The New Italian Design 2.0

Exhibition  /  08 Feb 2013  -  05 May 2013
Published: 13.02.2013
Alhondiga Bilbao

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Triennale Design Museum presents The New Italian Design 2.0 exhibition, an overview on contemporary Italian design that explains and describes the transition of the movement and its links with economic, political, technology changes that occurred over the century.
Triennale Design Museum presents The New Italian Design 2.0 exhibition, which will be hosted by Alhóndiga Bilbao, between 8 February and 5 May 2013: an overview on contemporary Italian design that explains and describes the transition of the movement and its links with economic, political, technology changes that occurred over the century.

Triennale Design Museum, the first museum devoted to the Italian design movement, is directed by Silvana Annicchiarico, and has organized this exhibition to analyze, value and promote the new Italian creativity.

The exhibition presents the results of the survey New Italian Design carried out by the Triennale di Milano in April 2006 and updated to the first decade of the new Century. The survey was aimed at designers acting as designers, art-directors, consultants, service, communication and promotion organizers for the environment and for processes.

It was open to anyone of Italian nationality who was actively involved in research, experimentation, concept creation. Intended to be a sign of recognition, a census, and a representation of young Italian designers on a national scale, it was based on the idea that the passage from the XX to the XXI century was not characterized by new stylistic tendencies in the design field, but rather a substantial change in the role of the profession. Roughly 600 designers entered the data bank, 140 of which were invited. The others presented themselves as candidates. The selection committee was headed by Andrea Branzi and Silvana Annicchiarico, with Alba Cappellieri, Arturo Dell’Acqua Bellavitis, Carmelo Di Bartolo, Anna Gili, Cristina Morozzi, Stefano Maffei, Mario Piazza.

The exhibition is comprised of 282 projects, 165 of which deal with product design issues, 30 are graphics, 54 are focussed on the body and decorative objects such as jewels, bags and accessories, 14 are pure research projects, 14 are on food design while 5 are on interior design.

Thanks to the analysis of both the survey and the exhibition, the state of the art of design has become visible. It is a phenomenon with its own characteristics, independent of the great tradition of the Masters of Italian design.


All over the world, design has become one of the main areas of economic growth. Its role is no longer simply to solve esthetic problems, but to invent new products, new markets and new economies. Design is becoming a “mass profession”. It has become the object of growing attention by more and more universities, schools and professionals throughout Europe, Japan, the United States, India, China, Korea and the rest of the industrial and developing world.

The exhibition does not apply the analytical categories valid for XXth century design to these new scenarios. This is why advisors, companies, institutions, Masters, researchers, schools, universities and training centers have been involved, as well as the self-presented designers themselves. Today, young designers not only deal with product design: the professional figure now is part art-director, part strategic consultant, part communicator, part promoter, part researcher.

A panorama of young designers, who create processes more than products, has come to light. They are not the heirs of the Masters who created functional and definitive finished products. Nowadays designers don’t respond to precise industrial requests. Designing has become a spontaneous activity, aimed at affirming one’s own capacity to create things that are original and different, be they products, companies, services, information. The scene that emerges is rich and diverse; it starts from furniture design and touches upon new forms of communication, from food to web design, from fashion to textile design, from jewel design to graphic and multimedia all the way to interior design and object design.
The exhibited works range from self produced prototypes to large-series products, from works of art to merely industrial artefacts. Many of the involved designers are already well established at international level and are employed for important companies in the industry.


Works by:
Massimiliano Adami, Adrianodesign, Massimiliano and Raffaele Alajmo, Amaterasu, Dodo Arslan, Stefano Asili, Enrico Azzimonti, Loretta Baiocchi, Alessandra Baldereschi, Thomas Berloffa, Alessandro Biamonti, Giorgio Biscaro, Denise Bonapace, Max Bònoli, Mattia Cielo, Massimo Bottura, Alessandro Busana, Pier Bussetti, Elio Caccavale, Brunella Caccaviello, Fabio Cammarata, Moreno Cedroni, Cristina Chiappini, Mariavera Chiari, Alessandro Ciffo, CLS Architetti, Silvia Cogo, Maya Cohen, Margherita Colleoni, Carlo Contin, Luisa Lorenza Corna, Francesca Corradini, Giovanni Corvaja, Antonio Cos, Simona Costanzo, Carlo Cracco, Manuel Dall'Olio, Carlo Dameno, Lorenzo Damiani, Domenico De Palo, Marco De Santi, Deego, Deepdesign, Carmine Deganello, Design trip, Leonardo Di Renzo, David Lorenzo Dolcini, Dotdotdot, Elitradesign, ESTERNI, Massimo Fenati, Odoardo Fioravanti, Gionata Gatto, Lorenzo Gecchelin, Antonio Giancontieri, Ilaria Gibertini, Roberto Giolito, Cristiana Giopato, Monica Graffeo, Diego Grandi, Gruppo EXP, Gumdesign, HABITSmln, Giulio Iacchetti, Interaction Design Lab, Brunno Jahara, Jekyll & Hyde, JoeVelluto, Lagranja, Marco Lambri, Francesca Lanzavecchia and Hunn Wai, Ettore Lariani, Leftloft, Pierpaolo Lenoci, Emilio S. Leo, LLDesign, Loredana Longo, Concetta Lorenzo, Stefania Lucchetta, M+A+P Designstudio, Emanuele Magini, Marchetti Stefano, Ilaria Marelli, Miriam Mirri, Bruno Morello, Federica Moretti, Chiara Moreschi, Marco Morosini, N!03 Studio ennezerotre, Narcisiva, Luca Nichetto, Davide Oldani, OPOS, Pietro Palladino, Lorenzo Palmeri, Paolucci & Statera, Daniele Papuli, Generoso Parmegiani, Donata Paruccini, Daniele and Vittorio Passaro, Alessandro Pedretti, Edoardo Perri, Gabriele Pezzini, Piano Design, Sylvia Pichler, Pierandrei Associati, Albert Pinggera, Edoardo Pitton, Angela Ponzini, Aldo Presta, Matteo Ragni, Angelo Ricchiuti, Risonanze Creative, RND_LAB, Lucia Roscini/ZUP assoc. Design, Andrea Ruschetti, Jacqueline Ryan, Fabrizio Schiavi, Luca Schieppati, Gianmaria Sforza, Brian Sironi, Leonardo Sonnoli, Studio FM Milano, Studio Ghigos, Studiocharlie, Studio X Design Group, Stefano Tonti, Marco Tortoioli Ricci, Total Tool, Barbara Uderzo, Paolo Ulian, Vittorio Venezia, Davide Vercelli, Annamaria Zanella, Marco Zavagno, Zetalab, Marco Zito, ZPZ Partners.