Francesco Morace, Future Concept Lab and Festival della Crescita founder, has been invited speaker at the press conference of the Salone del Mobile.
He analyzed and reinterpreted the values expressed in the Salone’s Manifesto, especially the term “Beauty” added in 2020 to the previous ten.
Together with the appreciation for the role of Milan and the Salone, both confirmed among the most accredited and appreciated bodies in the world, the sociologist offered a concrete reading of the current situation and an honest consideration for the constant improvement.
Strong images and words to suggest new challenges and design values.
Hi communicative power for mages and words selected and projected in the presentation.
The speech of the sociologist Francesco Morace opens the highly symbolic image of the hummingbird.
Precisely when the word contagion in the world collective imagination is associated with viruses and disease, as Morace explains, the tiny bird in its strong motivated pollination action represents the example of “positive contagion”.
And precisely when society seems to be dominated by Augmented Reality, the concept of “Augmented Ethics” is associated with hummingbirds.
This concept, contextualized in six different areas indicates a valid path for anyone operating in the world of design, addressed to Salone and to every company:
1 Emotion: Transmitting positivity and enthusiasm;
2 Company: Raising standards;
3 Quality: Propose a sustainable circular design;
4 Project: Feeding new ways of thinking / doing design;
5 System: Building a virtuous and competent path;
6 Youth: Extracting lifeblood from new generations.
We have the duty to do our part, we can and must be a model of Augmented Ethics, give the world these values, “Pollinate the world”.
So the invitation / challenge is to make these values stronger and make them concrete also thanks to new production processes, not only by applying Beauty.
Morace expands this attribute into “Augmented Beauty” alongside it with the image of a butterfly, not by chance another flying animal: “we must fly up but also keep ourself visible”, explains Morace.
Ethics, indispensable for defining the rules, cannot forget Aesthetics. But Aesthetics must be seen in Ethics.
Aesthetics does not mean “style”, as the following five categories express:
7 Communication: Applying the design virtues;
8 Culture: Telling the story of many stories;
9 Milan: Experiencing excellence in a widespread way;
10 Genius: Be creative and hardworking;
11 Beauty: Deal with the challenge of Augmented Beauty.
The next two maps show how everyone play a role, indicating choice and distribution processes changes.
The focus of the second map is on younger generations, introducing some essential themes for evolution: the future work, social balance, multidiversity and sustainability.
An eco-friendly sentiment with a smart identity that must start from circular economy and work on trust.
That means the need to engage, say what you are really doing, tell the truth: consequently “story doing, no longer just story telling”.
