PoliTO – Architecture and Design Department, Castello del Valentino, Salone d’Onore
On Friday 8 April at 11:00, in the Main Hall of the beautiful Castello del Valentino – listed among the UNESCO World Heritage Sites list – we held an open lesson for the students of the Architecture and Design Department: Dynamic Brand as a new perspective of design.
The discussion mainly revolved around Dynamic Brand: a new work model for contemporary design and communication conceived by Emanuele Cappelli – Founder & Creative Director, Cappelli Identity Design – Professor of Dynamic Brand and Graphic Design at Rome University of Fine Arts RUFA.
Guest of honor was the Olivetti brand, which presented its new publication Caleidoscopio Olivetti edited by Società Editrice Allemandi, collecting a series of conferences called #OlivettiDesignTalks that convey Olivetti’s universe kaleidoscopic dimension.
During the event, Emanuele Cappelli talked about his methodology and introduced the book Dynamic brand. The new methodology of brand communication. This recent publication on the genesis of the Dynamic Brand methodology – edited by Skira and distributed worldwide – is now available for consultation at the Central Library of the Architecture Department of Turin, as the Studio offered some copies after the event.
Along with the students, the interactive debate several contributors: Pier Paolo Peruccio, Professor of Design at Politecnico di Torino – Board of Directors, World Design Organization, and Gaetano di Tondo, President of the Olivetti Historical Archive Association – VP, Communication & External Relations Director, Olivetti – President of Confindustria Canavese Tourism, Sport & Culture Group.
Today, we decided to talk about these two books, which have two different targets but share a cross-cutting topic: communication across space and time. In its book on Dynamic Brand, the Cappelli Identity Design Studio offers an overview of the design making-of, providing no-frills behind-the-scenes. Its pages clearly explain the complex approach we adopt to design with a vision.
It provides the definition of systemic vision, namely contextualizing an object by defining how it connects with the environment. Emanuele Cappelli uses a specific model to clarify how this system works: the Sun Model, where the sun rays stand for the tools used to design a comprehensive communication structure. With these words, Pier Paolo Peruccio, Professor of Design at Politecnico di Torino – Board of Directors, World Design Organization, opened his speech during the lesson.
I was impressed by the vast range of topics analyzed in the book and how they relate to Olivetti’s universe. Diversity and complementarity have always been two intertwined elements of Olivetti’s history. When Adriano Olivetti hired engineers, he used to couple them with an artist and a scholar: a trio that could handle issues from different perspectives. Back in time, this approach has proved to be successful, and it can still be adopted today in an attempt to look at things in new unpredictable ways. In other words: using a lateral thinking approach.
Gaetano di Tondo, President of the Olivetti Historical Archive Association – VP, Communication & External Relations Director, Olivetti – President of Confindustria Canavese Tourism, Sport & Culture Group
Hosted by this beautiful location, we discussed how to convey our design and research approaches and share our values with the new generation of designers.