Innovating trough passion The ability to innovate is the way to ensure the competitiveness. Businesses need innovation and the ability to be proactive. The designer needs, today, to become a figure of a complex system, integrator of functions, connector of roles and skills. School and education can not be intended (and are not more) as containers of knowledge, but spaces where to develop new hypotheses and new qualities, nodes which society and the manufacturing can be connected. Through a series of examples, examining projects of industrial design and research projects, an overview of experiences (Piaggio, BMW, Bugatti, Grcic...) with a common ground: the multidisciplinary approach, and passion as the main driver towards new visions and innovations. From product design to communication, from new markets to new products, old and new myths, old and new design roles. Where the transfer of competencies, different knowledge and technologies becomes the true strength of the project. La capacità di innovare è l'unico modo per garantire competitività. Le imprese hanno bisogno di innovazione. Il designer, oggi, è una figura che opera in un sistema complesso, integratore di funzioni, connettore di ruoli e competenze. La formazione non può essere quindi un contenitore di conoscenza, ma uno spazio in cui tendere a nuove visioni e nuove ipotesi, connessioni attraverso le quali società e impresa possano essere collegate. Attraverso una serie di esempi, progetti di design industriale e di ricerca, designer e progettisti, una panoramica di esperienze (Piaggio, BMW, Bugatti...) accomunati dall'approccio multidisciplinare e dalla passione, motore principale verso nuove visioni e innovazione. Dalla progettazione del prodotto alla comunicazione, da nuovi mercati per nuovi prodotti, vecchi e nuovi miti. Dove il trasferimento di competenze, conoscenze e tecnologie diventa il vero punto di forza del progettare.

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MAXPINUCCI@MBVISION.IT

2. Innovation
Phonetic spelling [ˌinəˈvā sh ən]
noun
1. the action or process of innovating. a
new method, idea, product, etc.
Cambridge Dictionary
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3. VENEZIA 12.04.13
September, 1935

4. VENEZIA 12.04.13
July, 1942 (7 years later)

5. Crea©tivity
Museo
Piaggio,
Pontedera, 2004

6. Customers
Satisfied
Core
Source: Abell D.F. (1980), Defining the business: the starting
point of strategic planning, Englewood Cliffs, N.J.,
Prentice-Hall
Non
Customers
Notsatisfied
Needs
Technology
non core
Innovation
Typology of
customers
Innovation > Out of the Cube…VENEZIA 12.04.13

7. Frederick van Amstel
Designer s role in
a Free Design world
M A R K E T
Innovation > new attitudesVENEZIA 12.04.13

8. Far from the stereotype of a creative genius, pencil
in the pocket, baggy jacket and eyes away. This is
history.
In the twenty-first century the designer is a
connector of skills, professional capable of directing
an orchestra of specialists and a pool of companies
towards an idea, a product, a sign, a moment.
Max Pinucci
Introduction to the International Design Education Award Catalogue, 2009
VENEZIA 12.04.13

9. Design tra
le nuvole
ISIA,
Firenze, 2003
Pegasus
Museo
Piaggio,
Pontedera, 2004
Imaginair
ISIA,
Firenze, 2003

10. Isao Hosoe
Origin: Japan
Studies: Aeronautical Engineer
Profession: designer, stylist
Pegasus
Museo
Piaggio,
Pontedera, 2004Passion
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11. Isao Hosoe
Origin: Japan
Studies: Aeronautical Engineer
Profession: designer, stylist
Pegasus
Museo
Piaggio,
Pontedera, 2004Passion
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12. Pegasus
Museo
Piaggio,
Pontedera, 2004
Marc Newson
Origin: Australia
Studies: Jeweler
Profession: designer, stylistPassion
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13. Pegasus
Museo
Piaggio,
Pontedera, 2004
Marc Newson
Origin: Australia
Studies: Jeweler
Profession: designer, stylistPassion
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14. Passion
Phonetic spelling [/ˈpæʃ.ən/]
noun
1. a very powerful feeling, for example
of sexual attraction, love, hate, anger
or other emotion
2. an extreme interest in or wish for
doing something, such as a hobby,
activity, etc
Cambridge Dictionary
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15. Flying High
Warsaw 12.05.12
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16. "
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M A X P I N U C C I

17. The request of the
Brazilian tycoon
Alberto Santos
Dumont, aviation
pioneer, to can read
the time in flight...
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M A X P I N U C C I

18. Cartier did not try to adapt
the pocket watch to the
wrist, but managed to
design an object where
innovation and
functionality blended
harmoniously, surviving
the changing until today
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19. First the logo
Warsaw 12.05.12
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20. • Fokker Flugzeug Werke
• Fighter
• Empty weight 700 kg
• 6 cylinder engine with
compressor, liquid-
cooled, 185 hp power
• Speed max. 200 kmh
• Ceiling 7.000 meters
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M A X P I N U C C I

21. VENEZIA 12.04.13
M A X P I N U C C I

22. VENEZIA 12.04.13

23. The logo of B.M.W.
was born togheter
with the Company,
in 1917, and arrived
today virtually
unchanged.
The propeller and
its disc, the blue
sky, even now
betrays the
aeronautical
origins of the
Bavarian Company
Design tra le Nuvole - Massimiliano Pinucci, ISIA
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24. I envied skies
Warsaw 12.05.12
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25. VENEZIA 12.04.13
M A X P I N U C C I

26. Ettore Bugatti (1881,
Milano, 1947, Paris) was
an Italian automobile
designer and manufacturer.
M A X P I N U C C I

27. VENEZIA 12.04.13
M A X P I N U C C I

28. VENEZIA 12.04.13

29. VENEZIA 12.04.13
M A X P I N U C C I

30. Designed by the office of
Bugatti Design in Paris in
1938, intended as a racer,
it was a plane incredibly
futuristic with solutions that
are still current.
Two 400hp surcharged
engines, counter-rotating
propellers, the airplane,
designed by Louis de
Monge survived the WWII
and is now on display at
Oshkosh (USA)

32. M A X P I N U C C I

33. Dropping wings
Warsaw 12.05.12
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34. The
Piaggio PC7
was designed
to participate
in the famous
Schneider
Trophy
competition
in 1929
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35. The
Piaggio PC7
was designed
to participate
in the famous
Schneider
Trophy
competition
in 1929
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36. Piaggio P.108

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38. Ing. Corradino D Ascanio

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42. VENEZIA 12.04.13

44. Glass cockpit
Warsaw 12.05.12
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49. CAD VS. REAL
Warsaw 12.05.12
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51. VENEZIA 12.04.13

53. Near the sky
Warsaw 12.05.12
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55. Firenze, 13.09.11 01/ Il
Progetto Idintos
In 2004 I participated in
the design of the
interior of the Pipistrel
Taurus, self-launched
two-seater microlight
15 meter glider
working on the cockpit

56. In 2009/12 the Interior
design and styling for the
high-performance four
seat Pipistrel Panthera
(presented during Aero12
in Friedrichshafen)

59. Achille Castiglioni
Warsaw 12.05.12
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60. Parentesi (1970)
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61. Gaetano Pesce
Warsaw 12.05.12
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62. Up (1969)

63. Bruno Munari
Warsaw 12.05.12
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64. Falkland (1964)

65. De Pas, D Urbino, Lomazzi
Warsaw 12.05.12
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67. Paolo Ulian
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68. VENEZIA 12.04.13

69. Back to roots
Warsaw 12.05.12
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70. Design and
realization of
an innovative
prototype,
based on the
Prandtlplane
configuration,
of a light
seaplane,
with the aim
to create an
aeronautical
pole in
Tuscany.
Back to the
roots...

72. [" ]"

77. VENEZIA 12.04.13

78. Max Pinucci
www.mbvision.it
www.isiadesign.fi.it
maxpinucci@mbvision.it
VENEZIA 12.04.13
Massimiliano Pinucci
Designer since 1987, ranging between the
expressive languages of form, image and
research. CEO of MBVision, he has dealt
with the creative direction in communication,
product design (particularly aircraft interiors)
and research projects. Since 1993, he
conducts courses and seminars in
Academies and Universities both public and
private. In particular, he is professor of
Strategies of Communication and Digital
Media Integration at the ISIA Florence. Board
member of the European League of Institutes
of the Arts, he conceives and coordinates
events and projects
like Fiabesque, Crea@tivity, AIM (Alinari
Image Museum). He has some publications
related to design, research and fiction. In his
free time he is a sport pilot.