EXPERIENCE DESIGN / 2 

International CONFERENCE

December 2nd 2005 10:00 a.m. - 06:00 p.m.

Free University of Bolzano
Via Sernesi 1 / Sernesistraße, 39100 Bolzano - Bozen, Italy.
Room SER D-103

Coordinator: LUCA MARCHETTI

The growing importance of human-centered solutions for design, economics, marketing, retail sales… is making "experience" a vital playground for research in these fields.

Yet "experience" is a broad notion. From a psychological or cognitive point of view, it could be reduced to a technical definition. But EXPERIENCE DESIGN seeks to define and explore, not to reduce.

EXPERIENCE DESIGN views the diverse approaches at work in this area as a rich and productive source for further thought and development.

This panel and the resulting book will highlight various perspectives on theoretical and applied research relating to experience, in an effort to better understand the topic and its relevance.

Design is more than a starting point. Beyond the dimension of the object it should be seen as the transformation of the environment according to one's goals... Under this broader point of view, our exploration targets both the enrichment of design culture through experience, and the design of experience in and of itself.

PROGRAMME AND SCHEDULE

10 a.m.
Welcome speech by Kuno Prey
Dean - Faculty of Design and Arts, Free University of Bozen - Bolzano

Introduction and Opening of the Panel LUCA MARCHETTI
“From the Object to the Invisible: towards Experience Design”

11 a.m.
 Hans Höger: “ Invisible Eloquence”

11:45 a.m.
Cynthia Hathaway: “ Designs of Experience as Co-Creative”

12:30 a.m. – 02:00 p.m.
 Lunch Break

02:00 p.m.
Marco Bevolo: “From New Awareness to Digital Relationships”

02:45 p.m.
Françoise Bonnetin-Sackrider: “The Experiential Model Applied to Luxury Goods Retailing”

03:30 p.m.
Alessandro Valli: “Towards Natural Interaction”

04:15 p.m. – 06:00 p.m.
Round Table 
 
      

PROFILES

Luca Marchetti director of mosign

Semiotician, he works as brand consultant, independent curator and professor. Since 2003 he directs mosign, relating to research on design and fashion as cultural interfaces. Teacher of Applied Semiotics at CELSA (La Sorbonne, Paris), Fashion Sociology at European Superior Institute for Fashion (Paris), he regularly contributes to the courses of the Institut Français de la Mode and several training projects for L'Oréal Produits de Luxe, Dior Parfums... He is a contributor for various magazines such as Vogue Italia , Casa Vogue and Form . In 2000 he co-founded the trimonthly it magazine, on consumerism culture.

Hans Höger : Professor at the Faculty of Design and Art (Free University of Bozen, I)

Associate Professor for Theory and History of Design and Communication at the Free University of Bozen - Bolzano. He studied art history, cultural anthropology, romance philology and empirical cultural sciences at the Universities of Bonn, Perugia, Tübingen and Quimper. He gained his Ph.D. with a thesis on “Method and continuity in the work of Ettore Sottsass jr.”. From 1992 to 1996 he was Director of the German Design Council (Frankfurt). In the following two years, after moving to Milan, he worked as consultant for Michele De Lucchi (with responsibilities for the key areas of Cultural Research, Corporate Communication and Design Concept). Other companies and institutions he worked for (as consultant) are Siemens, Airport Cologne, Bayerische Rückversicherung, Olivetti, Munich Re Italia. Contract and visitor professorships at Bocconi University (Milan), City College of New York, École Nationale des Beaux Arts (Lyon), Academy of Fine Arts (Saarbrücken), University of Applied Sciences (Würzburg), Hochschule für Kunst und Gestaltung (Zürich). Download article in PDF format.

Cynthia Hathaway : Artistic Director of the Master's course Fun Lab, at the Design Academy Eindhoven (NL)

Cynthia Hathaway is a freelance Designer and Educator, born in Canada, but trained in The Netherlands with an Undergraduate Degree in Architectural Design from AKI,The Netherlands and a Masters in Industrial Design from the Design Academy Eindhoven. She is Director of Hathaway Designs based in Amsterdam, with a rooster of clients such as Kessels Kramer, Calvin Klein, DSM, Bavaria, Carrefour and Droog Design. Hathaway's Product Designs can be found in both the design collections of Droog Design Amsterdam, and the Smithsonian Cooper Hewitt Design Museum in New York. She has been active in the furniture fair circuit with work shown in both the ICFF of NYC, Milan and Tokyo. Hathaway is also a creative consultant for advertising and communications companies such as Organic, Inc. of North America and DesignLab of Bangkok. Hathaway is Artistic Director of the Master's course FunLab, at the Design Academy Eindhoven, a course that specializes in Designs of Experience. Download article in PDF format.

Marco Bevolo : Design Director, Philips Design (Eindhoven, NL)

Marco Bevolo is Design Director at Philips Design. He has worked since 1999 on the set up and launch of Philips Design trend programs investigating culture, aesthetics and design at global and regional level. He works in the areas of communication trends, cultural studies and media relations. Marco Bevolo has had work published in the Italian “Nuova Enciclopedia della Comunicazione”, as well as Research World , Flash Art and Design Management Review . He was interviewed on cultural trends and branding by ViewPoint , Der Spiegel and Marketing Tijdschrift . He lectured at the Temasek Polytechnic of Singapore, at the Art Center College of Design in Pasadena, and at the University of Leeds. As well as representing Philips Design in relations to major print and broadcast media, he has been regularly invited at ESOMAR, ENG and DMI events. He serves as an advisory board member of the Istituto Internazionale Studi sul Futurismo of Milan. Download article in PDF format.

Françoise Bonnetin-Sackrider : Head of the Postgraduate Program in Fashion and Design Management, Institut Français de la Mode (Paris, F).

Holder of a Master in Research in Marketing, Françoise Sackrider is the Head of the Postgraduate Program in Fashion and Design Management at the Institut Français de la Mode in Paris. She is also a Professor of Marketing with current research focused on the retail sector in fashion. Françoise Sackrider has performed numerous market studies on apparel consumption and retailing for European fashion companies and is a co-author of "Lèche Vitrine: le merchandising visuel dans la mode" (IFM-Regard). Download article in PDF format.

Alessandro Valli : Natural Interaction (Florence, I)

Alessandro Valli is an engineer, with a PhD on human-computer interaction from University of Florence, Italy. His work, both as a associate researcher and a professional, is about designing innovative interfaces for public spaces, based on large visualizations and unobtrusive sensing (infrared band computer vision, radio frequency identification technology) for Telecom Italia Lab, Interaction Design Institute Ivrea, Provincia di Firenze, Studio Azzurro… Among his recent publications: C. Colombo, A. Del Bimbo and A. Valli, "Visual capture and understanding of hand pointing actions in a 3D environment", IEEE Transactions on Systems, Man, and Cybernetics , Part B: Cybernetics, 33(4):677-686, IEEE 2003. Natural Interaction is his personal brand since 2002. Download article in PDF format.

THANKS TO:

Anomos France, Anna Bernagozzi, Li Edelkoort, Philip Fimmano, Patrick Jouin, Guido Musante, Suzanne Piët, Véronique Schilling, Andrea Tosi.

Download the invitation in pdf format
(art by Philip Heinlein, Bolzano)

Experience Design is a project by ANOMOS / mosign

Curated by LUCA MARCHETTI and EMANUELE QUINZ
In collaboration with the Faculty of Design and Art, Free University of Bozen - Bolzano
 
With the support of:

Ufficio Cultura della Provincia Autonoma di Bolzano
Assessorato alla Cultura del Comune di Bolzano
Fondazione Cassa di Risparmio di Bolzano.