secep#1 05-11-1 st

MIRKO TATTARINI - NIS - 13/05/2011Република Србија

МИНИСТАРСТВО ЕКОНОМИЈЕ И РЕГИОНАЛНОГ РАЗВОЈА

Evropska unija

Projekat za razvoj konkurentnosti i promociju izvozaProjekat finansira Evropska unija

DESIGN 3.0LOCAL ACTIONIN A GLOBAL SCENARIO

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ME:I’M A DESIGNERPROFESSOR IN STRATEGIC DESIGN AT

FOUNDER OF LAGOS DESIGN STUDIOS

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SOME CLIENTS/PROJECTS:CREATIVE SPACE SERBIA - SIEPAEUROPEAN SPACE AGENCYBRITISH AMERICAN TOBACCOASTON MARTIN INTERIORSICE - ITALIAN FOREIGN TRADE INSTITUTE BIANCHINI&CAPPONIEGIZIADESIGN APPARATLIGNA GROUPINTERCONTINENTAL HOTELSFORMITALIA LUXURY GROUPENGINEERING MEDITERRANEAN INSTITUTE... AND OTHERS 02



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Projekat za razvoj konkurentnosti i promociju izvozaProjekat finansira Evropska unija 03

WE DO LIVE TIMES OF UNCERTAINTY



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GLOBAL SCENARIO:- THE GLOBAL FINANCIAL TRANSFORMATION (POST CRISIS)- A NEW MULTILATERAL WORLD BALANCE (ORDER?) OF POWER- AWARENESS OF ENVIRONMENTAL AND SOCIAL ISSUES- THE MERGING OF MECHANICISTIC AND DIGITAL PARADIGMS

THE CONTEMPORARY SCENARIO IS POSING NEW DEMANDS AND QUESTIONS AS WELL AS OFFERING NEW OPPORTUNITIES TO DESIGN BUSINESS, DESIGN EDUCATION AND DESIGN RESEARCH.

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GLOBAL TOPICS:- SUSTAINABILITY

“OPPORTUNITY MEETS NECESSITY”IN OTHER WORDS... “THE PROFIT RATIONALE MEETS SUSTAINABILITY”

- LOCAL ACTIONS AND GLOBAL AWARENESS- INFORMATION (TECHNOLOGIES)

• THE INTERNET OF THINGS- PARADIGM SHIFT ON MATERIALISTIC CULTURE

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WHYDESIGN 3.0: 1.0 THE DESIGN OF MECHANICS, OF THE ENVIRONMENT AS “OTHER” THAN HUMAN/INDIVIDUAL2.0 THE DESIGN OF ELECTRONICS, OF COMMUNICATION, OF INCORPOREAL3.0 THE DESIGN OF CONVERGENCY, OF MAN-OBJECT INTERACTION OF OBJECT-OBJECT INTERACTION



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DESIGN 3.0:• SUSTAINABILITY • INTERNET OF THINGS• UBIQUITOUS COMPUTING



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ON SUSTAINABILITY #1IT BECOMES MORE AND MORE NECESSARY SOTO RE-THINK THE PARABOLAOF OUR RELATION WITH OBJECTSA NEW QUALITY: GOODS WHICH ENTIRE LIFE CYCLE - FROM CREATION TO DE-ACTIVATION TO RECYCLE - IS DESIGNED.products to be exported -NOT WAISTED- in the future

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ON SUSTAINABILITY #2THE PRODUCT-CYCLE BECOMES:• DESIRE/NECESSITY, • CONCEPTION, • ORDER/TRANSACTION, • PRODUCTION, • DELIVERY, • FUTURE DEVELOPMENT, • UPDATE, • DE-ACTIVATION, • RE-INTEGRATION ON THE MANUFACTURING CYCLE

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ON THE INTERNET OF THINGSAN INEDITEDLEVEL OFINTERACTION



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ON UBIQUITOUS COMPUTINGINTELLIGENT/REACTIVE ENVIRONMENT

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THESE ARE

REVOLUTIONARY SPURSSTARTING FROM SUSTAINABILITYGOING TO TECHNOLOGYACTING LOCALLYBEING AWARE OF GLOBAL MARKETS: BEING ETHIC AND STRATEGIC

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WE HAVE THE CHANCE TO WRITE A NEW HISTORY OF DESIGNNOT BASED ANYMORE ON WESTERN WELFAREBUT ON DIFFERENT VALUESAND A REVISED METHODOLOGY

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DESIGN HAS SHIFTEDFROM AUTHORIAL DISCIPLINETO STRATEGIC DISCIPLINE

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STRATEGIC DESIGNIS DIFFERENT THAN THE CLASSICALPRODUCT OR COMMUNICATION DESIGNIN ENLARGING ITS ACTIONTO THE PRODUCT SYSTEM AND TO SERVICESTHAT, ON THE WHOLEANSWER TO A DEMAND,SOMETIMES YET UNEXPRESSED.



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BY A STRATEGIC APPROACHDESIGN BEGINS IN IDENTIFYING A CONCEPTCONCEPT DESIGN INDICATES'THE INVENTION OF SENSE', OF A MEANINGWHERE STARTSEVERY ACTION OF DESIGN AND CONSTRUCTIONA CONCEPT GIVE DEPTH TO ANY PROJECTANY PROJECT DESERVES DEPHT

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DESIGN DEAL WITH BEHAVIOURS.ON SHAPE EVERYTHING IS SAID ALREADYDO WE REALLY NEED NEW CHAIRS?

171957 1951 1952 1955



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NOTES FOR A ROAD-MAP:➡ANALYSE THE CONTEXT ➡BUILD AWARENESS➡BUILD AN IDENTITY➡BE AWARE OF NEW TECHNOLOGIES➡OPERATES IN INTEGRITY➡LOOK DOMESTIC➡BUILD UP VISIBILITY➡NETWORKING (TO REACH THE CRITICAL MASS)➡OPEN TO MARKETS➡BE ETHIC AND STRATEGIC

18➡FIND YOUR PLACE



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THE MARKET OFFERS:COMPLEXITY+COMPETITION+CAGE-CONTRACTSOUR KEYWORDS:•DESIGN•BRANDING•CRITICAL MASS CLUSTER



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THEN NEVER FORGET AN ETHERNAL INSPIRATION:QUALITYAND MAKE IT AN OBSESSION

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“QUALITY IT’S NOT TO DECORATE SUBJECTS AND OBJECTS JUST LIKE A CHRISTMAS TREE.IT MUST BE THEIR SOURCE, THE PINE FROM WHICH THE TREE BIRTH”

“ZEN AND THE ART OF MOTORCYCLE MAINTAINANCE”, ROBERT M. PIRSIG

FIRST ROUND.THANKS,MIRKO

secep#1 05-11-1 st

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