Expert

Professor Maurizio Corrado

From ’82 he has carried out cultural activity in architecture and design, teaching, writing articles, books and organising exhibitions and events. From ‘95 he work in ecology applied to the project. In '97 he began the publication of books on architectural and ecological design. He is president of the Center of Documentation for Natural Living (CEDAN). He is director of the necklace “To Construct Naturally” for Simone Edizioni. He is coordinator of the Sky Garden Advanced School. He is also the head editor of transmission Italian Design for the Italian television programme, Venice Channel. He is professor of design at Alma Graduate School University of Bologna, Italy.

MODULE - Design Like a Business Strategy Analysis of the Italian model

Objective

The course aims to show how design is one effective strategy for the development of a company.

Short description

Historically in contemporary design, Italy has been instrument in aesthetic quality and new development proposals. Italian designers and the furniture industry are recognized across the globe. The didactic module gives hands on experience through the analysis of some of the greatest protagonists of Italian contemporary design. Additionally, it analyzes methods to which design can assist in increasing opportunities and developments of a company. With the aid of testimonies directed via video interviews, the students can understand the protagonists and their business examples.

Course Structure

1. Achille Castiglioni Atmosphere - the birth of the Italian Style Topic - the design of the invention 2. Alessandro Mendini Atmosphere - the culture of the vanguard Topic - Communication and design 3. Riccardo Dalisi Atmosphere - the Neapolitan people Topic - the participated design 4. Massimo Morozzi Atmosphere - the radical design Topic - the art direction 5. Massimo Iosa Ghini Atmosphere - the Bolidismo Topic - the corporate image 6. Denis Santachiara Atmosphere - the Italian dreamcar Topic - Science and design 7. Tarshito Atmosphere - the spiritual formation Topic - the design of the spirit 8. Stefano Giovannoni Atmosphere - the evolution of the trade of the designer Topic - the design of the plastic

Selected readings

Sparke, Penny, A century of design, Mitchell Beazley, 1998 Note: Papers on specific topics may be given to participants during the course.