Audi City Lab is a temporary area because innovation is temporary, what was new yesterday is obsolete today. In Via Monte Napoleone 27, the topic is still design as a connecting element between distant themes. Tonight the subject is Design Thinking and the guest speakers, chaired by Maurizio Melis (journalist at Radio24), are Felice Limosani (digital story teller) and Francesco Morace (sociologist).
What do they have in common? They are apparently so distant. Both work on concepts, ideas interpreted through innovation. They approach situations from different perspectives: one from a creative, the other from a sociological viewpoint.
Design is now a very wide concept. It not only refers to a concrete and defined object. Increasingly often, it is linked to an emotion that leads to thinking. The digital element is yet another opportunity. By digital we mean a physical experience based on interaction: from the Internet to virtual reality, to social networks. An experience that does not standardize and that reflects our multiplicity.
Design thinking is a creative process focused on the individual, his needs and the solutions that have been conceived. The user, through observations and studies carried out by the designer, will decide whether a product must exist or not. Consumers become the main players in the creative process. They are at the same time message, sender and receiver.
One aspect of design thinking is social innovation. Society has changed. Digital natives are a good example of design thinking. Social networks are a concrete and functional idea that can be implemented and sustained, with elements of emotions and feelings. The result is a physical experience to share with others.
All these issues were dealt with by two people who are very different and very similar, faraway and so close.
A multidisciplinary creative who combines in his works art metaphor, design thinking and storytelling, blurring the boundaries between art language, creative expression and unconventional communication.
A sociologist and writer who, in his most recent book (Crescita felice. Percorsi di futuro civile – Sustainable Growth. Itineraries for a Civil Future, Egea editore) describes the theory of sustainable growth that is based on dynamics compatible with the common good, is fed by circular economies, promotes generative relationships, and triggers social magnetisms.
Text by Danilo Signorello – photo by Efrem Raimondi