The document discusses the design system in Milan and proposes establishing a Milan Design Council to support the design community through increasing institutional support, fostering relationships between designers and entrepreneurs, and promoting intersections between science/technology and design. It analyzes key drivers that could shape Milan's future as a design hub and provides examples of potential projects the Design Council could undertake to strengthen the city's position, such as competitions for startups and initiatives to integrate design education into local schools.

1. Italian Design From Its Core
Understanding The System of Design in Milan and Envisioning its Future
October 25th, 2011 Project by: Manuel Garzarón
Master in Business Design ‘10-11 Mentors: Giovanni Lanzone & Piero Bassetti
Final Master Project Assistant: Francesco Samorè
Domus Academy Fondazione G. Bassetti

2. the bubble method
results
analysis of results
key drivers
action plan

3. the bubble method
results
analysis of results
key drivers
action plan

4. results ofmaps of design system of milan
the research
1960s
SPECIALISTS
COMPANIES 67%
100% CONSUMERS
33%
DESIGN
2010 MASTERS
CITIZEN
CONCERN
33%
EVENTS 100%
67%
ART &
CULTURE
67%
INSTITUTIONS
33% MEDIA
33%
2015

5. results ofmaps of design system of milan
the research
1960s
SPECIALISTS
COMPANIES 67%
100% CONSUMERS
Remarks
33%
» Relationship masters - companies
DESIGN
2010 MASTERS
CITIZEN
» Strong support from specialists
CONCERN
33%
EVENTS 100%
67% Strong influence of art & culture
»
» Niche premium market
ART &
CULTURE
67%
INSTITUTIONS
33% MEDIA
33%
2015

6. results ofmaps of design system of milan
the research
1960s
SPECIALISTS
COMPANIES 69%
69% CONSUMERS
64%
DESIGN
2010 MASTERS
CITIZEN
CONCERN
39%
EVENTS 78%
75%
ART &
INSTITUTIONS CULTURE
42% MEDIA 67%
81%
2015

7. results ofmaps of design system of milan
the research
1960s
SPECIALISTS
COMPANIES 69%
69% CONSUMERS
Remarks 64%
» Decrease of “masters” figures impact
DESIGN
2010 » Growth of events & media’s
MASTERS
CITIZEN
CONCERN
39%
influence
EVENTS 78%
75%More awareness and expenditure
»
from consumers
ART &
INSTITUTIONS CULTURE
42% MEDIA 67%
81%
2015

8. results ofmaps of design system of milan
the research
1960s
SPECIALISTS
COMPANIES 73%
61% CONSUMERS
82%
DESIGN
2010 MASTERS CITIZEN
61% CONCERN
EVENTS
64%
70%
ART &
INSTITUTIONS
CULTURE
55% MEDIA 73%
88%
2015

9. results ofmaps of design system of milan
the research
1960s
SPECIALISTS
COMPANIES 73%
61% CONSUMERS
Remarks 82%
» Democratization of work of design
DESIGN
2010 » Growth media’s influence
MASTERS CITIZEN
61% CONCERN
» Wider design’s scope
EVENTS
64%
70%
» Citizen concern finally hits
ART &
INSTITUTIONS
CULTURE
55% MEDIA 73%
88%
2015

10. results of the research
key words to pay attention to
institutions design &
decentralized science
production
cultural
invasion
social
d. thinking innovation
designers &
entrepreneurs
BRIC

11. the bubble method
results
1
2
analysis of results
3 key drivers
4
5
action plan
6
7

12. key drivers
Key Driver #1
Institutional Support
1 For the Design Community
2
3
4
» Public voice / formal frame
5 » Extend its field of work
6 » Improve awareness of design
» Improve social acceptance
7 » Insert design within strategic levels of
organisations as a solution solving approach

13. key drivers
Key Driver #2
Close Relationship
1 Design-Entrepreneurships
2
3
4
» “As in the 1960s, design should find its
5 new “productive” ground” (S.Rossi)
6 » “Historical pillars that have to be adapted
to the new context” (B. Fattorini)
7 » “The refreshment of this relationship is
the way to a brighter future” (S. Maffei)

14. key drivers
Key Driver #3
Intersection Between
Science&Tech and Design
1
2
3
4 » A way to refresh the link between design
and specialists
5 » Humanize and commercialize new
developments and modernize design
6
» Not only for products, but also for services,
7 experiences and processes

15. key drivers
Key Driver #4
Paradigm Change of
Productive Systems
1
2
3
4 » “Additive manufacturing opened the idea
of decentralized production, that
5 completely changes the rules of the game”
(S. Maffei)
6 » Paradigm challenge for mass production
» Extreme of flexibility and freedom for
7 designers

16. key drivers
Key Driver #5
1 Environmental and Social
2
Sustainability
3
4
5
» New fields for design-driven innovations
6 (ex.: social innovation)
» Replacement of Productive Locations
7 (as local as possible)
» Growing demand for markets

17. key drivers
Key Driver #6
Building Relationships
With Emerging Economies
1
2
3
4 » Mass production poles: yet much to learn
from developed economies
5 » Mass consumption poles: demand of high
quality and fresh offers
6 » Innovation processes just starting to
emerge: yet much to learn from developed
7 economies

18. key drivers
Key Driver #7
1
Multiculturalism
2 and Diversity
3
4
5 » Not only a cause, but a consequence of the
success of the design system
6 » Re-encourage the historical creative
invasion
7
» Different perspectives, visions of the world

19. the bubble method
results
analysis of results
key drivers
action plan

20. Key Driver #1
Institutional Support
For the Design Community
Public voice Extend awareness
acceptance solution solving approach

21. Key Driver #1
Institutional Support
For the Design Community
Public voice Extend awareness
acceptance solution solving approach
institution

22. Milan
Design
Council

23. aim Milan
Design
Council
The aim of the Milan Design Council is to give a formal
frame that supports the design community of Milan in
the will of extending its boundaries of interest and in-
creasing its social acceptance as a powerful tool to solve
problems of diverse natures.
formal increase enable social
frame awareness practical solutions acceptance

24. aim Milan
Design
Council
Milan
Design
Council
design
community
rest of the society

25. aim Milan
Design
Council
areness, more wo
ccep tance, aw rk!
a
Milan
Design
Council
design
community
rest of the society

26. aim Milan
Design
Council
areness, more wo
ccep tance, aw rk!
a
Milan
Design
Council
design
community
benefits gy
from the methodolo
rest of the society

27. case study
british design council Milan
Design
Council
business top teams
designers
public services decision makers right design help
other experts
academic research team

28. constitution & funding Milan
Design
Council
$
Milan
Design
Council

29. constitution & funding Milan
Design
Council
public services
companies
government
organizations
hiring consultancy or
aquiring projects
$
$
$
$ $
Milan
Design
Council

30. constitution & funding Milan
Design
Council
public services
companies
government
organizations
hiring consultancy or
aquiring projects
$
$
$
$ $
Milan
Design
$ $ $
Council
independent
projects
(% of equity)

31. constitution & funding Milan
Design
Council
public services
camera della moda italiana
companies
comune di milano cosmit
regione lombardia
government
assimpredil permanent sponsors organizations
hiring consultancy or
aquiring projects
$
$ $
$
$
$ $
Milan
Design
$ $ $
Council
independent
projects
(% of equity)

32. constitution & funding Milan
Design
Council
public services
camera della moda italiana
companies
comune di milano cosmit
regione lombardia
government
assimpredil permanent sponsors organizations
hiring consultancy or
aquiring projects
$
$ $
$
$
$ $
$ Milan
Design
$ $ $
Council
project sponsors independent
(social innovation) projects
(% of equity)

33. 1
4 Milan
Design
2
Council
3

34. 1
4 Milan
Design
2
Council
3

35. Key Driver #2
Close Relationship
Design-Entrepreneurships
“The refreshment of this relationship is the
way to a brighter future” (S. Maffei)
competition
1
4 Milan
Design
2
Council
3

36. 1
feeding the competition
creative entrepreneurship
4 2
3

37. 1
feeding the competition
creative entrepreneurship
4 2
3
1. Brief
» Finger food service for expo ‘15
» Constraits ($, location, profiles)
» Deliverable: 1’ pitch video

38. 1
feeding the competition
creative entrepreneurship
4 2
3
2. Top-down Filter
» Filtering unviable (legally,
technically, economically)
1. Brief
» Finger food service for expo ‘15
» Constraits ($, location, profiles)
» Deliverable: 1’ pitch video

39. 1
feeding the competition
creative entrepreneurship
4 2
3
2. Top-down Filter
» Filtering unviable (legally,
technically, economically)
1. Brief
3. Bottom-up Filter
» Finger food service for expo ‘15 » Crowd-voting system
» Constraits ($, location, profiles) » Viral, bottom-up
» Deliverable: 1’ pitch video promotion

40. 1
feeding the competition
creative entrepreneurship
4 2
3
2. Top-down Filter 4. Finalists
» Filtering unviable (legally, » Workshop frame
technically, economically)
» Workspace & tutorship
» Follow up by the public
1. Brief
3. Bottom-up Filter
» Finger food service for expo ‘15 » Crowd-voting system
» Constraits ($, location, profiles) » Viral, bottom-up
» Deliverable: 1’ pitch video promotion

41. 1
feeding the competition
creative entrepreneurship
4 2
3
2. Top-down Filter 4. Finalists
» Filtering unviable (legally, » Workshop frame
technically, economically)
» Workspace & tutorship
» Follow up by the public
1. Brief
3. Bottom-up Filter 5. Winning Team
» Finger food service for expo ‘15 » Crowd-voting system
» Venture capital
» Constraits ($, location, profiles) » Viral, bottom-up
» Consultancy from experts
» Deliverable: 1’ pitch video promotion
» Online and offline promotion

42. feeding the
feeding the

43. competition
1
4 Milan
Design
2
Council
3

44. competition
Key Driver #1
1 Institutional Support
For the Design Community
4 Milan
Design
2 education
Council
Key Driver #4
3 Paradigm Change of
Productive Systems

45. 1
4 2
3
design
FOR
education
1.
3.
educate
2.
design
FOR AS
design education

46. 1
4 2
3
design
FOR
education
1.
3.
educate
2.
design
FOR AS
design education

47. 1
design for education 4 2
using design to improve high school education
3
Milan
Design
Council
Project Proposal
Local
High
School
» School selection
» Needs research
» Budgeting & planning

48. 1
design for education 4 2
using design to improve high school education
3
» Innovative organizations
(image improvement)
Sponsors City
$$ $
Milan
Design
Council
Project Proposal
Local
High
School
» School selection
» Needs research
» Budgeting & planning

49. 1
design for education 4 2
using design to improve high school education
3
» Innovative organizations
(image improvement)
Sponsors City
$$ $
Milan
Design
Council
Project Proposal
Workshop
Local
High
School
» School selection » 1-2 months
» Needs research » Teams (designers & teachers)
» Budgeting & planning » Whole process: research +
brainstorming + prototyping
+ implementation

50. 1
design for education 4 2
using design to improve high school education
3
» Practical solutions for schools
» Innovative organizations
(image improvement) » Innovation process learning and
Sponsors City morale improvement for teachers
» Work and awareness for design
$$ $
Milan
Design
Council
Project Proposal
Workshop
Local Results for High School
High
School
» School selection » 1-2 months
» Needs research » Teams (designers & teachers)
» Budgeting & planning » Whole process: research +
brainstorming + prototyping
+ implementation

51. 1
4 2
3
design
FOR
education
1.
3.
educate
2.
design
FOR AS
design education

52. 1
design as education 4 2
teaching design to improve high school education
3
Local
High School

53. 1
design as education 4 2
teaching design to improve high school education
3
Resources
» Opening of studio within
the school facilities
» 1-2 designers / teachers
» 1 year workshops
Local
High School

54. 1
design as education 4 2
teaching design to improve high school education
3
Resources Year One
» Opening of studio within » Project for school itself
the school facilities » 2 hs. a day, twice a week
» 1-2 designers / teachers » Whole d-thinking process
» 1 year workshops
Local
High School

55. 1
design as education 4 2
teaching design to improve high school education
3
Resources Year One
» Opening of studio within » Project for school itself
the school facilities » 2 hs. a day, twice a week
» 1-2 designers / teachers » Whole d-thinking process
» 1 year workshops
Local
High School
Year Two
» Project for community
» 3 hs. a day, 3 times a week
» Same process

56. 1
design as education 4 2
teaching design to improve high school education
3
Resources Year One
» Opening of studio within » Project for school itself
the school facilities » 2 hs. a day, twice a week
» 1-2 designers / teachers » Whole d-thinking process
» 1 year workshops
Local
High School
Growth Year Two
» Project for community
» Extension to other
schools and levels » 3 hs. a day, 3 times a week
» Students exchange » Same process
» Contests / Competitions

57. 1
4 2
3
design
FOR
education
1.
3.
educate
2.
design
FOR AS
design education

58. 1
4 2
3
P ark
dditive
politecnico di milano

59. ark
1
dditive
P
4 2
3
politecnico di milano

60. ark
1
dditive
P
4 2
3
politecnico di milano
1. Trainings
» Trainings for university students (design
& engineering) to learn the techniques of
additive manufacturing

61. ark
1
dditive
P
4 2
3
politecnico di milano
2. Machinery Rent
» For designers to produce their
objects, they can rent a machine
for a specific amount of time

62. competition
1
4 Milan
Design
2 education
Council
3

63. competition
1
4 Milan
Design
2 education
Council
3
access
Key Driver #3
Intersection Between
Science&Tech and Design
humanize science modernize design

64. 1
4 2
3
humanize
S&T
1.
2.
modernize
design

65. 1
design and S&T 4 2
3
humanize Milan
S&T
Design
Council
1.
2.
modernize
design

66. 1
design and S&T 4 2
3
1. New Discovery
» Research center, company’s R&D
» Need a commercial application
humanize Milan
S&T
Design
Council
1.
2.
modernize
design

67. 1
design and S&T 4 2
3
1. New Discovery 2. Workshop
» Research center, company’s R&D » mDC hires the necessary staff
» Need a commercial application » 1 month workshop to develop
humanize Milan
S&T
Design
Council
1.
2.
modernize
design

68. 1
design and S&T 4 2
3
1. New Discovery 2. Workshop
» Research center, company’s R&D » mDC hires the necessary staff 3. Commercialization
» Need a commercial application » 1 month workshop to develop » mDC sells the project to
companies of the field
humanize Milan
S&T
Design
Council
1.
2.
modernize
design

69. 1
design and S&T 4 2
3
humanize Milan
S&T
Design
Council
1.
2.
modernize
design
1. Latest Developments
» mDT researches about the
latest developments

70. 1
design and S&T 4 2
3
humanize Milan
S&T
Design
Council
1.
2.
modernize
design
1. Latest Developments 2. Library
» mDT researches about the » A user-friendly database is
latest developments made (technical, price,
developer, etc.)

71. 1
design and S&T 4 2
3
humanize Milan
S&T
Design
Council
1.
2.
modernize
design
1. Latest Developments 2. Library 3. Access
» mDT researches about the » A user-friendly database is » Members search to apply the
latest developments made (technical, price, best available technology for
developer, etc.) their projects

72. competition
1
4 Milan
Design
2 education
Council
3
access

73. competition
Key Driver #6
Building Relationships
1
With Emerging Economies
support 4 Milan
Design
2 education
Council
Key Driver #7
Multiculturalism
and Diversity 3
access

74. 1
cultural entrepreneurships 4 2
support plan for design in emerging economies 3
buenos aires

75. 1
cultural entrepreneurships 4 2
support plan for design in emerging economies 3
universities
independent
buenos aires
local italian
culture institute
1. Project Recruiting
» Focused on Local Cultural Assets
» Related to 4 italian strengths furniture
fashion
4 italian strengths
food
tourism

76. 1
cultural entrepreneurships 4 2
support plan for design in emerging economies 3
milan
2. Winners
buenos aires » Winning team/s travel to Milan for 1
month to develop their projects

77. 1
cultural entrepreneurships 4 2
support plan for design in emerging economies 3
milan

78. 1
cultural entrepreneurships 4 2
support plan for design in emerging economies 3
3. Business Incubating Shop
» Winning team/s work for 1 month devel-
oping their projects
» Tutorship (idea incubating model)
milan
Milan
Design
Council

79. 1
cultural entrepreneurships 4 2
support plan for design in emerging economies 3
3. Business Incubating Shop
» Winning team/s work for 1 month devel-
oping their projects
» Tutorship (idea incubating model)
milan
Milan
Design
Council
research idea concept business
prototyping
generation development planning

80. 1
cultural entrepreneurships 4 2
support plan for design in emerging economies 3
milan
4. The Return
buenos aires
» Winning teams go back to their origins,
bringing a developed idea and capital for
implementation
» Leaving behind a %equity of their
businesses for the italian design council

81. outcome summary
“Italian Design From its Core” results
5 practical and viable actions proposed
3 clusters of results and material*
7 key drivers for the future of design
1 developed original research methodology*
(*) In partnership with Avner Shaked