[Applause]
the other day I have on the tram and I have
met a friend of my mother who did not
I had seen for a while and as always
it happens in these situations
at some point the fateful has been taken
question but what work do you do
what are you doing in life here is this
it’s the classic question that puts me in
embarrassment not so much because I am ashamed
of the work I do but because it is
always very complicated to explain what
how and why I do my job
so I always have two questions to this question
possible answers ready
the first to cut short and say
that I work in the bank that although true that
sometimes in my work I work with
of the banks we say that a pure lie
the second that the truth is to say that
I’m a designer
here is my statement
usually all but all of them
they say but what a beautiful but home design
objects
I have to explain that I’m actually one
service designer and I deal with
innovation and mainly of
social innovation and therefore to this
end to this statement of mine there is only one
to hope that soon the stop where
I have to get off so as not to avoid falling
in awkward situations we say
why stefano because you relive not
it never happens I do not believe tram
no, not because I do not like to take
the tram, on the contrary, is just for
avoid entering these situations
so embarrassing and then anyway when
I usually get used to it
saying I ‘m an architect that a
a well-identified trade that is not
everyone knows what the architect does
even if for me it is not that it is
just the truth far from me
it’s not that I can identify myself in
what architects do and then do
silvia you know I can be a lot
boring and on this also agrees
we have regent of the school because
I could improvise there for one
conference a couple of hours between one
stop and the other then the terminus
terminus more than anything else speaks begins to
talk about how primitive man was
already biologically
designer because every time he has
tackled tried to change the
context that surrounded it is acted
designed by designers and then arrived at
to discuss what is the meaning of the
design and our days
for her Stefano I believe that here the
time we have it if you pass the solution
the agricultural one with the cognitive arrivals
directly to the industrial post maybe
we should do it
maybe he wanted to do it anyway
I have to do the boring is say that ai
today when it comes to design
to all the people also to the friend of the
wary mother come to mind beautiful
objects objects desired by many
people and I think I hope not
offend no one saying that in the
last twenty years
the design very often has been used
as a marketing lever as a lever
strategic to make people choose
one object rather than another but in
reality we believe that quality
principal of design is not that of
generate forms but be that in reality
to face and look for hopefully
resolve to solve pd problems
a design that before was interested in
generate shapes and then bring
of tangible products on the market today
instead he begins to deal with models
systems services that try to
deal with the problems
today’s today’s day
so something intangible from
tangible design of objects to design
intangible services this way of
think design has been theorized and
nominated in various ways perhaps the most
known silvia is that used by
having design thinking is the responsibility
here’s what I should explain my friend’s
mother design thinking is a process
creative and decision-making that brings together
the creative critical tools of the
design with the methods of human sciences
with the ultimate goal of arriving at solutions
innovative even starting from problems
very complex therefore also to its di
problems of my mother’s life
being a bit there is a process that
puts the person and his at the center
socio-economic context brings
to get solutions that answer i
real needs and desires of the individual
even if we prefer to have impact
a vision a little bit more open than the
what is talking about the needs of the
community and also the environment
design thinking is a process that
it does not use only the abilities
rational but also relational ones
like empathy and intuition not stefano
no on the mice he was imagining to be on
tram that tries to explain the design
thinking to the friend of parmigianità
they also pay homage to the
complication of the area in which we
we apply this this approach that
the scope of innovation is the field
social
yes yes maybe here now it’s better to say
who we are and what it is for us
social innovation
then we call ourselves opaque design
collaborative and we believe in potential
of design and education for
promote and stimulate innovation
social work in the field
of social innovation for us wants
to design those services systems
products also because no and models that
they solve those that are the problems of the
today in a way more
sustainable from a social point of view
environmental and even economic ones
that are the solutions that are there today
on the market therefore an innovation that yes
based precisely on processes that seek
environmental and social sustainability
a classic example
well I would say maybe one more thing than that
social innovation is different from
the traditional classic generated
from the market because if the latter
look for the main goal is to have the
maximum profit social innovation
instead it aims to have the maximum
economic and social innovation
environmental
a classic example is the services of
shared mobility and we all see
more and more in our cities and
of our suburban systems and areas
services that try to respond
radically differently than that
that are the needs of mobility I say
radically
in a different way than those that
they are traditional transport services
because they actually put the center in the middle
person and the person is user and
service provider at the same time
so in this way of
see the design
design is a support tool
to the development of social policies
because of its ability to put
at the center the needs of a society or of
a reference community with the
which one is working is to involve
in a creative and participatory process
all the actors who must participate
to the solution of this problem and me
I think silvia that this approach
creative and participatory is just one
factual feature we speak
a little more than what the package as
born then package is a design
collaborative the first and perhaps still
the only collaborative design in the world
we have the medal because we care about it
to say that we are a collaborative design
because it’s the way we are born
that in the way we operate
everything is based on collaboration and
sharing one’s knowledge ideas
self-designed structure
through a series of meetings with the
people who do not interesting what
in short, we said the goal was the post
idiot and fast goal also with him
it was still to work in new ones
scopes of design through one
new structure that answered you
need weapons was born then park
collaborated design an open structure
and horizontal based on the relationship between
individuals individuals that we
we call powers that are precisely i
members of paco people they bring with
knowledge and experience in different
areas both between the technical disciplines and
the humanistic ones in fact pack not
there are only designers and architects like
me stefano but there are engineers there
sociologists there are psychologists a bit of
all in short
here are the relationships always blend on one
collaboration and contribution
staff has a common idea of design
collaborative also a new way of
plan to test primarily on the members
from which life itself
the ideas that we will then go
while our customers in short
our solutions
collaborative design being one
open facility then i
processes from the bottom of co creation
taking the best even from methods
different without using then
pre-built solutions and approaches
dogmatic this we believe it is
the only way to really understand which ones
are the collaborative processes and for
truly identify innovation
sustainable
here is an approach that we use
in all our different projects
socio-economic and cultural contexts
Italy abroad therefore with young people
adults and children now stefano vi
will explain two of our projects
yes then the first project that there
we want to talk about it is called design
school for children and is a container
of initiatives that aims to
develop creative skills and
organizational plans for children and
boys
we work with children and with i
boys in Italy and abroad also
even in africa in these years
just doing some activities
teaching through laboratories and
workshops that we report on using theirs
creativity transforming it
in planning and very important
this process because it makes children
aware of what is theirs
creative ability to solve i
problems
the second project instead of there
we want to tell you is called parts
project that is not a service of
party organizations but in reality it is a
project financed by the community
European Union through a banishing horizon
twenty twenty this project has
the goal of helping an ethnic group
particular that are called sun
known here in Italy better as i
Bushmen are rhythms and marginalized in
especially young adults then i
young people who live in this moment
marginalized areas of South Africa and Africa
namibia on this project we work on
two on two fronts on one side we work
with young adults through gods
co-design processes in which we seek
with them to identify those that are
their desires their needs and why
no even their dreams and try to
imagine what is the path
to get to realize then a
path of self-esteem and of
awareness to succeed then to have
these these new skills e
to succeed in approaching the world
of work
on the other side instead we work with
read or that are present in the field e
with them always through a process
creative and participatory instead
let’s try to teach him who they are
the main principal processes of the
facilitating phase then to help them
to create their approach to its design
in such a way that they can then use
these skills with the activities that
they will do them directly in the field and
from the stefano now the registration of that
thing
the recording of what he does
so to so once someone has me
ask what work do you do that I say go to
see the video on ted for alexandre
fedex alexandria thanks
[Applause]
[Music]
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