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Copernico Martesana: well-being and business trends.

A dynamic hub where well-being and business trends are well balanced, a flexible, hybrid and multifunctional workplace, core of an urban renovation process. The simple internal design of Copernico Martesana in Milan follows the main trends and needs of the new ways of working, like the biophilic design of the Oxygen Room and the home-feeling given by the Loft Office.

The Copernico Platform for Smart Working is constantly growing; following the successful experiences of Copernico Centrale, ClubHouse Brera , the workplace in Turin, and many others, the 6.500 sqm of the thirteenth Copernico hub in the north-eastern part of Milan.
“With Copernico Martesana we want to put our focus on the wellbeing of each worker becoming, at the same time, actors in the new economic processes that lead to new business opportunity”, Pietro Martani, Copernico’s CEO, says. “We want to anticipate the ever-evolving market and workers needs”.

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Copernico Martesana is designed by the firm Studio DC10, mixing different and connected environments as offices, meeting space, lounge area.

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Interior design is inspired by “genius loci” and the building of the ’70s was transformed in a vibrant environment featured by a cool, industrial design.

The centre of the project is the main cafeteria, a hybrid and informal meeting space, designed together by Bunker, Torricelli Associati and Weltgebraus to foster the culture of communication and interaction.

08-Copernico Martesana-hub-wow-webmagazineStudio DC10 has, also, added two environments completely dedicated to the wellbeing of the people: the Oxygen room, a green area where workers can find some rest form the daily stress,  the Loft Office, a comfortable place giving the sense of home-feeling and cosiness and an Art Gallery.

For the interiors, a neutral and neat design was chosen in order to help communication and to create a homogeneous workplace.
“The innovative system Copernico is made by three dimensions: space, connection, culture“, Pietro Martani concludes. “Copernico Martesana wants to become a benchmark in the area”, transmitting his features to an urban redeveloping area.
Text by Gabriele Masi.

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The IoT needs a critical approach to design.

The Internet of Things is changing the product design, disclosing the need of a critical, open-minded, ahead of its time approach to the object. The workshop Critical design: changing the innovative thinking organized by Arper was an example of a multidisciplinary way of thinking, typical in the history of the italian design, essential to foresee and anticipate the future.

If I had asked people what they wanted, they would have said faster horses.” Quoting Henry Ford, Antonio Boso, Samsung Italia’s Head of Product Innovation, opened his speech at the workshop Critical design: changing the innovative thinking, analyzing the fact that even if we are leaving in a world where the consumer is considered the centre of the economical process, it is still up to the companies to guide and project the future.

However, every company, even a big one, by itself is not enough for this task, because “to foresee the future you need different ways of thinking and points of view”.
Every project needs nowadays an open dialogue, as the arch. Marco Piva underlined, and a fruitful interlocutor can really be the academic world. “Design is going toward a model of business”, professor Francesco Zurlo, coordinator of the Politecnico’s Product Design course, said. “The academic circles are becoming trustworthy observatory of the new trends and of the way of doing business. Today you need a multidisciplinary and “cross-thinking” approach: you can’t just do a lamp, for example: it has to be also soundproof, technological, connected,… We need to change our reality based on categories and compartments”.
Claudio Feltrin, Arper’s president, agreed with the analysis and added: “the italian critical approach to design can really become an asset. It is intuitive, artisanal, entrepreneurial, emotional and polyglot. The critical way of approaching design in fundamental to foresee and anticipate the future, receiving and translating the weak signal coming from the nowadays society”.
Text by Gabriele Masi.
Pictures by Luca Laversa.

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Collision or collaboration? The impact of the Generation Z on the new ways of working.

The ways of working change through generations. With the Generation Z (those currently aged 19 years and younger) entering the working population, there will be 4 different generations in the workplace. An international research by Ricoh Europe shows the importance of innovating the working system to allow this composite working force to fully express its own potential.

There is no doubt that Genenation Z is heading towards a reality crunch and businesses must adapt now. Trying to squeeze employees, particularly Gen Z, into the same traditional ways of working, and forcing them to use the same tools, simply will not work. People are often the biggest differentiator for an organisation and the most successful companies will be those who can empower and engage all generations in their workforce, from the most experienced through to the youngest rising star”. David Mills, Ricoh Europe’s CEO has commented with this words the results of4G Workplace, a research (July 2015) carried out over 3,300 people in 22 different countries, among Europe, Middle East and Africa, underlying the the coexistence of different generation in the workplace as one of the most compelling challenges that companies will have to face in the next years.
Generation Zers are unique. Strongly shaped by their individualistic Generation X parents, hearing stories from their Baby Boomer grandparents and witnessing the errors and successes of Millennials, they constant demand for changing of perspective and workstyle innovations, in a  world where an ever-present stream of innovative technologies, products and processes is the norm.

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Despite the survey has found out that majority of the employees (88%) thinks a composite working force as a benefit, there are several challenges that managers have to face: the 54%, infact, declares that company are struggling to adapt their ways of working to the new generations.
Over a third (35%) of elder employees expect workplace tensions to increase with the arrival of Generation Z into their companies, a generation that tends to see itself as a positive force for change: 65% of respondents are sure they will be able to introduce new ways of working, while the 73% believes that their future employer will cater to their needs (opposed to only 48 per cent of the other three generations.).
These differences are already perceived in the working environment by the 65%.
The clearest contrasts emerged in their respective attitudes, expectations and styles of working. Face-to-face communication at work, while still the most preferred method across every group, is in generational decline. Preference for it drops from 77% among Baby Boomers to 58% among Generation Z.
The Gen Z has higher expectations towards the workplace and different priorities and it is more susceptible to frustration.
Beside the economical point of view, they aim especially to the work-life balance (48%), to the chance of working along with highly valued people (47%), to a flexible working time, with the chance of an advance of career and job security (42%).
Just like the possibilities afforded by digitalisation, the arrival of Gen Zers opens a catalogue of opportunities to all businesses”, Mills concludes. It is up to the companies to find the right ways of working and conditions to capitalise on these opportunities.
Testo di Gabriele Masi.

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Tag Milan Calabiana: a 8500 sqm coworking campus with labs and swimming pool.

Tag Milan Calabiana is Talent Garden‘s coworking campus located in one of the up-and-coming neigbbourhoods of the town, just close to Fondazione Prada. An 8500 m2 space designed by Carlo Ratti Associati for 400 workstations meant for digital professionals. Not just an open space, but also private rooms, labs, training rooms, cafeteria and … a terrace with swimming pool to work outdoors. Not desks, only, but even english and yoga classes.

The space is one of the biggest of its kind in Europe. Talent Garden has invested €1 million in this Coworking meant for the community of digital innovators and it’s the second one in Milano (a third one will be opened in the Sempione district). It is situated in a suburban and mostly industrial estate, 5 stops only from the Duomo Cathedral, and is now one of liveliest city districts.

Davide Dattoli, AD and co-founder of Talent Garden, calls it an “office cloud” that moves its philosophy from square meters to rent to the concept of membership. he quotes ‘’Looking at the high rates of youth unemployment in the entire Europe, it is important for us to support entrepreneurs and help them discover the future methods of working. Now it is the right time to start innovating the workplace culture. This is what we are currently putting all our energy into. Talent Garden Milan – Calabiana campus will duplicate the number of members in the entire Talent Garden network and bridge Italian ecosystem with the rest of Europe.“

The innovative workspace at the heart of Milan was developed in close collaboration with
Carlo Ratti Associati.
To facilitate the meeting of talent, technology and creativity, the historical building – a former printing house, recently transformed in  a fashion showroom by the entrepreneur Marina Salomon – was completely reshaped.
Carlo Ratti, CEO of Carlo Ratti Associati says: “Technology allows us to put the needs of the human ahead of the machine, and this is revolutionizing both the design of workplaces and their social dynamics. Rather than working from home, self-employed professionals favour common areas to share services and ideas. They demand work environments where they are comfortable. This was our vision while designing the interiors of the new Talent Garden branch in Milan. Calabiana is not only about shared offices: it is a laboratory of ideas, a place to establish new partnerships and become part of an international professional network.“
It is a place of innovation and collaboration, offering the entire infrastructure for creative work and idea manufacturing on 8.500 m². Developed according to guidelines of collaborative design and equipped with the latest technology, the campus aims to foster entrepreneurial interaction and growth.
The campus will host 400 professionals, comprised of freelancers, startups, agencies and large corporations. As corporate coworking demand is now increasing, some of the major players like IBM and Cisco will also establish labs with integrated technologies to be closer to the innovation community. Digital Magics, Italy’s largest publicly traded venture incubator, will join the space as well and take lead on campus startup investments.

Workspaces with smart tools for idea manufacturing and integrated digital technologies turn Talent Garden’s new campus into an accelerator for ideas. Kinect Media Walls, robo administrators and an internal digital platform for communication between members – all are designed for an exceptional experience and to facilitate effective collaboration. The program is rounded off by Tag Cafe, an aperitif area, a rooftop terrace with outdoor activities, a swimming pool, a mini cinema, several event spaces with a total capacity of 1,000 persons and a large open space equipped on the activity based office concepts.
Another feature of the Talent Garden Milan – Calabiana campus are corporate labs, arranged in partnership with companies such as Cisco and IBM. With their integrated digital technologies their aim is the fusion between innovative startups and large multinationals in order to foster the growth of the local ecosystem. The offer of the new branch is completed by the TAG Innovation School which is focussed on reshaping traditional education and teaching emerging skills.


Greenbuild EuroMed: the sustainable building construction world in Verona.

The first european edition of Greenbuild Europe & The Mediterranean, the event dedicated to the sustainable building construction world, will take place in Verona (Italy) from the 14th to the 16th of October 2015. The exhibition, with an ample exhibition space and a series of conferences, stands out for the wide offer of training and development sessions, the high level of international speakers and the brilliant networking opportunities.

The Verona Exhibition Centre hosts Greenbuild Europe & The Mediterranean, the first European edition of the world’s largest event dedicated to training and communication for sustainability in the building construction industry. The event will create significant networking opportunities for the companies joining and will bring to Verona the excellence in building materials, industry know how, technology and systems for sustainable constructions.
Organized in collaboration with GBC Italy, USGBC and Informa Exhibitions, GreenBuild EuroMed is part of the Smart Energy Expo (that will be inaugurated by the Verona Efficiency Summit  on the 14th of October), the exhibition dedicated to solutions, products and technologies for the energy efficiency, featuring an innovative format needed by the attending companies to succeed in a market living a radical evolution.
Greenbuild EuroMed’s reduced prize ticket will be available till the 4th of September on the official website.
Text by Gabriele Masi.



That’s why EXPO has been a disappointment: dearth of new “Ways Of Thinking”.

I want to say first of all that I consider EXPO2015 as a well-organized event,  an interesting tour and with pavilions of a good architectural standard (I won’t speak about this, because a lot has already been written). In spite of the catastrophic forecast made by its denigrators, it is showing an excellent image of Italy to the whole world; even the allied activities and jobs it has produced should not be undervalued.
Yet… it left me disappointed. The “funfair” and “agricultural and food” sides  prevail over the noble theme that was supposed to be Expo’s heart and soul. Business prevails over ethics.

Inside the nice containers of the pavilions, you often find superficiality and triviality only; just a few Countries have developed new “Way Of thinking”, innovative concepts, ways of analyzing and conveying the meaning of “Feeding the Planet”.
I found the “binge” of virtual journeys, multimedia shows, experiential paths, special effects, interactivity, screening on mirror walls, not too “nutritive”: a display of exceptional technical skills that doesn’t excite a deep emotion or surprise.
Did I expect too much? Maybe, but in most cases it was like being at DisneyWorld (shows included) to see the screening of  the Tourist Board’s promotional film clips, everything seasoned with plenty of aromatic plants, vertical gardens, souvenir shops, stalls selling crisps, lasagna and hamburgers, which has to do rather with obesity and less with “Energy for Life”
However some strong and targeted messages can be found.
For instance, at the Swiss Pavilion with its four towers filled with water, coffee, apples and salt that visitors, aware that these provisions have to last until the end of EXPO, can eat or drink or take along.  Apples and water had already run out  after a week. The objective is to reflect upon a possible development and responsible consumption and the food supply worldwide (for information, I just took a little box of salt…).
The “Breath” of the Austrian Pavilion, 54 forest trees and 12.000 plants reproducing the micro climate of an Austrian wood: feeding the Planet means first of all to make it breathe.
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Another interesting no-pavilion is the Holland Pavilion, that have emphasized and treated the funfair theme ironically: besides the panoramic wheel, coloured beach umbrellas, comfortable sofas, fake cows and street food, also the Deltawerken project was displayed in a circus tent: creative and innovative solutions to preserve life in a land surrounded by water.

Environmental sustainability, technological innovation and National identity are the concepts underlying the Belgian Pavilion, where scientific and technical discoveries to cope with the food challenge are displayed and tested, like alternative methods of food production, hydroponics, the farming of insects and algae. However visitors seem to be more interested in chocolate, beer and chips made in Belgium, eaten with gusto on some original outdoor furniture.
The most stimulating commercial pavilion is Coop, with the Future Food District designed by Carlo Ratti hinting at a possible future scenario of the retail trade.
I gave up the idea of visiting the pavilions of the Emirates and China, because of the two-hour queue.
I’ll go back to Expo to see them and perhaps my attitude will be less critical.
Editorial by Renata Sias.



Coffice, the “all you can eat” co-working space.

Interpreting the constant changes of the new ways of working, with new spaces that are able to create new experiences.Coffice” is the new social cafè in Milan, a little revolution in the conception of the co-working, where the attention for a genuine food joins an environment designed for working, organizing meetings, events, presentations or just relaxing.

Coffice, the new social cafè of Milan located at Porta Romana’s area, was born to answer the need of new informal working spaces, which are becoming the favourite places for running business and professional relationships or meetings.
That’s why Coffice offers a wide range of services such as unlimited wi-fi, workstations for tablets and laptops, scanners and printers, as well as unlimited coffee and a “all you can eat” buffet of delicious sweet and salted snacks. There are also some break areas with couches and armchairs, where it’s easy to relax, maybe reading a book from the free booksharing shelves.
The fees are also innovative. You don’t pay, infact, what you eat, but you pay the time you stay in: the first hour costs €4 and from the second hour it costs 1,50 every 30 minutes.
Coffice is a place that gives a familiar atmosphere where working and delight can melt togheter, surrounded by a relaxed and essential environment, made in a typical “northen design”.
Not just a co-working bar and restaurant, by the way: Coffice is also a cultural space adaptable for lessons or for vernissages or different kind of expositions, events and presentations.
Text by Gabriele Masi.



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The Dawn of the Great Workplace Era.

The prize-giving ceremony of the Best Companies by Great Place to Work Italia is much more than a social event or a self-celebration. The enthusiasm aroused at the announcement of each company entering the Best Companies’ exclusive circles is the tangible proof of how the Corporate Objectives and Vision are really shared… as well as the evidence that a Great Workplace can achieve the best business results.

At the ceremony, hold last February 17th at Triennale di Milano, attended by the 35 companies nominated out of the 98 who competed for the award, one could feel that sense of belonging, high-trust, pride and camaraderie, which has been much talked about in theory.
Through the job conducted for over 25 years by Great Place to Work, the Best Companies give us a pragmatic proof that all workplaces can get excellent and demonstrate that great workplaces lead to better business results.
On the average, the Best Companies have a 11,49% higher turnover than similar companies not included in the place list, yet there are instances like 7Pixel, that in 2015 has increased by 39% over the previous year!

“The Dawn of the Great Workplace Era” it the title of the research conducted by Great Place to Work around the world. It shows that the world’s best workplaces are getting better. On World’s Best Multinational Workplaces list and on national lists throughout the globe are a kind of vanguard, leading the way into a more hopeful economic epoch.
Here the keywords of the research:

There is increased awareness among company leaders globally of the importance of a high-trust workplace culture. Trust is top of mind for today’s executives worldwide, according to a PwC report last year, which surveyed 1,330 CEOs in 68 countries2.

Evidence is mounting that great workplaces lead to better business results. Higher levels of employee satisfaction corresponded to stock market outperformance in countries with high levels of labor market flexibility.

Y Generation
The Millennial generation is demanding better workplaces. Around the world, the cohort of people in their mid-30s and younger is pushing employers to pay more attention to work-life harmony and social responsibility. Generation Y does not only search for a job, they search for a fulfilling activity that they can be proud of. Topics like health and work-life balance are key in companies that want to be top concerning the quality of their workplace culture.

Employee gratitude
High-trust cultures aren’t just about what management does for employees. They also reflect employee gratitude and reciprocation—especially in difficult times. Although economic downturns can erode workplace cultures, organizations that take care of their employees amid crises can bolster trust. In a number of European countries that have weathered political and economic challenges, employees at great workplaces appreciate their companies more deeply, says Dimitris Ganoudis, general manager of Great Place to Work Greece. When companies keep high standards and good working conditions amid layoffs, salary reductions and benefit cuts in the overall economy, Ganoudis says, “this makes employees more likely to reward the company in return. They are more conscious of the benefits and the treatment they have.”

The emergence of a ‘wellbeing’ movement is nudging organizations to improve their cultures. Levels of stress have risen at organizations globally as companies have asked employees to do more with less and the growing use of mobile devices has led employees to feel pressure to be “always on”. Stanford University Professor Jeffrey Pfeffer has estimated that there are more than 120,000 excess deaths annually in the U.S. alone because of unhealthy work environments—which include features such as little control over one’s work, conflicts between work and family, and job insecurity.
Partly in response to stressful work climates, people have placed more value on physical and mental wellbeing. Great workplaces around the world are embracing this trend. Among the three Trust Index© scores that have risen most among the World’s Best Multinational Workplaces is this statement: “People are encouraged to balance their work life and their personal life.” Backed by research that relaxation and meditation techniques translate into better business results, Italian best workplaces in particular are doing such things as providing yoga classes, mindfulness workshops and emotional intelligence training, says Alessandro Zollo, CEO of Great Place to Work® Italy “Workspaces are changing to allow people to find self-awareness, physical well-being and, most importantly, psychological well-being that puts managers in the condition to make better decisions and employees in general to work without worries and with a smile.”

Once an organization develops a positive workplace culture, that culture tends to continue getting better. This positive, upward spiral owes both to management and employees. They participate to advance the organization and feel greater appreciation for their work setting.

The emergence of technologies such as social media and mobile, personal devices that can easily record images and audio are providing unprecedented transparency into organizations. So is the pressure on organizations by government agencies and non-governmental organizations to disclose information related to labor relations and environmental impact. The result is that the sunlight of transparency is exposing and punishing less- than-great organizations and rewarding good ones.
Text by Great Place to Work Italia.

Italian Best Workplaces/Large Companies:
1. Microsoft Italia, 783 dipendenti, www.microsoft.it
2. FedEx Express,
1226 dipendenti, www.fedex.com
3. EMC Computer Systems Italia SpA,
501 dipendenti, www.emc.com
4. Bricoman,
798 dipendenti, www.bricoman.it
5. Eli Lilly Italia SpA,
991 dipendenti, www.lilly.it
6. IKEA Italia Retail SRL,
5927 dipendenti, www.ikea.it
7. Bottega Veneta Italia,
680 dipendenti, www.bottegaveneta.com
8. Adecco SpA,
1695 dipendenti, www.adecco.it
9. Quintiles,
760 dipendenti, www.quintiles.com
10. Lidl Italia,
10.425 dipendenti, www.lidl.it
11. Markas SRL,
5558 dipendenti, www.markas.it
12. Abbvie,
1227 dipendenti, www.abbvie.it

Italian Best Workplaces/Small and Medium Enterprises
1. Sanofi Pasteur MSD, 81 dipendenti, www.spmsd.it
2. W.L. Gore e Associati SRL,
104 dipendenti, www.gore.com
3. Vetrya,
56 dipendenti, www.vetrya.it
4. Cisco Systems,
376 dipendenti, www.cisco.com
5. Mars Inc. (Mars, Royal Canin),
317 dipendenti, www.mars.it
6. National Instruments,
74 dipendenti www.ni.com
7. Loccioni,
371 dipendenti, www.loccioni.com
8. Coca-Cola Italia SRL,
75 dipendenti, www.coca-colaitalia.it
9. ConTe.it – Admiral Group PLC,
467 dipendenti, www.conte.it
10. Zeta Service,
113 dipendenti, www.zetaservice.com
11. Mellin – Danone Nutricia,
250 dipendenti, www.mellin.it
12. CSL Behring SpA,
51 dipendenti, www.cslbehring.com
13. Volkswagen Financial Services,
334 dipendenti, www.vwfs.it
14. Biogen Idec Italia,
88 dipendenti, www.biogenidec.it
15. SAS,
332 dipendenti, www.sas.com
16. Smith & Nephew SRL,
173 dipendenti, www.smith-nephew.com
17. MBS Consulting,
50 dipendenti, www.mbsconsulting.it
18. Eurac Research,
172 dipendenti, www.eurac.edu
19. Assimoco SpA,
353 dipendenti, www.assimoco.it
20. Aptar Italia,
498 dipendenti, www.aptar.com
21. Monsanto Agricoltura Italia SpA,
128 dipendenti, www.monsanto.it
22. 7Pixel,
90 dipendenti, www.7pixel.it
23. Griesfeld APSP,
134 dipendenti, www.griesfeld.it


How Leaders Value Quality of Life in their organization?

According to a new Sodexo Harris Interactive survey, How Leaders Value Quality of Life in their organization?, 66% of the top managers in corporate, healthcare and educational institutions in developed and emerging countries interviewed say they are totally convinced that improving quality of life is a strategic priority for their institutions. Among Quality of Life Initiative “Physical environment” is included.

The survey is the first study of its kind examining the impact of quality of life as a factor of performance in organizations around the world. Sodexo, working with Harris Interactive, compiled the report over three months from November 2014 to January 2015, drawing on interviews with 780 leading figures in the fields of business, healthcare and education across six countries (Brazil, China, France, India, UK and USA).
“This survey is the first international barometer among key decision makers. It is a unique study in that we did not solicit the point of view of end-users or consumers, as has been done previously, but rather those who take the decisions that influence quality of life in their organizations,” says Delphine Martelli-Banégas, Head of the Corporate Department at Harris Interactive.
“Improving Quality of Life, which is the heart of Sodexo’s mission, is increasingly recognized as a top priority in organizations in developed and developing markets, and it’s just the beginning. The importance of Quality of Life will rise as end-users grow increasingly powerful, with new technologies amplifying consumers’ voices and new generations taking a greater role in the workforce,” says Michel Landel, CEO of Sodexo.
Highlights of the Sodexo Survey:
66% of leaders interviewed said quality of life is already a priority in their organization;
86% said they have already implemented at least three specific quality of life initiatives;
60% of organizations have a dedicated budget for quality of life;
48% have already appointed a dedicated team or officer to oversee quality of life;
57% of leaders interviewed are convinced that quality of life has an important impact on their organization’s performance;
62% of organizations have instituted specific metrics to gauge quality of life’s impact on performance;
65% of leaders believe that improving quality of life will assume greater importance in future, led by healthcare;
(79%) and education (68%) and followed by corporations (50%)

Quality of Life initiatives can be classified according to 6 different dimensions:
Physical environment
Social interactions
Ease and efficiency
Health and nutrition
Personal growth.

Quality of Life: a strong and measurable impact on performance.
91% of the leaders surveyed said they perceived a link between Quality of Life and performance in their organization, with 57% saying they “totally agree” with this idea. This conviction is based on direct experience since 86% of leaders have already implemented at least three Quality of Life initiatives within their organizations.
Improving Quality of Life has diverse impacts on performance: 99% say it has an impact on satisfaction (of employees, patient, and students), 94% on image and reputation, 93% on productivity/efficiency and 88% on business/economic performance.

This is just the start: Quality of Life is seen growing in importance.
The survey also shows that this new management focus is steadily gaining traction throughout the economy as a whole. A full 65% of global business leaders interviewed in the survey forecast that improving the well-being of employees and customers will be a vital consideration in years to come. This shift in attitudes is being driven by the new realities of a changing world. As technological changes put end-users in the driving seat – and the generations that have grown up with this new technology increasingly dominate the labor market – so will the improvement of quality of life become an increasingly important factor in strategic decision-making, leaders say.

Healthcare is leading the way.
The Sodexo study shows that the healthcare sector is ahead in this new approach. With their human-centered businesses, managers from this field lead their peers from the corporate or university world in terms of initiatives to boost quality of life as well as in their dedicated metrics to measure its performance. Among the healthcare leaders interviewed for the survey, 90% said they give a high level of importance of improving quality of life in their organization, compared with 71% in education and 43% in the corporate world. 83% said they have specific metrics measuring the impact of QOL on performance compared to 64% in education and 40% in the corporate sector.
Sodexo’s forthcoming Quality of Life Conference in May 2015 in New York.
Text by Sodexoquality-of-life-office

Incipit: the reinassance workshop of the 3.0 era.

Going back to the idea of a renaissance workshop to create a new way of doing business in the internet era. This was Roberto Hoz and Marta Bernstein’s inspiration when they founded in 2013 Incipit, a Milan-based creative lab and business whose aim is to nurture young talent in the design field, teaching them the art and the craft of beeing a designer. Incipit’s new way of doing business uses the web to run crowdfunding campaigns to involve people personally in the production of the objects and to share with them the process of their creation, from the idea to the distribution.

Incipit is not just a school, it is a real factory, financing itself by producing and distributing its own products through traditional selling channels, such as showrooms or temporary shows, and e-commerce platforms.
Also their production’s quality standards is typically industrial, but at the same time it is inspired by the ancient italian manufacturing tradition.

Since its birth and its official debut in Aprile 2014 at the Design Week of Milan Salone Internazionale del Mobile 2014, Incipit’s mission is the professional growth of young designers, thanks also to Amici di Incipit (Incipit’s Friends), a network made by experts in the design, communication and industrial fields, and to the collaboration with local factories that really gives to students the opportunity to challenge themselves, increasing, at the same time, the Made in Italy’s value.

Incipit’s mission is also the creation of a network based on the sharing of knowledges and experiences, a community always opened to new young designers.
In addition, Incipit wants for all its products to be made of selected materials and by traditional craft tecniques, such as the ancient ones used by the venetian glassmakers: these techniques, as Incipit believes, can still play an important role in contemporary design.
Text by Gabriele Masi.

1. Incipit’s keywords.
2. Still life.
3. Muselet, bowls, design by 
Ilaria Innocenti.
Tull, lamp, design by Tommaso Caldera.