Alessandro Carelli some works: 2008 - 2012
2008
2009
2010
2011
2012
2013
Product
Project
Alessandro Carelli some works: 2008 - 2012
Thanks for reading alessandro.carelli.design@gmail. com @inf_overload skype: alessandrocarelli
Who I am I am a designer graduated in Service Design at the Politecnico di Milano in July 2012. I have been working as a consultant in the Product, Interior and Exhibit Design since 2008. While studying at university I developed a strong passion for service design and strategic design. That passion has seen me acquire many skills covering all the disciplines of design (product design, communication design, interior design, service design) through my studies and work experiences. The design vision that I inherited during my studies, which was consolidated by my natural curiosity, has always favored the in-depth knowledge of the context of the project in order to capture the complexity inherent in any environment. This way, in my opinion, the project is a process of simplification which aims to reduce the complexity of the external environment, so that the user, the company, entity or whoever provides it, they all can make the most of it. I acquired the classical approaches of service design, which overlooks the complexity of the outside world for macro cluster (e.g. mobility, leisure, learning, food, etc...). From this point of view, every output of the project comes from the understanding of its cluster of reference. My goal is to help companies during all stages from initial research (problem setting), to the identification of the project’s objectives (problem solving), to reach the concrete realization of the product, which can take as many forms as the skills of the team is entrusted with.�
What I did during last mounths (my most recent works) I came back to Milan in April 2013, after spending three months in the UK to start a new collaboration with dotdotdot, a Milan-based design agency focused on interaction and exhibit design. I was principally involved in the concept development of new projects such as “The Hand” for the new Science Museum located in Trento, “The Little Diaries Museum” for the Fondazione archivio diaristico nazionale onlus and many others projects still under development. My activities in dotdotdot concerned the role of exhibit and interaction designer. My mantions included research phase, the development of the concept for both exhibit infrastructures and interactive experiences, and the design of the presentation documents for the customers. As an interaction designer I also check the availabilities of technologies in order to define the feasability of interactives elements I have proposed. Meanwhile I was involved in the development of the first Milan’s Makers Space and I took part in several design contests such as the design of the retail format for Ambasciata di Sardegna.
Service / research
Project
“The Hand�, MUSE (Trento, Italy) Client: dotdotdot | 2013 for more informations | www.dotdotdot.it/en/?p=602
The Hand is an interactive exhibition about the central role of the human hand during the homination process, held at the new museum of science (MUSE) Trento, Italy. The exhibition is formed of 5 big exposition platforms that resemble the shape of human fingers. On the top of each finger-platform many exhibition objects and interactive installations were placed. My role in this project was concerned with the development of the exhibition concept, which included both the design of the phisical exhibition platforms and the interactive installations, in collaboration with the dotdotdot team.
Ambasciata di Sardegna Retail Store Contest | Ambasciata di Sardegna | 2013 in collaboration with | Simone Boiocchi, Stefano Rengucci
The exhibition environment is designed so as to contain in its interior a multiplicity of narratives and points of view, which include general information about the region and its products. Inside the shop, the presence of several possible narratives is suggested by the ergonomy of the communication panel which are hosted inside the perimeter shelving in order to break the linearity of the exposition. The communication panels involve the user in a prospective game: the angle occludes the view of one of the two sides, depending on its position in space. For example when the user is looking from the entrance towards the bottom of the store, he will see the Sardinia’s infographics, instead positioned on the opposite side, he will read the product’s information. The communication project’s soul consists in five infographics (for the 60 mq store), inspired by likewise number of general interest themes always refer to Sardinia, such as population, tourism, environment, gastronomic production, sea’s fauna *. The infographics are not a mere decorations: they represent real data through an accurate composition of physical artifacts collected within the double bottom of the communication panel, and protected by a glass plate with 2D graphics on the surface. The infographics project is therefore three-dimensional interfaces where the data, or the set of data to be displayed, takes shape through a particular composition made by traditional craftsmanship objects. The infographics panel also triggered a short circuit between container and content, between forms and values that we want to preserve both, but to which we are ready to give new not nostalgic meanings. The design-concept activity has been carried out on the basis of the customer’s experience map. To do this, I have mapped the user’s shop experience inside a typologically similar commercial environment . Through the customer experience map we have detected the presence of some criticality related to the experience of purchase. Problems that can only be solved including the design of the experience during the design activity.
Tasting Area Detail of the tasting table
Tourism Area Detail of interactive tourism column
Fresh food Area Detail of the fresh food bank and delicatessen area
Self-standing Exhibit Detail of the self-standing exhibition corner
Service / research
The little diaries Project museum Client: dotdotdot | 2013
for more informations | www.dotdotdot.it/en/?p=608
Piave Santo Stefano is also known as the city of the diaries since Fondazione Archivio Diaristico Nazionale started his own national archive. For this project I helped dotdotdot to develop the concept of the permanent installation annexed to the diaries archive. It is based on interactive archive wall drawers that allow people to listen to and browse stories, which are based on the tales guarded in the original diaries of the foundation.
Wired Next Fest Client: dotdotdot | 2013 for more informations | http://www.dotdotdot.it/en/?p=595
On June 2013 the Italian edition of Wired organized his first innovation festival in Milan. Dotdotdot was commissioned to design the whole of the exhibition that took place in Indro Montanelli Garden for three days. I arrived in dotdotdot when this project was already in advanced development phase, so my contribution was principally the design of the last outdoor communication elements and making the final visualizations.
Index
Some works
Service / Research Microfactory Everywhere - Master Degree project / One story per day / OHER Open Hardware Educational Resource /
UX / Interaction Wikipedia meets Open Educational Resource (OER) / Franklyn and Marshall onsite digital strategy
Communication Kentstrapper branding
Architecture / interiors Aspire tower Qatar / Fairmount Hotel Dubau / Villa Regina Museum / Old Port Doha Hotel / Alice Castello residencial home / Renovation V.le Tunisia
Exhibit The Hand 2013 / The little diaries museum 2013 / Wired Next Fest 2013 / EuroMilano 2012 / SNAI Fieracavalli Verona Booth // Björn Borg Bread and Butter 2010-’12 / SAECO Fuorisalone 2011
Retail Ambasciata di Sardegna 2013 / Piquadro’s flagship store C.so Buenos Aires, Mi 2012 / Wind’s new Flagship Store concept / Piquadro standard format
Product Welfare, undergraduate thesis’ project / Witamine citrus juicer concept
Service / research W
e live in a complex world in constant demand for simplification. It is then necessary to respond with an offer whose value comes from understanding, and not by the reduction of the context of use. The vision of the service design that I learnt during the years of my training takes the same path of simplification and understanding of the complexity: it favours a multidisciplinary approach to design in order to generate solutions in which the material and immaterial dimensions are complementary. The project then takes a systemic and complex nature. it includes the knowledge of users during the design process and generates solutions evaluated in terms of service experience, interaction and user involvement.
Ouroboros Designboom competition | National Funeral Directors Association (NFDA) | 2013 in collaboration with | Simone Boiocchi
The theme of environmental sustainability of human activities has historically been introduced to the public through the practice of small communities of in- dividuals able to generate cultural practice alternatives. This same trend can be seen in the search for sustainability in funerary practices. For instance, the adoption of new technologies yielding to sustainable final treatment of the body, such as the transformation of the body into compost, is directly related to the society’s ability to generate meaning and acceptance in re- spect of burial practices that deviate significantly from the tradition How to design to ease the understanding and collective construction of new sustainable practices? The idea of the incessant action of transformations and redefinitions of cultural practices can be exemplified using the imaginary Ouroboros, a mythical animal that eats its own tail suggesting the idea of something constantly re-creating it- self. With this suggestion in mind, we reflected on the need to design a flexible tool for mapping, disseminate and restore through a dynamic and easy to use repre- sentation, the transformations taking place in funeral rituals, practice of comme- moration, with the aim to accelerate and facilitate the process of collective construction of meaning around funerary sustainable practices. Therefore, the project involves a platform filtering and organising the informa- tion conveyed via the Twitter hashtag #ouroboros. The hashtag thus becomes the reference for mapping, transmitting and sharing the process of collective con- struction of new cultural practices. Photos, videos, personal thoughts and other content in digital form are aggregated through Ouroboros in a dynamic tag cloud: a manifestation of how the search for funerary practices can generate shared su- stainable cultural practices. Ouroboros also acts as a digital memory space: it facilitates the aggregation of messages of condolence spread online through social networks, which is a more and more widely accepted practice among social media, despite being largely un- derestimated by the operators of social media.
Service / research
Project
Microfactory Everywhere - Master Degree project Politecnico di Milano | 2012
This research, which was also my Master Degree thesis project, arised from the desire to investigate critically the effects and changes in the manufacturing sector connected with advanced economies, in relation to the availability of new tools for digital production. The wave of “democratization” that hit these instruments - until recently, generally relegated to specialized companies only - has made digital production attractive even to tiny and micro companies, contributing, at the same time, to the birth of some new manufacturing start-up. From the connection between analogical and digital arised, therefore, the microfactories, a molecular entity which is the basis for the construction of a brand new local production. This scenario could more properly be called “urban manufacturing”, given the ability of companies to establish within the urban setting, the source of two important advantages: the culture giving birth to their products and the proximity to their users. Right now I am involved in the development of design-guideline in order to facilitate the set-up of new manufacturing start-up.
One story per day client: Politecnico di Milano | 2012
USAG is aimed at children between 4-10 years, with the purpose of promoting healthy eating behaviour. For this project, I have associated a ludic component to the concept of everyday life. Every day, through the web platform, a child can listen to a story and, to simplify the experience, visualise the main character of the story directly over his/her apple through augmented reality.
OHER - Open Hardware Educational Resource 2012
The objective of the project is to promote the potential of open hardware as a tool for learning, in order to renew the teaching protocol for workshops in public schools. it is particularly aimed to the teaching of technical and scientific subjects. Today, workshops can benefit from the practices of sharing knowledge on the internet, through the use of open source hardware. The availability of not copyrighted hardware makes experimenting with new tools attractive, even from an economical standpoint. It promotes new educational activities, which may result in new methodologies. To this purpose, the online platform enables free sharing of open educational resources, based on the use of open source hardware.
01 Digital contents
02 Video tutorials
03 Tutorials
04 Blueprints
Concept Web platform
01 02
03
04
Interaction L
iving in a service society involves a continuous interaction with information. A few decades ago, a line separated digital material, real and virtual. However, the line has thinned to fade into the background, and now we witness the spread of computers on many of the objects that are part of our daily lives. From new portable devices to clothing (wearable computing), through new systems of gestural interaction (haptic interface), the challenge for design is to simplify and increase the possibility of communication between people through technology.
Wikipedia meets OER 2012
The project involved an application of e-Learning for tablet, based on the concept of “meaningful learning” in order to use Wikipedia as a platform of e-Learning. “Meaningful learning” involves teaching through active participation of the students through collaborative conceptual maps. In this project the wikipedia items are organised in visual and interactive objects, connected together in such a way so that it is easy to create conceptual maps.
Concept mindmap Civiltà babilonese L'inizio della civiltà babilonese è collocabile all'inizio del II millennio a.C., quando al predominio sumero nell'area della città di Babilonia si sostituì quello degli Amorrei. Primo impero Babilon..
Sumuabun diede inizio alla prima dinastia babilonese che governò il nuovo stato, con capitale Babele.
Dominazione cassita
Edit
Medio regno
La legge babilonese
Gerarchia sociale
Dominazione assira
L’impero neo-babilonese
Timeline mindmap
01 03
02
04
01 Chronologically determined historical event
02 Element or concept indirectly related to temporal development.
03 Principal connection determining the temporal development of elements.
04 Secondary connection.
Franklyn and Marshall on-site digital strategy Client: Media Engine | 2012
For the new flagship store of the famous clothing brand Franklin and Marshall I have been asked to rethink in depth user experience in their store. By focusing on the goal of integrating and converging the user experience online and on site, my job, in collaboration with the Milan agency Media Engine, was to produce a scenario project aimed to identify the correct positioning of the future system-retail store. In addition, for each of the two scenarios identified, I have developed a system of interaction consisting of a wide range of communication elements (from touchpoints inside the store to applications for mobile devices) in order to cover the different moments (before, during, and after purchase) where user and brand are, or may come into contact.
Messa in scena
Messa in scena
room1
Coinvolgimento
Display
Coinvolgimento
Display
room2
Social
Social
Scenario A
Scenario B
X= Store Exp. | Y= Online Exp.
X= Store Exp. | Y= Online Exp.
Doors Scenatio A
Ticket Scenario B
Rooms Scenario A iPad
room1
room2
Display Scenario B
4:20 PM
Communication M
y passion for communication has been one of the main drives that led me to become a professional designer. I have a natural inclination to communication, and I love to find a way to make an effective concept. I am also convinced that the activity of communicating is cross-cutting across all disciplines. Therefore, design and communication are two complementary activities regardless of the project (product, service, product-service, etc.).. That is why in my work communication is always an integral and inalienable components, and the research of expressiveness is an indispensable and rewarding part of my work as a designer.
Kentstrapper branding Client: Kentstrapper | 2012
KS is a young start-up Italian in Italy that designs and manufactures 3D printers open source. In recent years, Italy has witnessed the spread of the Maker movement and the flourishing of initiatives dedicated to this phenomenon, for which KS was often invited to speak. My consulting activities focused on various aspects of communication of the KS start up, the construction of the brand experience, to the organization and preparation of speech ( including the speech for 2012 edition of TEDx Lake Como).
Architecture / interiors A
t the conclusion of my undergraduate degree, I worked as a designer and consultant for various architectural firms and design agencies located in Milan, collaborating in many projects. The experience and skills I have gained insofar range from concept development to production of visualizations.
Architecture / Interior
Project
Aspire Tower Qatar Client: Karim Azzabi Architects | 2010
The Aspire tower, known also as Torch Tower, is a skyscraper of about 300sqm located in Doha, Qatar, in Doha Doha Sports City complex, and built during the XV Asian Games hosted in Qatar in December 2006. In 2007 the architectural firm Karim Azzabi Architects (KAA) was awarded the contract for the refurbishment of the interior. I took part in the project from 2008 to its conclusion in 2010.
Architecture / Interior
Project
Fairmount Hotel Dubai Client: Karim Azzabi Architects | 2011
In 2011 I worked with the KAA studio for the redesign of the interior of the famous chain of Fairmont luxury hotel, situated in Dubai.
Architecture / Interior
Project
Villa Regina Museum Torino Client: Karim Azzabi Architects | 2011
In 2010 KAA studio obtained a contract for the construction of a building in the airport area of Turin, previously occupied by the Palazzo Chiablese building. The project had the dual objective of equipping the building with public services and housing, as well as mending the architectural and environmental wound on the north side of the property.
Architecture / Interior
Project
Old Port Doha Hotel Client: Karim Azzabi Architects | 2010
The project involved the construction of a new tourist district in the old port city of Doha, Qatar. The project’s realisation was inspired by the geometries drawn by the overlap of the living quarters in the medinas.
Architecture / Interior
Project
Alice Castello Residencial home,Vercelli Client: Karim Azzabi Architects | 2009
Concept for the construction of a new residential district in the city of Vercelli (Italy).
Architecture / Interiors
Project
Renovation V.le Tunisia Client: Karim Azzabi Architects | 2010
Project for the renovation of the entrance on the ground floor and reception area on the first floor of the residential building located in Viale Tunisia 50, Milan, in collaboration with the study Beonio Brocchieri Merzagora & Associates Architects.
Exhibit I
began my work as a consultant for the design and construction of stands for many national and international exhibitions, collaborating with different studies in Milan. The experience gained in this field made me able to process and independently manage the entire design process: my skills in this regard range from design and concept visualization, supervision of installation during construction, to the organization and management of suppliers.
Exhibit
Project
Euromilano Client: Designnetwork | 2012
SNAI Fieracavalli Verona Booth Client: Designnetwork | 2010
The Horse Fair is an exhibition that annually hosts the Italian companies active in the field. Among these SNAI, a company active in the management of bets and competitions tips, used the event to announce a preview of new services to a specialized audience. The study Designnetwork, with whom I worked for several years, has worked on several editions of exhibition stands for SNAI.
Exhibit
Project
Bjรถrn Borg Bread and Butter Client: Karim JKR Poduction | 2011/2012
Bread and Butter is the annual exhibition event hosted in Berlin, for which the study JKR Milan, with whom I have collaborated several times, looks after the exhibition design of the famous Swedish brand of underwear BB.
Aligroup Client: Designnetwork | 2011
SAECO Fuorisalone Client: Designnetwork | 2011
For the 2011 edition of the Salone del Mobile, SAECO commissioned the study Designnetwork the preparation for the celebration of the 150th anniversary of the unification of Italy. The exhibition included the provision of a number of exhibition showcases two meters long, filled with shards of coffee cups. Each casket was representative of a decade, and served as a backdrop for the antique car selected for the exhibition. Each showcase The construction was completed by different contents archive taken from classical Italian film and television repertoire.
Retail D
espite the continued growth of e-commerce market, the retail stores are the heart of the commercial strategy of the brand, for their ability to serve the local community and transmit the user’s experience of the brand to its fullest extent. During my professional career I had the opportunity to take part in various projects, gaining experience through practice in both design and operational phases: from the creation of the concept to the supervision of the implementation.
Retail
Project
Piquadro’s flagship store C.so Buenos Aires, Mi Client: Designnetwork | 2012
Opened in 2012 and located along one of the main shopping street in Milan, Piquadro store, with an area of over 100 sq m. is one of the largest Piquadro singlebrand stores in Italy. The project takes the geometry and arrangement of space that for years have characterized stores Piquadro while introducing new elements for the display of products. The major innovation compared to the traditional retail outlets of the company concerned, in particular, the introduction of new materials and finishes, such as wood essence that holds the trim panels.
Retail
Project
Wind’s new Flagship Store concept Client: Designnetwork | 2012
In 2012 I worked with the DN studio in Milan for the construction of the new format for Wind’s retail flagship store and corner shop ‘n’ shop. The contract involved the creation of a commercial format that would be able to promote the new business strategy and its re-positioning in the domestic market.
Retail
Project
Piquadro standard format Client: Designnetwork
Product D
uring the years studying product design at the Politecnico di Milano, I was confronted with various issues related to the design of the product and, in particular, furniture products. During my professional career I have had the opportunity to develop design skills that allowed me to work in all aspects of the product-system, such as the functional, physical, technical, aesthetic and formal communication, all determining the quality aspects related to product use and products’ technological and productive possibilities. This body of knowledge, established through practice, is now the basis of my professional career.
Product
Project
Welfare, undergraduate thesis’ project Politecnico di Milano | 2008
Welfare is a prototype of a stand-alone module-cuisine inspired by Solaris, a free-standing kitchen module designed by Pietro Arosio for Ernestomeda. The project stems from the desire to find new solutions to the problem of optimization of space, often very small, in modern homes. Welfare has been developed during my final year undergraduate project, for the degree in Product Design at the Politecnico di Milano University. The project was undertaken in collaboration with Valcucine, an Italian company leader in the kitchen sector.
Product
Project
Witamine citrus juicer concept Client: Designnetwork | 2012
Thank you alessandro.carelli.design@gmail. com @inf_overload