"this expression m 'came to mind in 1976 while I was trying to impress a friend the strange feeling of serenity that came over me when I visited a small business (usually a design company) the sensation of finding myself in a quiet , removed the bottom of a large industrial suburb or in the heart of a desert and verdant countryside. They were
afternoons serene, light shone through the dusk anodized aluminum windows, lighting and office machines, cutting off large sections of shadows in well ordered. I felt almost natural that these places born of a revolution and had been at the center of the world for two centuries were entering a new era. They seemed that they had matured, regained peace, they were out of environmental stress. "
The excitement of the 80 had no reason for the quiet force enrepreneuriale Italian, this neat and modern radiant then felt that Andrea Branzi. She was probably upset by the excitement of new creative energies to new tense logic productions to a company ready to eat.
Royal Way and explosive for a design for a mass market for their welfare and better living.
Question of well-being for everyone, so it became necessary to adapt to individuals.
The design was all returned, exit the classical values of modernity, the guideline, the global model, up to market segments, "interim minorities, groups restricted generating semantic a set of diversity defined by formal behavioral styles. A motley company
and multiple, a chessboard where everyone tries to himself the reasons of his own existence and chose a box to suit his desires and circumstances, a company "television", so familiar to Japanese society. Sweep everything
field of possibilities, the design makes wonder.
But in Italy, where he was born that design has found addition to natural alliance with the entrepreneurial spirit of its SMEs, their taste for innovation, taste experience, make-whole make-confidence that they know to anchor in the social bond.
Without doubt we must seek the source of their fine perception of their environment as they are organized on a human scale, "artisanal" and family often, and their strong local roots.
Italian design firms like his.
The latest issue of Intramuros devotes a very interesting case.
Are our companies in France like "enough" design?
Intramuros No. 152
News metropolis Cold Andrea Branzi
Photo Workshop Giovanni Sacchi
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