Habits change and so does the way of\ninterpreting the new reality through products and communication.<\/p>\n\n\n\n
Designing landscapes, real landscapes.\nIn many cases this is the task of today’s designer, unlike years ago he is\noften called upon to act as a full-fledged art director. He has to deal with\nmultiple aspects, not just the more technical ones. <\/p>\n\n\n\n
This was discussed in the new episode of\nIcone Talks by Icone luce art director Giulio Cappellini and designer,\narchitect and university professor Ilaria Marelli. <\/p>\n\n\n\n
“To work on the company project at\n360\u00b0, the designer is today called to work on the product and on communication.\nTo do this, he has to know the company inside out, to know what it can do and\nwhat it cannot do, what is useful to do and what is not,” Cappellini\nexplained.<\/p>\n\n\n\n
Ilaria Marelli’s experience within major\ncompanies, such as Tivoli Audio, for example, is one related to a certain type\nof approach more than having her own personal style, which is always the same:<\/p>\n\n\n\n
“I see myself as a consultant, I\ntry to understand the company, which gives inside always tends to be a bit\nself-referential, with its history, its know-how and its routine. I try to\nunderstand how people move, what their habits are, and at the same time I try\nto bring to the companies what I see around me, the new consumption habits, the\nnew social rituals, and to turn all that into a product, into a communication\nmessage,” Ilaria comments. Then there is the direct contact with production:\n“For me, however, it is always a big stimulus to see how things are\nproduced in the factory.”<\/p>\n\n\n\n
The modern role of the designer has also\nchanged because of Covid, because people’s habits in life and work have been\ntransformed.<\/p>\n\n\n\n
“We have realized that we can live\nand work differently, there is a big change going on. For this reason, we\ndesigners have to try to think of more and more hybrid products, suitable for\ndifferent contexts; in this direction, thanks to new technologies and materials\nwe can give more facets to products,” Cappellini added.<\/p>\n\n\n\n