675 research outputs found
IN & Out: cultural and productive substrate of the project
No full textIn&Out is a project that comes from the idea of underlining the strong relationship between lining and tailoring, and through this, the one between industrial production and manufacturing. In the field of fashion, the design of a detail can lead to a consistent and recognisable visual identity system that characterises the project.
Through the collaboration between the Fashion Advanced Design Studio of Politecnico di Milano and the lining leading players, seven capsule collections with different graphic patterns of tailored men’s jackets are born, experimenting a new vision of the traditional lining
DIDACTIC CONTAMINATIONS BETWEEN VISUAL DESIGN, BRANDING AND RELATIONAL VALUE. AN INTERNATIONAL AND EXPERIMENTAL TRAINING APPROACH FOR FUTURE GENERATIONS OF BRANDING EXPERTS
No full textThe need to constantly increase the brand reputation has freed itself from purely economic logic, to meet new dynamics designed to measure the interests of customers, where the relational value of the brand plays a primary role and often determines the success of a brand. In the academic field, the teaching methods of visual design and marketing often suffer from a disciplinary separation that needs to be overcome, or at least reconfigured.
This essay opens a critical reflection on the relational focus of a branding project, based on some didactic experiments conducted through the application of the Jean-Noel Kapferer’s theoretical and descriptive model, the Identity Prism, at a national, European and international level. In particular, the experimentation in two different disciplinary areas as marketing and visual design has produced a possible extension of Kapferer's analytical model, thanks to the strategic intersection with the design practice and the visual designer methodological approach.
This training model has been experimented in several international universities, as the Business School of the Paris EDC, the International University of Monaco IUM and the School of Fashion and Design of the New Delhi GD Goenka University, Master courses of the of Politecnico di Milano School of Design, and its inter-university consortia as Poli.Design, Ard&nt and Milano Fashion Institute. Not least, the model was also tested within a professional context, in a start-up project for a design incubator in Yucatan, Mexico.
In this context of double disciplinary vision, the construction of the relationship between brand and consumer has provided a progression of the didactic approach, towards a scenario more adherent to the profession, where the two disciplines converge continuously, but suffer from the difficulty of understanding the specific languages and the lack of a common vocabulary.
Through the application of this method, two previously separated areas were able to share a common language and deepen their understanding of the identity roots that spin around the brand. The methodology here presented is a disciplinary bridge that can provide models of continuous verification of brand identity, to deal more closely with the binding problems of contemporary society, with a more open and meta-disciplinary vision.
The didactic experimentation carried out at national and international academic sites involved design and marketing students and professionals. By crossing the knowledge of both disciplines, it was possible to foster the birth of an analytical practice with a broader methodological focus and therefore more in keeping with the need to dissect the complexity of a brand in a more exhaustive way.
This approach has allowed a necessary adaptation to the visual project, aimed at a necessary plurality of thematic orientations in the context of the practice of the culture of the project, which must today represent the contamination between pure theory and sectors of practice. The contamination of languages and operational focuses of the two disciplines has allowed students to experience, already in the academic field, a less sectoral vision on their future profession, but more open to external disciplinary stimuli, in a more experimental, participatory and inclusive logic than contemporaneity requires to the professionals
Maglia, Punto. Quarant'anni di tesori nascosti dell'archivio MF1
No full textProgetto grafico della mostra (immagine coordinata, catalogo, allestimento e shooting fotografico) Villa Necchi Campiglio, 24 aprile - 6 maggio 201
FASHION, IDENTITY AND CULTURE IN THE CHINESE FASHION SYSTEM CHINA, INSPIRATION FOR CHINESE FASHION DESIGNERS
No full textIn the long history of fashion, China has always had a place of great importance. For thousands of years it has been a synonymous of craftsmanship and quality: silk, sculptures, ceramics, the art of printing and writing. From the end of the twentieth century on, China has preferred to focus on pro-duction volumes and cost reduction, becoming a large global factory.China has opened up to the West to such an extent that it has also been influenced by its own lifestyle, to the detriment of its own identi-ty growth. With the arrival of the big international brands on the local market, the systematic reproduc-tion of clothes and accessories started by Chinese companies, which opened the era of a real copy of international fashion destined for the domestic market. This movement has continued up until today, despite a new phase seems to open on the horizon, leaving room for local creativity. This works tells the project of the fashion designer Chun He, who tries to reverse this trend by repositioning the territo-ry and the Chinese tradition at the centre of the design activity
Maglia, Punto. Quarant'anni di tesori nascosti dell'archivio MF1
No full textProgetto grafico della mostra (immagine coordinata, catalogo, allestimento e shooting fotografico) Villa Necchi Campiglio, 24 aprile - 6 maggio 201
Design e città. Forme e processi di valorizzazione urbana
No full textLa città reagisce ai cambiamenti prodotti dal contemporaneo attraverso la produzione e la promozione della
cultura. È dalla città e da chi la abita che nascono i maggiori impulsi propositivi: dai cambiamenti legati alla
moda e ai costumi sociali fino alle pratiche di trasformazione e disseminazione della conoscenza. In un contesto
complesso e in continua evoluzione, la disciplina del design propone un cambiamento nell’approccio, sia analitico
che progettuale, allo sviluppo urbano, trasformando le metodologie e i processi tradizionali e favorendo un
dialogo più efficace tra la popolazione e le amministrazioni, così come tradizionalmente unisce il mondo dell’impresa
con le aspettative dei consumatori
Design e città. Forme e processi di valorizzazione urbana
No full textLa città reagisce ai cambiamenti prodotti dal contemporaneo attraverso la produzione e la promozione della
cultura. È dalla città e da chi la abita che nascono i maggiori impulsi propositivi: dai cambiamenti legati alla
moda e ai costumi sociali fino alle pratiche di trasformazione e disseminazione della conoscenza. In un contesto
complesso e in continua evoluzione, la disciplina del design propone un cambiamento nell’approccio, sia analitico
che progettuale, allo sviluppo urbano, trasformando le metodologie e i processi tradizionali e favorendo un
dialogo più efficace tra la popolazione e le amministrazioni, così come tradizionalmente unisce il mondo dell’impresa
con le aspettative dei consumatori
Closing the loop Project A research project by the designer Francesca Pievani about the upgrade of waste material for sustainable innovation in the fashion sector.
No full textClosing the Loop is a research project created by
the Italian designer Francesca Pievani, former student of the
School of Design of Politecnico di Milano [1] and founder of the
brand Fili Pari [3].
The project arose from the desire to enhance and optimize the
resources of the territory of Bergamo through the implementation
of a cross-border synergy between different industrial districts
(mechanical and textile) of the city of Bergamo area.
The purpose of the project is to incorporate waste materials
from the mechanical district into the textile industry by
regenerating them, stretching the life cycle of the product waste.
The methodology that led Francesca Pievani into the
development of Closing the Loop has been articulated into 3 steps:
analysis, research and project.
The analysis, both structured from the statistical-quantitative
and the sensitive-qualitative point of view, is based entirely on the
Bergamo territory and first examines objective and measurable
data, and then sensitive and subjective data relating to habits,
customs, culture and the lifestyle of the general population.
Thanks to this analysis, it was possible to identify very specific
features of the territory of Bergamo, the work culture and Rubber
Valley, an industrial district located in the area of Basso Sebino,
the world leader in the production of rubber and PTFE (the
commonly called Teflon).
The next step was to research and deepen the PTFE and its life
cycle, assuming a new employment. Here, the textile industry and
the mechanical sector join together in the third step thanks to
Closing the Loop: a project to regenerate PTFE waste and to
thrive in the textile sector.
In this case it is the process to be the protagonist, rather than
the product. The project consists of five different actors: Rubber
Valley district, a supposed consortium that manages all the
process, a waste regeneration company, a company producing
PTFE yarns and finally the textile district of the Seriana Valley.
At an experimental stage developed in 2014, the consortium
collected and dispatched the scraps to a company that regenerated
them, obtaining material from identical properties to the original
material. Subsequently, the new material was then organized by
the consortium and shipped to another company able to extrude a
continuous yarn that through the consortium will be distributed to
Seriana Valley District. It was therefore possible to create a 100%
PTFE fabric, with which a rhinestone cardigan was created. The
yarn used has the same performance as a PTFE block such as heat
resistance, solvent resistance, chemical inertia, excellent dielectric
characteristics and excellent aging resistance. It was then blended
with other yarns such as cashmere, silver wire, lurex, linen and
wool to test the potency of PTFE yarn mixed with other yarns and
implement the material's performance.
The territory therefore becomes not only a theater but also an
actor of a cross-process that calls into question different
protagonists (each with a precise and structured role) and
contributes to redefining the role of PTFE, which is usually used
as a material for the mechanical sector with a new aesthetic and
functional purpose
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