Presentation @ Teras FIK chapter #1 Dec 19th 2012 introduction of italian design how made in italy create

1. Kumara
Sadana
Putra,
S.Ds.,
M.A.
Made
in
Italy-­‐files
Teras
FIK
19
Des
2012

3. Dream
believe
&
make
it
happen

4. Why
DA?
Why
domus
• 30
best
Schools
of
Design
in
the
world
ver
business
week
• Earn
cri9cal
knowledge
of
"Design
Thinking"
and
"InnovaIon
Through
Design"
tools
and
methodologies
• Apply
“Design
based
approach
and
methodology”
in
non-­‐design
fields.
• Develop
a
comprehensive
understanding
of
“Entrepreneurship
through
Design”.

5. ?
milan
WHY

6. WHY
ITALY
?

7. WHY
ITALY
?

8. Food
3F
Fashion
Furniture

9. Food

10. Fashion

11. Furniture

12. Sneak peak of
ITALY

13. Milan
Florence
Rome
The 1st Italy
Roman Imperial
2nd centuries
The 3 Italies

14. Milan
Florence
The 2nd Italy is
14-16 centuries
The birth of Renaisance
Ghirlandaio, Boticeli, Da Vinci
Rome
The 1st Italy
Roman Imperial
2nd centuries
The 3 Italies

15. Milan
The 3rd Italy, in 50’s
The growth of designer,
Ponti, Castiglioni, Zanusso
Italian showroom,
design capital
Florence
The 2nd Italy is
14-16 centuries
The birth of Renaisance
Ghirlandaio, Boticeli, Da Vinci
Rome
The 1st Italy
Roman Imperial
2nd centuries
The 3 Italies

16. Italy district
Before 70’s

17. Italy district
70’s and the 80’s

18. The export leaders
The 4 “A” of Made in Italy - Automazione, Abbigliamento,
Arredamento, Alimentare
The Export Features *
MECHANIC MACHINES Elevators Aspirators Washing Machines Wood Machines
1.245 861 2.032 2.770
CLOTHES - FASHION Jewels Textiles and Clothes Shoes and Boots Sunglasses
5.473 3.804 3.445 1.985
Taps Tiles and ceramics Furniture Boats and Cruise
HOME FURNITURE
5.647 4.999 2.222 Ships 4.510
FOOD/AGRICOLTURE Pasta Tomatoes Wines and Sparkling Roasting Coffee 760
1.478 1.374 Wines 4.400 Apples758
* million of US dollars

19. Mafed - Sda Bocconi - Analysis on 40 Italian Furniture Companies - 2004
Company
Sector Turn Over 2002 2001 - 2002
Natuzzi
STUFFED
804.714
2.1
Snaidero
KITCHEN
252.713
- 7.5
Chateau D’Ax
STUFFED
211.540
- 12.9
Scavolini
KITCHEN
151.036
0.8
Cassina
CHAIR, ARMCHAIR
134.782
13.4
B&B Italia
STUFFED, BED 130.545
28.3
Nicoletti
CHAIR, ARMCHIR
124.017
19.5
Veneta Cucine
KITCHEN
113.097
6.9
Poltrona Frau
CHAIR, ARMCHAIR
77.331
19.1
Molteni
STUFFED
69.221
4.9
Poliform
FURNITURE
66.595
-0,5
Kartell
FURNITURE
52.742
31.9
Flou
BED, ACCESSORIES
36.982
-2.8
Boffi
KITCHEN
34.881
-4.5
Cappellini
FURNITURE
27.672
0.5

20. The geography of the new made in Italy
2009 - Symbola - Edison Foundation
Company
Sector Turn Over 2007
FIAT VEHICLES 58.5 B
FINMECCANICA ARMY 13.4 B
LUXOTTICA EYESWARE 5.0 B
FERRERO SWEETS 5.7 B
BARILLA PASTA 4.0 B
INDESIT KITCHEN 3.5 B
PARMALAT FOOD 3.8 B
FINCANTIERI BOATS 2.5 B
FERRARI CARS 1.5 B
IMSI - PIAGGIO SCOOTER 1.8 B
BENETTON CLOTHING 2.1 B
ARMANI CLOTHING 1.7 B
DIESEL JEANS 1.3 B
BULGARI JEWELS 1.1 B
PRADA CLOTHING 1.6 B

21. The key elements of the Italian Design Pathway
1. A holistic/ humanistic approach
2. A deconstructive attitude, the will to redesign family of
behaviors according to new needs or inventing a subliminal,
(unintended) vision of the future
3. Opening and discovering uncharted territories
4. Using new materials
5. The red as an energy symbol

22. AUTOMOTIVE
Mobility new concepts
An holistic/humanistic
approach
the city car

23. AUTOMOTIVE
New Materials

24. The discovery of new
fields
The deconstruction

25. MADE IN ITALY ENVIRONMENT: THE 5 P’s OF DESIGN

27. Ettore Sottsass jr., Valentine, 1969 Aldo Rossi, Cupola espresso
maker, Alessi - 1985

28. Design & Business: SYNTHESIS
the Italian products/concepts
• micro-machines
• city car
• lamp deconstruction
• plastic
• shell phone

31. Design & Business SYNTHESIS
The Italian design driven company:
• acts like a medium
• works like a family
• is design + vision driven
• is a place and a tradition
• is quality obsessed

32. Tugas
MBD

33. Project
based
master
degree
1
year
5
workshop
(WKS)
WKS1
Made
in
Italy
Files,
Distributed
Product
Management,
client
Fontana
Group
WKS2
Innnova9on
Through
Design,
client
Barilla
Group
WKS
3
Design
Research,
client
Makno
WKS
4
Brand
Design,
ClientP&G
WKS
5
My
Ideal
Business
Final
Master
Project

34. WKS
1
Made
In
Italy,
Fontana
Motors
Electric
Motorbike

38. WKS
2
Innnova9on
Through
Design,
Barilla
Group
Penetra9ng
Asia
Market

43. WKS
4
Design
Research,
Makno
Interior
&
Housing
for
Urban
Living

48. WKS
4
Brand
Design,
P&G
London
2012
“Thank
You
Mom”
Champaign
Strategy

53. Final
Master
Project

55. Dona9on
&
merchandise
educa9on
Travelers
Society
Workshop
Tour
package
Compe99on
Tour
Guide
&
Trainer
Area
Event
&
Fes9val
Design
field

56. Thank
you!
Kumara
Sadana
Pu
tra
S.Ds.,
M.A.
kumy01@yahoo.co
om
081318029429