From 16th to 21st April 2024
Where Design Evolves
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Where Design Evolves
Salone del Mobile.Milano, the iconic landmark and permanent meeting place for the design world, open its doors to the evolution of design. The 62nd edition will show what design provokes in all of us by using generative Artificial Intelligence to comprehend, analyze, and visualize stories and emotions that the Event brings forth throughout the year.
The analytical capabilities of Artificial Intelligence power a bespoke platform for Generative Art, expressing the evolution of Salone del Mobile.Milano from a data-driven perspective. This visual narrative encapsulates the event's identity, themes, and key figures, showcasing its progression alongside the evolution of design itself. Our platform, developed in collaboration with Paolo Ciuccarelli - Professor of design and founder of the DensityDesign Lab at Politecnico di Milano and of the Center for Design at Northeastern University, Boston seamlessly merges art, design, and technology to articulate the story of Salone del Mobile.Milano. The artworks express, interpret, and enrich the event and its culture. By blending human creativity with AI's power, these dynamic visuals represents evolving conversations, becoming dynamic vessels for experiences, memories, and emotions.
"Where Design Evolves" encapsulates the essence of Salone del Mobile Milano, transcending the mere destination, taking design to new heights, and exploring its great potential. It embodies a mindset with a permanent residence. After all, Salone is not just an event; it’s a pivotal moment where design transforms, evolves, and defines the future.
The Salone del Mobile campaign is composed of different key visuals generated by combining AI and listening to the conversations that have animated the design community from the last edition until today. Three strategic phases were defined to capture and interpret design conversations over time. During the initial phase, we gauged community reactions, focusing on reason and emotion within the design universe, and generated visuals representing this dialogue.
We created a query to capture conversations around ‘design’.
We leveraged AI to extract only mentions expressing attributes.
We analyzed volume, source split and trends throughout time.
We leveraged OpenAI to assign a category to each keyword.
We leveraged OpenAI to assign an ’Emotional’ or ’Rational’ label.
In the second phase, the voices of over 2500 award-winning designers were added and examined, generating a new key visual which also interprets the conversations of authoritative voices in the design world. We applied the methodology followed during the 1st release to the new dataset; the result is an extended taxonomy. The insights provided by these innovators enrich the evolutionary key visual by fostering a more comprehensive discussion that reshapes the dialogue about design culture.
The last phase is even broader and gathers new insights to create a third key visual crafting artistic systems capable of expressing, interpreting, and elevating the essence of the event and design culture. The campaign’s visuals will evolve into genuine repositories of experiences, memories, and ongoing conversations, continuously transforming to convey the live perception ignited by the event. This data-driven approach exemplifies the potential of AI and human creativity to foster unprecedented dialogue between Salone and its global audience.
To craft an artwork that truly reflects the people’s perspective, we gathered data in Milan and around the exhibition. A survey aimed to map and comprehend how design will evolve over time based on genuine opinions. Throughout the Salone del Mobile.Milano, some questions have been posed – six questions for six days - offering two possible responses: one focusing on the current perspective of design evolution and another presenting a future vision of design.
Architect and Communication Designer, Paolo Ciuccarelli is a design professor; he founded and directs the Center for Design at Northeastern University (Boston). At Politecnico, he founded and co-directs the DensityDesign Lab, an award-winning research laboratory doing research on data visualization and information design. Paolo’s research focuses on the design transformations that help make sense of data and information to improve decision-making processes, especially with non-expert stakeholders and for controversial complex social issues.
He also works in developing tools and methods to understand and orient the evolution of design as a discipline and a practice in the frame of a meta-design approach, emphasizing emerging technologies, including AI.
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