Icons Project 2013

ICONS -

SURVEY

POLITECNICO DI MILANO FACOLTA’ DEL DESIGN LAUREA MAGISTRALE A.A. 2012 / 2013

USER & SOCIAL INNOVATION

Alessio D’Andrea - 804322 , Deborah Grasso - 800646 , Donato Nardulli - 803805, Francesco Locatelli- 800482, Lorenzo Selvaggi - 801602, Vincenzo Vitiello 803698

ICONS SURVEY

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

introduction

The area of Milan and the province is deeply evolved over the years, resulting in a single urban area more widespread and integrated due to trends in recent years have reshaped the social and economic map.

Analyzing the structure of the population and considering the three age groups: youth, adults, seniors; different proportions emerge that allow us to evaluate some impacts, such as that of consumer goods and services on the urban social system.

The goals of our research are understanding and description of specific generational targets. Starting from the proposed twelve groups we chose as the result of a first analysis of the three categories are particularly significant, according to our point of view.

Linker People, Sense Girls and Pleasure Growers are the groups studied. The purpose of this research is to evaluate if the consumer trends are really dictated more by age, sex of consumers or if it is possible to find other characteristics shared in order to create groups of homogeneous consumption.

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Linker People

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY Linker people (M&F, age 18-30)

Young adults living in a complex word where material reality encouters the virtual. They are always chasing for new experiences in mani fields and connected to the other world by the use of technology.

Comunications and presence in the networks, made both of presence on digital medias (social networks etc.) both in the material world, both in the real-life enviroment (events, exhibitions, stores).

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - z- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation FacoltĂ del Design - Politecnico di Milano

ICONS SURVEY

Cappuccino by Arnold Coffee (http://arnoldcoffee.it/)

Karamel Sutra, Ben & Jerry Ice Cream (http://www.benjerry.it/)

Linker People

lifestyle & consumption choices

Colonne di San Lorenzo

FourSquare (https://foursquare.com/)

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

Volta Classic, Volta Footwear(http://www.voltafootwear.it/)

Nail Polish by Kiko Make Up Milano (http://www.kikocosmetics.com/)

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Linker People

fashion & design

bag by Freitag (http://www.freitag.ch/)

SunGlasses by Oakley (http://www.oakley.com/)

Victoria Calzados & Fricote Magazine (www.calzadosvictoria.com/blogvictoria/)

Plectrum, Ben Sherman for JimDunlop (http://www.bensherman.com/us/blog/tag/jim-dunlop/)

Sneakers by Vans (http://www.vans.com/)

Skinny Jeans by Cheap Monday (http://www.cheapmonday.com/)

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Linker People

well being Linker Sen Pleasure G

Kiko nail polish

Borotalco Dry Power

Mac lip stick

Gilette rasor

Nivea Visage pure effect

Garnier Fructis Style matte texturing gum

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

e

Linker People

media & technology

Linke Se Pleasure

GoPro is a brand that features "wearable" camera/camcorders such as helmet cameras that are targeted at adventure video/photography.

Lately is becoming very popular in this consumption trend for his high video quality and portability, that reflects the possibility of make DIY videos of everything like a PRO.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Linker People

media & technology

e

s

Founded by five guys with a background in skate and snowboarding, WeSC set out to be a brand that would be a mix of streetwear and fashion.

Brand famous for its high quality headphones, is also a producer of men and woman wear, shoes and accessories.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Linker People

food & beverage

FOOD EXPERIENCE RESTAURANT DAY

(http://www.restaurantday.org/it)

FOOD PRODUCT SHARE BOX

(http://www.mcdonalds.it)

PLACES TO EAT NOODLES

(https://www.facebook.com/pages/Noodles/)

Share Box is a product inspired by the conviviality, sharing and entertainment signed McDonald's.

Share Box is a box that contains 15 finger food can be enjoyed accompanied by two sauces to choose from mayonnaise, ketchup, mustard, sweet and sour barbecue. All this at a price of 8.90 €. Perfect for this target group.

Italian Noodles Bar, understood, managed and "cooked" by young guys Italian. An environment with a fun design, all red, open kitchen to show in all their veracity chefs and cleaning conditions with which they prepare the dishes. You eat on the counter or you can opt the service Takeout taking home noodles and soups in beautiful Cardstock.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation V Facoltà del Design - Politecnico di Milano

In Milan, May 18th you can create your own restaurant. Coffee and cake at the counter, delicacies from the back of a van, a six-course dinner in the living room of your house ,what's your ideal restaurant and taste like? The more the idea is more fun happy customers will be able to draw! Simply designing a restaurant that you'd like first!

ICONS SURVEY

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

Linker People

food & beverage

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

Linker People

leisure time

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Sense Girls

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY Sense girl

(Female, age 25-40) Refined young women, with a particularly strong sense of aestethics that is reflected in their way of consumption.

The house is their microcosm that reflects their inner world, becoming a sort of domestic-oasis where is possible to enjoy “small daily things”, giving a magic aura to the enviroment that involves not only visual senses.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - z- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

CondiCuoci by Bonduelle (http://www.bonduelle.it/)

Crinoline, design by Patricia Urquiola for B&B(http://www.bebitalia.com/)

Sense Girls

lifestyle & consumption choices

Design Super Market @ Rinascente (http://www.designsupermarket.it//)

Pinterest (http://pinterest.com/)

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

Minimal Baroque Eyewear by Prada (http://www.prada.com/)

various products @Lush store (https://www.lush.it/)

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Aroma Ultrasound Diffuser by Muji (http://www.muji.eu/)

Crinoline, design by Patricia Urquiola for B&B(http://www.bebitalia.com/)

Sense Girls

fashion & design

CharmBracelet by Tiffany (http://www.tiffany.com/)

Calèche Vintage Edition by Hermés (http://www.hermes.com/)

Eyeglasses by Vogue collection 2012 (http://www.vogue-eyewear.com/)

1° Classe Handbag by Alviero Martini (http://www.alvieromartini.it/)

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Sense Girls well being

Yankee Candle

Garnier BB Cream

Lush Soap

Somatoline Cosmetics

“mow the lawn” commercial by Wilkinson for Women

Braun silk-epil wet & dry

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Sense Girls

media & technology

Vice is a North American mag that is focused on international arts, culture, and news topics. The publication is available free of charge in twenty-eight countries and is financed by advertising.

Through the on-line page Vice Italia, you can find many section with different topics such as raportage, fashion, news, video and photos.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Sense Girls

media & technology

Pinterest is a pinboard-style photo-sharing website that allows users to create and manage theme-based image collections such as events, interests, and hobbies. Users can browse other pinboards for images, 're-pin' images to their own pinboards, or 'like' photos.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

FOOD EXPERIENCE

Sense Girls

food & beverage

FOOD PRODUCT

PLACES TO EAT

NIGELLISSIMA (http://www.nigellissima.com)

BONDUELLE (http://www.bonduelle.it)

BIANCO LATTE MILANO (http://www.biancolatte.it)

Nigellissima is a hymn to Britaly. Speaking of Nigellissima, wants to make it clear, in particular to the Italian public, which is not a cookbook Italian. But it is a cookbook AngloItaliana: the ingredients and combinations typical of Italian cuisine, placed on a table British. It is not a traditional cookbook, but a declaration of love to the products and fragrances of our country

“Agita & Gusta Pinzimonio” is a tantalizing mix of vegetables ready to eat when and where you want with the convenient pack that includes dressing, fork and napkin. Cherry tomatoes, celery, fennel, radishes, carrots and black olives for a recipe even more, ideals for Sense girls.

An ideal lunch should be nutritious and light at the same time. At Biancolatte you can find dishes, soups, salads, wraps and tasty dishes are always cooked in the open kitchen.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

Sense Girls

food & beverage

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

Sense Girls

leisure time

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Pleasure Growers

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY Pleasure Growers (M&F, over 60)

They refuse elderly people’s stereotype, living a sort of second youth with lot of free time that they use to esperience actives, hobbies and holidays.

Their lifstyle is a consequence and expression of a newly acquired freedon from family and work responsibility, having a conspicius amount of money and time to invest in leisure activities.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - z- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Pleasure Growers

lifestyle & consumption choices

Prosciutto Crudo di Pata Negra

Teatro alla Scala (http://www.teatroallascala.org)

a traditional Panama Hat

Prosciutto Crudo di Pata Negra

iBG by BGStar, blood sugar measurement device (http://www.bgstar.it/)

SunTan Cream by Collistar (http://www.collistar.it/)

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Pleasure Growers fashion & design

Panama Hat

Sandals by Birkenstock (http://www.birkenstock.it/)

Jewelry Detail by Advanced Style blog (http://advancedstyle.blogspot.it/)

Leather Satchel

Cigar Box by Cohiba (http://cohiba.com/)

Vintage Panerai Watch (http://www.panerai.com/)

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Pleasure Growers well being

Rowenta EW382

Triumph underwere

Kroff, sun secret cream

Collistar cream anti age

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitie Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

Balsamo di Tigre

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Pleasure Growers

media & technology

It is a multi-billion dollar business with operations localized in over thirty countries. The company manages eBay.com, an online auction and shopping website in which people and businesses buy and sell a broad variety of goods and services worldwide.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

FOOD EXPERIENCE

Pleasure Growers

food & beverage

FOOD PRODUCT

MERCATI DELLA TERRA (http://www.mercatidellaterra.it/) PATA-NEGRA HAM

PLACES TO EAT TRATTORIA BAGUTTO (http://www.restaurantday.org/it)

Iberian ham, the meat in low fat protects the heart and circulatory system, lowers cholesterol and is full of all kinds of vitamins. The Iberico ham is more of a food product, has many virtues that relate directly to our health.

Local historical nationally recognized boasting distant birthplace, dating back to 1284, making it one of the oldest restaurants in the world. The entrance retains the warm and sincere hospitality of the more traditional furnishings with its secular, while the dining rooms, subsequently added to the original building have been renovated to be more functional.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation V Facoltà del Design - Politecnico di Milano

An international network of markets, producers and farmers, consistent with the Slow Food philosophy. Places to shop, meet, learn, eat together. A market run by a community with shared values and rules. Food and wine good for the palate, clean for the environment and fair to the company. Only local products and seasonal presented only by those who produce what sells.

ICONS SURVEY

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

Pleasure Growers

food & beverage

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

Pleasure Growers leisure time

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

City Places 2

12 10

1 3

5 4

Linker People: 1. La Fabbrica del Vapore 2. Hangar Bicocca 3. Macao 4. OCA, Officine Creative Ansaldo 5. Ostello Bello Sense Girl: 6. TermeMilano 7. La Rinascente, Design Super Market

11

9 7 8 6

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

Pleasure Growers: 8. Palazzo Reale 9. Teatro Piccolo Strehler 10. New Dancing Apollo 11. Teatro alla Scala 12. Orti urbani, Parco Lambro

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Interviews

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Linker People

INTIMACY: peoplefood in their & beverage HABITAT

Stefano

Age: 26 Sex: Male Time passed at home: 10 hours@home a day Profession: Student, Master Degree Living with: Lives with the family Favourite Room: Bedroom Symbol Objects: the colors i used for painting the walls, the hanging photos Interests/hobbies: punk rock electronic music, Idea of Icon: is something such as storic and immutabile Example of Icon: Scooter is an object that can be iconic for city of Milan Observations: Stefano has almost finished university, so it has already begun to think about his future. It 'a boy who moves a lot in the city, (friends, girl, odd jobs) thanks to his scooter, indispensable object to assert his independence.

In his spare time, he plays the xbox in multiplayer mode or seeks to deepen the topics that interest you most especially through the network.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Linker People

INTIMACY: people food in their & beverage HABITAT

Veronica

Age: 23 Sex: Female Time passed at home: 8 hours@home a day Profession: Student Living with: Lives with two housemates Favourite Room: Bedroom Symbol Objects: Tons of university books, a corner with pics of friends and family, Interests/hobbies: Fashion, Gym Idea of Icon: is an object who stays classy and trendy trough the years Example of Icon: Chaise longue LC4 Observations: Veronica is an organized and careful student, her days are divided between university commitments and walks in the Center where where satisfies its interests. In the domestic context emerges a strong link with the origins, the family and friends. Is an intermediary step between a Linker People and a Sense Girl.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Sense Girls

INTIMACY: people food in their & beverage HABITAT

Greta

Age: 25 Sex: Female Time passed at home: 12 hours@home a day Profession: Artisan/Fashion designer Living with: Lives with parents Favourite Room: Livingroom Symbol Objects: Desk to make up, Lava lamp, Swivel chair black.

Interests/hobbies: Fashion, Esthete Idea of Icon: is a person or an object that has such qualities to excel and rise above the level of each existing within its own category,becoming a symbol.

Example of Icon: Chanel bag Observations: Greta is a woman with values and feelings of other times, despite 25 years, tends to have an intimate and personal approach in terms of consumption with today's society, calling nonconformist. She loves art in all its forms and is a strong supporter of DIY, from which he created a job. She paints t-shirts handmade.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Pleasure Growers

INTIMACY: people food in their & beverage HABITAT

Luigi

Age: 71 Sex: Male Time passed at home: 10 hours@home a day Profession: Medical Doctor (not retired) Living with: Lives alone Favourite Room: Studio Symbol Objects: Sciences books, Ancient Library, Master Degree Diploma framed on the wall Interests/hobbies: Sciences, Travel, Swimming Idea of Icon: exemplarity in behaviour wich is recognized by everyone.

Example of Icon: Mahatma Gandhi Observations: Luigi appears as a sort of still active man with an incredibly strong passion for his profession wich fullfil its time and mind.

Evocative and emotional side of objects is really important in his domestic envinronment, He feels probably a bit nostalgic about his youth but do his best to don’t lay down and fit in elderly people’s stereotypes.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Pleasure Growers

INTIMACY: people food in their & beverage HABITAT

Loredana

Age: 56 Sex: Female Time passed at home: 12 hours@home a day Profession: Housewife Living with: Lives with children, divorced Favourite Room: Bedroom Symbol Objects: Inherited ear-rings, paintings of women on the walls Interests/hobbies: Home decore, Holiday Social Life Idea of Icon: something that lives forever in memory of people, no matter how much time is passed.

Example of Icon: Marilyn Monroe Observations: Loredana shows vitality and interest for arts and beauty in her domestic environment, so we can suppose that she could have been a Sense Girl type at her time, while now she acts a bit as a Unique Son. She’s a well balanced mix between an hegocentric type and an emotional-romantic type: hegocentric side of her personality emerges from the way she decorated her bedroom, using pictures that represent her idea of herself ; her romantic side instead appears in the relationship with”close-to-memory” objects.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Target

Obsvervations

Linker People

Pleasure Growers

Products targeted for Linker People are characterized by a great sense of freshness: fashion products in particular seems to use some kind of “basic model” wich can be personalized and continuosly updated. An example of that could be given by Victoria Calzados, a Spanish firm wich manufacture and design canvas sneakers in many colours (plain and basic) or decorated with print of special textured fabrics, such as the Fricote Magazine limited edition, in wich the brand of Victoria Calzados is linked to the name of a young-targeted media such as Fricote.

Pleasure growers are an unconventional and emerging target, that’s why (we suppose) the market doesn’t seems to be completely ready with products designed for them: most of the times they tend to use products with different main targets, usually younger or other times for elder people who is less updated then them; anyway this doesn’t seem to be a problem for them since they seem to be excited by modernity and have a lot of time to spend in learning and practice new activities and most of all they are still in the fullness of their physical and, most important, mental capacity.

This lack can surely be seen by designers and brands as a great opportunity, a huge field of work for innovation through new products and services.

Sense Girls Products targeted for Sense Girls seems to be designed on purpose to give a special “aura” to their owner: this feature can be detected in a huge variety of products, from jewelry and accessories design, to home décore and furniture to the world of perfumes. Beauty and evocation in objects seems to be a sort of “everyday magic” for them, a nowaday pleasure seeker wich tries to reshape reality in a dream.

Aesthetics is extremely important but the appearing of this products is never flamboyant or kitsch, but delicate and refined, something that maybe don’t catch everyone’s eyes immediately but can surely be object of interest or curiosity to someone.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Overall

1. Premise:

DETRACTORS vs SUPPORTERS of targets First of all we must point out that there is an ongoing debate concerning the reliability of research methods that divide consumers into target-group based on age, cultural or economic factors.

In particular, the detractors of these methods emphasize how consumers are mostly as individuals, with their own identities and complexities that determine the choices, which can cause them to make consumption choices that are totally unexpected followings strictly the schemes of the traditional marketing mix: for example we have not wealthy consumers who chose to live and behave imitating upper-class individuals (conspicuos consumption), or on the contrary there are people with high-income who is not very inclined in showing it by purchasing expensive goods, chosing a lower-profile lifestyle (this is often referred as understatement): in everyday life we can all find janitors driving a Porsche Cayenne (obviously we don’t know how they manage to pay…) and managers who goes to work riding a old Graziella bikethis kind of paradoxes are in the public eye and constitute a lesson to be learnt for postmodern marketing.

Conclusion

individuals in their diversity (but their work never had this purpose, probably).

By the way, surely there are consumers who can fit in these groups, perhaps creating a crossover between groups and in many case marketing, industry and design are ready to satisfy their desires with a large variety of products and services especially when the target-group is wellestablished by time (Sense Girls) while we have a smaller choise and proposal intended to emerging targets (such as the Pleasure Growers).

3. Different values between

PUBLIC-SOCIAL sphere and HOME-INTIMACY sphere

Always regarding adherence to target-groups the key point that appeared in our work, by the is that in people’s lives there is usually a subtle difference between the consumption intended for the public sphere - where the individual has to relate with people (especially strangers), contexts (wich could be unfamiliar) , objects - and the home-intimacy sphere, where people feel free to express themselves surrounding them with a system of objects whose choice is influenced by their emotional factors, by their culture and tastes, by their needs and by their personal history and memory.

2. If consumption is not a straight line, targets should not be a straight line

As a working group we believe that truth is in the middle: surely the 14 targets identified by FutureConceptLab are unable to incorporate all

Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli - Lorenzo Selvaggi - Vincenzo Vitiello Alessio D’Andrea - Deborah Grasso - Donato Nardulli - Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Interviews Attached

Alessio D’Andrea - Deborah Grasso - Donato Nardulli Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation FacoltĂ del Design - Politecnico di Milano

ICONS SURVEY

Linker People

26, Male 12 hours@home a day Student, Master degree Live with the family

Interviews

Can you (quickly) describe your home to me … size, number of rooms, presence of garden /balcony / garage…

1 living room, kitchen, 2 bathrooms, 3 bed rooms, Balcony BEDROOM: sleep, watch tv series on streaming, studing, stay on my own, reading, watch films BATHROOM: fisiologial needs, wash KITCHEN: cooking, washing clothes LIVINGROOM: Watch tv, Play xbox, dog play, dining room I love my bed room because it is far from entrance, it is like isolated such as a refuge; Surely, my favorite room also because i choose the walls color.

Please describe the relationship between this rooms and objects with your personality... i think that the colors i used for painting the walls ( blu and orange) and the hanging photos (random images, postcards, stickers...) describes for the best my personality Please, guide me around this room as if I were a “museum visitor”...

Thoose are the images that i love seeing everyday, so i decide to hang up here, here is my desk where i use my imac for my school papers, for watching my favourite shows, and there are my favourite books (or those i read till now) Here’s my desk photo. objects in this room… please, show them to me…

- i mac on my desk - the carpet where i play wth my dog - the couch near the tv that i use for playing xbox - Full fridge - Cd Rack punk rock electronic music - My books and the drawnings (gift from friends and girlfriend) - Photos, drawnings, memo's, old scooter licence plate, painting of my father What is/was your favourite book, comic book, cartoon, garment, gadget, accessory…? .i-Mac, Il ritratto di Dorian grey, felpe , simpson, wilfred, lupin, smartphone, wifi cuffie,

In my opinion the scooter is an object that can be iconic for city of Milan; for me an icon is something such as storic and immutabile Are there any icons that you remember from when you were a child that have disappeared or been forgotten? Why? Or any favourite power ranger, nirvana (grunge band), ninja turtles

Are there any icons related to the history / contemporaneousness of your country? Has your country produced any icons in the past or recently?

Vespa Piaggio

Alessio D’Andrea - Deborah Grasso - Donato Nardulli Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Linker People

23, Female 8 hours@home a day Student Living with two housemates

Interviews

Can you (quickly) describe your home to me … size, number of rooms, presence of garden /balcony / garage…

It’s a 85 meters square flat, located on the ground floor. It has 3 bedrooms, 1 kitchen and 1 bathroom. There’s a small balcony outside the kitchen; no garden or garage.

BEDROOM: sleeping, watching tv, studying KITCHEN: eating BATHROOM: taking a shower, getting ready before going out How would you describe your favourite room? Do you have any specific association with it (visual, emotional…)? My favourite room is the bedroom. This is the most personalized room of the house, as I brought in personal photos and items, to make it look like close to my personality. It’s all white, so it gives feelings as peace and quite Please describe the relationship between this rooms and objects with your personality... : modern; a piece of contemporary art Please, guide me around this room as if I were a “museum visitor”...

It’s quite small, when you walk in the first thing you can see is the writing desk and its chair, just under the window. Then there’s a white closet and a bookcase on the left, and the bed and a chest of drawers on the right.

Are there any specific / favourite / significant spots in this room you would like to show me?

The corner with all the pics of my friends and family What are the most representative/significant objects in this room, in order to describe it the best… and which are your favourite objects in this room… please, show them to me…

- Wardrobe: I am really into fashion, so I love all my clothes. In the kitchen I love the different type of glasses we have, from the basic ones to the more coloured ones.

- Cupboards: a small lamp and some fashion magazines - Fridge: there isn’t much stuff, as I often eat outside, but you can find loads of fruit, yoghurt and vegetables - Medicine Cupboard: loads of products for the skin (body loations and creams) and for the hair - Some utility apps and games, a lot of pics and personal notes.

- A ton of books from my university courses/pictures and photos of some best moments What is/was your favourite book, comic book, cartoon, garment, gadget, accessory…? Book: Pride and Prejudice by Jane Austen; garment: jeans and jackets; accessory: bags.

According to you, what’s an icon? Please, give me a definition and some examples present in your everyday life experience…

An icon is an object who stays classy and trendy trough the years, and never loses its appeal. An icon for me is, for example, a white wall. You can put on it everything you want, from pics to drawings, and it will reflect your personality in every stage of your life.

Are there any icons that you remember from when you were a child that have disappeared or been forgotten? Why? Or any favourite icons which have gained a different meaning / influence nowadays?

I do not have any particular icons from my childhood Are there any icons related to the history / contemporaneousness of your country? Has your country produced any icons in the past or recently?

Italy has produced loads of icons in the last decades, both in fashion and design world. Just a few examples are the unstructured jackets of Giorgio Armani or the lamps made by Castiglioni.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY 25, Female 12 hours@home a day Artisan/Fashion designer Living with parents

Sense Girl Interviews

Can you (quickly) describe your home to me … size, number of rooms, presence of garden /balcony / garage… is a large apartment of about 180 square meters. Consists of 7 rooms and has two terraces.

BEDROOM: is the room in which I now pass less time, in fact I use it only for sleeping, watching TV and dress.

BATHROOM: the point that I prefer is the bath, the bath for me is a relaxing ritual.

KITCHEN: is mainly used for cooking and eating, but I go there often for work.

LIVINGROOM: my favorite place is the fireplace, have a chilly and I love the feeling of warmth that infuses.

How would you describe your favourite room? Do you have any specific association with it (visual, emotional…)? In this room I spend most of my time, in addition to the obvious functions, or to study and work at my computer and do not, put on makeup, I watch TV series.

Please describe the relationship between this rooms and objects with your personality...I am a 'chronic undecided, I have many favorite books, but one of the most popular is The Picture of Dorian Gray. I am an esthete, I have an endless list of objects and buildings from which they are tremendously fascinated!

Please, guide me around this room as if I were a “museum visitor”...

Just inside, on the left, there is a cabinet full of books and newspapers of furniture. Close to the cabinet there is a desk that make-up: a mirror five beauty case, cosmetic bag and a dozen pallets scattered brushes, solvents, contact lenses and the box with the glaze.

Are there any specific / favourite / significant spots in this room you would like to show me?

There are so many things that I can not distinguish between a point and a favorite object and representative, every single corner of this room can become a place of work and creation for me.

What are the most representative/significant objects in this room, in order to describe it the best… and which are your favourite objects in this room… please, show them to me…

- Desk to make up.

- Lava lamp.

- Laptop fundamental to my work.

- Swivel chair black, round and synthetic leathe.

- Printers, books, cameras and photo albums.

- Red padded stool.

What is/was your favourite book, comic book, cartoon, garment, gadget, accessory…? My favorite dresses are two blazers completely different from each other and remind me how much I can be sometimes chameleonic: the first one is style Chanel, white and turquoise cotton boucle, the classic jacket that looks like something out of a photo shoot in the Hamptons during the '60s.

According to you, what’s an icon? Please, give me a definition and some examples present in your everyday life experience…

I think an icon is a person or an object that has such qualities to excel and rise above the level of each existing within its own category, becoming a symbol. The example of icon closest to me is my Chanel bag: created by a woman for women in the 50s has remained unchanged to this day, giving rise to a new type of bag is still in production.

Are there any icons that you remember from when you were a child that have disappeared or been forgotten? Why? Or any favourite icons which have gained a different meaning / influence nowadays?

As for my experience I've always had very clear ideas, my icons are the same that I have chosen when I was younger and I'm still unchanged (for me of course, but also for society in general), none of them is been forgotten or have taken a different meaning over the years.

Are there any icons related to the history / contemporaneousness of your country? Has your country produced any icons in the past or recently?

Because i’m very selective I can not find an icon for the contemporary of my country, but there is one that was born many years ago is still intact persist: the icon of Made in Italy, a legend in the fashion world (but also in other sectors), a symbol of excellence and quality, dedication, tradition and innovation coexist in a single discipline that makes us famous all over the world.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY

Pleasure Growers

Luigi

Interviews

71, Male 10 hours@home a day Medical Doctor Living alone Can you (quickly) describe your home to me … size, number of rooms, presence of garden /balcony / garage… livingroom, kitchen, 3 bedroom, 3 bathroom, terrace, garden, swimming pool.250 mq bedroom sleep bathroom go to toilet, shave kitchen i meet my friends livingroom relaxing and i meet my friends and watch tv How would you describe your favourite room? Do you have any specific association with it (visual, emotional…)? My favourite room is the studio where I have got medical encyclopedia and ancient furniture.

Please describe the relationship between this rooms and objects with your personality... I lived my life for medical sciences, so my books means a huge part of my life.

Please, guide me around this room as if I were a “museum visitor”...

This book are my passion, I live awake the night reading and studing them (...)

My sofa is very comfortable and sometimes i got sleep reading the book.

Are there any specific / favourite / significant spots in this room you would like to show me?

Here’s my graduation photo.

What are the most representative/significant objects in this room, in order to describe it the best… and which are your favourite objects in this room… please, show them to me…

Wardbrobe ties collection, and jackets and shirts.

Cupboards Medicine that i eat before sleeping Fridge Empty Medicine Cupboard Full Cd Rack Classical Music Bookcase Medical encylopedia and narratives.

Desk Pablo Neruda Poems, my MontBlanc Pen, Holiday pictures and postcards.

What is/was your favourite book, comic book, cartoon, garment, gadget, accessory…? My master dregree diploma, in 1970, it’s the it’s the memory of my fatigue. I clean it’s frame everyday, I know there’s no need...

According to you, what’s an icon? Please, give me a definition and some examples present in your everyday life experience…

A person that live forever, an example for everyone: a person I admire, a person I’d like to live like such as Mahatma Gandhi.

Are there any icons that you remember from when you were a child that have disappeared or been forgotten? Why? Or any favourite icons which have gained a different meaning / influence nowadays?

My first bisturi i used in Hospital.

Are there any icons related to the history / contemporaneousness of your country? Has your country produced any icons in the past or recently?

Yes, Hair du Temps di Nina Ricci, a perfume wich in gave to my first girlfriend as a gift for Valentine’s Day.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano

ICONS SURVEY Loredana

Pleasure Growers Interviews

56 y.o., Female housewife 12 hours@home a day Living with children Can you (quickly) describe your home to me … size, number of rooms, presence of garden /balcony / garage…

4 local, 2 bedroom living room, kitchen, 1bathroom, 120mq. bedroom According to you, what’s the main function of this room… This room is suitable/used for… sleep How would you describe this room? Do you have any specific association with it (visual, emotional…)? My bedroom is personalized with a collection of female pictures, another important furniture piece is my library in wich have a lot of books.

Bathroom: toilet, make up kitchen cooking livingroom relaxing and i meet my friends and watch tv How would you describe your favourite room? Do you have any specific association with it (visual, emotional…)? My bedroom is personalized with a collection of female pictures, another important furniture piece is my library in wich have a lot of books.

Please describe the relationship between this rooms and objects with your personality... I choose my picture accurately because they represent me and my personality my ideals and vision of beauty and elegance.

Please, guide me around this room as if I were a “museum visitor”... ... this is my window... I don’ t close rolling shutters because i like to be awake from the sun (...)

Here we can see the picture over my bed represent Venere with Amorini angels, in front there is the picture of another picture that representing a woman wich is really likely to me when I was younger.

Are there any specific / favourite / significant spots in this room you would like to show me?

Yes, my first picture that i have bought.

What are the most representative/significant objects in this room, in order to describe it the best… and which are your favourite objects in this room… please, show them to me…

Wardbrobe Jeans and dresses Night-stand books and magazines that i read every time Fridge Full Medicine Cupboard Full Cd Rack italian music and french films (Truffaut most of all, J’adore la nouvelle vague...)

Drawers Vintage accessories, jewelry, my Bulgary wristwatch.

What is/was your favourite book, comic book, cartoon, garment, gadget, accessory…? Flower Shaped earrings, a present from my mother in 1967... they are the symbol of my youth. Colour, shape and “etre à la mode” is totally unimportant when something is precious for the memory.

According to you, what’s an icon? Please, give me a definition and some examples present in your everyday life experience…

It’s a thing or person that lives for ever... such as Marilyn Monroe for example.

Are there any icons that you remember from when you were a child that have disappeared or been forgotten? Why? Or any favourite icons which have gained a different meaning / influence nowadays? yes, flower dress that i dressed in the 70s and now i don’t dress nor like anymore ‘cause they’re oldfashioned.

Alessio D’Andrea - Deborah Grasso - Donato Nardulli Francesco Locatelli- Lorenzo Selvaggi - Vincenzo Vitiello

User & Social Innovation Facoltà del Design - Politecnico di Milano