Design is about memory, values and traditions.

It's about people and environment, their connection, their mutual influence.

Objects are important, they represent our history and our identity, we need them to live and achieve our goals:

good design will help us living better.

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What it's really important, regarding industrial design,

is what the object is able to communicate, its appeal, its power of attraction.

The object's communication levels are truly important:

the user indeed, always tends to assimilate it in relation to his own imagination, to his own memory

(Stefano Giovannoni)