Beginning with a phase of research and analysis into the current sociocultural and economic context, and acknowledging the historical intersection between the worlds of fashion and interior design, this master's thesis centers on the concept of transitory living (in its various forms). The focus is particularly on how the luxury market is evolving in response to emerging trends and needs, primarily driven by younger generations (especially Gen Z), but also extending to a more mature demographic. A direct outcome of the theoretical foundations established in this initial phase is the development of a home collection for the brand Zegna. The brand's design codes provide the framework for creating a coherent and distinctive language that defines the collection. Based on competitor research, the first step was to identify the relevant product categories and individual items. The design challenge was to effectively merge objects that are suited to a lifestyle defined by transience and mobility with luxury goods, balancing the demands of two seemingly disparate target audiences. The final result is a collection that highlights multifunctional and modular elements, drawing clearly from Zegna’s current iconographic, material, and ideological repertoire.
Partendo da una fase di ricerca e analisi riguardo l’attuale contesto socioculturale ed economico, e attestando l’esistenza storica di una contaminazione tra il mondo del fashion e quello dell’interior design, il presente progetto di tesi si sviluppa attorno al tema dell’abitare transitorio (nelle sue diverse declinazioni), con una particolare attenzione verso il modo in cui il mercato del lusso si sta evolvendo in risposta a tendenza e necessità insorgenti, manifestate principalmente da generazioni più giovani (esplicitamente la Gen Z), ma collateralmente coinvolgenti anche un target più maturo. Deriva pratica delle premesse teoriche elaborate in questa primo momento, è la realizzazione di una collezione home per il brand di riferimento: Zegna, i cui codici costituisco la base per la composizione di un linguaggio coerente e distintivo, capace di caratterizzare la collezione. Individuate sulla base di una ricerca competitors prima le categorie merceologiche coinvolte, e poi i singoli items, la sfida progettuale è stata quella di operare una sintesi efficace tra oggetti idonei a una vita distinta da transitorietà e mobilità e beni di lusso, conciliando le esigenze di due target apparentemente distanti. Il risultato finale è una collezione che marca aspetti multifunzionali e modulari, attingendo riconoscibilmente dall’attuale repertorio iconografico, materico e ideologico Zegna.
Zegna Home : riflessioni pratiche sull'abitare transitorio
CASONATO, FIAMMA
2023/2024
Abstract
Beginning with a phase of research and analysis into the current sociocultural and economic context, and acknowledging the historical intersection between the worlds of fashion and interior design, this master's thesis centers on the concept of transitory living (in its various forms). The focus is particularly on how the luxury market is evolving in response to emerging trends and needs, primarily driven by younger generations (especially Gen Z), but also extending to a more mature demographic. A direct outcome of the theoretical foundations established in this initial phase is the development of a home collection for the brand Zegna. The brand's design codes provide the framework for creating a coherent and distinctive language that defines the collection. Based on competitor research, the first step was to identify the relevant product categories and individual items. The design challenge was to effectively merge objects that are suited to a lifestyle defined by transience and mobility with luxury goods, balancing the demands of two seemingly disparate target audiences. The final result is a collection that highlights multifunctional and modular elements, drawing clearly from Zegna’s current iconographic, material, and ideological repertoire.File | Dimensione | Formato | |
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2024_12_Casonato.pdf
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https://hdl.handle.net/10589/230754