture tout court” can be seen in today’s panorama of international architecture. For instance, the architectural trend towards reconversion, by which old buildings are transformed and given over to new functions, forces the designer to elaborate design and construction solutions which presuppose a knowledge of serial production and industrial procedures typical of a scale economy. In the same way, designing the kind of temporary structures needed by special contexts such as fairs, exhibitions or top level sporting events requires not only specific formal characteristics but also the kind of assembly/ disassembly rationale typical of Industrial Design. At an operational level too, in the great construction yards, the ongoing process of globalization compels the professionals involved (designers, builders and component producers) to use shared language and technology in order to carry through functional, homogeneous projects. In such a development perspective, in order to interface effectively with the other professional figures involved and resolve the problems that may arise on the field, the planner, whether architect or designer, is called to demonstrate competencies generally associated with mass production, standardization and component-to-system compatibility. These are aspects typical of Industrial Design, which happily integrate with the formative background of architecture. The new ID4A Master program – Politecnico di Milano, Industrial Design for Architecture – aims to train all-round professionals, able to face up to the challenges posed by large scale architecture on a global scale. Aims and objectives: ID4A the missing Master program The ID4A Master program – Industrial Design for Architecture – aims to complete the training of planning professionals by extending their expertise and problem solving skills with solutions and tools typical of Industrial Design. Professionals of the future must be able to design buildings or components where not only are aesthetics closely bound to function, but also to the efficiency of industrial production. Buildings become products: they are consumed, lived and lived in, and as products they must be conceived and constructed. In this perspective, each building is made up of a complex macro-system of elements that combine and interact. The designer’s task is to evaluate the efficiency, the quality and also the aesthetics of every single component in order to optimize the result. Thanks to a course of training that accompanies theoretical research with intense activity on the field (projects, workshops, visits and internships in the most important areas of Italian design), the ID4A Master program provides designers not only with the mindset but also the specific skills that complete them as competitive professionals on the international market. Job description: a new professional figure The Master program has been launched in response to the needs of a constantly changing job market, with a strong demand for trained professionals able to operate in contexts other than those typically associated with architecture. The importance given to practical training and field work means that the ID4A Master program prepares System Designers able to operate on a large scale: from the design of single elements, products or components, to that of complex systems designed to be applicable in different construction contexts. It trains versatile professionals with a flexible mindset enabling them to successfully confront the challenges of global design in the differing national and international realities of the sector. The program sets out to train professionals who are immediately ready for placement in the sector and able to benefit the future company context. The importance given to practical training and field work, enjoying the collaboration of numerous Italian and international realities, means that companies will find in the students on the program well-rounded professionals who are able to integrate successfully in the working world and immediately appraise its operational efficiency. Qualication awarded Politecnico di Milano, University Master Diploma in “Industrial Design for Architecture”. The master entitles participants to 60 CFU credits (university training credits) recognized both in Italy and abroad.


DIDACTICS All the lessons and workshops will be conducted in English Didactic program The master program has been set up to bring together expertise from two sectors of excellence in Italy: design and the production of building components. It enables students to combine product aesthetics and functionality with production efficiency in industrial and installation terms by offering them the opportunity to acquire skills specific to Industrial Design based on Italian design/production quality and applicable to the international market, which are fundamental to dealing with the evolution of the sector. The course of study consists of up-front lessons, talks by experts from the various professional sectors, workshops, team and individual designing activities, visits to partner companies and participation in events and fairs proper to the sector. The program will end with a final design workshop and an internship with an Italian or international partner company or professional firm. Subject content Design Culture

Design Technology

Design Studio

Design Strategy The program includes three formative areas dealing with different aspects of Industrial Design: - Design Culture: history and evolution of design, with special reference to aesthetic developments and to the ever closer relationship that has been developing over the years between product and build up space. - Design Technology: study of the different technology, materials and tools needed in conceiving and realizing products that combine in a built up environment. - Design Strategy: study of new construction processes, design innovation management and the introduction of design in the corporate strategies of companies in the sector. A fourth area will be added to these - Design Studio, which will include practical work in design on various design themes such as: - designing finished built-in products, in other words as integratable building components; - designing electronic consumer products and space saving products that are highly intergratable with building manufacturing; - designing serial construction products, e.g. for temporary structures and modular building solutions. Such tasks may be individual or in teams and envisage the participation of a leading companies in the sector of reference. The assessment achieved will constitute the basis for final marking. In the final practical of Design Studio students will be able to choose to focus their own project on Building Design or Product design, giving a further specialization to the Master they will be awarded. Time Commitment Hours of plenary lessons: 288 Hours of practical work and project work: 192 Hours of internship: 320 Hours of individual study: 700 Total Hours: 1500


ADMISSION Target students The ID4A Master program is intended for graduates in Industrial Design, Engineering and Architecture who wish to further their professional training and acquire skills and expertise that prepare them for immediate entry into the working world. However, it is also aimed at experienced professionals who wish to polish up their skills and specialize in a particular niche area. Duration and time commitment The program is due to start on the 21st February 2011. Lessons will take place at POLI.design (Milan - Italy), on Monday, Tuesday, Wednesday, Thursday and Friday from 9am to 6pm. Admission requirements The ID4A program is intended for graduates in Industrial Design, Architecture and Engineering, or for those who hold an equivalent diploma from outside Italy. An excellent knowledge of English is a fundamental requirement. Admission procedure Maximum number of places available: 25 students. Admission to the Master program will be subject to the verification of qualifications and a selection procedure based on curriculum vitae assessment and an individual telephone interview. The interview will seek to analyze the candidate’s capability, aptitude, experience and objectives. Further elements for assessment for selection purposes will be an analysis of academic and professional curricula and a portfolio. Candidates should send their CV, in English, together with the completed application form to formazione@polidesign.net . The interview will be arranged subsequently. Bursaries Some partial study bursaries are available to be awarded on the basis of curricula and motivation. The Assessment Commission reserves the right to withhold such bursaries should they rule that the level of candidacy does not reach an adequate quality standard. The decision of the Commission will be final.


FACULTY Scientific management Director: Francesco Trabucco (full professor in the Design Faculty of the Politecnico di Milano) Co-director: Matteo Ingaramo (Head of the POLI.design Consortium researcher for the Politecnico di Milano) Planning and supervisory committee Francesco Trabucco, Matteo Oreste Ingaramo, Giuliano Simonelli, Silvia Deborah Ferraris, Lucia Rosa Elena Rampino, Michele De Lucchi, Andrea Branzi, and Aldo Cingolani from Giugiaro Architettura. Master Program Teaching Staff The faculty consists of university teachers distinguished in their respective disciplines, professionals from the sector and representatives of companies involved in the Master program who will take part in seminars. Alberto Cigada, full professor, Politecnico di Milano Aldo Cingolani, Managing Director, Giugiaro Architettura Michele De Lucchi, full professor, Politecnico di Milano Silvia Fragola, Cefriel - Politecnico di Milano Alfonso Fuggetta, Director Cefriel - Politecnico di Milano Claudio Germak, associate professor, Politecnico di Torino Giorgetto Giugiaro, Founder Giugiaro Design Fulvio Irace, full professor, Politecnico di Milano Anna Maria Mangiarotti, full professor, Politecnico di Milano Francesco Trabucco, full professor, Politecnico di Milano Roberto Verganti, full professor, Politecnico di Milano Ugo Volli, full professor, Università degli Studi di Torino Francesco Zurlo, associate professor, Politecnico di Milano

^ Alberto Cigada

full professor, Politecnico di Milano

^ Aldo Cingolani

Managing Director Giugiaro Architettura

To mention a few: Alberto Cigada, full professor, Politecnico di Milano He was born the 20th of August 1948; he graduated in Chemical Engineering at Polytechnic of Milan on February 1, 1974. He is full time professor of Materials Science and Technology in the Department of Chemistry, Materials and Chemical Engeneering of the Politecnico di Milano. He is teacher of Materials science and technologies (Facultè del Design) and Biomaterials (Facoltà diIngegneria dei sistemi). He is member of the faculties of PhD corses of Ingegneria dei Materiali and of Disegno Industriale e Comunicazione Multimediale at Politecnico di Milano. He is: - Member of Senato Accademico of Politecnico di Milano, - Director of the Chemistry, Materials and Chemical Engeneering of the Politecnico di Milano (from 1998 to 2007), - President of the Italian Society for Biomaterials (from 2000 to 2004), - Member of the Directive Council of Associazione Italiana di Ingegneria dei Materiali (AIMAT), - Coordinator of the Strategic Projec Cel-Tec of Politecnico di Milano. - President of the Scientific Council of Centro di Ateneo “Nanobiotecnologie e Nanomedicina” of Politecnico di Milano, - Segretary of “Centro Interuniversitario di Ricerca in Biomateriali per l’Ingegneria Biomedica (CIRMIB)” and of “Master in Biomateriali” - Editor of the Journal of Applied Biomaterials & Biomechanics - Member of Consiglio di Amministrazione of Consorzio POLIdesign, - Member of Consiglio di Amministrazione of NanoSurfaces, spin-off of Politecnico di Milano. He organized: - 13 Corsi-Scuola CIRMIB on Biomaterials, - 10 Scuole AIMAT on Materials Engeneering. - 4 Editions of Nanoforum - 3 National Congresses of Società Italiana Biomateriali Is author of 160 publications, 5 patents and 120 congress presentations. Aldo Cingolani, Managing Director, Giugiaro Architettura Born in Milan on March 7th 1961 Aldo Cingolani graduates in Architecture at the Polytechnic of Milan and achieves the professional qualification in 1989.


In 1995 he joins the Giugiaro Group, as Director of Giugiaro Design Milan headquarter, personally developing the sales, marketing and communication activities managed by this office. In 1997 he is appointed as Sales Manager of Giugiaro Design S.p.A. while keeping up with the management of Milan facilities. In those years he takes care of the development of the Architecture division. From 1999 to 2003 he becomes Managing Director of Giugiaro Design, setting up the marketing and sales strategies of the company as well as coordinating all the creative divisions of the company – starting from the Architecture division to the Product design and all the way to Graphics and Web Design. Since 1999 he has pursued a consultancy activity with the Polytechnic Institutes of Milan and Turin, the University of Tianjin (People’s Republic of China), The Design University of Budapest (Hungary) the Polytechnic University of Hong Kong, the Faculty of Communication Science of the University of Turin and the Publitalia Master in Marketing and Management Communication. In 2003 he participated to an Open Forum in Hong Kong “The Asia Cultural Cooperation Forum” organized by the Hong Kong Special Administrative Region’s Government and was key speaker at AITC (Asian Industrial Technology Congress). He was invited twice to the People’s Republic of China in Shenzhen, Chinese capital of design, as key speaker to the event “Brands and Designers China Initiative”, basing his speech on the topic of business hotel architecture in 2005 and on Meditower in 2006. In the last 3 years he has been very active and committed both as guest and as speaker on the occasion of several congresses and workshops at domestic and international level, with a special attention paid to sustainable architecture and safeguard of the environment. In particular in June 2008 he held a speech at the “International Festival of the Environment” in Milan and at the workshop “The experience of Torino 2006 for Sochi 2014” in Moscow.

^ Michele De Lucchi

full professor, Politecnico di Milano

Michele De Lucchi, full professor, Politecnico di Milano Born in Ferrara, Michele De Lucchi studied in Padova and in Firenze (Florence), Italy, where he graduated in architecture in 1975. His approach to the creation of new styles in design played an important role in the movements Cavart, Alchymia, and Memphis. Alchimia is a group of avant-garde industrial designers including Alessandro Mendini, Andrea Branzi, and Ettore Sottsass to which Michel De Lucchi contributed with the creation of designs that where aimed to meet the need of a vast public while communicating a smooth and positive feel. Memphis is a famous movement initiated by the internationally acclaimed designer and architect Ettore Sottsass. Part of it are the designers George Sowden, Nathalie du Pasquier, and Matteo Thun. The movement focused on themes of fundamental importance in industrial design with which Ettore Sottsass has been constantly experimenting: the use of colours, the importance of considering unexplored themes, and the use of versatile materials like plastic laminates and others. As part of the Memphis movement Michele De Lucchi seems to excellently be able adapt and harmonise expressionism, production methods, and new concepts of functionality. Michele De Lucchi created industrial design products for the famous design manufactures Artemide, Dada Cucine, Kartell, Matsushita, Mauser, Poltrona Frau and Olivetti. Among his most conceptually explorative projects are those developed for Compaq Computers, Philips, Siemens and Vitra. Many of his installations are used in the interior design of Deutsche Bank, Deutsche Bundesbahn, Enel, Poste Italiane, Telecom Italia, Banca Popolare di Lodi and, other offices internationally. Michele De Lucchi’s creative professional activity is based on the conceptual exploration of architecture, design, technology and crafts. He designs buildings, exhibitions, installations for indoor spaces, and industrial design products. Among the numerous design awards that he has received are: Compasso d’Oro, Premio Smau, Office Design Eimu, Deutsche Auswahl, If Hannover, Design Plus, Roter Punkt and other. Selections of his products are exhibited in design museums in Europe, in Japan and in the United States. In 2003 the Centre Georges Pompidou, Paris, France, has bought many of his creative works to feature them in permanent exhibitions. Among the most important industrial design products created by Michele De Lucchi are: - The table lamp Tolomeo produced by Artemide in 1986. - The suspension lamp Acquatinta produced privately in 1996.


- The suspension lamp Cubetta produced privately in 1999. - The table lamp Sinerpica produced by Alchimia in 1979. Alfonso Fuggetta, Director Cefriel - Politecnico di Milano Alfonso Fuggetta was born in Milano (Italy), on June 22, 1958. He graduated in Electronic Engineering from the Politecnico di Milano in 1982. From 1980 to 1988 he was at A.R.G., a research and consulting company. In 1988 he moved to CEFRIEL, a research and education institute established by major IT industries, universities, and public administrations. In 1991, he got a position at the Politecnico di Milano as Associate Professor. In the past years, Alfonso Fuggetta has been a visiting researcher at the Norwegian Institute of Science and Technology (NTNU) in Trondheim, the University of Colorado at Boulder, and the University of California, Irvine (UCI). He is a visiting professor at UCI. ^ Alfonso Fuggetta Director Cefriel Politecnico di Milano

^ Claudio Germak associate professor, Politecnico di Torino

^ Giorgietto Giugiaro

Founder Giugiaro Design

Claudio Germak, associate professor, Politecnico di Torino He is an architect and in charge of the branch of current affairs press and performance methodologies of Studio De Ferrari Architetti. He was born in Turin and he graduated in Architecture at Politecnico di Torimo in 1984 (with professor Giorgio De Ferrari). He is an associate professor of Industrial Design at the Architecture Faculty of Politecnico di Torino. In Politecnico di Torino he is the Coordinator of the Industrial Design Course and a lecturer in the PhD School DRISPI. He is a Programme Consultant for Torino Design World Capital 2008. He is a Visiting Professor at the Universities of Design in Canton, Kioto, Tokio. He has been a member of the Editorial Office and Art Director in A&RT Atti and RassegnaTecnica, Rivista della Società degli Ingegneri e degli Architetti in Torino (the Magazine of Engineers and Architects Society in Turin) from 1993 to 2000. Giorgetto Giugiaro, Founder Giugiaro Design Giorgetto Giugiaro, born in Cuneo, Italy in 1938 is one of the great automobile and industrial designers of the 20th century. He is credited with designing more cars than anyone else, and these include some of the best-selling and most beautiful automobiles ever produced. Giugiaro grew up with art and design: His grandfather Luigi painted church frescoes. His father, Mario, made decorative religious art and oil paintings while he was growing up near Cuneo in northwest Italy. In Turin, Giugiaro studied art by day and technical design by night. In June 1955, some of his many car sketches were mounted in an end-of-the-year school exhibition. Dante Giacosa, Fiat’s technical director, saw the talent behind his work and hired him three months later. He had just turned 17. Although producing some very interesting early work, Giugiaro found it difficult to grow at Italy’s largest auto manufacturer and towards the end of 1959 he joined Bertone. There he penned some of his most important works: the Alfa Romeo Giulia GT, the Fiat 850 Spider, as well as the Testudo and Canguro prototypes. At the end of 1965, when Ghia had been written off as being on the road to folding, Giugiaro became head of Ghia’s design office in a surprise move that shocked the design world. His first works were studies for Volkswagen and Isuzu, and the four cars presented at the 1966 Motor Show: Maserati Ghibli, De Tomaso Pampero, De Tomaso Mangusta and Fiat Vanessa. The Maserati Ghibli and the De Tomaso Pampero were regarded instantly as masterpieces, and launched Ghia once again in to the spotlight. His work for Isuzu was very important at this time and the Japanese manufacturer built a large number of Ghia designs. Hungry to establish his own company, ItalDesign made its debut at the 1968 Turin Motor Show with the Manta prototype. At Italdesign Giugiaro styled over 80 production cars and numerous prototypes and concepts. Various Giugiaro-designed automobiles, including the 1974 Golf, 1980 Fiat Uno and the 1993 Fiat Punto were the most-sold automobiles of their respective production years. It is interesting to note that Giugiaro began the “folded paper” era of the 1970s, where cars took on sharp edges, like his Lotus Esprit, Volkswagen Golf, Hyundai Pony and the Lancia Delta. He also introduced the trend toward “tall-body” design with Fiat Panda and Uno which have a great influence on modern car design since the early 1980s. Beginning in the 1970s, ItalDesign extended it’s scope to product design including cameras for Nikon, sewing machines for Necchi, and watches for Seiko. His daughter Laura is managing director of the family-controlled Italdesign-Giugiaro SpA, and his son Fabrizio has taken over the styling and prototype studio. Recent work includes the Lexus GS300 and the Daewoo lineup.


^ Fulvio Irace

full professor, Politecnico di Milano

^ Anna Maria Mangiarotti full professor, Politecnico di Milano

Fulvio Irace, full professor, Politecnico di Milano Fulvio Irace is a full professor of “History of Architecture” at Milan Polytechnic, where he holds the History of Contemporary Architecture chair at the Faculty of Civil Architecture and the Faculty of Design; he is also a visiting professor at the Academy of Architecture in Mendrisio, and a member of the board of teachers for the PhD course in “History of Architecture and Town Planning” at Turin Polytechnic. He is a member of the scientific committee of the Vico Magistretti Foundation and is on the board of trustees of the Piano Foundation. In 2008-2009 he was a member of the jury for the Mies van der Rohe European Prize. From 2005 to 2009 he was a member of the Scientific Committee of the Milan Triennial and curator of the Architecture and Territory sector. One of the founders of the national association AAI (Archivi di Architettura Italia – Italian Architectural Archives), he is one of the promoters of the “Architecture and Design” section of CASVA (Centro alti studi e valorizzazione delle arti – the Centre for Higher Studies and Valorisation of the Arts) of the Municipality of Milan. Architectural editor for the publications “Domus” and “Abitare”, he has worked with the most important national and international magazines in the sector, and in 2005 was awarded the Inarch Bruno Zevi Prize for architectural criticism. Since 1986 he has been an opinionist in the field of architecture for the Sunday Supplement of “Il Sole 24 Ore”. Attentive to the historiographies of Italian architecture between the two World Wars, to which he has dedicated much work through various exhibitions and publications, more recently his studies have concentrated on contemporary Italian architecture, and the figure of Renzo Piano, the subject of various monographs and an important exhibition at the Milan Triennial. In the field of criticism and historical methodology he is the author of the following works: Dimenticare Vitruvio, 2001 and 2008; Le città visibili: Renzo Piano 2006; Divina Proporzione, 2007; Gio Ponti, 2009. He has curated a number of architectural exhibitions. Anna Maria Mangiarotti, full professor, Politecnico di Milano She completed a degree in architecture at the Faculty of Architecture of the Politecnico di Milano in 1975. From 1975 to 1991 collaborates on the courses of Technology levels I and II at the University of Milan. From 1992-93 to the year after, collaborates as associate professor in science disciplinary sector H09A (now ICAR12), owns the course of structural style at the Faculty of Architecture of the Politecnico di Torino, where she also have a role in the course of Technology II held by Professor Anna Maria Zorgno. Firstly as replacement on 1992-1993,then as owner by year 1994-1995, teaches in Milan on the course of Architectural Technology II. She is the holder of the Laboratory of construction of a from the year 1994-1995, teaches Design executive architecture from year 1996-1997, integrates a Laboratory of design level 2, a Laboratory for of construction level 2 and a Laboratory of final synthesis and by the. A. 19992000 holds a Laboratory final synthesis. From the year 2002-2003 she is professor in science disciplinary ICAR12. Get involved in research funded by the Ministry of Education, Ministry for the university of science and technology, C N R, by Enea and other external entities. Among these include the metaproject on the use of aluminum in building external shells (research contract between Alcan Aluminum Exchange and Politecnico di Milano - Department of Industrial Design and technology architecture, set. 1996-set. 1997) and research Policies, projects and technical transformation and rehabilitation of urban suburbs (Co-Bologna, 1998, national coordinator and local head of operational Fabrizio Schiaffonati Milan). She has published books and articles about the cultural legitimacy of the industrial buildings and about the change in expressive language of innovation related techniques executive. Among the titles include: Gli elementi tecnici del progetto. Trasformazioni e possibilità espressive della materia in architettura, Angeli, Milan (19,912); L’ innovazione del Progetto. Esempi di architettura contemporanea, Angeli, Milan (19,912); La questione del trasferimento: il discorso intorno all’ architettura, Guido Nardi, Andrea Campioli, Anna Mangiarotti, Frammenti di coscienza tecnica. Tecniche esecutive e cultura del costruire, Angeli, Milan (19942, pp. 19631999); Le tecniche dell’ architettura contemporanea. Evoluzione e Innovazione degli elementi costruttivi, Angeli, Milan, (1996); Strumenti per l’organizzazione tipologica dell’alloggio, Graphics Pinelli, Milan (1997); Lezioni di progettazione esecutiva, Maggioli, Rimini (1998); Il progetto di architettura. Dall’euristico all’esecutivo, Clup, Milan (2000). She writes and coordinates numerous compensation texts to facilitate the work of students. She also perform professional activities in the field of architectural design, participating in national and international architecture competition.


^ Francesco Trabucco

full professor, Politecnico di Milano

^ Roberto Verganti

full professor, Politecnico di Milano

Francesco Trabucco, full professor, Politecnico di Milano Full professor of industrial design at the Milan Polytechnic, architect and designer, he has won many international prizes, including the Compasso d’Oro (Gold Compass), the Gutte Forme, the Bio. His projects are part of the permanent collections of important museums, such as the Moma of New York and the Modern Art Museum of Monaco. On two occasions, he organised the Italian section at the Milan Triennial exhibition. In 1997 he founded FT&A, the renowned industrial design company www.trabuccoassociati.com - and is its Chairman. In 2001, he founded P&P www.progettoprodotto.polimi.it - and is its scientific manager. This is a university research centre of Milan Polytechnic and handles research and design aimed at the innovation of industrial products. Through this organisation, he acts as a design consultant for important international companies such as IBM, Whirlpool, Haword, Ferrero, Motorola, Anie, and Atm. In the same year, he founded Space Lab and is its scientific manager. This is the university research centre of the Milan Polytechnic, in the field of the habitability of space. In this connection he carries out numerous researches on behalf of ASI (Agenzia Spaziale Italiana) and ESA (European Space Agency) and Alenia Spazio. In 2003, he founded PUL (product usability lab) and is its scientific manager. This is a research centre of the Milan Polytechnic, dealing with the analysis and certification of the use quality of industrial products. In 2005 he founded Bio Design and is its scientific manager. This is a research centre of the Milan Polytechnic dealing with research and design in the bio design field. The Vice-Chairman of ADI from 1992 to 1996, he was a member of the Scientific Committee of the Milan Triennial from 1996 to 2000. Francesco Trabucco is President of the specialist degree course in Design & Engineering and co-ordinates the Doctorate of Research, “Design & Methods of Product development” at the Milan Polytechnic. Roberto Verganti, full professor, Politecnico di Milano Born in Milan, 19 May 1964, Roberto Verganti is: - Full Professor of Management of Innovation at Politecnico di Milano, where he teaches at the School of Management, at the School of Design, and in the Doctoral Program in Management. - Founder and CEO of PROject Science, consulting institute for strategic innovation - Expert in Innovation and R&D for Keystone Strategy, consulting firm founded by Marco Iansiti of the Harvard Business School. - Scientific Director of MaDe in Lab, the laboratory for advanced education on Management of Design and Innovation of MIP-Politecnico di Milano. - Member of the Board of the EIASM (The European Institute for Advanced Studies in Management) - Visiting Professor of Design Management at Copenhagen Business School - Adjunct Professor of Design Innovation Management at Vaasa University, Finland - Member of the Advisory Council of the Design Management Institute, Boston - Member of the Editorial Board of the Journal of Product Innovation Management - Associate Editor for the European Management Review - Member of the Organising Committee of the EIASM International Product Development Management Conference. - From 2004 to 2007 he has been the founder and the first director of the Alta Scuola Politecnica, the school of higher education on multidisciplinary innovation for the best students of Politecnico di Milano and Politecnico di Torino. - From 2000 to 2004 he has been the founder and the first director of the School of Doctoral Programs of Politecnico di Milano - He has been visiting the Harvard Business School in 1997-1998 and in 2007-2008. - Among the awards: “Compasso d’Oro” 2001 (the most prestigious design award in Italy) to the research project Sistema Design Italia, in which he participated to the Scientific Organizing Committee; best conference paper awards in the conferences EurOMA (European Operations Management Association) in 2000, and EIASM International Product Development Management Conferences in 2002, 2003 and 2004. Roberto Verganti research interests are in the field of management of innovation, with a special focus on the management of product innovation, design, and research policy. In this area he issued more than 150 publications and he has given seminars in the most acknowledged international business schools. He has directed and run executive courses and consulting to several manufacturing and service firms. He has been featured on the Harvard Business Review, BusinessWeek, the Wall Street Journal, as well as several national newspapers. His most recent book, Design-Driven Innovation - Changing the Rules of Competition by


Radically Innovating what Things Mean, has been published by Harvard Business Press in 2009.

^ Ugo Volli

full professor, Università degli Studi di Torino

Ugo Volli, full professor, Università degli Studi di Torino Ugo Volli is full professor of “Text semiotics” and “Philosophy of communication” at Turin University, where he is also responsible for the “Interdipartmental Center for Communication Research” (CircE) and coordinates a doctoral program in Communication studies.He worked in many Italian and foreign Universities, for instance Bologna, New York University, Brown University of Providence (RI) and Haifa University. His research focus is the theory of communication ((Il libro della comunicazione, Il Saggiatore 1994 ; Manuale di semiotica, Laterza 2000, Laboratorio di semiotica, Laterza 2005) and the different pratics of it as fashion, advertising, theatre, desire, design, political communication (Contro la moda (Feltrinelli 1988), Fascino (Feltrinelli 1997), Block modes (Lupetti, 1998) Figure del desiderio (Raffaello Cortina, 2002) and the philosophy of language as research on the historical experience of the speech. (Apologia del silenzio imperfetto Feltrinelli 1991; Lezioni di filosofia della comunicazione Laterza 2008). Francesco Zurlo, associate professor, Politecnico di Milano He is Phd in industrial design and Associate Professor in Industrial Design at Politecnico di Milano. He is Director of the International Master in Strategic Design of Politecnico di Milano and he was director of POLI.Design Consortium, no profit organization operating in the applied research and specialized education in the design fields from 2004 to 2009. He yearly teaches at International Master of Unisinos (Porto Alegre – Brazil), of Architecture Faculty of Valparaiso (Chile), of Lantao & CIID (Beijing - China). He has coordinated the research team for the European Project EVAN and has worked as design consultant for many global companies. He is author of numerous international publications about strategic design.

^ Francesco Zurlo

associate professor, Politecnico di Milano


Promoters The ID4A - Industrial Design for Architecture Master Program, unique of its kind, has been organized by POLI.design consortium, Politecnico di Milano, and conducted in collaboration with Giugiaro Architettura.

Giugiaro Architettura was founded in 1995 within the Gruppo Italdesign Giugiaro, the renowned Italian brand led by Giorgetto Giugiaro and considered to be one of the driving centers for creativity and innovation in the field of industrial product design. Giugiaro Architettura grew at the heart of the industrial design, engineering and prototype division and quickly evolved into a business unit dedicated to architectural and urban planning, expanding its competence and developing all-round projects. In 2003 it became an independent company thanks to the architect Aldo Cingolani, who became its CEO. He turned it into a structure able to respond to the needs of an international architectural market, moving its headquarters from Turin to Milan in April 2008. In only five years, thanks to a well-tuned team of professionals and avant-garde tools and technology, the partnership headed by Aldo Cingolano has managed achieve prestigious national and international goals, from the USA to Russia, from the Arab Emirates to Japan. Its origins in the design world, unconventional as they are for an architectural firm, and its familiarity with industrial production processes have facilitated the development of wider fields of interest which effectively combine the two spirits of the company: architectural planning and design. The project philosophy of Giugiaro Architettura is based on a new line of thinking which overturns conventional design rules to confirm the return of architectural design even for projects that are not strictly buildings. This has lead to its far ranging sphere of interest, above and beyond that of civil and industrial architecture, which includes urban decor, internal architecture, yacht design, exhibition settings, hotel contracting, urban planning and landscaping, lighting studies and the domotic use of structures. The key criterion followed in all the activities of Giugiaro Architettura is that the objectives laid down at the design stage should be fully achieved in the end result, so as to offer its partners what it loves to call “Honest Architecture�. Partner Abet Laminati www.abetlaminati.com

1946 saw the creation of A.B.E.T., Anonima Braidese Estratti Tannici, initially involved in producing tannin, a basic ingredient used by the Bra tanneries for tanning hides. The industry changed in 1957, and ABET started to manufacture high-pressure decorative laminates in its factory at Bra, in the province of Cuneo. In the sixties Abet launched the PRINT brand, which subsequently became PRINT HPL (High Pressure Laminates). The company acquired an ever-increasing market presence, eventually becoming one of the world’s largest manufacturers of laminates. Today, the two production units occupy a total surface area of more than 170,000 square metres, more than 80,000 square metres of which are built on. Some 800 people work at the modern production units; the group has a total workforce of 1,300, all highly qualified. ABET LAMINATI has a very extensive commercial network: in Italy the sales network is made up of 7 subsidiaries, 13 agents and two promotional offices, in Milan and Rome. Abroad the network consists of 12 branches, with own warehouse, 1 representative office for the Scandinavian countries and agencies in more that 80 countries all over the world. ABET LAMINATI has succeeded in gaining a leading role on the Italian and international market. The reasons for this success lie in a modern corporate philosophy tailored to changes in the business environment. Dialogue and constant collaboration with the world and culture of design have made it possible to pick up on, and in many cases anticipate, changes in style. This has made it possible to


market competitive products perfectly in line with actual trends. ABET LAMINATI’s efficient industrial organisation, with its sophisticated production technology, has provided a productive environment that has helped foster the creativity of designers such as Giò Ponti, Joe Colombo, Ettore Sottsass, Alessandro Mendini, Andrea Branzi, Michele De Lucchi – to cite but some - and Paola Navone, the current artistic director of ABET LAMINATI. At a Dedalus award ceremony, Alessandro Mendini himself stated, “When I consider responsibility for the creation of Alchimia and Memphis, it crossed my mind that the ultimate responsibility does not lie with myself or Sottsass, but with ABET LAMINATI, which manufactured and generously provided all the laminates; we would not have been able to achieve what we have, had it not been for this material and its extraordinary figurative qualities”. The prestigious awards received over the years - such as the Compasso d’oro award in 1987 for DIAFOS “the first transparent laminate with three-dimensional decoration”, the Premio Europeo di Design in 1990 and the Compasso d’Oro at the Carriera in 2001 - bear testimony to the achievement of many goals. Commitment to recycling and the environment has made it possible to develop a project for reusing the by-products of the manufacturing process. After treatment, by-products can be used to enhance energy efficiency, with the steam made available to the factory for operating the same plants. Staying with the environment, in 1993 ABET LAMINATI extended its own product range to include TEFOR, the first laminate that is made from recycled materials and is itself fully recyclable. From the time of its launch in 2000, ABET LAMINATI’s modern DigitalPrint technique has opened new, limitless horizons to designers; the creative possibilities have increased enormously, and the end result is no longer bound by industrial dictates or minimum quantities. Creativity is finally freed from its former shackles, and the industry as a whole is often better able to meet the requirements and wishes of individual customers. This has always been Abet Laminati’s modus operandi in its endeavours to gain an international market share. It aims to offer a product that can be used to evoke a wide, and changing, visual effect and expresses itself through its surface, thickness, colours, decoration and surface finish. Like all industrial products, laminate is also subject to a continuous process of updating and innovation, not only in terms of technology but also in terms of culture. This is essential if it is to be able to match, adapt to, and constantly anticipate changes in the society in which we live. AVE spa www.ave.it

Ave s.p.a is an Italian company leading the international scene of the high quality electric and electronic equipment manufacturers. Founded in 1904, the Company has always been in the vanguard of innovative solutions in line with the market requirements and has constantly improved its product range and the technology of its production units technology. The research and development of new solutions, the design and accurate manufacture of the components, including the assembly and the efficient sale organization allow the AVE trademark to be offered to Installers, Engineers and Architects, as a functional and appropriate response to the evolving domestic and industrial installation requirements. The close collaboration with professional Installer and Distributors characterises our way of working in any aspect, improving the common effort to guarantee the best reliability of the product for the complete satisfaction of the End Customer. The Company headquarters are in Rezzato, in the province of Brescia, where are located the General Management together with the other departments: Accounting, Sales and Marketing, R&D, Logistics and Production. Altogether, the total number of the employees, including the sales network, with before and after-sales technical service, amounts to over 300 people, all highly skilled and trained.


Gecoglass www.gecoglass.it

Gecoglass is a Company specialized in floor and wall extra clear glass-tile. Founded in 2006 Gecoglass can boast a very tradition behind his back as the main shareholder of reference comes from a family which has been among the pioneers of the ceramic production field (Ceramiche Ragno). Because of the pure and natural look of the glass, combined whit the outstanding colour palette, the elegance of the textures and the wide range of sizes, the gecoglass collection is a new expression of floor and wall tiles which will add unmistakable touches of an unique style to your interior. Manufactured according to strict bio-ecological standards, guaranteeing the use of non-toxic and recyclable materials, gecoglass products, entirely handmade in Italy, are perfect for any interior, able to satisfy architects, interior designers and any body who is fascinated by the beauty of luxurious materials. Peverelli srl www.peverelli.it

Our history comes from green when, back in 1890, the Company, that is still pursuing the same ideals, was established by their founders devoted to the care of numerous parks and gardens surrounding the patrician families’ country houses of the village. More than one century of activity as a mark of the tradition binding our family to the passion for the realization of gardens and the growing of beautiful trees and shrubs in their own nurseries. The constant research of new technological experience and knowledge as a strong will of renovation is an ingredient of the successful growth of the company which plays a leading role in the green field as well as in other sectors while the fourth generation has already been involved. The newly created department for the design and the manufacture of urban decoration’s items is opening up new operational horizons. The Company’s philosophy is, since ever, deeply-routed in the care, the knowledge and the respect for the natural surroundings. Nowadays, as well as more than one century ago, our astonishment, which is renewed in face of the miracles performed everyday by the nature reciprocating our devotion, is a great incentive to carry out new tilling techniques and sophisticated vegetal devices that can contribute towards the integration of manufactured items in surroundings. We pay attention both to the traditional green sprawling on horizontal surface and covering all fields, including the therapeutic one, and to the new structures of vertical green to be able to reproduce in the city life conditions similar to those of the suburban habitat. Our commitment in the near future is addressed to the acquisition of the know-how which is essential to improve the green wall techniques and the in depth investigation of the benefits both from an aesthetical and environmental point of view. Akzo Nobel Coatings S.p.A. www.akzonobel.com

AkzoNobel is proud to be one of the world’s leading industrial companies. Based in Amsterdam, the Netherlands, we make and supply a wide range of paints, coatings and specialty chemicals - 2009 revenue totaled €13.9 billion. In fact, we are the largest global paints and coatings company. As a major producer of specialty chemicals we supply industries worldwide with quality ingredients for life’s essentials. We think about the future, but act in the present. We’re passionate about introducing new ideas and developing sustainable answers for our customers. That’s why our 57,000 employees—who are based in more than 80 countries—are committed to excellence and delivering Tomorrow’s Answers Today.


Stone Italiana www.stoneitaliana.com

Stone Italiana was established in Verona in 1979 and is today a leading-edge manufacturer of recomposed quartz and marble surfaces. Over the years, Stone Italiana’s production has been a reflection of a new way of perceiving and using stone, something much like a semantic revolution. Stone Italiana has rediscovered qualities which are found in the natural world, such as uniqueness, non-repeatability and variety, yet it never tried to imitate nature. Rather, it has drawn inspiration from it to develop brand new materials that offer improved performance to an ever more discerning market. Research is Stone Italiana’s way of being and interacting with ideas, design and intuitions. However, there can be no research without experimentation and this is a top priority at Stone Italiana, through all production steps, from aesthetic considerations to product performance. Stone Italiana has an on-going commitment to producing surfaces with enhanced mechanical strength, reduced thickness, weight and always experimenting with new colours and textures, while trying out mixture compositions and grades tailored to the Customer’s needs. Thus, innovation and technology are the key factors of the quality culture that has always set Stone Italiana apart. La Xella International (Ytong) www.ytong.it

The international Xella Group works in the fields of building materials, dry lining systems and raw materials. The Ytong, Hebel and Silka brands make Xella the world’s biggest manufacturer of aircrete and calcium silicate blocks. Fermacell is the leading brand for gypsum fibre boards. The lineup is completed by Ytong Multipor, the young brand for mineral insulation and the Fermacell Aestuver brand for fire protection. Fels-Werke GmbH is one of Europe’s leading suppliers of lime and limestone. Xella employs about 7,900 staff in more than 30 countries. In fiscal 2008, XELLA generated sales of € 1.4 billion. As a premium brand manufacturer with an extensive product portfolio and comprehensive service, Xella operates a proprietary technology and research centre in Germany. Located near Berlin, the centre develops innovative, efficient and sustainable solutions for tomorrow’s construction sector.


For informations: Ufficio Coordinamento Formazione POLI.design Consorzio del Politecnico di Milano Via Durando 38/A Milano Tel +39 02 2399 5911 Fax +39 022399 7217 formazione@polidesign.net www.polidesign.net/id4a/

POLI.design is a Consortium from the Politecnico di Milano founded to give impetus to the profession and to research and creativity by offering new responses to a technological context in constant evolution. Systematically involving external operators and creating new synergies between the academic world, the professions and the market, POLI.design offers a permanent channel of update for proactive discussion on the most recent developments in the sector.

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