The Aestheticization of Mechanical Systems:

Mechanical systems were crucial considerations in the planning of the new headquarters of the Montecatini corporation, the largest Italian chemical manufacturer of the Fascist era. Designed by Gio Ponti, founder of the journal Domus, the Montecatini Building occupied a central site in Milan. In The Aestheticization of Mechanical Systems: Gio Ponti's Montecatini Headquarters, Milan, 1936–39, Manfredo di Robilant describes how Ponti, seeking to assert his role as architect in the face of the overwhelming requirements of HVAC, electrical, telephone, pneumatic mail, and other systems, aestheticized those systems, treating them not simply as modern tools for human comfort but also as elements of architecture. The story of the Montecatini Building is emblematic of the struggle over how to treat systems in modern architecture and the never-ending conflict between utility and symbol in architectural design. Di Robilant analyzes original drawings and correspondence as well as the 1938 presentation volume for the building issued by the Montecatini corporation.

THE USE OF BIONICS AND SEMANTIC PANEL FOR A PRODUCT DEVELOPMENT

The essence of the designers work is the creation of new solutions, usually related to the project of products to be produced in large scale. Thus, design is explicit in manufacturing companies but it is not usually related to raw material industries. However, designers work is necessary to materialize intangible products, as chemicals inputs, into concrete concepts. This is not as easy as it could seem and may demands special methods, as semantic panel. The semantic panel is a technique based on communication through metaphors. This can stimulate creativity allowing the designer to combine things that belong to different contexts and formulate new solutions to project from these associations. This paper describes the method and the steps performed for the development of a product that aims to turn tangible a new chemical solution with low environmental impact developed by an Italian chemical company. The method was conducted in two steps. First, an analysis of the design problem was performed by the designer and the company’s technicians and executives. Secondly, a semantic panel was constructed under the theoretical basis of bionics to define practical, symbolic, aesthetic and green product functions. The bionic analysis of a groundling plant resulted in the detection of parameters that could be suitable for the product design, as a good balance, physical and mechanical strength. The concept, plus the problem presented and the semantic panel led to the requirements of the product aesthetics (color and texture), symbolism (meaning) and ecological factors (processes of tanning the leather with chemical inputs). The resulting product from this procedure; a purse, achieved the project goals expressing clearly the performance expected from the chemical input.