In recent years the design world is undergoing profound changes brought by factors of different nature that influence each other. First of all technology. We are experiencing a time characterized by a deep system crisis affecting the economy and the productive assets, but also the identities and the socio-cultural values. The inevitable technological progress with all its innovations is opening up new opportunities all along the production chain, going to change and trigger new mechanisms between the parties that make it up by including the final user, as well as the designer. The chain is shortened and the stakeholders necessary for its operation are less and less, but fundamental. At the same time we find ourselves in a particular historical context; a time of crisis, adjustment and evolution. The great economic crisis that began in 2008 is the background to the current scenario. The dynamics of the market radically changed and consequently companies and freelancer have to prepare themselves for it and reinvent their role. In all of this the unstoppable process of globalization is reaching all parts of the world irrevocably altering positively or negatively all the realities. This opens up new business opportunities and interactions among countries, companies and individuals. With this premise, the aim of my thesis is to understand how the figure of the designer can change and adapt to the current environment to find a niche in the market as an entrepreneur of himself. In the first part of the thesis, with the analysis of the context in which the designer is to act, I draw a detailed picture of what are the conditions that lead him to present himself effectively as a self-producer in the market. I treat the main representative themes of the digital age that give rise to what is called industry 4.0 or more simply fourth industrial revolution. Digital platforms, open source, internet of things, big data, additive manufacturing and digital fabrication are part of the reality of today’s designers. It is with this awareness that I deal with the second part of the thesis, which tells the Coera project as an output in this scenario. Telling about the project I go through all its phases; from the concept development during the course of Innovation Studio, the incubation and redesign with Atellani, the preparation of the digital strategy until the planning of the launch on Kickstarter and the delivery to the final user.
Negli ultimi anni il mondo del design sta subendo profondi cambiamenti portati da fattori di diversa natura che si influenzano a vicenda. Stiamo vivendo infatti un momento caratterizzato da una profonda crisi di sistema che investe l’economia e gli assetti produttivi, ma anche le identità e i valori socio-culturali. L’inevitabile progresso tecnologico con tutte le sue innovazioni sta aprendo nuove opportunità lungo tutta la filiera produttiva, andando a modificare ed innescare nuovi meccanismi tra le parti che la compongono includendo l’utente finale, cosi come il designer. La filiera si accorcia e gli stakeholder necessari al suo funzionamento sono sempre meno, ma fondamentali. Allo stesso tempo ci troviamo a vivere un contesto storico particolare; un momento di crisi, assestamento ed evoluzione. La grande crisi economica iniziata nel 2008 fa da sfondo allo scenario attuale. Le dinamiche del mercato si modificano radicalmente e conseguentemente aziende e freelancer devono adattarsi ad esse e reinventare il loro ruolo. In tutto questo l’inarrestabile processo di globalizzazione sta raggiungendo tutte le parti del mondo alterando irrimediabilmente in positivo o negativo ogni realtà. Si aprono così nuove possibilità di business e interazione, tra paesi, aziende e singoli individui. Con questa premessa, l’obiettivo della mia tesi è quello di capire come la figura del designer può modificarsi ed adattarsi al contesto attuale fino a crearsi uno spazio nel mercato come imprenditore di se stesso. Nella prima parte della tesi, con l’analisi del contesto in cui il designer si trova ad agire, disegno un quadro dettagliato di quelle che sono le condizioni che lo portano a proporsi nel mercato in maniera efficace da autoproduttore. Vengono trattati i temi principali rappresentativi della digital age che danno origine a quella che viene chiamata industry 4.0 o più semplicemente quarta rivoluzione industriale. Digital platforms, open source, internet of things, big data, additive manufacturing e fabbricazione digitale sono parte integrante della realtà del designer di oggi. È con questa consapevolezza che viene affrontata la seconda parte della tesi, che racconta del progetto Coera come output di questo scenario. Raccontando il progetto affronto tutte le sue fasi; dallo sviluppo del concept durante il corso di Innovation Studio, all’incubazione con Atellani e la riprogettazione, la preparazione della digital strategy, fino alla pianificazione di lancio su Kickstarter e la consegna all’utente finale.
Coera. The behaviour of design in an ever-expanding digital reality
BOSCHI, GIANMARCO
2015/2016
Abstract
In recent years the design world is undergoing profound changes brought by factors of different nature that influence each other. First of all technology. We are experiencing a time characterized by a deep system crisis affecting the economy and the productive assets, but also the identities and the socio-cultural values. The inevitable technological progress with all its innovations is opening up new opportunities all along the production chain, going to change and trigger new mechanisms between the parties that make it up by including the final user, as well as the designer. The chain is shortened and the stakeholders necessary for its operation are less and less, but fundamental. At the same time we find ourselves in a particular historical context; a time of crisis, adjustment and evolution. The great economic crisis that began in 2008 is the background to the current scenario. The dynamics of the market radically changed and consequently companies and freelancer have to prepare themselves for it and reinvent their role. In all of this the unstoppable process of globalization is reaching all parts of the world irrevocably altering positively or negatively all the realities. This opens up new business opportunities and interactions among countries, companies and individuals. With this premise, the aim of my thesis is to understand how the figure of the designer can change and adapt to the current environment to find a niche in the market as an entrepreneur of himself. In the first part of the thesis, with the analysis of the context in which the designer is to act, I draw a detailed picture of what are the conditions that lead him to present himself effectively as a self-producer in the market. I treat the main representative themes of the digital age that give rise to what is called industry 4.0 or more simply fourth industrial revolution. Digital platforms, open source, internet of things, big data, additive manufacturing and digital fabrication are part of the reality of today’s designers. It is with this awareness that I deal with the second part of the thesis, which tells the Coera project as an output in this scenario. Telling about the project I go through all its phases; from the concept development during the course of Innovation Studio, the incubation and redesign with Atellani, the preparation of the digital strategy until the planning of the launch on Kickstarter and the delivery to the final user.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/132813