portfolio gustavo primavera small

7/31/2019 Portfolio Gustavo Primavera Small

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Hello,

ImGustavo Primaveraa Product-Service and Visual Designer.

.

After obtaining a solid base in Industrial Design

in Argentina, I moved to Italy to submerge into the

world of Service Design looking for a radical new

approach to consumer goods.

I came to realize that good design is a human-

centered-oriented combination of products and

services that allows for social innovation to produce

behavioural changes in the way individuals or

communities act to solve a problem or to generatenew opportunities.

...and that was my summary quote.

This is my personal information...

Argentinean and ItalianMale, Single

Born in Buenos Aireson 11 December 1984

Via Bramante, 17Milano 20154, Italy

mobile +39.328.259.8821+54.119.174.2114

[email protected]


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Research

Data collection.

User centered focused research.

Participatory design apporach.(Focus groups hosting,interviews and directobservation).

Analysis

Product and service requirementprograming and product andservices guidelines.

Decoding signs, indications,analogies, metaphores,symbolisms, likeness andlikelihood.

Concept Envisioning

Translation of the researchand analysis insight into visualoutcomes.

3D modelling, sketches,mock-ups and fast prototyping.

Infographics, scenario buildingand storytelling - both visual andverbal narrative descriptions.

Product/Service Design

Product Prototyping andindustrialization follow-up.

Service System Organizational

Models.

Business Models.

Co-Design Workshop hosting.

Computer Software

Mac + Windows.

Adobe Suite (Acrobat, InDesign,Illustrator and Photoshop).

3D modelling (Rhinoceros, 3DMax, Solid Works).

AutoCad 2D & 3D.

Skills

Bachelor Degree in

Industrial DesignFADU Buenos AiresUniversity.2003 - 2006

M.Sc. Degree in

Industrial DesignFADU Buenos AiresUniversity.2006 - 2008

M.Sc. Degree in Product

Service System DesignPolitecnico di Milano2003 - 2006

Spanish

Native speaker.

ItalianProessional work profciency.

English

Cambridge ProfciencyExamination.

Education Languages

Aboutme


3/27

Designer and PatternMakerDarcos Tango

Head of the design department,

and factory productionsupervisor.

Professional and highperformance dancing shoes fortango.

January 2006 January 2007Buenos Aires, Argentina.

Environmental ServicesTechnical SupportHCA Consultora

Execution of metric calculations

and technical documentation andprocedures.

Preparation of documentationand technical assistance fordrinking-water networksprojects in the city of BuenosAires, performing CAD tasks.

February 2007 December 2009Buenos Aires, Argentina.

Product Designer andStrategistPierandrei Associati

Product development from

concept to prototype.Companies: Flos, Tecno, MDF,Guzzini.

Urban furniture for YARE(Yachting After Sales & RefitExhibition).

January 2011 July 2011Milan, Italy.

Product Service SystemDesignerDESIS Lab Milano

Service Design for COLTIVANDO,

University Orchard. The projectaimed at evolving the communitygarden model into a cooperative,based on a collaborative servicebetween Politecnico di Milanoand its neighbourhood.

January 2012 July 2012Milan, Italy.

Accessory DesignTeacherBuenos Aires University

Tutoring a group of 25 Fashion

Design students.Personal orientation andreviewing of their work.

Grading of my group and generalclass leveling.

February 2009 - December 2009Buenos Aires, Argentina.

Work Experience

Aboutme


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ColtivandoThe Convivial Orchard oPolitecnico di Milano.

Evolving the community gardenmodel into a cooperative, basedon a collaborative servicebetween a university and itsneighbourhood.

Thesis project for the M.Sc.degree in PSSD developedfor the DESIS Lab Milano incollaboration with the NGONutrire Milano.


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Dam elibunum eti, sil hoc,contu venatorsu

This is the reason why theintroduction of PSS businessmodels can bring substantial

change in the existing marketand society in a relatively shortperiod of time.

TIMELINE

ACTORS

ACTIONS &RESULTS

EXPLORINGOPPORTUNITIES

Novembre 11

TemporaryUrbanSolutionCourse: CSpazio perTutti.

Explorationof the eventoutcome:Pilot ProjectC Giardinoper Tutti.

RESEARCH &ANALYSISFebruary 12

Analysis of theniche.

Networkingwith the localcommunitygarden andurbanlandscapeinitiatives.

Contact withinternationalRealities.

PSS conceptideadevelopment.

INFORMING &ENGAGING

April 12

Presentationof the conceptvision toPolitecnicoauthorities.

Creation ofthe brand.

Co-DesignWorkshopseeder withAcademicCommunity.

FirstCo-DesignWorkshop.

SecondCo-DesignWorkshop.

PSSDEVELOPMENT

June 12

Design of thePSS EnablingSolution.

Presentationof the FinalSolution inAteneo ofPolitecnico diMilano.

IMPLEMENTTHE PSSOctober 12

Registrationof theAssociation.

Co-Construction of theGarden.

Creation ofthe criticalmasscommunity.

SUPPORT &INCUBATION

October 12

Evaluationof the PSSEnablingSolution.

Designing inthecollaborativecommunity:Co-DesignWorkshops insitu.

REPLICATIONSTRATEGY

LocalReplication:ToolkitStrategy

InternationalExpansion:FormatStrategytogether withthe DESISNetwork

MAINTENANCE &EXPANSION

October 13 to 15

ImplementedSolution.

Introductionof the newserviceaspects:Market Stand;BarterWorkshops,AcademicCurricula.

design team

sponsorsdistric 9

studentsstudents in course

volunteerslocal community

lead users

C ol tivando C ommu nity l oc al commun it yD.I.S. ARC.

ENG.

LABS market stand students in coursecoordinator board of directors

PSS innovations arefundamentally different fromincremental innovations due to

its radical approach. Incrementalinnovations on the other hand aremore concerned with explorationof existing business processesand technology.

Dam elibunum eti, sil hoc,contu venatorsu

Thinking in a creative, new

uncommon way, and actively

use visualizations, analysis and

stakeholder management in thedesign process.

Project MethodologyDesigning and selling an interconnected system o products and services.


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Coltivando Gardenlocation behind BovisaCampus Design Library.

Diagram of theService Offer


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First Co-Design WorkshopThe participants whereengaged in preconceived co-design activities.


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Second Co-DesignWorkshopDesigning in situ.

The second workshop was held

in the campus garden where the

orchard is going to be placed.The aim of this second run wasto involve as many participantsas possible including all theinterested integrants of thestudent community inside theBovisa Campuses of Politecnicodi Milano.

Support & Incubation

Stimulate behaviours.Evaluate the service.Societal Embedding.

Maintenance & Expansion

Garden expansion.Service expansion.Full sustainability.

Replication Strategy

Adopt, adapt & re-localise.Keep small scale andrelational qualities.

Pathway Transition

To successfully scalecollaborative services we need

to do so without increasingits size. Scalability shouldbe thought in the shape of anetwork of multiple numbers ofthe same service idea connectedwith one another in a way thatstill maintains the relational

qualities of each initiative.

Pathway TransitionReaching ull sustainability.

The way in which we multiplythe number of service ideas and

connect them creating a largernetwork can be defined as thereplication strategy.

Sustainable steps o growth towards a successul replicationstrategy.


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Outcomes

Coltivando Member Manual.

The Coltivando MemberManual is a useful tool for

understanding the finer pointsof the cooperatives membershipand for answering the membersquestions about pressing issues.

The manual was created basedon the feedbacks gained at theco-design workshops as a resultof the Roles and Rules activities.A part from setting the basicrules, the manual explores thedifferent aspects of being aColtivando member.

Coltivando Program Model.

Once the activity was designed,the participants were asked a

two-folded task. On the one handthey had to define which actorsthey believed could develop theactivities, and on the other handthey had to fill in blank spaceswith activities they thought weremissing or change the order ofthe existing ones according tothe time laps and categories theywere in. Just like the MembersManual, the program Model asco-production material, it is tobe put under constant evaluationand remediation during the co-design workshops in situ.

As a result, all of the activitiesthat the garden needs to be ableto function fully were defined,as well the role of the differentkinds of members who could dothem.


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Coltivando MembershipManual.

The Coltivando MemberManual is a useful tool forunderstanding the finer pointsof the cooperatives membershipand for answering the membersquestions about pressing issues.

The manual was created based

on the feedbacks gained at the

co-design workshops as a resultof the Roles and Rules activities.A part from setting the basicrules, the manual explores thedifferent aspects of being aColtivando member.

Coltivando ProgramModel.

The program model is a co-designed index of all theactivities that the garden needs

to be able to function fully, as

well the role of the different

kinds of members who are

capable of doing them.

During the workshop theparticipants were asked a two-folded task. On the one handthey had to define which actorsthey believed could develop theactivities, and on the other handthey had to fill in blank spaces

with activities they thought weremissing or change the order ofthe existing ones according tothe time laps and categories theywere in.

Just like the MembershipManual, the program Model as

co-production material, it is to

be put under constant evaluation

and remediation during the co-

design workshops in situ.


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2RETECACo-Working Hibrid Space.

The store was conceptualizedin order to fulfill the needs ofthe modern graduate - a strivingentrepreneur who lacks idealworking space and appropriatecontacts to kickstart his career.

RETECA attempts to meet thesetwo needs through a condusiveworkspace-cum-meeting placeand a networking platform thatallows professionals to interactand learn from one another.

A project for a Design Thinkingcourse at Politecnico di Milano.


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Concept VisualizationHybridization.

The research behind the solutionstarted with an analysis aboutwhat hybridization means andhow it translates in the retailworld.

Whether it means the co-existence of two or moreeconomic models or relatedto the mix-and-matching ofdifferent styles, a hybrid retailstore is a crossbreed between

different retail entities to

produce one unique service.


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System MapVisualizing the way theservice-oer works.

RETECA offers the possibilityof access to a conducive

workspace, filled with productsand services for learning,

networking and professional

growth all combined inside ahybrid reatil store.

Its aim is to provide a launchingplatform for young entrepreneurswho are just coming out to theworking scene.

Customer JourneyA map that visualizes theway the system works.

At the same time the service alsooffers an excellent window for

companies interested in eithergetting to know in advance

prospective candidates or in

hearing fresh new objective

ideas.


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Phase 3Porject Selection

Phase 4Project Implementation

Phase 1Project Launching

Phase 2Multidisciplinary Group Pitching

The physical pitching isthe starting point or therelationship between Reteca,its members and outsidecompanies.

In partnership with RETECA,outside companies profit fromthe opportunity of working sideby side with a multidisciplinarycrowd of creative talents fromthe projects launching until itsimplementation.


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3B&D wheelbarrow

Co-branding wheelbarrowdesigned as a synergy betweenBlack&Decker, Living Magazineand Sodimac Home Centre inorder to increase consumerscache, as well as to reinforce andstrengthen their brand names inthe market.

A project for Strategic DesignStudio at Buenos AiresUniversity.


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SinergeticThe handcart works as a unit

that collects, transports andprovides all the necessaryelements or the activity.

The wheelbarrow represents allof the brands envolved. It is aninnovative Black&Deckerproduct,a hobbie for the Living Magazinereader and a convenient house-hold gadget to be sold atSodimac.


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Back view of thewheelbarrow toolcontainer


18/27

4BiToPediatric Standing Frame.

The stander design featuresage and stature adaptability inthe range from 2 to 7-years-old;wheels, front-view-maneuver-handles; adjustable table foreating, playing and reading andstorage device.Concretion: Prototype.

Project developed for theArgentinean Association of

Ocupational Therapists together

with the National Institute ofTechnology and Innovation (INTI).

A standing frame providesalternative positioning to sitting

in a wheelchair by supporting the

person in the standing position

which improves limb circulation

and increases independence,

mobility, and as a result self-

esteem.


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AdaptabilityA strategical medicaltreatment. 2-7 years old.

The goal is to start rehabilitationfrom and early age, as soonas the pathology is detected inorder to improve the quality oflife. Professional intervention

is key during the childs firstyears since the biggest and bestadvances in the treatment are

achieved at this stage with the

daily use of a standing frame.

BiTo is completely adjustable to

accompany both the grow of the

infant and the dinamic process

of physical rehabilitation.


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AccessibilitySimple technology reacheseveryone.

Meant to be a social projectof free distribution, BiTo was

especially designed to beproduced by technical high

schools in Argentina.

Students from the last year ofhighschool fabricated standingframes and wheelchairs tothem among underprivilegedneighborhoods of Buenos Airessuburban area.

The technology chosen

posibilitates the manual

fabrication and the material

selection guarantees their easyaccess.


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UrAriaPersonal space everywhere.

The product consists in a hood

designed for travelling andcommuting. It aims at providinga sense of personal space and

privacy in situations of public

and semi-public transportation.

The main functions are hood,scarf, safety pockets, blow-upcushion for sleeping and black-out visor.

The project was tested in a 30-unit scale of production.Sold out winner at DesignMarket 2010 Politecnico diMilano.


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blow-up head

cushions

> light

blockingvisor


23/27

Colour MillInatable Structure and ArtInstallation.

By setting the shape of asnow globe within a cube, weintentionally create a conflict

of emotions, generated by theparadox of forms and brightcolours. Approaching the spaceas an object, we took inspirationfrom the universally recognisedicon. The result was an evocativespiral of colours, shapes, andshadows that generates interest,emotions and life the piazzaspassers-by.

A project for Volo e Basta

as part of their Winter 11advertising campaign.


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The square comes to lie atnight.

The proposed inflatable structureis to be situated in the center ofPiazza 25 Aprile, Milano; whereit is necessary for pedestrians

to pass through to go from CorsoGaribaldito Corso Como andviceversa.


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7SanicelSanitary system oremergencies.

The sanitary system is meantto fulfill the sanitary needs ofrefugees of social or naturalcatastrophes. The main intentionis to generate clean and easy-circulation spaces. Dividedinto private and semi-privatemodules, the whole systemworks continually. The key to itsflexibility lies in the possibility oflining up as many modules as areneeded, whilst also being ableto organize them based uponthe demands of each particular

situation.

Concretion Level: Concept 3dmodeling and 1:5 scale model.


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8FADUFurniture SystemSpecially design or theDesign School o Buenos Aires

University.

The project was finalistto re-design the contestNuevo Mobiliario Facultadde Arquitectura Diseo yUrbanismo.

Concretion Level: 3DPresentation and 1:5 scalemodels.


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Thankyou!

That was a selection of my works.Want to see a little more?Would like to get in contact?

[email protected]+39.327.259.8821+54.119.174.2114

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