March 2011
2 posts
Paperlicious project
Marketing to customers instead of other businesses is a pretty different thing. Still some people think that marketing is marketing, no matter to whom it applies, since people are just people, after all. And indeed they are. However, the difference is once again made by the reference social group in which real people operates. The marketing discipline is fairly skeptic toward concepts like...
Whispering emotions
TotalTool and POLI.design joined up to envision an art exhibition at Piazza Portello, that will be presented during the next Salone del Mobile, which will take place in Milan, on April 12-17, 2011.
Piazza Portello area is situated at the center of a grand re-qualification project, carried out by means of a series of building works, signed by some of the brightest stars in Italian architecture....
January 2011
1 post
The BeFit projet
This is one of the projects around which I’m wrapping my mind these days at MDS. Unfortunately I can’t get into much detail here, but I can say I’m sporting some pretty nice design thinking methodologies to help me come out with a radical innovation somewhere in the food sector.
September 2010
1 post
En route to Milano
If there is something that I can barely tolerate, is waiting without really knowing how long. It’s been quite a month spent wondering, and wandering, and figuring out the very next steps to take after summertime. Truth be told, I was pretty much convinced that I would have passed the admission test to attend the Masters program but, you know, you always need to be prepared to pick up your...
August 2010
2 posts
Mastering Strategic Design
Everyone’s talking about the late 2000’s recession these days. I come up speaking about actual financial uncertainties pretty frequently with managers and young professionals, all of them expressing general disappointment and complaining about the overall direction in which postmodernism is actually developing. At the end of each conversation an agreement is reached, which can be...
“Language is the armory of the human mind, and at once contains the trophies of...”
– Samuel Taylor Coleridge
July 2010
1 post
October 2009
2 posts
Consumer Zeitgeist
Marketing rules. It plays an extensive function in business’ practice and scholars provide pivotal evidence about the phenomenon. Anyway, the academic discourse seeking to define the concept of marketing and its measurable economic relevance is still ongoing: in the wrong direction I might add.
Even though the essential marketing practice is old as human trade is, its widely accepted body of...
The rush for increased productivity
In all likelyhood, unless you work as a freelance[1. I’m not saying that freelancers’ life is plain & simple, as I know the opposite generally applies. However, freelancers do have more room for manoeuvre as they can lead their own way out of the troubles.], you will spend most of your professional career worrying about a variety of issues, most of which are not strictly...
August 2009
1 post
Watch
July 2009
1 post
May 2009
1 post
April 2009
1 post
March 2009
2 posts
Smells like almonds
With ITS#EIGHT just around the corner, the air I breathe in is getting hotter and hotter here at work. During the last few weeks the door belled more or less everyday, leading the whole staff to desperation! Express couriers deliver tens of portfolios each day, coming from international designers all around the world, willing to apply to one of this year’s competitions. It’s still raining...
January 2009
1 post
illy iperEspresso
In the old days, espresso was usually prepared in one single shot by pressing hot water through ground coffee. The Flintstones used to brew it solely with steam pressure, but that’s a different thing. Nowadays, drumroll please, we do have an option: it’s called iperEspresso and is brought to you by those fine folks at illycaffè. Ok, strictly speaking this is no fresh news for anyone, however it...
October 2008
2 posts
Branding
Generally speaking, in and out of academic circles, people agree that brands play a central role in marketing. Introduced during XVIII century as symbols standing for quality and tradition, brands suddenly became a pervasive socio-economic phenomenon. Due to the astonishing variety of effects revealed by their impact on emerging cultures, brands stimulated a lot of excitement and interest among...
September 2008
1 post
Marketing is everything. Hardly...
If you work in the Marketing field, you will spend most of your professional career worrying about a lot of very similar, yet totally different concepts. You’ll deal with relationship marketing, experience marketing, permission marketing, whatever. If you understand what they are for, why they have been introduced and if they really differ from one another, you’ll be way ahead of your less erudite...
July 2008
7 posts
Watch
In Seventh Heaven
International Talent Support is all about pure talent: it seeks to articulate the connections between the complex processes of cultural production, consumption and creativity, which here is intended in its broadest possible sense. Truth be told, it somehow manages to combine the three.
Despite the fact that we all seem to know what we are talking about when we talk about creativity, its exact...
Watch
Catwalk FX
I had my first experience with multi-display production and presentation systems dealing with preparation of ITS#SEVEN fashion show. Dataton Watchout was our platform of choice to boost the emotional intesity of each collection on catwalk, and raise its dramatic qualities to full potential. I was really happy with the final results once we got live on stage. However, I must admit it, I made a...
The Sinners' Parade
All in all, I’m sure I can refer to this project as a risky job, since the whole color management work was done practically blinded. At that time, we were following a tight series of deadlines for the upcoming ITS#SEVEN event, so we had no extra resources to spend on the catalogue itself (read Time, the biggest resource ever). I realized early that printing full color high-quality photo...
Watch
Here's to the Sinners
It clearly helps having a solid background in Computer Graphics when you deal with visual materials everyday. So, when Fabio talked to me about “The Gate” video installation he was working on and the problems he was facing, I had the right weapon to use just at hand.
Sketching a heart-shaped winged figure in three dimension is clearly not a challenge today. But using shading and...
May 2008
1 post
March 2008
1 post
February 2008
1 post
The Greatest ITS
Well, International Talent Support itself is really a long conversation between creative talents, design schools, institutions and brands. ITS communicates about and through creativity in the medium of brands. Ok, I promise I won’t get more technical than this, it’s enough to say that ITS is an umbrella construct that comprises many different activities and practices which together have not a...
October 2007
1 post
It's Logiq
Unfortunately I don’t have as much spare time as I’d like… Moreover, just to pour a bit of gasoline on fire, I really love my everyday work in the marketing and communication field. I’m mainly curious about sociologic issues, because I learned that human life is just social life, and the scientific study of the development, structure, interaction and collective behavior of social relationships...
September 2007
1 post
They are Moscow Lab, da!
Friendship is all about pleasure and complications and manifold contradictions. It’s far from being a simple issue –or maybe it is, but we complicate it by a very great amount. Still and all, it gives us the means by which we can leverage and shape our lives. That’s why I was very happy to help my friends Stefano and Davide with their Moscow Lab identity project, and give my two cents to route...
October 2005
1 post
Touch your dreams
We are all aware that the role of the “visual” is increasingly being seen as central to human perception, at least in contemporary cultures. Images, effects and artifacts allover play a powerful part in shaping our mental horizon. Even though our world is more often than not qualified as virtual, populated as it is by near-to-perfect images… the internet… new technologies… and many many things...
May 2005
1 post
Masotina identity
If you do a lot of identity work, you know the worst clients to work for are… happy-go-lucky pleople that operate in the communication field. You see, they generally pretend to know the subject matter by heart, and they also look like they feel on top of the world everyday, ready to solve the deepest mysteries of Marketing… at a budget.
Happily, Antonella Masotina, head of the agency, is far...
July 2001
1 post
