Telecom, a shared story
Trade relations with Telecom started more than 10 years ago, in 2000 exactly, when Federico Giuliano was still working with Zagato, a prestigious car design company. After an initial approach, the cooperation became more profitable and reached its peak with the success of Milky, the first design router devised for the Alice division. This is the first product that resulted outcome from the association between Federico Giuliano and Eric Bevilacqua and which is still a best seller today.
Madeindreams, since its beginning as Mid – My Italian Design, is not only an interpreter of aesthetics times and trends, but specially an observer of cultural trends.
The telecommunications world increasingly involves more users and, without us noticing it, it has become a part of our daily life. The Internet is replacing traditional telephone systems and Madeindreams can help shape it thanks to its analytic aptitude.
Products realized during our ten-year cooperation with Telecom Italia represent the trends of these recent years. The introduction of the Adsl kicked off the telecommunications revolution: so, in 2006, while the internet connects one house out of three, the Milky router enters in 6 million Italian homes.
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Madeindreams, since its beginning as Mid – My Italian Design, is not only an interpreter of aesthetics times and trends, but specially an observer of cultural trends.
The telecommunications world increasingly involves more users and, without us noticing it, it has become a part of our daily life. The Internet is replacing traditional telephone systems and Madeindreams can help shape it thanks to its analytic aptitude.
Products realized during our ten-year cooperation with Telecom Italia represent the trends of these recent years. The introduction of the Adsl kicked off the telecommunications revolution: so, in 2006, while the internet connects one house out of three, the Milky router enters in 6 million Italian homes.
In 2008, the real turning point came: the Internet connection improved communication, offering the possibility to see the other party through a web cam. Words are accompanied with images and gestures, interactivity and human warmth replace the coldness of means. Videophone Sirio is hence born and with it video call is associated to the landline. Its presence in the permanent exhibition at the Museum of Science and Techniques of Milan awards it with a milestone role.
During history, even recent history, a list of words that better represent the succession of cultural trends can be made. If the 90’s are represented by the attention towards the ‘ozone hole’, the 21th century is marked by ‘global warning’. A new ecological awareness is making its way and Madeindreams is influenced by the enthusiasm for green design.
In 2009, the Eco telephone tried to make users more aware of environmental issues, entering into the market as an object totally manufactured with recyclable materials and with the possible total disassembling for disposal.
The iconographic reference to two pebbles is instinctive and suggestive of a natural element everybody knows.
The next step is definitely the design dematerialization. We increasingly move away from the physical object to trespass on services field. Less is produced, but more is offered to users: service design is now the new trend.
Telecom and Madeindreams perceived the importance of this change and in 2010 the arrival of cubovision allowed for revolutionizing the concept of television: the container, represented by the physical object, lost its value without its contents.
TV became just a frame around a myriad of digital contents, intangible and immaterial but with an unlimited source of emotions.
During history, even recent history, a list of words that better represent the succession of cultural trends can be made. If the 90’s are represented by the attention towards the ‘ozone hole’, the 21th century is marked by ‘global warning’. A new ecological awareness is making its way and Madeindreams is influenced by the enthusiasm for green design.
In 2009, the Eco telephone tried to make users more aware of environmental issues, entering into the market as an object totally manufactured with recyclable materials and with the possible total disassembling for disposal.
The iconographic reference to two pebbles is instinctive and suggestive of a natural element everybody knows.
The next step is definitely the design dematerialization. We increasingly move away from the physical object to trespass on services field. Less is produced, but more is offered to users: service design is now the new trend.
Telecom and Madeindreams perceived the importance of this change and in 2010 the arrival of cubovision allowed for revolutionizing the concept of television: the container, represented by the physical object, lost its value without its contents.
TV became just a frame around a myriad of digital contents, intangible and immaterial but with an unlimited source of emotions.
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Strategy
In the design world, the term ‘strategy’ is often misused and misleading. A strategic approach for Madeindreams is a way to help rationality communicate with irrationality.
In fact, strategic design is the missing link in the assembly line, which we usually perceive in the design world. It is the joining element of business and creativity, which is often missing. Thanks to a ‘user-centered’ approach, research as well as qualitative analysis, we obtain sustainable and ready-for-market outputs that are above all in line with the final user needs.
It is the foundation on which the creative project is solidly based.
In fact, strategic design is the missing link in the assembly line, which we usually perceive in the design world. It is the joining element of business and creativity, which is often missing. Thanks to a ‘user-centered’ approach, research as well as qualitative analysis, we obtain sustainable and ready-for-market outputs that are above all in line with the final user needs.
It is the foundation on which the creative project is solidly based.
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