Italian Design - Report Example

Italian Design Name Tutor Course Date Italian Design The term design is a broad term that encompasses laying the basis in the making of an object or system. It involves creating and developing of a product, component, system or structure. Design can also refer to the final product or outcome of a process ranging from homes, clothing, corporate identity, and branding to skyscrapers. Quoting the ICSID (International Council of Societies of Industrial Design), About Italian Design notes that design is a creative activity with the aim of establishing the multi-faceted qualities of objects, services, processes, and their systems in complete life-cycles. Therefore, design is the central factor of innovative humanisation of technologies and the crucial factor of cultural and economic exchange".1 Design has evolved and developed over time to become a vital part of everyday activities. As Hauffe (1998) notes, design has evolved and in the recent years, it has become a common subject no longer confined to specific journals and other sources to a commonly covered issue in the regular press (7)2. Hauffe adds that reports on the trends in design are now regularly reported in televisions, books, magazines, exhibition catalogues among others. As noted earlier, design is broad and to narrow it down, Hauffe (1998) separates design as applied in art and design in the context of the industry. He notes that design is recognized as a field of cultural history with the knowledge in modern classical designs becoming common cultural property and like art, the design objects are presented. He adds that the determination of the form of a product (design in industry) is now more crucial and no longer left to the engineers alone.3 Product design is now an important aspect of marketing and hence an essential part of the business policy. Design can be either a process to an end or an end product. In industry, design is aimed at improving the aesthetic quality of a product while at the same time improving the usability of the product. The design aspects that the industrial designer considers in relation to the product include the shape, colour, and features in relation to each other, texture, and other aspects that relate to the use of the product ergonomics.4 In addition, the industrial designer may determine several aspects of the production process, materials used, and the presentation of the material to the final consumer. Through industrial design, value addition on the product is achieved through improved usability, improved aesthetics, and low production costs. In the modern days, the concept of design has expanded into the industrial and production fields, and this has led to the emergence of various design applications such as graphic design, web design, fashion design, lighting design, architecture design, interior design, exhibition design, car design, food design, and colour design among many others (About Italian Design). History of Industrial Design There were social changes that arose within the industrialized and industrializing countries in the 19th and 20th century. It was during this time that the industrial design developed (About Italian Design).5 The industrial design phenomenon can however be attributed more to economical reasons than to creativity, expression, and art. About Italian Design also points out that industrial design may have also developed as an effort towards saving the craft activities that pre-dated the industrial period. The term ‘Industrial Design’ did not exist prior to its use in the 1940s in United States. This was during the period in which production entwined with modern planning to create products that were not only useful but also had quality aesthetic aspects and constructive according to a particular logic. In the fascist Italy, rationalist artists expressed the concept transforming the vanguard language, gained from educational and practical experiences, into an instrument of the modernist battle in the occasion of the antidemocratic dictatorship battle (About Italian Design).6 There are several industrial developments that have been attributed to design. Some of the developments and advancements are use of rivets in place of nutcases which resulted to decrease in the structural weight of locomotives by 25 per cent as well as the application of design to revolutionize computer, cameras, and the mobile phone among others. What is Italian Design? The Italian design has been described by many terms such as exquisite, stylish, classy, sophisticated, and other terms. It continues to be popular all over the world and in some areas replacing the ‘indigenous’ designs. The descriptions are applied to clothing, architecture, automobiles, furniture, house appliances, and even paintings and other art objects. The Italian design has heavily drawn from the cultural and artistic heritage that is found in the peninsula at the centre of Europe7. The designers have absorbed ways of thinking, seeing, doing, and translating skilfully the aspects into everyday objects. The Italian design has undergone numerous changes and the products produced have been of varying forms making the characterization of the Italian design and designer difficult. However, Bosoni (2008) notes that the Italian designer “is the anti-thesis of the engineer or technician concerned with the function and production” (11). Bosoni adds that creative design in Italy takes place within the manufacturing context that encompasses the modern industry as well as the “sophisticated and continuous regenerated tradition of artisan craft” (11). The Italian design combines originality, innovation, creativity, as well as its capacity to adapt into a market rapidly. This attributes have made the Italian design to gain a huge international recognition that characterizes the design today. Bosoni notes that almost all the Italian designers have training in architecture and/or visual arts with the best of the designers operating independently of the market.8 Bosoni goes further to explain that the country and the region has become modernized through the complex and unique heritage in the region and that this has enabled Italy to have distinct tempos and modes as compared to other countries such as Great Britain, United States, Germany, France and other industrialized nations. Just like their passion for adversarial groupings and oppositional alignments, Italy has continuously selectively adopted modernity in context of aesthetics, philosophy, and semiotics and this has been a part of the history of the Italian arts and design. Despite these aspects of the Italian design, the richness of the Italian design is derived from the intellectual heterodoxy created by the original and autonomous artists.9 The unconventionality of the Italian design can therefore be viewed as source of the Italian way of creating and designing that weaves together modernity with continuous adjustments and experimentations. According to About Italian Design, designing requires consideration of the aesthetic, functionality, and many other aspects of an object. This in turn will require considerable research, thought, modelling, repetitive adjustments, and re-designing.10 History of Italian Industrial Design In mid 19th century, the industrial development of Italy was still lagging behind as compared to the major European countries. However, it was during this time that design aspects such as furniture design and luxury design for the luxury industry evolved. About Italian Design notes that the smiths, carvers, and potters among other artists took nature as an example for buildings, furniture, pots, glasses and lamps' decoration.11 After the Second World War, most of the Italian infrastructure had been destroyed and this provided a welcome challenge to the architects and designers to come up with new products that were not only useful but also of quality aesthetic value. Experimental works were carried out by various companies to test new designs and products such as electrical fittings, kitchen furniture and fittings among other products12. During the 1950s, the newly designed industrial products developed further and became more popular due to comfort and aesthetic attributes that they offered. The excitement and experimentation of the Italian design was at its peak in the 1960s when many of the ordinary products were produced in new designs. Several authors that are associated with this era include Angelo Mangiarotti, Mario Bellini, and Marco Zanuso among others (About Italian Design). The neo-modern design movement emerged in the 1970s courtesy of designers such as Deganello and Sottsass as well as groups such as the Alchimia. Today, the Italian design is viewed as the world leader with the industrial design ranging from furniture design to automotive design to the newly emerging web and graphic design. Features of Italian Design As noted earlier, the Italian design strives to combine functionality with aesthetics. This is one of the most unique features of the Italian design. Pante notes that in addition to intertwining aesthetic and functionality of the product, the Italian designs also intertwine functionality with simplicity.13 Pante further notes that the Italian design is known for its elegance and style. Halbert notes that the Italian design has the years been characterized by experimentation and adaptation.14 Halbert notes that this resulted products and designs that were difficult to translate and adapt in other regions and hence the designs remained distinctly ‘Italian’. Ghosh describes the Italian design as a tradition of excellence and a brand in itself.15 In addition, Ghosh notes that the Italian design has been propagated through “knowing, recognizing, and creating aesthetic value”. The Italian design according to Ghosh is known for its quality, functionality, durability, and simplicity. Ghosh also notes that the history of creativity and intelligence of the Italian designers can be traced back to Leonardo da Vinci and beyond. Furthermore, the designers uphold ingenuity and innovation traditions in all aspects of design. The Italian designers have excellent skills and craftsmanship that gives the Italian design companies advantage over other companies. The craftsmanship and the skills when complemented with modern technology are capable of producing marvels (Ghosh). Other attributes that Ghosh notes are unique to the Italian design are simplicity and minimalism. Ghosh notes that these are common in the modern Italian design. However, by adopting modern characteristics, the Italian design did not drop the old attributes rather the designers incorporated the new style with the old look to come up with fresh designs that have become popular globally. Ghosh summarizes by pointing out that the Italian design not only looks good, it also feels great, lasts longer, and works well. Identifying with the Italian Design The Italian design has proven to be quite in the world. It is recognized as high quality exquisite design. The Italian design not only portrays class but also elegance and beauty. It is the attributes discussed above that have made Italy to want to be associated with this particular design ethos. Italian Architecture The style of the Italian architecture is diverse and is characterized by constructions of vaults, domes, and arches. Italy Travel notes that the Italian Renaissance architectural design is characterized by arches, domes, columns, pediments, pilasters, and entablatures.16 Brown (2008) noted that the high civilization of the Roman Empire and the competent technical skills by the people resulted to discovery, innovations, use, and adaptation of numerous architectural forms for religious as well as private and public use.17 Italy Travel (2010), Italian architecture is characterized by stunning styles that were first developed by Filippo Bruneschelli and spread from the 15th to the 17th century. The style, Italy Travel notes assimilates the circular-arch classical style with the modern requirements. The Italian renaissance designers base their theories on the classical Roman designs and as Italy Travel notes, it was essential for the architects in training to make a trip to Rome to study the ancient structures and ruins before qualification as an architect. According to Italy Travel, the Italian architecture can be grouped into several categories depending on the period. The categories are the Greeks and Etruscans, Roman period architecture, Early Christian and Byzantine, Romanesque, Gothic period architecture, early renaissance, High renaissance and Mannerism, the Baroque, Neoclassicism, and the twentieth century architecture. The most famous Italian architecture designs are the Roman Colosseum, Pantheon, St. Peter’s, Piazza of San Marco, Doge’s Palace, Rialto Bridge, Florence Cathedral, and Villa Capra among others.18 Italian Interior Design The Italian Interior design is known for its distinct urban beauty complimented by simplicity. The interior design completes the exquisite Italian architecture making the projects whole. According to Makofsky (2010), space is important in the Italian interior designs. The design creates open spaces that allow the flow of air, light, and people traffic.19 Makofsky adds that the interior open spaces are integrated with the exterior spaces by the use of large windows, domes, arches, and columns of the Italian architecture. Italian interior designs can be identified by the materials used. The design relies heavily on natural materials including stone, wood, ceramic tiles, glass, and paper among other materials (Makofsky, 2010). The materials are placed in clean lines and geometric shapes to create a distinct appearance. As Makofsky notes, a building finished with Italian interior design is a showpiece with the design theme visible in every detail including the furniture, kitchen, and walls. Makofsky adds that the Italian interior design takes into account the exterior view and design and works to compliment the view. Globalization on Design Globalization has resulted in closer connections between people, the expansion of commercial markets, and the decentralization of production industries (Hirst).20 Furthermore, there has been the emergence of new industrialized nations and revolution of information and communication technology. Inevitably, design has been influenced by the globalization phenomenon. Globalization, according to Hirst has transformed design “from a beneficial luxury within the process of getting new and improving existing products to the market to an absolute necessity”. The shifting global economic aspects have resulted into the evolution of the designer and the product designs. Hirst notes that, ”The role of the product and the package designer has evolved with the shifting tides of global economic development. From purveyor of function and eye-catching aesthetics to cultural ambassador whose design unifies consumers worldwide through their desire to consume-buy-own-use-or just have the latest products and the same products that we all share in developed nations and increasingly so in developing countries”.21 There has been a need to redesign products to suit the new markets that have opened up due to the globalization phenomenon. Hirst provides a good example with the Unilever Company which sought out designers to develop new products and redesign the existing products to suit the new markets. Improved communication and travelling means that there is rapid cultural interaction resulting from globalization. This means that there is a need for a shift in the designer’s clientele not just relying on the local market. As Hirst notes, “the global designer’s client base is spread across the industrialized world that is seeking out the expertise that delivers superior design and distinction and will give corporations the competitive edge”. However, globalization also means homogenization. The world is infused with varying cultures that are expanding across the globe bringing contemporary design and sophisticated manufacturing expertise which is blurring style and bias that was once distinctly unique in forms of ethnic design. Most of the multinational corporations have established production units in different countries with the design department remaining centralized more commonly in the home country. The Italian design has however been accepted and adopted globally. It has however had to adapt some of its products to the local market. Italian design is recognized world over for its classic exquisite products and it has been forced to change in a major way to be accepted in the global village. Designing in a local way Various designs are identified and accepted for their uniqueness. The uniqueness is derived from the use of ‘local’ ways, traditions, and methods to create its products. The local way is therefore the identity that the designs hold and should hence be maintained. Adoption other ways of creating designs would mean that the identity of the design would be lost and would hence not be recognized, say as the Italian design. The designers are therefore necessitated to maintain the ‘local’ or the traditional way of designing in order to maintain their identity. References About Italian Design. 2006. Brief History of the Italian Industrial Design http://www.aboutitaliandesign.info/history-of-italian-industrial-design.html (Accessed: May 18, 2010). About Italian Design. 2006. What is Design. http://www.aboutitaliandesign.info/ (Accessed: May 18, 2010). Bosoni, G. 2008. Italian Design. New York: The Museum of Modern Arts. Brown, J. 2008. Italian Architecture: Being a Brief Account of its Principles and Progress. Charleston, SC: BiblioBazaar, LLC. Ghosh, D. 2009. Italian Design: A Tradition of Excellence http://www.lifeinitaly.com/decor/italy-design (Accessed: May 18, 2010). Halbert, B. 2010. The Characteristics of Italian Style http://chestofbooks.com/architecture/Better-Homes/Characteristics-Of-Italian-Style.html (Accessed: May 18, 2010). Hauffe, T. 1998. Design: A Concise History. London: Laurence King Publishing. Hirst, K. The Impact of Globalization on Design, and Design’s Impact on Globalization (in a nutshell). http://www.beautypackaging.com/expertsview/2010/05/11/the_impact_of_globalization_on_design,_and_design%2526rsquo%3Bs_impact_on_globalization_%28in_a_nutshell%29 (Accessed: May 18, 2010). Italian Architecture, Top Ten Italian Architecture http://www.italian-architecture.info/TEN-ITALY.htm (Accessed: May 18, 2010) Italy Travel, Architecture in Italy http://www.justitaly.org/italy/italy-architecture.asp (Accessed: May 18, 2010). Makofsky, N. 2010 Italian Interior Design Ideas http://www.ehow.com/about_5339516_italian-interior-design-ideas.html (Accessed: May 18, 2010) Paul, L. “Fresco Wall with Fruit”, http://www.lindapaul.com/Italian_Fresco_Paintings_Art.asp (Accessed: May 18, 2010) Pante, D. 2010. The Impact of External Knowledge Workers on Italian Design: Matali Crasset. http://www.sfu.ca/italiadesign/2008/pretrip/Papers/MataliCrasset_DerekPante.pdf (Accessed: May 18, 2010). Read More

The term ‘Industrial Design’ did not exist prior to its use in the 1940s in United States. This was during the period in which production entwined with modern planning to create products that were not only useful but also had quality aesthetic aspects and constructive according to a particular logic. In the fascist Italy, rationalist artists expressed the concept transforming the vanguard language, gained from educational and practical experiences, into an instrument of the modernist battle in the occasion of the antidemocratic dictatorship battle (About Italian Design).

6 There are several industrial developments that have been attributed to design. Some of the developments and advancements are use of rivets in place of nutcases which resulted to decrease in the structural weight of locomotives by 25 per cent as well as the application of design to revolutionize computer, cameras, and the mobile phone among others. What is Italian Design? The Italian design has been described by many terms such as exquisite, stylish, classy, sophisticated, and other terms. It continues to be popular all over the world and in some areas replacing the ‘indigenous’ designs.

The descriptions are applied to clothing, architecture, automobiles, furniture, house appliances, and even paintings and other art objects. The Italian design has heavily drawn from the cultural and artistic heritage that is found in the peninsula at the centre of Europe7. The designers have absorbed ways of thinking, seeing, doing, and translating skilfully the aspects into everyday objects. The Italian design has undergone numerous changes and the products produced have been of varying forms making the characterization of the Italian design and designer difficult.

However, Bosoni (2008) notes that the Italian designer “is the anti-thesis of the engineer or technician concerned with the function and production” (11). Bosoni adds that creative design in Italy takes place within the manufacturing context that encompasses the modern industry as well as the “sophisticated and continuous regenerated tradition of artisan craft” (11). The Italian design combines originality, innovation, creativity, as well as its capacity to adapt into a market rapidly.

This attributes have made the Italian design to gain a huge international recognition that characterizes the design today. Bosoni notes that almost all the Italian designers have training in architecture and/or visual arts with the best of the designers operating independently of the market.8 Bosoni goes further to explain that the country and the region has become modernized through the complex and unique heritage in the region and that this has enabled Italy to have distinct tempos and modes as compared to other countries such as Great Britain, United States, Germany, France and other industrialized nations.

Just like their passion for adversarial groupings and oppositional alignments, Italy has continuously selectively adopted modernity in context of aesthetics, philosophy, and semiotics and this has been a part of the history of the Italian arts and design. Despite these aspects of the Italian design, the richness of the Italian design is derived from the intellectual heterodoxy created by the original and autonomous artists.9 The unconventionality of the Italian design can therefore be viewed as source of the Italian way of creating and designing that weaves together modernity with continuous adjustments and experimentations.

According to About Italian Design, designing requires consideration of the aesthetic, functionality, and many other aspects of an object. This in turn will require considerable research, thought, modelling, repetitive adjustments, and re-designing.10 History of Italian Industrial Design In mid 19th century, the industrial development of Italy was still lagging behind as compared to the major European countries. However, it was during this time that design aspects such as furniture design and luxury design for the luxury industry evolved.

Read More