SD3082 Oct.20 Lecture-Radical Design-The Fall of Modernity

“ italian design”
Radical Design: the fall of Modernity
Philippe Casens - 20 October 2017

Italy: The New Domestic Landscape, MoMA 1972
Emilio Ambasz: curator Philip Johnson » Moma Director

Italy has assumed the characteristics of a micro-model where a wide

range of possibilities, limitations and critical problems of
contemporary designers throughout the world are represented by
diverse and sometimes opposite approaches. These include a wide
range of conflicting theories about the present state of design
activity, its relation to the building industry and to urban
development, as well as a growing distrust of objects of
consumption.
Emilio Ambasz 1972
https://www.moma.org/documents/moma_press-release_326797.pdf

« We have also wanted to stress that Italian design is important not
solely because of its remarkable formal production, but also
because of the high level of critical consciousness with which its
proponents — designers and critics, individual and communal
users — are now questioning the sociocultural meanings and
implications that the phenomenon of design has for Italy. »
Emilio Ambasz 1972
https://www.moma.org/documents/moma_catalogue_1783_300062429.pdf

Experimental Media in Italy: The New Domestic Landscape, MoMA 1972
1. Ettore Sottsass Jr. (dr Massimo Magri), untitled, IT

2. Superstudio, Supersurface: An Alternative Model for Life on Earth,
3.Joe Colombo (dr Livio Castigloni and Gianni Colombo), Total Furnishing Unit,
4. Gae Aulenti (dr Massimo Magri), untitled
5.Mario Bellini (dr Davide Mosconi), untitled
6.Gaetano Pesce (dr Klaus Zaugg), untitled
7 Alberto Rosselli (dir Osvaldo Marini, with Ernesto Prever),
An Idea for a Mobile House
8 Marco Zanuso, Richard Sapper (director Giacomo Battiato), untitled, IT 1972;

Ettore Sottsass with an apocalyptic vision of industry taking control

a video realized for the exhibition

each module is specialized for a specific function

units are mobile and can be interchangeable

they form a whole unit flexible and connected one with another

kar-a-sutra, a research by MarioBellini, sponsored by Cassina, \C&BItalia with
the contribution of Citroen and Industrie Pirelli Produced by Centro Cassina
kar-a-sutra
Italy:the new domestic landscape
The Museum of Modem Art, New York
23 May - 11September 1972
Research by Mario Bellini
Sponsored by Cassina, C&BItalia
with the contributionof Citroen and
Industrie Pirelli
Produced by Centro Cassina
https://www.moma.org/documents/moma_catalogue_1783_300062432.pdf
a concept car as a mobile architecture

a concept car as a mobile architecture
while on the Road, one can sleep* meditate

AYS... ON INSIDE AND OUTSIDE , LOOKlNS ANO NOT SEE.
POKE OR LOOK IN THE EYES SHE WHO DRIVES , DEPRIVED
OF THESE IMA® 1NARy LIBERTIES
MNDO SE UNO SUIDA, Si Pu6 DOBHIftt , MEDITARE W EauiUBRlO

.. TRA INTERN 0 ED ESTERNO, SUARDARt E NON VEPERE.
OtO CON SLI OCCMI Philippe
SBaRRATT,Casens - SUA ft CASE
20 October 2017 NIEALI OCCHI LEI CHE
the prototype exhibit in NY has been realised by Cassina Centro Studi

the prototype exhibit in NY has been realised by Cassina Centro Studi

Francesco Binfarè - art director Cassina - Progetto Collettivo 1970 1973


Francesco Binfarè - art directeur Cassina

Philippe Casens - 2017
- 20 October progetto colettivo 1970 1973


birth of Aeo armchair Cassina 1971

Paolo Deganello - Aeo Cassina 1972


fier components


Paolo Deganello - Aeo Cassina - 2017

a competition on indicating the future of architectural challenges
with the participation of young architects

Superstudio with the idea of eliminating architecture,
implementing human relationships

after the Moma exhibition Italian Design get an international fame

Casabella magazine is directed by Alessandro Mendini in 1972

# 367 edition is dedicated to Radical Architecture
ARCHITETTURA RADICALE
ARCHIZOOM
UFO
SUPERSTUDIO
GRUPPO STRUM
RICCARDO DALISI
GIANNI PETTENA
CERRETTI ROSSI & DE ROSSI

Archigram, publication n°4 1963

Archigram, drawings for a architectural competition

Archizoom - NO STOP CITY 1969







Archizoom - Safari

Archizoom - Safari

Archizoom - Domus Magazine 1967

Archizoom - Domus Magazine 1967

Archizoom - Mies - Poltronova 1969

Archizoom - Mies - Poltronova 1969

Archizoom - Vestitrsi è facile 1971

Superstudio - Supersurface 1972

Gianni Pettena Wearable Chairs - Minneapolis 1971

Gianni Pettena Wearable Chairs - Minneapolis 1971

Ugo La Pietra: Sistema disequilibrante 1971

Ugo La Pietra Abitare è essere ovunque a casa propria
(Living is to feel anywhere at home)

Ceretti De Rossi, Rossi “Pratone” 1972 Gufram

Casabella cover # 337 GLOBAL TOOLS 1973

GLOBAL TOOLS 1973
Ettore Sottsass Riccardo Dalisi

Adolfo Natalini Ugo La Pietra
Andrea Branzi Giorgio Birelli
Paolo Deganello Carlo Caldini
Massimo Morozzi Fabrizio Fiumi
Dario Bartolini Paolo Galli
Remo Buti Gianni Pettena
Alessandro Mendini Lapo Binazzi
Carlo Guenzi Titii Maschietto
Enrico Bona Alberto Breschi
Franco Raggi Alberto Pecchioli
Casabella N° 337 12 Janvier 1973 Photo CaRlo Bachi

Ettore Sottsass in the ’60

Meeting at the foundation of GLOBAL TOOLS

GLOBAL TOOLS workshops around
human body:
as a living element and not standardized
communication:
an analysis of the territory and interactions between people
survival:
theory:

Ettore Sottsass & Franco Raggi workshop on human body 1975

CDM - Centro Design Montefibre
Massimo Morozzi , Andrea Branzi , Clino Trini Castelli - 1974


Massimo Morozzi
Philippe, Casens
Andrea- Branzi , Clino
20 October 2017Trini Castelli - 1977
CDM - Centro Design Montefibre COLORDINAMO
Philippe Casens
from website - 20 October
of Castelli Design 2017
Milano
CDM - Centro Design Montefibre COLORDINAMO
Philippe Casens
from website - 20 October
of Castelli Design 2017
Milano
CDM - Centro Design Montefibre ABET LAMINATI
Reactive surfaces: I LUMINESCENTI (phosporescent melaminate) 1975



Clino Trini Castelli - Design Primario - Blueprint 1983
“...the ideal approach to design should be to eliminate

form and use only light, sound,textures and
temperature. Form is necessary but it’s secondary.
The elements of soft design are primary: they affect us
at a much deeper level. I have no doubt that the
discovery of the parameters that control it will bring to
a great transition in the history of design...”

Clino Trini Castelli - website http://www.castellidesign.it
« Products and services require, today more than ever, definition of

the identity of their emotional characteristics, rather than mere
definition of their functions. The identity must be precisely indicated,
both in terms of inner coherence and of adaptation to the context.
Assessment of these emotional parameters, however, is particularly
complex, due to the lack of a single, shared framework of reference.
The objective of qualistics is to make these emotional aspects
intersubjective, describable and measurable.
Qualistics is a "[...] new discipline that defines the subjective aspect of
quality, derived from the heterogeneity of sensorial experiences of
individuals in relation to the object [...] The term indicates a new way
of understanding the concept of quality that has emerged in the years
of the so-called postindustrial »

Alessandro Mendini diagram and one of the first Swatch 1983

early interpretations from designers and artists of Swatch 1983

Alessandro Mendini - “a lot of dots” -Swatch 1991

Learning from Las Vegas - Robert Venturi 1972
" I love the use of the word "scenography"
in a sense Las Vegas is now City as
Scenography; it's a Disneyland. Most cities
are to some extent scenographic, but few
are as explicitly theatrical.

Philip Johnson AT&T Building à Manhattan, (Sony Building) 1984

Roy Lichtenstein
Philippe - M-Maybe
Casens - 20 October 2017
Ettore Sottsass Memphis 1983

Shiro Kuramata for Memphis 1983



Alessi Dynasty

Alessandro Mendini, Laura Polinoro and Alberto Alessi
Alessandro Mendini, Alberto Alessi, Laura Polinoro. Organigrammi di Alessandro Mendini:

“Nuovo pensiero”, 1989.
Organigrammes de Alessandro Mendini:
“Nouvelle pensée”

Alessandro Mendini diagram for the Centro Studi Alessi

Laura Polinoro Centro Studi Alessi book

http://www.laurapolinoro.com/wp-content/uploads/2014/07/LIBRO_FFF.pdf

“In a room full of objects a child chooses one to relieve
his boredom and solitude; why that object in particular?”.
The challenge was to reproduce in terms of design the
animistic process of an object, common to the world of
representation among children and primitive cultures.
The process in any case occurs in the reality of all
objects, and is spontaneously triggered by personal, or
collective, emotive necessities and by the image-impact
of the object itself.

“Unnini” - Salini/Salt-cellars. Design: Alejandro Ruiz.
Piccoli esseri a due o quattro zampe dotati di minuscoli fori per aspergere sale e pepe.
Small beings with two or four paws and tiny holes for sprinkling salt or pepper.

“Merdolino” - Scopino/Brush. Design: Stefano Giovannoni.
Pianta cactiforme per l’igiene e la bellezza del vostro WC.
Cactus-shaped plant for the hygiene and beauty of your WC.

http://www.laurapolinoro.com/wp-content/uploads/2014/07/LIBRO_REBUS_SIC.pdf
Rebus sic... CENTRO STUDI

ALESSI
Responsabile
Director
Laura Polinoro
Consulenti e collaboratori
Consultants & Collaborators
Massimo Alvito
Pancrazio Auteri
Magda Bonomo
Paolo Fabbri
Nuala Goodman
Franco La Cecla
Laura Locatelli
Marco Migliari
Maurizio Modica
Luca Neri
Bruno Pasini
Silvia Polinoro
Lucetta Scaraffia
Shama Cinzia Tandoi
Luca Vercelloni
Dall’azienda
From the Company
Alberto Alessi
Alessio Alessi
Michele Alessi
Danilo Alliata
Massimo Bortott
Enrico Corti
Fulvio Folci
Ausilia Fortis
Alessandro Mendini
Davide Piazza

37

Achille Castiglioni Fruttiera Scolatoio Alessi 1995

First year students in Domus Academy 1983-1984

Final Master Project
Workshop2 Workshop 5
Workshop1
Workshop3
Design Culture
Final Master Final Master Project
Workshop 4 Project
Research
Designing Services
Interactive Media
Research
Communication
Languages
Design culture
Expression of creation
Languages of materials
Strategy
Design Direction
Sustainability scenarios
Socioeconomic forecasting
Summer Sessions
January July September December
STRUCTURE OF THE COURSE


SD3082 Oct.20 Lecture-Radical Design-The Fall of Modernity

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“ italian design”

Radical Design: the fall of Modernity

Philippe Casens - 20 October 2017

Emilio Ambasz: curator Philip Johnson » Moma Director

Philippe Casens - 20 October 2017

Italy has assumed the characteristics of a micro-model where a wide

Emilio Ambasz 1972

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

1. Ettore Sottsass Jr. (dr Massimo Magri), untitled, IT

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

while on the Road, one can sleep* meditate

MNDO SE UNO SUIDA, Si Pu6 DOBHIftt , MEDITARE W EauiUBRlO

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Francesco Binfarè - art directeur Cassina

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017

Ettore Sottsass Riccardo Dalisi

Casabella N° 337 12 Janvier 1973 Photo CaRlo Bachi

Philippe Casens - 20 October 2017

Philippe Casens - 20 October 2017