{"id":101,"date":"2009-10-23T13:50:00","date_gmt":"2009-10-23T13:50:00","guid":{"rendered":"http:\/\/www.valcucine.com\/magazine\/?p=101"},"modified":"2011-10-02T21:09:00","modified_gmt":"2011-10-02T21:09:00","slug":"valcucine-al-fiat-marketing-lab-2009","status":"publish","type":"post","link":"https:\/\/www.valcucine.com\/magazine\/2009\/10\/valcucine-al-fiat-marketing-lab-2009\/","title":{"rendered":"Valcucine al Fiat Marketing LAB 2009 | Sustainable Marketing Innovation"},"content":{"rendered":"<div align=\"justify\">Cosa dovremmo portare con noi nel prossimo millennio? Quali attitudini e qualit\u00e0 saranno necessarie (nell\u2019arte, nella scienza, nella vita quotidiana)? Almeno sei le fondamentali: leggerezza, rapidit\u00e0, esattezza, visibilit\u00e0, molteplicit\u00e0, costanza. (Italo Calvino, 1984)<br \/>Cos\u00ec inizia l\u2019intervento del prof. Francesco Zurlo (Direttore del Master di I livello in Design strategico del Politecnico di Milano), nel workshop sul design sostenibile integralmente dedicato al management del Gruppo Fiat Auto.<br \/>Dagli spunti filosofici di Calvino alle provocazioni (forse utopiche) di John Thackara \u201ccome potremmo progettare un mondo nel quale ci si affida meno alla tecnologia e pi\u00f9 alle persone?\u201d affrontando nelle varie sfaccettature la problematica e le attenzioni che richiede una tematica attuale e complessa come quella della sostenibilit\u00e0. E\u2019 necessario quindi pensare alle conseguenze del design facendo attenzione a diversi fattori quali i sistemi naturali, quelli industriali e non ultimi quelli sociali. Il consumatore come persona viene quindi posto al centro dell\u2019intero sistema di design del prodotto, dalla progettazione alla comunicazione dello stesso.<br \/>Valore, contenuti, cultura e servizio sono le parole chiave per il design del futuro.<br \/>E il consumatore come la pensa? Da una ricerca del Det Norsk Veritas il 70% degli italiani (propensi) considerano gli aspetti etico sociali in fase di acquisto, poi solamente il 30% effettivamente effettua l\u2019acquisto. Questo indica sicuramente una minore superficialit\u00e0 e una maggiore informazione del consumatore rispetto al passato che per\u00f2 stenta ancora a premiare i prodotti cosiddetti \u201cgreen\u201d o \u201ceco\u201d (con prezzo pari o maggiore del 10%). E\u2019 vero anche che dal lato dell\u2019offerta manca ancora molta cultura e preparazione in fatto di educazione ambientale.<br \/>Al momento della progettazione un approccio possibile \u00e8 quello basato sull\u2019LCD (Life Cycle Design) che tenga in considerazione tutte le fasi del ciclo di vita del prodotto (sviluppo, industrializzazione, produzione, distribuzione, uso, manutenzione, riciclo o riutilizzo). Le linee guida per la progettazione del prodotto sostenibile sono quindi: dematerializzazione, riciclabilit\u00e0, riduzione delle emissioni tossiche e lunga durata del prodotto, estensione del ciclo di vita dei materiali, facile disassemblabilit\u00e0.<br \/>A questo punto dopo brevi esempi di prodotti concepiti secondo questi driver (l\u2019Ipod e il Mac G5della Apple, la Solar Bottle di Alberto Meda e Francisco Gomez Paz, Blight di Vincent Gerkens, Ecopod di Hoeweler e Yoon Architecture, Bella Rifatta di Sawaya&Moroni;, la sedia da ufficio Aeron di Herman Miller) \u00e8 stato presentato il case study Valcucine con un intervento di Daniele Prosdocimo: un mix di filosofia e cultura della sostenibilit\u00e0 arricchita dai contenuti del designer Gabriele Centazzo per l\u2019estensione della durata estetica del prodotto.<br \/>Il messaggio che Valcucine ha voluto far arrivare alla platea \u00e8 la necessit\u00e0 di un comportamento etico basato sul sapere che deve portare all\u2019essere, prima che al fare (produrre) e al condividere (comunicare): la necessit\u00e0 quindi di un reale atteggiamento ed una tensione verso la sostenibilit\u00e0, non una facciata studiata ad hoc per vendere di pi\u00f9 (green washing). <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Cosa dovremmo portare con noi nel prossimo millennio? Quali attitudini e qualit\u00e0 saranno necessarie (nell\u2019arte, nella scienza, nella vita quotidiana)? [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[11],"tags":[1286],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.2.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Valcucine al Fiat Marketing LAB 2009 | Sustainable Marketing Innovation | Valcucine Magazine<\/title>\n<meta name=\"description\" content=\"Have you ever considered Italian kitchen design for your home? 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