The presentation - shown before the public of the University of Calabria - focuses on the modern concept of design. Its starts from some examples of drawing - "disegno" in Italian - as the traditional tool of projecting through the centuries, i.e. in mediaeval and Renaissance workshop. Examples are Cellini and Bernini. It goes on marking the difference with the modern times, from the Industrial Revolution onward. A strong focus is given to the Bauhaus experience and to Marcel Breuer. A moment of reflection and of the greatest importance is aroused by Walter Benjamin's theory, which is somehow criticized, especially for its total lack of faith in the industrial design and modern means of reproduction. A final case study is given by modern artist, architect and designer Ron Arad.