SYNOPSIS

The Italian quality, in itself, is the embrace and celebration of the traits that make us human while shading a light on what it means, to be Italian.

IT IS WHY, UNDENIABLY, A N I TALIAN DESIGN ATTRACTS AND SPEAKS TO EVERYONE. THERE IS A HIDDEN DIALOGUE IN THE FORMS, PLANTED IN THE MAKING OF THE DESIGN THAT CAN REACH OUT TO ANYONE. 

The audience, regardless of their own culture; interacts with the design as a source of curiosity, humor and
accessible connection. As Plato states, quality is “something that describes persistent characteristics
of our reality that exists in and by itself, that are not reducible to something else.”  The Italian quality is the core of what makes an essence, the extension
of the Italian truth and culture, the irreplaceable ingredient being the Italian design process. 

the ITALIAN WAY IS PROVEN TO HAVE BEEN REVOLUTIONNARY AND A PIONEERING DESIGN LANGUAGE.

Italian quality is the radiation of a memory immune to time’s forgettable effect, the result of an equation of matter and energy that thrives thanks to the liberty of its design culture and genuine fondness, towards its own heritage.

A Made in Italy design succeeds because it displays and communicates the complexity of what make us human,
in a yet extremely smooth and simple flow. It is a transitional geniosity between what's intangible, to the tangible. There is a sentimental and emotional presence, that is excellently merged with aesthetics and functionality: it what makes Italian Design fundamentally powerful, and iconic.


























ITALIAN DESIGN DAY



                                                                                                              Vivere all’italiana 
The motto which aims to support Italy’s culture and its national production system through an integrated action involving culture, economy, language and design



aApril 2021
Studio PARADIGM
My role

Conceptual Art Direction
Spatial Identity



A wholesome night that brought forward the significant character and value of Italian Design through furniture design,  on the occasion of Italian Design Day - In Cairo, Maneterly Palace. 










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