Lecture “Chi Non Vespa Non Mangia Le Mele” Abstract
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LECTURE “CHI NON VESPA NON MANGIA LE MELE” Only in Italy an ugly U.S. military motorcycle could be the catalyst that led to the creation of a style icon: the genesis of Vespa, the project behind the product it is even more fascinating than the scooter itself. ABSTRACT People understanding, technology acumen and business vision guided Corradino D’Ascanio and Enrico Piaggio in shaping a mobility solution that remain relevant 70 years later. A fascinating journey at the convergence of humanistic and scientific approach that crystalizes ante litteram what today we define as “design thinking”. Vespa is the perfect representation of the essence of Italian design: empathy, ingenuity and risk and has been elevated from a simple machine to a concept that is recognised internationally. FEDERICO FERRETTI Federico is happiest where intuition, business and technology intersect. He believes that the best design is the one that dissolves into behaviours and that questions are often longer-lasting than answers. He is the Founder and Head of Design Innovation Center of Midea, a Fortune 500 Company with one of the most comprehensive ranges in the home appliance industry. Federico was the Managing Director of Continuum, one of the main global design innovation consultancies worldwide where for more than 12 years he played a key role in leading both tactical and strategic innovation programs helping to wrap business scenarios around people's desires and dreams. He had excelled in the creation of innovative and meaningful concepts, products and services solutions for different international clients such as Allsteel, Bic, Royal Unibrew - Ceres, GM, NEC, Fastweb, Haier, Illy, Imetec, BTicino, Unilever, I-Robot, Medela, 3M, Sennheiser and Samsung. Prior to joining Continuum, Federico co-founded uno : uno designers studio, testing a simplified approach to the product design and exploring the boundaries between process and persuasion. Previously he was Associate Creative Director at Frog Design, leading the ID team and focusing at the convergence of design and interaction. In the early stages of his career, he was a toy designer at Mattel and Fischer-Price. Federico is an experienced lecturer on product design and design innovation matters, with participations to various educational venues: he taught at NABA in Milan, IUAV in Venice, IED Torino and Scuola Italiana di Design in Padova. He is currently the Coordinator of the the 1st Level Master in Innovation Strategy & Product in IED Milan. Federico holds a Bachelor of Industrial Design degree from IED Milano. .