00:00Il design è un concetto che attraversa le ere, le epoche e continua a rinnovarsi. Qual è la ricetta che
00:07il designer oggi deve seguire per ottenere un prodotto che continua a sorprendere?
00:12Io credo che il design oggi, più di sempre, deve capire il utilizatore, deve capire le persone. E questo è
00:21un argomento. Abbiamo bisogno capire la cultura, la situazione geopolitica, anche il mercato, ovviamente.
00:30Ma principalmente capire le persone umane, capire le sue emozioni, le ragioni per cui si comportano in un certo modo.
00:40E solo quando si connessa in un modo empatico con le persone umane, possiamo davvero avere successo.
00:48Il design è un concetto che attraversa anche i generi e le materie, dall'automotive all'arredamento all'architettura. Qual
00:55è il concetto che guida il design attraverso tutte queste materie?
00:58Per me, la cosa che mi ha inspirato il mezzo è, di nuovo, le persone. Ma ovviamente, il design è,
01:08per definizione, un processo complesso, quindi abbiamo bisogno capire la tecnologia, abbiamo bisogno capire i materiali, abbiamo bisogno capire l
01:17'impacto delle nostre azioni in natura, dei nostri fattori.
01:22Quindi, nel futuro, abbiamo bisogno di essere ancora più responsabili, credo che i designi, abbiamo bisogno capire la responsabilità di
01:31quello che facciamo,
01:33per il nostro prodotto, per il nostro industrie, dove lavoriamo.
01:39In questo caso, per esempio, in Milano, abbiamo mostrato il nostro show car Quintessenza.
01:44E siamo qui già investigando nuovi materiali e nuovi processi per migliorare il sviluppo dei prodotti futuri.
01:55A proposito di materiali, quali sono i materiali chiave oggi del design e come nasce un concetto come quello di
02:01Quintessenza?
02:02I materiali play a definitely a big role, as well as the processes.
02:07So, we need to try to reduce the number of materials and also to, from the design phase, anticipate the
02:14processes that we will use,
02:16not only through the production, but also at the end of the product life.
02:20Talking about the materials, in this, in our show car Quintessenza, we are researching different materials
02:27that contribute to this circularity and sustainability.
02:32One material in particular I quite like is the marmore, which is a textile done with the powder of cutting
02:40the marble.
02:41Let me also show you in the car how we did apply this material.
02:47It's a fantastic material that has also a very nice haptics.
02:51It has a high quality, perceived quality, fantastic haptics.
02:56And, as I said, the source of this material is the waste of another process.
03:03So, that is circular and sustainable as it's best.
03:08All around the interior of the car we have used different materials.
03:11I also like very much the flooring that is done with a material which is using recycled shoes and garments
03:19from Nike Grind.
03:21So, for a car which is dedicated to action, to sport activities, we think is very, very suitable.
03:28How did the project have started dedicated to this type of car?
03:31It all started with an analysis of what we wanted to communicate from Italdesign, what kind of design philosophy we
03:40wanted to communicate to the world.
03:42Because, don't forget that we are a global company.
03:46We have really footprint in America, in Europe, in Asia.
03:50So, we decided to create a car that would be appealing to all markets.
03:56And, that was the hyper-pickup we defined.
04:01So, it's a kind of elegant and stylish Gran Turismo, but with the functionality of a pickup.
04:08After that, we also wanted to focus very much on technology, but in a non-intrusive way.
04:15So, making the human, the user, not disturbed by technology.
04:20On the contrary, focusing on nature, on the beauty of nature, but still enjoying all the benefits of technology.
04:28So, we are not neglecting technology, we are integrating technology within the materials.
04:33If you have to choose one single company, what is your company on this project?
04:38My signature is, I am the director of the orchestra.
04:41So, the musicians are my team, a great team, and I am directing this team, I am very proud of
04:48that.
04:49You have to understand that Italdesign is a company with a glorious heritage, and it's my pleasure and my honor
04:58to lead this team into the future.
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