What’s The Idea Factory? 290 pages, over a thousand images, 28 between designers and design studios that tell the story of contemporary Italian yacht design. An unmissable volume for all those who love boats, the sea and nautical design.
The Made in Italy design is equivalent to excellence, luxury and elegance. Its strength is the ability of joining the quality craftsmanship with the innovation, thanks to the genius of Italian entrepreneurs and designers. The aim of The Idea Factory column is to be a reference point for the global boating industry.
For our publishing company it is very important to convey the values which have made the Italian boat great in the world thanks to the designers of our country who are the key to the success of this important productive sector, through their work they have made an unique heritage which is envied and copied all around the world. They have to be defended and promoted, only with their ideas will Italian boats continue to stand out and be appreciated in all the continents. They are the added value of the Made in Italy.
The designers, architects and engineers we are proposing in this book are all different from each other, that means a richness in thinking to admire with gratitude. Thanks to their work we can see wonderful boats in the marinas all over the world. Their job is really complex, placing above all the mark, which becomes design.
Here’s how the Editor in Chief, Francesco Michienzi, introduces The Idea Factory:
DESIGN IS BEAUTY, INTERMINGLED, HYBRID, INTELLIGENT BEAUTY.
“It’s an extraordinary way of better meeting the needs of metropolitan man. Being a designer today means reasoning by constant synthesis, preceding every move with reflection on the process and the moral context, with the aim of increasing quality of life. In our culture, aesthetics and elegance are fundamental components. But to stop at aesthetics, forgetting that behind it there’s also – for instance – the ergonomics of a product, its use and the performance analysis of various materials, is undoubtedly reductive.
The task of the designer – including those who work with boats – consists of finding the appropriate categories which help in the choice of simple solutions, working “by subtraction”, in other words seeking to solve a problem by eliminating everything that’s not useful for the function, reducing costs and time spent on construction, assembly and finishing.
It means solving two problems at the same time with a single solution, a task that’s difficult and requires great creativity. It’s much easier to complicate things: just add everything we can think of without considering whether the costs exceed the potential sale price and whether it takes longer to achieve the goal. Our event showcases a significant sample of the people involved in the creative process of building a boat. Never mind the type or size, what matters is the synthesis that these designers, architects and engineers manage to achieve in the execution of their work.
In general we are more likely to admire the manual work that goes into creating a complicated thing than to recognise just how much mental work is needed to simplify it, especially as we can’t see it. Faced with extremely simple solutions, which might have required lengthy research and testing, we tend to say: what, is that it? A problem should always be dismantled, and its data collected and analysed, in order to understand how complex it is. Designing a yacht is particularly difficult; it’s a task that’s determined by a borderline always in precarious balance between success and failure, and only the best designers can do it“.