IDEAMAGAZINE.NET / Reports / Books 04 2006 / JEWEL'S DESIGN. PLAN INNOVATION FOR THE ZOPPINI IDENTITY, Elisabetta Cianfanelli, Jewel's design books, design books

JEWEL'S DESIGN. PLAN INNOVATION FOR THE ZOPPINI IDENTITY

The Zoppini Company of Florence, created by Marco Zoppini with the two sons Mauro and Manuel in 1996, is born from a union of various factors. The intuition of the potentialities of a rising field – that one of the jewel in steel and gold –, the acquaintance of the distributive truth, the perception of the public's tastes.
Zoppini produces young objects, in which the use of a non-classic material in the within of the field, as the steel, has been interpreted to confer prestige, exalting their qualities.
Zoppini's challenge has been successful thanks to the characteristics of its owners, who have strongly believed in this plan, giving to themselves the "mission" to develop their production, with its Italian and florentine style.
Italian design, reflected in the familiar structure of the Company refers to the great fashion groups and industry that – all over the world –, are sinonimous of good taste, harmony, classic style, anyway re-invented and re-interpreted.

The dynamism of the Company is shown also by the opening towards the world of search, from which was born the cooperation with the University of the Studies of Florence, and in particular with the Department of Technologies of the Architecture and Design "Pierluigi Spadolini", which accepted the proposal dedicating the engagement of the researchers Elisabetta Benelli and Silvia Bisconti.
The outcomes of such search – coordinated by Elisabetta Cianfanelli –, are published in the interesting Jewel's design. Progetto innovazione per l'identità Zoppini. The book, published by Polistampa, beyond collecting very useful documents on the specific matter is also occasion of general thoughts about relationships between training and company in Tuscany territory.

Vincenzo Legnante – Department Director –, asserts in fact that a similar model nearly seems "cut on measure" for the competences connected to the design and to the context of reference of the florentine area, and that, opportunely managed, this relationship could reinvigorate the line of continuity between the artistic handicraft, on which she rests a lot of the regional industrial armor, and the cultural tradition of the city.
The university search, continues the scientific Responsible of the search and President of the Course of Bachelor in Industrial Design Massimo Ruffilli, is an important reference to create new trends and new quality dimensions, and also new productive ideas. The creativity is always and however the motor of the scientific search and the theoretical, historical and cultural contribution are the line of departure for every interference towards the world of the production.
In this specific case, the design of the jewel is a dowel of the culture of the plan in the contemporary society, and the Zoppini Company is the most representative example.

Thesis of the book – clearly expressed by the co-ordinator of the search, Elisabetta Cianfanelli –, is that, beside very famous brands like Gucci, Ferragamo, Pucci, etc, there is one lively and creative scene, constituted by small and medium enterprises, that represent the productive Tuscan row. And it is just this peculiar truth of Tuscany productive districts in fashion field, that determines and guarantees innovation and creativity to the entire fashion system, assimilating it in unquestionable way to the industry of the design, characterized by local productive systems and district economies.

Jewel's design. Progetto innovazione per l'identità Zoppini face the analysis of the marketing trends, communication strategies, packaging for the fashionable products, studying the Brand, until arriving to the process of projects – where are visible 20 coloured tables all signed by Zoppini.

The present document shows, therefore, a experience of "total" planning, codifying and illustrating the basic step that a designer must face and develop in the attempt to insert a new successful product into the contemporary market. In the event of the Zoppini company – Elisabetta Cianfanelli –, the experience, beyond the search and the study of the contemporary market and its rules, becomes an occasion of application and test of the method.