Innovative Day - creativity and innovation

Notizie

Monday, 16 March 2009 09:30

On 16th February in Monza the second edition of the “Innovative Day”, an open window to design an innovation took place.

The day’s concept: the relationship between creativity and innovation and Angelo Rondi, cofounder of Umania was invited to the round table to give his contribution.

You can see an abstract of his interview under the links:

http://www.youtube.com/watch?v=peg56nu5VP8
http://www.youtube.com/watch?v=92oJKbsXwts

The interviewer posed Rondi some questions:

Increasingly design requires an attention towards many necessities of ‘Modern Living’. What do you think about it?
When we speak about modern living we often refer to modern shapes, to the use of innovative materials and aesthetical choices in line with current trends.
That is confirmed by surfing on the Internet or browsing specialized magazines and the effect which comes out is a less effective attempt to face the theme ‘modern lifestyles’, which this way can be seen only through aesthetics and design (understood in the most traditional version of the meaning). My point of view and that of Umania, the company I represent and that deals with generating innovation through design and Ergonomics, is instead to change completely the presupposition, to turn over paradigms, putting man at the center of everything and considering design like one of many elements, surely not the only one, to really make man’s life into something unique and unrepeatable, a memorable experience, in line with his real needs. This approach becomes even more necessary in a time like the present one, when waste and superfluous become a new taboo and when pleasure and emotion are still something we cannot renounce.

Three adjectives to define creativity in time of crisis?
First of all creativity must be concrete, so it has to start from concrete data, precise and high quality information, it has to make an effort to move on real needs and has to find solutions which bring not only short term benefits but instead include a wider vision of what could be tomorrow. Secondly it should be a processing creativity, that is methodological, to get to quality ideas, whose you can evaluate the potential of realization and the innovation rate above all in this period of recession. Finally creativity must be multidisciplinary, that is it has to be able to unify the competences coming from different fields and look at what it is and was from a new point of view, so that this way you can find ideas and solutions which answer many questions of tomorrow without any limits at all.