Innovation of Alessi

60 %
40 %
Information about Innovation of Alessi

Published on April 6, 2008

Author: shuwesley

Source: slideshare.net

Design Driven Innovation – Alessi An HBS case, powerpoint by Wesley Shu, Ph.D.

Why Alessi? Michael Graves’ Model 9093 Sold in Costco 好事多 for NT$3,000+

Michael Graves’ Model 9093

Sold in Costco 好事多 for NT$3,000+

Common Design Principles Alessi Does not follow any of them. Tech push: an improvement in performance and functionality dictates a modification in design market pull: the design accommodates consumers' demand for new features . Open Innovation – P&G , IBM, Intel, etc.

Alessi Does not follow any of them.

Tech push: an improvement in performance and functionality dictates a modification in design

market pull: the design accommodates consumers' demand for new features .

Open Innovation – P&G , IBM, Intel, etc.

Alessi’s Design Principle R&D operation: in which a community of architects, suppliers, critics, publishers, artists, designers, and others immerse themselves in a discourse about the role, identity, and meaning of a product well before they address its form. I call it “Network Effect of Design” IDEO: outsourced to design studio

R&D operation: in which a community of architects, suppliers, critics, publishers, artists, designers, and others immerse themselves in a discourse about the role, identity, and meaning of a product well before they address its form.

I call it “Network Effect of Design”

IDEO: outsourced to design studio

Benefit The products that result often represent a dramatic break from their predecessors giving them longer commercial lives creating high consumer expectations for the brand's future offerings.

The products that result often represent a dramatic break from their predecessors

giving them longer commercial lives

creating high consumer expectations for the brand's future offerings.

Advantage of Lombardy the number and quality of the links between components of the design system, such as schools, studios, and manufacturers strong on imagination and motivation--qualities within reach of any group of businesses

the number and quality of the links between components of the design system, such as schools, studios, and manufacturers

strong on imagination and motivation--qualities within reach of any group of businesses

Model 9093 – a kettle Designed by Michael Graves Knockoff by Target Mystery: Alessi, based in Lombardy, Italy, continued to sell at prices 5 times higher CSF of Alessi – management of innovation – an Engine of Innovation

Designed by Michael Graves

Knockoff by Target

Mystery: Alessi, based in Lombardy, Italy, continued to sell at prices 5 times higher

CSF of Alessi – management of innovation – an Engine of Innovation

Alessi’s Engine of Innovation Process Executives, not artists or artisans

Process

Executives, not artists or artisans

Design-driven innovation Broadened people’s expectations of what a kettle was and did, and the nature of the breakfast experience Long before any thought is given to the form an item will eventually take, its role, identify, and meaning have been thoroughly explored. reconceptualization of a traditional object

Broadened people’s expectations of what a kettle was and did, and the nature of the breakfast experience

Long before any thought is given to the form an item will eventually take, its role, identify, and meaning have been thoroughly explored.

reconceptualization of a traditional object

Other examples Bookworm bookshelf by Kartell Nokia – mobile phones became accessories, akin to key chains or wallets Artemide’s Metamorfosi , led by a MD/psychiatrist iMac

Bookworm bookshelf by Kartell

Nokia – mobile phones became accessories, akin to key chains or wallets

Artemide’s Metamorfosi , led by a MD/psychiatrist

iMac

Do We Need Artists to Lead Design? NO Graves: American architect Alessi: Lawyer Gismondi, Chairman of Artemide: aerospace engineer Not all are Italian either

Graves: American architect

Alessi: Lawyer

Gismondi, Chairman of Artemide: aerospace engineer

Not all are Italian either

Why Architect The repercussions of a shift in an object's design and meaning explain in part why the Lombardy group shows a special preference for architects Architects are in the business of creating environments. Also know that most buildings will outlive the tenancy of their present owners, which compels them to envision the way of life of future generations who will take up residence there.

The repercussions of a shift in an object's design and meaning explain in part why the Lombardy group shows a special preference for architects

Architects are in the business of creating environments.

Also know that most buildings will outlive the tenancy of their present owners, which compels them to envision the way of life of future generations who will take up residence there.

Design-driven innovation – How? Distant culture and social current alerted designers Envisioning the way of life of future generations Combination of aspects of the local and the global Guns, Germs, and Steel

Distant culture and social current alerted designers

Envisioning the way of life of future generations

Combination of aspects of the local and the global

Guns, Germs, and Steel

蒼茫大地,誰主浮沈?我們從歷史研究中期望發現的,是不受時空侷限的睿見;我們想要捉摸的是人類存在的本質。……戴蒙事實上強調的是:人類歷史發展的動力,來自不同個體、不同社群的互動。

蒼茫大地,誰主浮沈?我們從歷史研究中期望發現的,是不受時空侷限的睿見;我們想要捉摸的是人類存在的本質。……戴蒙事實上強調的是:人類歷史發展的動力,來自不同個體、不同社群的互動。

Lombardy, what are NOT CSF Italian Artists Schools Manufacturers Studios Since everywhere has them

Italian

Artists

Schools

Manufacturers

Studios

Since everywhere has them

Three-phase process of design-driven innovation Absorb Interpret Address

Absorb

Interpret

Address

Absorb Entrepreneurs, designers, etc., from different background to discuss trends, styles, materials, technology, etc. Exhibitions Design journals to debate future of design Alberto Alessi then recognized a sharply new design language was needed - architects to develop the new vocabulary and grammar – Tea & Coffee Piazza Project They focused on communicativeness & evocativeness, ignoring cost & functionality

Entrepreneurs, designers, etc., from different background to discuss trends, styles, materials, technology, etc.

Exhibitions

Design journals to debate future of design

Alberto Alessi then recognized a sharply new design language was needed - architects to develop the new vocabulary and grammar – Tea & Coffee Piazza Project

They focused on communicativeness & evocativeness, ignoring cost & functionality

Absorb “ It is easy to make a list of the top ten designers of the past ten years. But I'm virtually certain that fewer than half of them will be among the top ten designers of the next ten years.”

“ It is easy to make a list of the top ten designers of the past ten years. But I'm virtually certain that fewer than half of them will be among the top ten designers of the next ten years.”

Absorb “ By then, their language won’t be novel anymore, or will be widely imitated. Also, their interest and vitality may fade. Sometimes, too, they are spoiled by success.”

“ By then, their language won’t be novel anymore, or will be widely imitated. Also, their interest and vitality may fade. Sometimes, too, they are spoiled by success.”

Interpret 11 architects to design new kettles, focused on evocativeness and communicativeness The prototypes were exhibited in museums Limited editions were sold to museums Books about the prototypes to extended design community Exhibitions in high-end department stores Invited comments Graves modified, based on cost and functionality

11 architects to design new kettles, focused on evocativeness and communicativeness

The prototypes were exhibited in museums

Limited editions were sold to museums

Books about the prototypes to extended design community

Exhibitions in high-end department stores

Invited comments

Graves modified, based on cost and functionality

Model 9093 Its broad base: facilitated rapid heating its visible rivets: recalled a kind of vintage artisanship its superimposed plastic handle in cool blue: was decorative as well as heat-resistant its little bird: flew in the face of modernism's insistence on abstract form, earned it the highest rating in Alessi's history.

Its broad base: facilitated rapid heating

its visible rivets: recalled a kind of vintage artisanship

its superimposed plastic handle in cool blue: was decorative as well as heat-resistant

its little bird: flew in the face of modernism's insistence on abstract form, earned it the highest rating in Alessi's history.

Compared with Model 9091 Sapper's model 9091 kettle emits two low, harmonizing whistles evoking ships passing in the night

Sapper's model 9091 kettle emits two low, harmonizing whistles evoking ships passing in the night

Address After 9093 launched, another round of exhibition Because advertising is not the ideal explanatory medium, little of it was done. Continuing to talk and write about the product Own outlets to control the presentation and underline the traits Heavy literature came with the products

After 9093 launched, another round of exhibition

Because advertising is not the ideal explanatory medium, little of it was done.

Continuing to talk and write about the product

Own outlets to control the presentation and underline the traits

Heavy literature came with the products

After the Kettle Affective impact of form – evoke childhood pleasures and sensations – security blanket design objects for grownups that would directly appeal to their impulse to invest possessions with personal meaning.

Affective impact of form – evoke childhood pleasures and sensations – security blanket

design objects for grownups that would directly appeal to their impulse to invest possessions with personal meaning.

After the Kettle Stefano Giovannoni’s Nutcracker

Stefano Giovannoni’s Nutcracker

After the Kettle Alessandro Mendini’s Corkscrews: Anna G. & Beijing

Alessandro Mendini’s Corkscrews: Anna G. & Beijing

After the Kettle Worried that the ideas underlying the items generated by the Tea and Coffee Piazza had become too familiar after being copied by other companies, Alessi launched a new project called Tea and Coffee Towers in 2001. (The one before was called Tea and Coffee Piazza.) Partner with non-Lombardy companies, ex. Philips (contact: Philips Chief Creative Director)

Worried that the ideas underlying the items generated by the Tea and Coffee Piazza had become too familiar after being copied by other companies, Alessi launched a new project called Tea and Coffee Towers in 2001. (The one before was called Tea and Coffee Piazza.)

Partner with non-Lombardy companies, ex. Philips (contact: Philips Chief Creative Director)

After the Kettle Philips and Artemide’s examples show creative meaning of lighting Another Example of Lighting

Philips and Artemide’s examples show creative meaning of lighting

Another Example of Lighting

Can It Happen Here? Everywhere! Wikinomics/Web 2.0 Home-demand as Michael Porter’s notion Manufacturing culture – knowing the value of Design

Everywhere!

Wikinomics/Web 2.0

Home-demand as Michael Porter’s notion

Manufacturing culture – knowing the value of Design

劍道的三層境界 第一層境界 人劍合一,劍就是人,人就是劍,手中寸草也是利器。 第二層境界 手中無劍,劍在心中,雖赤手空拳,卻能殺敵於百步之外。 最高境界 手中無劍,心中也無劍,是以大胸懷包容一切,那便是不殺,便是和平。

第一層境界

人劍合一,劍就是人,人就是劍,手中寸草也是利器。

第二層境界

手中無劍,劍在心中,雖赤手空拳,卻能殺敵於百步之外。

最高境界

手中無劍,心中也無劍,是以大胸懷包容一切,那便是不殺,便是和平。

Add a comment

Related presentations

Related pages

Innovation Lessons from Alessi - BusinessWeek

Recently I met with Matteo Alessi, Trade Marketing and International Development Director at Alessi, the maker of beautiful and functional ...
Read more

Alessi Design Innovation - Breathe Creative | Breathe Creative

Alessi Design Innovation. Since 1980 Alessi have been synonymous with design innovation producing everyday products in collaboration with some of the world ...
Read more

INNOVATION: ALESSI Designing the Future

Tharawat Magazine spoke to current CCO Europe & North America Matteo Alessi about the company’s values, its latest innovations, and the best pace for ...
Read more

Cultivating innovation: an interview with Alberto Alessi

Interview with Alberto Alessi, CEO of Alessi: Italian design factory, about how to sustain innovation over decades - and why companies should take on more ...
Read more

Object Lessons: Alberto Alessi | Fast Company - Innovation

Alberto Alessi, head of the world-famous design factory that bears his name, doesn't like to travel much anymore. And why would he? With an office in ...
Read more

Design-Driven Innovation

Design-Driven Innovation An introduction. With Metamorfosi, ... Alessi’s “Anna G.” corkscrew from the Family Follows Fiction product family.]
Read more

Gläser von Alessi bei KochLand.de

Italienisches Gläser Design von Alessi für Küche und Tisch Innovation aus Glas von Alessi. Alessi steht wie kein anderes Unternehmen für innovatives ...
Read more

Biography: Alberto Alessi | Fast Company | Business ...

Born in Arona, Italy in 1946, Alberto Alessi is managing director of Alessi Spa and head of marketing strategy, communication and design management.
Read more

Alessi S.p.A.: Private Company Information - Businessweek

Alessi S.p.A. designs, manufactures, and distributes products tableware and household objects. It offers kitchen accessories, kitchen boxes ...
Read more