1. i Sensible & Sustainable The new MindStyle Sensible & Sustainable collects into one place, the occasions of sensoriality that have helped this mature into a winning paradigm over the last decade (in fact, Sixth & Sense became an autonomous area of the imaginary in 2000) and mix with the new logics of sustainability. The worlds of militant environmentalism and the politically correct that emerged in the Nineties, in their own time were faced with an qualitative and quantitative evolution, passing through the phase of Crucial & Correct and arriving to a much wider, almost ecumenical dimension that is beginning to engage millions of people around the world. This is how the new paradigms of excellence and the creative use of materials and their industrial transformations are being defined. By following in this direction the creative and productive processes change, the relationship between technology and design change, the perception of people and consumers who are always more frequently moving in the direction of sustainable emotions, reconciling aesthetic aspirations with new ethical principles that define the respect for the environment. > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge 1 > Pro-creative Process

2. i Sensible & Sustainable 2 Emerging sensibility pushes towards an experience of body and space that is becoming more and more tangible, stimulating new creative solutions and interdisciplinary proposals. Intuitive interpretation on which to base new cognitive and expressive abilities is gaining importance, however we must also recognize the significance of the sustainable emotion as a profound experience. 1 2 3 4 5 The Decalogue The growing importance of aesthetic ability is confirmed, not only as style and image, but above all that capacity to sense (Aesthetics, from the Greek Aisthesis = sensation) which leads to the new sense of excellence. Body awareness increases, in the broadest of senses: everything the individual has available at their disposition at the present time, in order be able to perceive, feel, touch, express and relate to people, to things, to the environment and to life. The importance of creative and productive processes that have to show their effective sustainability and concrete compatibility with time and space emerges. > Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

3. i Sensible & Sustainable 3 Advanced research in the fields of biology, medicine and chemistry are producing a new generation of materials with innovative solutions, which will shape the new market of the future. The metamorphosis of materials that follow the always more defined horizon of sustainability, accompanies the growing request for substantial importance of sensory quality and fruitive emotions. 6 7 8 9 10 The Decalogue Multi-touch technology as an advanced process, applied in the public and private spheres, brings about the new cognitive awareness of citizens and consumers who desire a strong emotional involvement. The importance of touch increases as a vital nucleus and context of use: a touch that proposes a significant experience, regaining possession of the material and erotic dimension of the relationship with objects. The convergence of different modes of expression and narrative are established, creating a new physiology and psychology of perception, within the consumption experiences, different life occasions and in daily life behaviours. > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process > Sensible & Sustainable

4. i Sustainable Excellence Luxury and sustainability have for over thirty years fought a battle without boundaries. The distinctive and prestigious values of luxury did not appear to be compatible with the neo-pauperism vision that the community of ecologists proposed as a dry alternative to the system of consumption. Over the course of the last decade the distance has slowly been reduced: luxury has increasingly come to express a vision that is softer and more discreet, in which excellence and quality of life have prevailed over privilege and ostentation, and sustainability has abandoned its fundamentalist and ideological visions, in order to spread languages, products and services that are sometimes defined as eco-chic and which have always favoured an idea of rich and deep qualitative selection. The new conceptual area that proposes sustainable excellence therefore collects the fruits of this progressive convergence of behaviours and values. In the future, sustainable experiences will increasingly have to meet with the challenge of new luxury. The deep quality of materials will constitute as the constituent elements of the project and personal mobility will have to confront itself with the compelling logic of energy resources. Sensible & Sustainable 4 > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

5. i Sustainable Excellence Osklen is a project that reflects sustainable excellence at 360 degrees: from the production and communication of a high quality product that is made from eco-friendly materials and has a message thats eco-friendly as well, to the launch and coordination of institutions and scientific-educational initiatives for equilibrium and environmental recovery. The brand was born in the early 90s from an idea by Oskar Metsavath, who became an icon in the world of fashion and design. A sports doctor keen on alpinism, he designed and developed the first Osklen item: a sport jacket he personally tested during an expedition on the Mont Aconcágua, in the Andes. The research on the materials and advanced production techniques, together with a passion for nature and for the urban context, have inspired and supported the development of the brand that communicates an individual and free style that is authentic and cosmopolitan and is defined by the designer as minimal with a touch of sophisticated Tropicalism. Attention to nature does not stop at personal passion or style. In 2003, they created E-Brigade, a movement that sought to spread amongst young people an environmentally friendly lifestyle; and then Institute-E, an institution that in collaboration with scientists, studies sustainable development, supports actions on the territory and plans scientific expeditions. With its staff and together with Institute-E, between 2006 and 2007 they developed a series of eco-friendly materials (fabric and leather): the E-Fabrics. In addition to having numerous stores in Brazil and with the opening of the store in Miami (March 2010) there are now six Osklen Stores around the world: Tokyo, New York, Rome and two in Milan. OSKLEN 5 > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process Sensible & Sustainable

6. i Sustainable Excellence Getting pleasure from Beautiful and well made emerges with strength, from the products value, to the value of quality in every product, item or place. These elements of excellent experience and sustainability are becoming increasingly integrated into various life occasions. The refinement (sometimes exclusive) of the experience expresses itself in contexts that relaunch instances of deep value reintegrating them within the integrity of the project. A concept store that is founded on the ideas of valorisation and donating, but that does not lack charm in terms of creating an environment full of objects that are highly valued this is the idea that gave life to Bernard and Marie-France Cohens concept store Merci, in Paris. The couple are entrepreneurs known for the luxury brand of children clothing Bonpoint. Located in an old textile factory, in the Haute Marais, Merci consists of 1,500 square meters of space, divided into three floors. Apart from some highly luxurious items, the price ranges are varied and vast. Some of the products that have been specifically designed for the store are branded merci merci, while others carry the name of brands such as YSL, Marni, Stella McCartney, Azzaro and are accompanied with a thank you for having given/donated them to the store and for making them more accessible. All profits net of costs, are in fact donated to a childrens charity in Madagascar. SUSTAINABLE EXPERIENCE LUXURY CHALLENGE INNER QUALITIES MOBILITY RESOURCES 6 Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

7. i Sustainable Excellence The challenge of new luxury is that of always offering the best, not only in terms of the particulars of a product or service, but also expanding the concept of excellence to the whole project and life context of which it refers. The challenge of luxury is therefore, to measure itself against a holistic approach. In particular, all that is linked to personal wellbeing and free time, from wellness occasions and up to the new travel culture. The idea to build a luxury resort of over thirty thousand square meters, inside a wind farm, out at sea off the Norwegian coast and therefore, transforming the not so popular turbines (the symbol of renewable energy) into a prestigious tourist attraction, came to the minds of architects at the studio OnOffice. The Portuguese, Joao Vieira Costa and Ricardo Guedes, the American of Japanese origin, Leon Rost and the Sicilian, Francesco Moncada hoped to produce wealth as well as clean energy. Turbine City, is the name of the project that will be developed off the coast of Stavanger, an area of high tourist appeal. Around the area there are several oil platforms that over the years, their construction has allowed us to consolidate the skills needed to produce impressive marine structures of this kind. 7 Sensible & Sustainable SUSTAINABLE EXPERIENCE LUXURY CHALLENGE INNER QUALITIES MOBILITY RESOURCES > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

8. i Sustainable Excellence Excellence is seen as strength and the fulcrum of every experience, as talent and character to be left to speak and express itself better. Full development is only possible in respect of the times and ways, not only to in order to enhance value, but also the deep qualities. Attention needs to be paid to both the natural and the artificial, starting from the raw material and arriving to the outcome of mans work. Coconut water extracted from green coconuts before they are mature has juice that turns into pulp, is naturally sweet, dietetic, nutritious and rich in minerals: a taste that is now appreciated far from the Tropics (Pepsi has purchased Amacoco, Brazils largest producer of derived beverages; CocaCola has purchased some shares in Zico, California- based company in the sector; Vita Coco, with 60% of U.S. market doubled its profits in 2009). Here too the sustainable approach is a guarantee of success: Coco Legal is the name of the product and the Brazilian food company that launched a 100% natural coconut water. Founded in 2002, on the family plantation, the drink has become a true business. With the use of new technological resources, in the full respect of the environment, as well as the production processes (Shell Prize 2008 for sustainable entrepreneurship): a factor that enhances the quality and properties of the product, while the practical packaging supports its diffusion. 8 Sensible & Sustainable SUSTAINABLE EXPERIENCE LUXURY CHALLENGE INNER QUALITIES MOBILITY RESOURCES > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

9. i Sustainable Excellence Technology linked to mobility is being radically transformed mainly due to interest in the value of sustainability, with particular attention being paid to The body as the protagonist, both as a source of inspiration and the intellectual vitality put into circulation. Mobility, movement and nomadism, are now part and parcel of peoples life choices, transforming into an oriented paradigm. What changes are the solutions chosen by people in their daily life mobility strategies that require a real workout both physically (the triumphant return of the bicycle and of walking) and mentally (a different time dimension is accompanying movement). Gocycle is a new type of bicycle developed by Richard Thorpe, already a designer for F1. Produced in lightweight injection moulded magnesium, Gocycle has the advantage of costing much less of a carbon fibre model and it can be folded and put inside a bag to be carried or kept at home. It also has a battery that can run for twenty minutes to help you on hills. It proves to be ideal for getting to work and a rental service is program is in planning for those companies who wish to offer their employees a new way of getting around. 9 Sensible & Sustainable SUSTAINABLE EXPERIENCE LUXURY CHALLENGE INNER QUALITIES MOBILITY RESOURCES > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

10. i Sustainable Excellence 10 1 2 3 4 5 So What? Start out in the search for excellence by using the parameters of sustainability as a variable of control. Expand the potential of sustainable projects, abandoning the neo-pauperism logic. Understand the cultural potential of a happy medium between ecology and quality of life. Think about advanced forms of luxury, in which compatibility with the environment and the values of time and duration are recognized. Consider the environmental constraints as a new starting point for original and refined creativity. Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

11. i Sustainable Excellence 11 6 7 8 9 10 So What? Use the logic of beautiful and well made as a refined container for the production of new material qualities. Accept the challenge of luxury, understood as the production of better – always – inserting it in a holistic and integral vision. Look carefully at natural and artificial excellence, abandoning the Manichean idea of good. Use the bodys vital energy as the main engine for sustainable excellence. Combine the excellence of ingredients and sustainable materials in an innovative and non-conservative vision. Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

12. i Materic Metamorphosis The subject of perception of materials and the materic value of products, for some years now has constituted a strategic dimension that goes beyond pure design. The new conceptual area dedicated to the materic metamorphosis therefore, presents the strategic themes of corporate identity and marketing for the future. In particular, it is through the use of materials, their structure and eco-compatibility, their perceptual and functional connotation that the consumer gets closer to the logic of the productive processes. In fact, the materic theme transfers the fruitive emotion that other passages (the engineering or technical structure of products) are not able to guarantee. The almost biological evolutionary dynamic, that in material science is registered with once unknown rhythms, becomes in this way a strong metaphor for the permanent transformation our senses are subjected to. The weave of projects, the materic skin of products, the material weight in the living dimension, the transformation codes of materials and their evolution, constitute some of the elements to be observed carefully within this conceptual area. 12 Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

13. i Materic Metamorphosis Among the most remarkable and recent discoveries in neuroscience (of revolutionary implications), we have that of the mirror neurons that are activated when we undertake certain actions, but that also resonate with those similar to when we remain stationary we observe them carrying out the same action: not a pure recording of behaviours, but rather simulations that are at a pre-conscious level. The observers neurons therefore, mirror the behaviour of the observed as if they were carrying out the actions themselves. A discovery linked to the matter of life itself, able to transform reflections and practices within the areas of ethics, politics, economics and the arts: a further confirmation of how man is a social animal who, to grow and live, has the need of physical and communicative relationships with others. As evidence of how much it has even fascinated the world of creativity, it includes the versatile Jan Fabre: the Belgian visual artist, choreographer, theatre director and designer, believes that the theory of mirror neurons is fundamental to his work. You know that scientists are my true heroes? I did everything to meet Giacomo Rizzolatti. Do you know him? He is the scholar who discovered mirror neurons. For me, the base principle to every show is the scientific explanation of public involvement. Its the reason why, while sitting still in our chairs, we live every actors movement on stage or the rush forward of a footballer on TV. This mirroring between our brain and all that we see changes our chemistry, our biology. The problem is not the emotional state, but the physical: body chemistry. JAN FABRE 13 Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

14. i Materic Metamorphosis To work on matter does not only mean to expand the possible characteristics and functionalities of materials, be they natural or artificial, or to explore and experiment with new directions and contexts. To launch products in this area means to open up to an involvement in the design process itself, for a process of true and proper weaving (rather than construction), capable of weaving the threads of thoughts, emotions, visionary experiences, and their dialogues in the future. Blossoming, floating, smiling and illuminating the darkness: natural and emotional perfectly mixed in the amazing exhibition held at the Triennale di Milano for the Salone del Mobile 2010. There the artificial became a tangible experience. Organized by seven Japanese manufacturers, Tokyo Fiber Senseware explored the use of new handmade fabric fibres, through the research done by a designer for each of the chosen materials: one microscopic on a cellular level, another more elastic than rubber, another with electro conductivity like metal. This exhibition was an attempt to show the sectors that will be developed due to a new sense ware involving designers from different areas, from producers of cars and home appliances to high technology, artists involved in mass media and up to those who work with plants. WEAVING PROJECTS MATERIC SKIN LIVING DIMENSIONS TRANSFORMING CODES 14 Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

15. i Materic Metamorphosis The interplay of surfaces – skins on the body of objects and environments – that marked the triumph of tactile emotion, has evolved 360° showing the applicable dimensions. The importance of treated surfaces: from architecture to design, from clothing to accessories, expanding its vital sense and a responsible connection to the context of its use and real life. A possibility made solid by industrial innovation united with an aesthetic sensibility and the regeneration of traditional craft processes. The idea of wrapping buildings in an elastic fabric mesh in order to create a microclimate for cooling its interior dates back to the 1960s when the architects LAVA dressed a building in central Sydney with a second skin. Today, technology allows for a cheap and fast coating (reskinning), to be applied to any building that is in need of a facelift. Even minimal actions can renew an old building: cheap changes to cover a building with solar panels, insulation or water curtains, ensuring thermal performance and a better look. The studio Ball Nogues of Los Angeles, works on textile materials used as architectural coverings and their installation, Built to Wear, for the Biennale of Shenzhen Hong Kong. For the installation they took inspiration from the world of fashion and worked with American Apparel: an architecture of 10.000 garments, taken apart over the course of the Biennial, with T-shirts, dresses and bikinis then given away to visitors. 15 Sensible & Sustainable WEAVING PROJECTS MATERIC SKIN LIVING DIMENSIONS TRANSFORMING CODES > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

16. i Materic Metamorphosis The urban theme of daily sustainability will in the coming years become the main challenge for those who reason on the transformation of materials, also from an aesthetic point of view. Those same domestic qualities that over the last ten years have aesthetically colonized urban design, today find in visionary projects for the outside environment a motive for new reflections regarding a way of living that will profoundly change the interiors of our homes. Tempohousing is a Dutch company specialized in modular construction, born from a group of architects, designers and engineers who chose to use the container as the design base for architectonic structures to be used in emergency situations and in areas that are in need of regeneration. Quickly, Tempohousing became a generator of creative energy and stimuli for other uses: temporary hotels, apartments for students and shops, guaranteeing a high standard of quality, in terms of thermal insulation and acoustic isolation, of environmental impact (the containers can be reused for different projects) and in terms of construction speed. Their most famous project is Keetwonen, a large area dedicated to student housing and considered to be the largest container city in the world: true mini apartments, with balconies, study rooms, laundry and many other services. 16 Sensible & Sustainable WEAVING PROJECTS MATERIC SKIN LIVING DIMENSIONS TRANSFORMING CODES > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

17. i Materic Metamorphosis Even communication codes, with their own grammar and expressions, become vital matter that changes and transforms when put in contact with daily experiences and manifests itself as a source of regenerated stimuli and contemporary rituals. The symbolic and interdisciplinary scope and nature integrate sensorial stimuli for narrative and educative paths, to stimulate the taste and integration of new thoughts and experiences. Brother and sister Shin and Yuko Kibayashi, are the creators of the bestseller Kami no Shizuku, a manga dedicated to the passion for wine and its world. Launched in Japan, it has now been translated and sold in Hong Kong, Taiwan, Korea and France (with the title Les Gouttes de Dieu). Becoming a TV series in Japan and in Korea, while the French have chosen it as the subject for a film. But the surprise was the strong influence that this manga generated in the wine market: a story and a message, linked to the experience of a shared passion has arrived, more directly, to a higher number of consumers. The same creative process starts from wine, from its olfactory nuances, from the taste and the whole sphere of panoramas this stimulates: it is during the wine tasting (and choices dictated by moods, wishes or seasons...) that the brother and sister start an exchange that slowly gives shape to the idea, a story and its images. 17 Sensible & Sustainable WEAVING PROJECTS MATERIC SKIN LIVING DIMENSIONS TRANSFORMING CODES > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

18. i Materic Metamorphosis 18 1 2 3 4 5 So What? Consider the materic structure of products as being their distinctive DNA, for example, on which to build new communication strategies. Enhance the perceptual experience that consumers live by being in contact with the material dimension. Design the material composition of products as a key to identity that is in many cases strategic. Carefully follow the materic metamorphosis and its meeting with innovative technology in order to understand the future horizons of the project. Follow the intertwining of projects and the analysis of the productive processes, to then transfer them to within the company vision. Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

19. i Materic Metamorphosis 19 6 7 8 9 10 So What? Assess the material skin of products, in their expressions and creative treatment, always making them more attractive to consumers. Reason on the expressive codes and languages that the choices in materials define. Consider the materic codes as an area of dynamic transformation for the market as well as the brand. Analyze the strategic role of materials in the household dimension, to understand by analogy their importance in the future. Work on the substantial importance of imaginative materials, inventing new forms of symbolic communication. Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

20. i Pro-creative Process For many years now the issue of pro-activity and creative processes has constituted a platform of analysis and reflection for personal and business life strategies. The heart of small, medium and large companies always beats more in the direction of creative processes, which must prove to be unique and relevant, in order to support a future that we imagine to be more and more competitive. In this way we return to the essence itself of procreation, with its biological connotations about the creation of life. At the same time, the logic of pro-activity extends itself, the personal ability to be active and involved, recognizing the dimension of talent that nurtures new forms of activism. In this conceptual area talents are therefore recognized and crossed, the dimension of social innovation is amplified, the urban condition is fed as if in a great-shared laboratory, a vision of the world is conceived and relaunched that – as in the mission of the Sensible & Sustainable MindStyle – conciliates sensibility and sustainability. 20 Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

21. i Pro-creative Process The Louis Vuitton Young Arts Project, launched in the spring of 2010, is a three-year training program with the objective of promoting education and supporting the artistic development of two hundred youngsters from London between 13 and 25 years of age. The initiative offers a solid point of reference to the youngsters, who come from socially and economically disadvantaged conditions, and wish to take the first steps towards the area of contemporary art. Providing an intensive program of workshops and visits to the Tate Britain, Royal Academy of Arts, South London Gallery, Whitechapel Gallery and the Hayward Gallery, and including the participation of the artists Chris Ofili and Charlie Dark, who collaborated in the concept idea for the project. The opportunity to work with major collectors will also be possible and the opportunity to receive advice from the likes of Tracey Emin, Gary Hume, Michael Landy and Keith Tyson. The mayor of London Boris Johnson said during the presentation of the event: we cant have wealth creation without a social mission, but we cant have a social mission without wealth creation. JMW Turner was born in poverty, and if he had not, at 14- years-old, entered the Royal Academy, the world would have been deprived of one of the greatest English painters in history. The design process of the Louis Vuitton Young Arts Project embodies the creative spirit and the brands long tradition in the art world, committed to initiatives of corporate social responsibility and involvement in the territory, therefore stimulating energy and talent in the urban context of London. LOUIS VUITTON YOUNG ARTS PROJECT 21 Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

22. i Pro-creative Process A kind of design creativity is consolidated where the idea of open space is freely usable, both real and virtual, positioning itself as a privileged terrain for the crossing and the valorisation of individual talents. It respects and encourages a collectivity of exchanges at 360 degrees (of ideas, of knowledge, of experiences, of values) finding a new identity and strength. The logic of sharing transforms the aesthetic of progressive processes for the construction of style where virtual languages and tangible aesthetic codes mix, allowing for innovative experiences. Secco is a store in Helsinki that sells design objects produced from recycled materials, which can also be purchased online. Most of the products are handmade and are divided into five collections based on materials; Qwerty River (created from computer parts), Rubber Hills (created from truck tires), Electronic Avenue (from electronic components), LP Towers (recycled from old vinyl records) and Wasteland Garden (from old tires). Born from the necessity to create a connection between innovative designers, producers, collectors of materials and those passionate about recycling. Secco has put together a network of international professionals who develop ideas (even in collaboration with partner companies), chosen for their quality, innovation and sustainability. CROSSING TALENTS SOCIAL INNOVATION URBAN LAB RE-SETTING VISION 22 Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

23. i Pro-creative Process In the renewed vision of professions and the market, we find a re-launching of the humanist values and the regeneration of scientific and technological research containing a strong core of creative values that arrive from human and social traditions. A strategic and business approach that combines the qualities of products, management and daily life, according to an interdisciplinary and innovative practice and that combines daily business challenges and individual experiences, removing the dictatorship of the economic-centric vision. Let my people go surfing is the title of the book and the manifesto of the business organization by Yvon Chouinard, the 71-year-old founder and only owner of Patagonia, the most famous and respected technical clothing brand for fishing, surfing, skiing and trekking. According to Chouinard, if it is vital to act responsibly towards the environment and man, the first step is to give people working the opportunity to enjoy nature. This company, whose reception area has a screen that updates the employees about the situation of the waves (the office is located in Ventura, California: Point Break was filmed there), it has over 1,200 employees and a turnover of 315 million dollars and is widely regarded as the paradigm of corporate responsibility. 23 Sensible & Sustainable CROSSING TALENTS SOCIAL INNOVATION URBAN LAB RE-SETTING VISION > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

24. i Pro-creative Process The pubic space becomes a true laboratory for permanent stimulation of citizens, called to consider their own urban experience as a continuing source of experimentation. In this sense, it is crucial to support the relationship between different forms and levels of culture and keep alive the dialogue between the uniqueness and plurality of places. While the historic city centres will continue to be an inexhaustible source of knowledge for their artistic and cultural pasts, the former suburbs will become the main place for reflection on the future, in both urbanistic and architectural terms. Create Berlin is an initiative for Berlins creatives. The group appealed to all the designers from the city of Berlin, inviting them to work together in interdisciplinary groups and think about the impact that the sudden abundance of space created after the fall of the wall has brought to the world of creativity inside and outside the city. Considering that in November 2009 they celebrated the twentieth anniversary of the fall of the Berlin wall, in January 2010 Create Berlin presented the exhibition 20 Years Since the Fall of the Wall-Free Space, in the Temporären Kunsthalle Berlin. On this occasion, the 20 most innovative concepts by creative interdisciplinary groups from Berlin were presented to the public. 24 Sensible & Sustainable CROSSING TALENTS SOCIAL INNOVATION URBAN LAB RE-SETTING VISION > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

25. i Pro-creative Process Even the products of creative thinking, materialize into production processes, organizational structures and advanced research or communication projects that are strongly influenced by a more complex, articulated and sensitive contemporary context. A convergence and emergency that pushes towards alternative and lateral solutions, stimulating a pro- creative critique that is able to activate circular and interdisciplinary processes. The British agency Curb (www.mindthecurb.com) the first Natural Media Company in the world: a communications company specializing in low impact advertising that uses only natural products. Curb offers a portfolio of eco-advertising services and a team of experts in creatively green proposals, able to create natural marketing proposals of impact that involve the consumer and, at the same time, the environment. After all, why should the effective choice for media not be natural and sustainable at the same time? Among the media proposed, there are also sand sculptures, solar art and snow tagging (the latter, allows snow to be branded with a company logo and was selected by the Sports Channel Extreme as a rapid and effective branding campaign in central London).www.mindthecurb.com 25 Sensible & Sustainable CROSSING TALENTS SOCIAL INNOVATION URBAN LAB RE-SETTING VISION > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

26. i Pro-creative Process 26 1 2 3 4 5 So What? Always more consider the importance of creative processes as the identifying heart of the company. Graft onto the pro-activity of consumers, new strategies of communication and promotion. Create a virtuous circle between the pro-activity of people and industrial and productive processes. Orient new forms of activism towards the creative improvement of the household space. Valorise the variable of talent as an opportunity t o create new professional combinations. Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

27. i Pro-creative Process 27 6 7 8 9 10 So What? No longer evaluate social innovation as a risk to business activities, but instead as an extraordinary laboratory of sensitive innovation. Define urban opportunities of pro-activity and shared creativity for projects somewhere between the public and the private. Measure the sensibility and sustainability of initiatives by using the parameters of the creative processes. Use the challenge of pro-activity, by engaging in a creative and participatory way, clients and customers. Live the strategic redefinition of personal and business visions as a vital necessity in order to face new competitive contexts. Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

28. i Sensitive Tecknowledge The relationship between sensoriality and technology at this point knows a long path of analysis and reflection that dates back to the intuition of John Naisbitt, who at the beginning of the Nineties, was the first to talk about High Tech/High Touch as a tandem of experiences that were no longer opposing but instead converging. The hypothesis that technology could amplify sensoriality, and not simply eliminate it, as in the more naive first visions of science fiction (pills that replace food, the home that transforms into a cold and efficient laboratory…), has gradually established itself over the last twenty years and is now accepted and practiced by a growing number of designers, managers and consumers. This conceptual area is therefore dedicated to knowledge and sensitivity that is nourished by technology and inherits this long tradition in the virtuous relationship between high-tech and high-touch, deepening the subject of enlightened design, of vital implementation, of visionary architecture and technological crafts. 28 Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

29. i Sensitive Tecknowledge The Chopin Museum, inaugurated in Warsaw for the bicentenary of the birth of the great musician, is a demonstration of how classic traditions and technology can come together to invent the culture of tomorrow. In this case, the experience of a museum visit is transformed into something radically new, within the seventeenth century Ostrogski Castle, in which the interior architectural work and technology allow the visitor to learn and participate in the life path and the creations of the famous Polish composer. The two Italian architects Mara Servetto and Ico Migliore, emphasize: We wanted to incorporate the best technology in order to offer an experience that is fundamentally human. We started with the idea of integrating technology into the genius loci, in each element. To expand the narrative potential and participatory nature of the music, they worked with sounds, but also smell, images, memories and the visionary perspective. The museum is made up of 11 themed rooms, dedicated to steps and landscapes of the life of Chopin – childhood, success in Warsaw, travel, women, death – asking visitors to take an active part in the enjoyment of the museum, through sensory experiences never experienced: an installation of crystal, on which music scores are projected with the changing light depending on the temperature of the music; books with paper pages that become touch screen; Chopins (real) diary that can be browsed through digitally, as if on an iPhone; small glass arabesque capsules for listening to Sonatas and Mazurkas, followed up on digital music scores; drawers that when opened spread music whose manuscripts appear on big screens. CHOPIN MUSEUM 29 Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

30. i Sensitive Tecknowledge In the dimension of design the development of research and products related to domestic living consolidate, with new attention to the quality of materials and their functions, to improve the quality of life: there emerges the concept of the new enlightenment of design, understood as the arrival to excellence through concrete processes illuminated by a hot reason. The result converges in the expression of a new simplicity, not only shapes, but also and most of all solutions. A context in which the light takes on great importance as a vehicle of symbolic and real quality and wellbeing, as well as a tool for enlightening. The Card Lamp designed by the architect Ryo Matsui of Takram Design for Toshiba, belongs to the lighting inspired by the next generation of akari: a Japanese concept regarding the ability of light to affect our senses and our emotions. The striking feature of this LED desk lamp is an innovative system used for the mechanical arm that allows it to assume different positions. When it is not in use it can be folded almost into a sheet, becoming so flat as to be transported, stored in a drawer or on a bookshelf. ENLIGHTENED KIT IMPROVING LIFE BUILDING WONDERLAND TECHNO CRAFTSMAN 30 Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

31. i Sensitive Tecknowledge For every single product and project, all that counts is its power of condensation that starting from the focus on its own technological contents, proves to be able to have an influence on the lives of people. In this scenario the frontier between product and service is passed and the shared objective remains that of optimizing, completing and defining simple targeted solutions. Chulha is the winning project of the Home Index Award 2009, a noteworthy prize within the international design scene, which has the objective of supporting projects with a real impact on the quality of life. Chulha is a stove designed to reduce accidents and dangerous medical conditions caused by traditional cooking systems in closed spaces and in many rural areas of developing countries the cause of death of 1,600,000 people per year, (according to data from the World Health Organization). This is a project made available by Philips Design to the world of social enterprises that can, without any risk, produce the stove and generate local micro business. In the use of the best technologies and anti-risk solutions, the designers of Chulha have directed their creative sensibility to respect the traditional sense of aesthetics and functionality, at the base behind the acceptance of the product and the motivation for its use. 31 Sensible & Sustainable ENLIGHTENED KIT IMPROVING LIFE BUILDING WONDERLAND TECHNO CRAFTSMAN > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

32. i Sensitive Tecknowledge The synergistic development of technology and architecture, science and art, show extraordinary possibilities of application, construction and real interaction with fantasy worlds. We find examples in projects of augmented reality and in the design of visionary architecture. The emphasis of perception is revealed in this area as part of the whole process of materials and technologies: a design experience in which the interaction of sensory experience is the measure of a fruitive quality. The Seed Cathedral is the centrepiece of the British proposal for Expo Shanghai 2010. Thomas Heatherwick designed the pavilion, as tall as a six-storey building, made up of 60.000 transparent rods that pass through the structure and move in the wind. During the day, the rods, each of which is 7.5 meters long, acts as a fibre optic and transports the daylight in order to illuminate the interior. During the night, the light from internal light sources is transported towards the exterior by the same rods, making the structure shine. Inside, there is a visual representation of the work carried out by the United Kingdom: thousands of seeds encapsulated within the rods, allowing visitors to see the seeds of plants collected in programs for the conservation of species. 32 Sensible & Sustainable ENLIGHTENED KIT IMPROVING LIFE BUILDING WONDERLAND TECHNO CRAFTSMAN > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

33. i Sensitive Tecknowledge The technology of enchantment and the enchantment of technology, as mentioned in the famous essay by Alfred Gell who in 1998 proposed a new anthropological theory of art and examined the power that the technical objects have to fascinate, is found increasingly widespread in everyday life. Together with the passion for the crafts and the rediscovery of manual work, which moves the focus towards doing, towards materials and processes. Tim OReilly editor of the publishing house of the same name, the most prestigious in the field of information technology, after having spent years dealing with the web in a scientific way (the creator of terms like open source and Web 2.0), is now bringing out his playful side. His magazine Make, dedicated to techno-geeks, proposes ideas to construct visionary objects: from the backpack with solar panels used to charge your laptop, to the USB stick made from a candy box. Online since February 2005 and now with a web TV channel in Spanish and Japanese versions. The monthly magazine Craft is instead dedicated to the rediscovery of female hobbies, with the addition of a geek reinterpretation: chemical formulas for home-prepared facemasks and electrical circuit diagrams for the embroidery of a sweater. From the success of Make and Craft Maker Faire was born, an itinerant festival dedicated to technology, art, music, environment issues and experimental food. 33 Sensible & Sustainable ENLIGHTENED KIT IMPROVING LIFE BUILDING WONDERLAND TECHNO CRAFTSMAN > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

34. i Sensitive Tecknowledge 34 1 2 3 4 5 So What? Reason on virtuous relationships in consumption between sensorial quality and technological advances. Consider personal sensibility as a project platform for new technologies. Regenerate the design meeting point between high technology and sensorial emphasises. Use the creativity of design thinking as an enlightened way to create experiences that are compatible with technological performance. Identify the potential of sensory improvement of the experience for the application of high-tech solutions. Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process

35. i Sensitive Tecknowledge 35 6 7 8 9 10 So What? Observe the realization of visionary architecture in order to collect inspiration, to be transferred by analogy into the world of consumer products. Define the advanced urban experience, dedicating particular attention to the places that combine aesthetic experiences with advanced technological services. Recover the motivations for excellent craftsmanship, transferring them to the vocational world of technological programs. Consider knowledge and culture as enablers of technological and perceptive challenges. Understand the importance of the body and the brain in the definition of Tecknowledge strategies. Sensible & Sustainable > Sustainable Excellence > Materic Metamorphosis > Sensitive Tecknowledge > Pro-creative Process