In the video below, you can find what some of the other Youth Design Day in Japan participants think about the Japanese market taste concerning sustainable design.
They explain us why and how their design can be appreciated by the Japanese consumer.
The question is “How can you see your project in the Japanese market?”. Here are the answers by Christian Carlino, Dario Ivone and Monir Kazemian, Xijing XU, Tian WU and Yue LIU , Alessandro Azzolini, Clementina Chiarini and Nicolò Cellina, Vincenzo Sorrentino, Sara Vignoli, Alastair Brook, Jack Lehane, I Putu Wiraguna.
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Last week, we presented the first three projects IED Turin selected from its Transportation Design course to partecipate to our contest The Youth Design Day in Japan. Now, let’s find out the other two participating projects!
The first of the two is that by Manuel Negri, 21 years old. It’s name is K-scrambler. Below some words from his author:
“K-scrambler is a zero-emission electric motorvehicle that has been conceived with the concept of sustainability in it. K-scrambler can be defined as a supporter of a particular innovation, in the social sphere, which foresees a change in the way of conceiving a motor vehicle, whose sole purpose is that of making fun, even in a hypothetical situation of city traffic. But it is in the dirt road and in the most remote places that its true captivating spirit is freed.
It is conceived when the problems of the planet become unsustainable, and one of these is the climate pollution caused by the emissions of diesel and petrol engines. It allows you to reach other unimaginable destinations to reach for such a segment and at the same time to preserve the surrounding environment.
It is developed to conceive it on a global level, and with the possibility of becoming part of a possible Japanese market, as it is linked to the concept of Keicar, a protagonist of the Japanese market between the 60s and 70s. The goal of this vehicle was to entertain the driver even in city traffic situations.”
The second of the two is by Tommaso Lorenzini, 22 years old. (U) Pilen is the name of his project. Let’s find out what he told us about his work:
“My concept comes from the idea of saving materials and industrial assembly processes. Inspired by the meccano, the frame is made up of panels that can be laser cut, which are fixed with 3 load-bearing pins and join; battery, motor, mechanical components and hull. The customization of the vehicle already in series, relaunches a lot the value and the concept of uniqueness, despite, this product is born from a minimal industrial process which wants to reduce the use of material and the number of processing steps.
I projected a vehicle that is dynamic even in its internal parts, in facts, I created a frame that is adaptable to the needs of consumer with small variations in the canvas. These variations are very simple to make thanks to the industrial influence in the design approach.
My vehicle id designed for young market, looking for an accessible entertainment. It is inspired by Meccano, a game of the past, with screws and bolts allowing to assemble various pieces of metal to create constructions. The pieces that formed these constructions were very light, and individually devoid of aesthetics.”
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As anticipated by an article published last week, IED Turin selected some of its students of the Transportation Design course, to participate to our contest The Youth Design Day in Japan, also due to the fact that the deep attention to Sustainability is a common element that join Switch On Your Creativity and the University in Turin. The projects they selected are 5, and in this article you are going to find out 3 of them. The other projects will be illustrated in the next one. Let’s start from the first project.
It is by Emanuele Tomassorri, 21 years old. It regards Honda Motorino, a vehicle prototype which tries to combine functionality and portability without overlooking the importance of Sustainability.
Here what its creator says about his project:
“Honda motorino was born from a modern interpretation of the vehicle from which it takes its inspiration, the Motocombo. Its purpose is to mix urban life together with the mobility of urban planning itself, an object that allows you to be guided or transported easily, depending on the user’s needs.
This project was born to overcome the problems of space, use and theft caused by vehicles in this segment, being an object that is easily transportable and very intuitive in its use.
It tries to avoid dead spots during the use of the vehicle in areas where the vehicle in motion cannot be used. Simply, it bends and is totally transportable on the shoulder.”
The second project is by Matteo Prola, 21 years old. His project name is F111 and concerns a prototype of a completely electric vehicle for the Ferrari brand.
Below the words from Matteo about his work:
“F 111 is a zero-emission electric vehicle with a rooted sense of sustainability in his concept. What characterizes it is the sinuosity of the shapes, as if a veil were dropped and then molded to the underlying structure, thus creating and transmitting that sense of lightness and elegance, without forgetting to give back the right dynamism to the volume.
[…] It is conceived to respond to the needs that will born when car sharing will be very popular and people, tired of them, will want to return to the pleasure of driving. Especially when the problems of the planet become unsustainable due to the emissions of petrol and diesel engines. This is why it has the key to sustainability in terms of solving a social problem caused by these dynamics. This product will allow people to have very high performance at the level of a 12 cylinder, but at the same time able to preserve the surrounding environment.
[…]This project has been developed and conceived with an eye always towards the internationalization of the product. Japan has always been a lover of the reds of Maranello, since the 70s, when the feeling broke out. The attraction for the elegant and muscular forms, and the innovation that Ferrari has always included in its models. I was inspired by the F40 because at that time it had stunned the audience, as if it came from another planet. Result obtained thanks to the collaboration with Pininfarina. The goal was to create a sort of Formula 1 adapted to road use.”
The third project is by Mirko Pocobello, 25 years old. The name of his project is Pathos and it is a motorbike model made for Maserati. It involves elegant lines and sustainable life-circle.
Here what Mirko has explained us:
“Pathos is a motorbike made for the Maserati brand. It is a visionary product that does not have a precise temporal collocation. Hence the idea of thinking of an object that could be out of time, that did not undergo fashions or trends of the moment. A primordial object, the achievement of a further synthesis, both volumetric and conceptual. Thus, drawing a sustainable product because of an end of life that potentially does not exist, an avatar that lives with us as long as we are alive, an extension of the body. This is Pathos.
[…]I believe that the search for a new formal language does not have to consider market segments as hermetic zones from which one cannot go out. Rather, I believe that the contagion between the various areas of design is of vital importance for the continuous evolution.”
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A few days ago, we had the pleasure to interview Chiara Ferella Falda, Director of Communication and Special Projects Manager of Superstudio Group. Since many years, it has been presenting itself to the city of Milan as a great centre whose aim is to meet the needs of the city by representing an alternative to the Milan Fair and hosting art and fair exhibitions. We asked her some questions about her point of view on the Sustainability themein the Design field and below you can find the complete interview we had with her.
SOYC: “At Superstudio you organize Superdesign Show, the great international event dedicated to furnishing and the latest design trends. Then, we wanted to know what you think about the link between Design and Japan. Do you think design is an element of inspiration in the Japanese market?”
Dr. Ferella Falda: “I think that in Japan everything is Design in the true sense of the word. There is a maniacal attention to detail, form, functionality, aesthetics. Nature and tradition wisely blend with technology, rigor with a playful aspect, and poetry with irony…
The Japanese designers are expected and acclaimed during the Milan Design Week, the most important in the world. At the Superstudio, visitors also made three hours of queue to enter Nendo. And then Kengo Kuma: spectacular is his giant origami installation that absorbs pollution. And then the retrospective dedicated to the great Shiro Kuramata, or the transparent piano that played by itself by Kawai. They were the real attractions of our Superdesign Show 2018. But, next to the Japanese superstar, there were also less famous but very talented young people: Yoy (keep an eye on them, we’ll hear a lot about them…), Budbrand, Yokohama Makers Village, Japan Design Week…
On the one hand, I believe that Japan has acquired a new awareness of its importance and influence on the international market, on the other it has become increasingly able to exploit “Design” as means of communication and not only as a result of a process. The success of the mega installations of technology companies such as Panasonic, Citizen, Toshiba, Sony, Lexus and Fuorisalone demonstrate how design has increasingly become a powerful communication tool, even for consumers, beyond the commercial product to be sold.”
SOYC: “What is your opinion about “Design and Planet – Sustainability Projections”, theme of our contest TheYouth Design Day in Japan, which aim is to combine design and attention to the sustainability needs of the planet?”
Dr. Ferella Falda: “I think it’s a great opportunity of exchange between Asia and Europe, and a special showcase for young Italian talents. I really appreciate how the theme of sustainability has been approached by the contest. The word “green” became almost an empty concept a few years ago: everything was eco, everything was sustainable, everything was cruelty free, but often this attention reflected only a new trend… It is a little like it happens today with the “vegan” phenomenon. The time to tackle the topic urgently and rigorously has come: there is no more time for us and the planet.
Your callgoes in this direction. It mentions in detail low energy and water use, saving of harmful emissions, eco-sustainable housing and architectural solutions, innovative urban furniture, recycling and use of waste, bio-based materials, clean and renewable energy, biodegradable packaging, etc. A very serious and articulated approach.”
SOYC: “According to you, what is the direction design will take in relation to the Sustainability element?”
Dr. Ferella Falda: “We are already witnessing the banning of certain materials such as plastic. Before we recycled it, now in many areas it will be forbidden to produce it and use it. I believe that the gravity of the situation involves forced radical choices. It is a world emergency. Design will have to accept the challenge and propose more and more radical solutions that are also aesthetically pleasing and functional, at acceptable costs. Nanotechnologies are certainly one of the most interesting solutions to obtain new materials capable of purifying the air and I was also very impressed by the study of bacteria able to “digest” the polluting substances… The time for half-measures is over, now we have to really act.”
SOYC: “Is it possible that in the future there will be meeting points and synergies between Superstudio and Switch On Your Creativity?”
Dr. Ferella Falda: “Superstudio has always followed new paths not beaten by others. It has been the pioneer of the Fuorisalone phenomenon since 2000. Even earlier, in the 80s, his engine has transformed a peripheral industrial area in today’s famous Tortona area. Asia (Japan in particular, but also Korea, China, Taiwan and Thailand) has always loved Superstudio. Every year we have many requests from companies or designers who want to present their projects here at Superdesign, because they know they can find an iconic place that enhances them and communicates them with professionalism worldwide.
Every new challenge, every creative project that is also innovative, research based, and that values new talents, stimulates us a lot. Therefore, it definitely exists a point of encounter and mutual interest with “Switch on Your Creativity.“
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IED Turin, that was the only Design Academy which tookpart to Fuori Salone with some of its students, decided to reply to our call for TheYouth Design Day in Japan. IED Turin proposed to us some of its Transportation Design students to participate to our contest.
As illustrated on the IED Turin webpage about Transportation Design class, the aim of the course is that to form Transportation Designers: “The Transportation Designer is able to reconcile aspects of style, technique, aerodynamics, production feasibility and ergonomics. This kind of designer must have a profound understanding of the product and the functions that the consumer is looking for, so as to be able to have a clear idea about the relationship between design and marketing, innovation and commercial requirements along with the social trend and the economic background in which he is operating.”
We selected five students with this profile and soon we are presenting their projects, that will be then exhibited by November at the Italian Cultural Institute in Osaka, Japan. The five students are:
Their projects concern Sustainable Mobility and are conceived for important brands like Ferrari, Honda and Maserati between the others. Moreover, the projects they propose are bike-projects, which is an innovative aspect for these car traditional brands.
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The guidelines for sustainable development that come from the European Union, based in Brussels, are countless. Probably one day we will be able to say we live on a completely sustainable and green planet, and the circular economy will be present in more and more aspects of our everyday life. The road to reach such an objective is still long, but we are confident. In the meantime, here are the 4 fields in which sustainability is not only a virtuous goal, but also a trend element:
Sustainable architecture designs and creates buildings to limit environmental impact, placing itself as design purposes energy efficiency, improvement of health, comfort and quality of use of the inhabitants, reachable through integration in the building of structures and appropriate technologies. Sustainability in architecture is not just synonymous with energy savings or reduced consumption. The winning card of an architectural or urban project is not only in the choices that make it ecological, but also in what defines the behaviors that the inhabitants of the building or the neighborhood must follow in order to live reducing waste and energy consumption to a minimum, not only within the district, but throughout the city.
To respond to the nutritional needs of an increasingly rich and urbanized planet, with a growing population, and to preserve natural and productive resources, food systems must undergo radical transformations towards greater efficiency in the use of resources. Sustainable diets must include the consumption of water-based foods, low carbon and nitrogen footprints, promoting food biodiversity, including traditional and local foods. Those diets have a low environmental impact and contribute to food security and a healthy lifestyle for current and future generations.
A sustainable diet respects biodiversity and ecosystems, is nutritionally adequate and efficiently uses natural and human resources. Its many benefits are linked to the composition of its foods characteristics, mainly of plant origin (fruit, vegetables, legumes and cereals), and to their diversified and balanced consumption. A sustainable diet does not generate long-term negative effects on health, the environment, society and the economy. The Mediterranean diet is a model of sustainable diet, indeed it is one of the most sustainable dietary models for the environment and health, as confirmed by numerous scientific evidence.
According to Nielsen, a prestigious research institute worldwide, consumers around the world are increasingly favoring purchases from those brands that are committed to positive social and environmental change. In marketing, the packagingsector is evolving precisely to respond to this scenario. With the evolution of product packaging, the variety of parcels and packages that find their way into the flow of waste collection has increased. This gradual convergence is also contributing to the growth and diffusion of renewable materials from sustainable sources, a market trend that is confirmed by the growing use of biological and biodegradable plastics and of cardboard coming from certified forests.
App and digital technologies have already drastically reduced paper consumption before and during events. Hybrid events will increase in the next few years, and remote participation will not only allow to broaden the audience of events but also to reduce their environmental impact. Collaborative consumption and sharing economy will cut out a growing role in organizing events, allowing to optimize costs and resources. In the next few years progress will be made in reducing waste generated by events, as well as in the separate collection of waste. The organizers will be more inclined to integrate the principles of sustainability into the initial concept of the event, and more careful to use stand materials that can be reused or recycled. Old materials will be archived and new ecological materials will be established on the market. Food waste will not be reduced, but action will be taken on the donation of excess food to charitable organizations or food banks.
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