Chapter 17 Appendix 1(2)

--------------- Appendix 1(2) --------------- Of course, like other capitalist countries, private enterprises occupy the dominant position in the Italian national economy, especially family-based small and medium-sized enterprises, such as textiles, clothing, shoemaking, furniture, jewelry, food, etc., and they are gradually developing. It is the characteristic that some industries are highly concentrated in a certain area. The reason for the vigorous development of family-owned small and medium-sized enterprises in Italy, historically, is because the country has been divided for a long time, it is difficult to carry out capitalist free competition, there are not many conditions and opportunities for enterprise mergers, and the monopoly awareness is not strong. After the war, some countries introduced foreign countries. Capital, many of which are directly invested in private small and medium-sized enterprises, has not stimulated the formation of large-scale enterprises.In recent decades, with the advancement of various industrial technologies, the production structure has become more and more complex and subdivided. Small and medium-sized enterprises contract the production process of certain components and do not need too large-scale equipment.Many new industries based on knowledge and dominated by intangible capital have emerged in the market (design and creative services are one of them), and they have gained a foothold in the market because of their small-scale flexibility.These independent business units generally do not have trade unions, so it is easier to coordinate labor-management relations in the face of a crisis, and it is easier to reach a consensus of "family-style" mutual assistance.More importantly, the more developed the industry, the more people are nostalgic for traditional handicraft products. From clothing to leather to gold and silver jewelry to furniture and household items, everyone believes in the "handmade" quality produced by small and medium-sized enterprises, and all brands of Italian design products, Except for some big names in the automotive industry such as FlAT, almost all of them operate in the mode of small and medium-sized enterprises.

With the introduction of the euro, the globalization of the world economy and other structural changes, Italian state-owned enterprises have also undergone large-scale weight loss in recent years, began to sell shares, and moved towards privatization, participating in increasingly fierce international competition with a new look .As a part of small and medium-sized enterprises, the design team is also actively reorganizing resources and planning deployment in a new wave of changes, in order to strive to continue to maintain its leading role on the international design stage. Design professional independence and experimentation

As a "big country" of design, Italy has not had a national design school for a long time, and the famous DOMUSACADEMY is just a private design research center extended from DOMUS magazine.Most of the Italian design veterans and rookies who play an important role in the international design circle today received architectural training during their school years.These quasi-architects, under the belief that architecture is the first of art, devoted themselves to interior design, furniture design, lighting design and fashion design after graduation. From the Castiglioni brothers to Antonio Citerrio to Fabio Novembre, from Massimolosa Ghini to Romeo Gigli to Giafranco Ferre, they are all professionals. As an architect, they are able to consider the identity and position of design objects in the temporal and spatial changes of daily life in an all-round way.

Different from the highly accurate and unified control in German design training and operation, which has attracted alienation, coldness and impersonal criticism, Italian design has always emphasized individual and artistic expression: enthusiasm, sensibility, poetic flavor, not guided by dogmatic theory, But appeal to sensitive intuition.Also because of this creative feature, designers often set up their own studios as independent creators, and act as design consultants for major manufacturers. Under the relationship of negotiation and cooperation, they communicate with the technical support and marketing departments in charge of the manufacturers, and strive for and maintain Maximum creative freedom and flexibility.For more than half a century, a group of Italian design superstars who are both powerful and idols have been achieved, and a positive and optimistic design tradition of mutual support and inheritance has been developed.

Even with individuals as the basic creative unit, this group of designers who have received architectural professional training and have general and humanistic qualities often regard themselves as all-round Renaissance people, and spontaneously organize avant-garde experimental architectural designs in different ages Theoretical and practical groups challenge and counteract conservative and stagnant mainstream social life aesthetic value standards.From the Gruppo7 group in the 1930s; Archizoom, Superstudio and StudioAlchimia in the 1960s and 1970s, to the Memphis team in the 1980s that set off a post-modern trend, they have always stimulated the creative ideas and directions of updating architecture and design.For decades, Ettore Sottsass, Andrea Branzi, Gaetano Pesce, etc., who have been the main players on the front line, are more practical and practical, enriching and enhancing the pioneering role model status of Italian design with their avant-garde creations.

Rooted in the soil and facing the world From the point of view of the overall trade relationship, because 80% of the energy required by Italy and industrial raw materials are imported from abroad, the country must vigorously develop foreign trade in exchange for a large amount of foreign exchange. Among these foreign exchange-earning brands, fashion and textiles are the most important. The second largest sector, leather manufacturing is the third largest sector, jewellery, glassware, furniture lighting and even automobile design each occupy an important position.One of the main reasons for being able to compete with other international brands in the market is to flaunt its proud Italian design.

The need for survival combined with unique creativity. On the one hand, the Italian design team has excellent designers trained locally, from the ancestor GioPonti to the rookie Fabio Novembre. At the same time, it also attracts talents from all directions. Elites, such as Toshiyuki Kita and Shiro Kuramata from Japan, Richard Sapper from Germany, Perry AKing and George Sowden from the UK, Particia Urquiola from Spain, and Natelie du Pasquier from France, have long been based in Milan to work for Italian design is infused with international texture, and international design superstars such as Philippe Starck, Tom Dixon, Jasper Morrison, Marc Newson, etc., which are popular with many Italian design brands, have always maintained close and good cooperative relations with Italian design circles, so we talk about Designing in Italy is equivalent to showing the world's top design achievements and leading the way.

In addition to numerous fashion shows, furniture exhibitions, lighting exhibitions, jewelry exhibitions, auto exhibitions and even household goods exhibitions held regularly in major cities in Italy every year, to show overseas buyers the latest trends in Italian design, the more academic Milan Design III The annual exhibition (Triennales di Milano), the International Architecture Exhibition of the Venice Biennale (BiennalediVenezia), the Florence Fashion Biennale (BiennalediFirenze)... are all grand gatherings of design culture with a strong heart.In addition to the "Campassod, Oro" held by Rinascente, the largest department store in Italy, to recognize outstanding design products every year, the Italian government also actively organizes large-scale exhibitions and tours to promote Italian design abroad, resulting in Italian design culture. With a high profile, it influences the international design trend.