| Architecture |

. Landscaping + Building . Interior design . Ephemeral architecture

| Visioning |

. Strategy + Direction . Concept + Product . Material development

. Value building . User experience . Edutivity

| Communication |

| Design |

. Brand identity . Visual design . Interaction + Multimedia

“

This booklet celebrates 10 years of Total Tool activities: an extremely intense season, made by all the incredible people that I met and by their trusts and emotions, in a continuum of explorations and challenges. 10 years of magic, celebrations and delusions, but truly unique and authentic. I’m deeply conscious that this “living experiment” will continue and that what we produced it is not easy to be imitated, neither by ourselves or by others.

COVER Venere e Cucchiaini Armand Pierre Fernandez, 2000 FOLLOWING PAGES Airline spoons Private collection

We have defined our approach to innovation stepwise along our own path. We made this according to the Epigenetics concept, designing first of all our tools and goals and filtering then through people and experience every progressive step toward quality and fulfillment: the achievements we got are only a partial answer to our thirstiness of expertise, far to be satisfied. We know that in design the road to satisfaction is never-ending, so thanks to everybody for being so patient and still enthusiastic in the venture of what we do.

”

Giulio Ceppi, Total Tool founder and managing director

Mission_

Total Tool is a company dedicated to innovation, established in 1999 in Milan by Giulio Ceppi, architect and designer, with a personal experience in creative teams such as Domus Academy Research Centre and Philips Design. TT activity is focused on identifying and defining innovation and producing creative and strategic opportunities for companies, via design, communication, architecture and visioning, intended as operative tools.

TOTAL TOOL

I

1999 - 2009

TT main mission is to help companies to innovate and to create value, contributing excellence and creativity to their business, i.e. being suppliers of new strategies and unique opportunities. TT goal is to bring the human component into discussions about technology, communication, behavior, values and real needs.

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DESIGN DIRECTIONS

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PG 3

Approach_

_Swissair

Materials, technologies, senses and behaviours are our assets and leverages: what we deliver is always the result of an interdisciplinary process, able to last in time and to be managed into a complex reality, as we live in nowadays.

Total Tool operates through an international network of people and professionals, experts in different disciplines and in a wide cultural dimension. We truly believe that there’s no creation without contamination and mutual understanding.

ce

U ser ex per ien es

check-up

ul tu ral studi

nd ra

Business B

ing

pl oration

c iooc

s ex

ing

Ma r ket

ic

n ds tr e al

m or

S

Benchma rk

dit au

Human factors

Tec hno log

Technology

rat ion plo

ri

es

ex

l in Enab g ma te

s

Pl a t

f

Scenarios + Visioning

T

D

2

Innovation tools+strategies

R

F

Brand design guidelines

Design requirements

Design means exploration, browsing the new, flowing: In TT we continuously map what we perceive or what we expect to see, becasue we need powerful navigators to drive us into the right direction.

A

O

Market+technology roadmaps

H

Biz+partnership design

Sensescaping+experience design

S

Process_

Research + Analysis

L i f es tyl

al

Aviateca_

1

Produce + Deliver

3

Architecture

Design Strategy+ direction

Material identity

Concept+ product

Landscaping+ building

We need excitement and expertise, intuition and deduction, forecasting as well as feedbacks: TT approach comes the believe that innovation is a process with different steps and stages, including many different languages, rituals and aesthetics.

Ephemeral Architecture

Interior

Communication Brand identity

Visual systems

Interaction+ multimedia

1999 - 2009

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DESIGN DIRECTIONS

I

PG 5

Clients

ABM Group AIPE Albatros Andersen windows (USA) Archivio Disarmo Auchan Azienda Ospedaliera di Lecco Bonatti Parma Bormio 2005 BPB Italia Canon (JP) CBS Outdoor Comune di Bormio Comune di Mandello Comune di Venezia Comunità del GSB (CH) Comunità Europea Deborah Group Edilsider

Elica Embotelladora de Canarias (E) Essen (ARG) Faraplan Festo Fima Fondazione Italia-Giappone Geodan (NL) Gruppo Norman 95 iGuzzini ID Institute Ivrea IT de Canarias (E) Leuci Luceplan Luxando Mercuri Urval Mitsubishi design (JP) More Ideas (E) Nissan Automotive (JP)

Piquadro Pioneer design (JP) Play + Promos Reggio Children Q-free (N) San Lorenzo Selectiva, Gruppo Paglieri Sony CP Laboratories (JP) SVGomma TDK Terra Moretti Valextra Versace Vertu Vitali Spa

TOTAL TOOL

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1999 - 2009

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DESIGN DIRECTIONS

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PG 7

Numbers_

Alitalia_

14.800

Design templates produced

3.200

People in our mailing list

1.020

Presentations performed

370

90

Projects delivered

Clients served Student internships/trainerships 24 Nationalities represented by co-workers

10.200 700

Average of monthly accesses to our website

1.400

Concepts developed

Press mentions

290

Diagrams and maps designed

85 Partners and consultants

40

Participations in events/exhibition

4 Members of the original staff still in post TOTAL TOOL

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1999 - 2009

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DESIGN DIRECTIONS

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PG 9

Partners

Lufthansa_

A piece of pie, Barcelona (E) Canarias Design Center (E) Cult Biz London (UK) Design Innovation, Las Palmas (E) Emedia, London (UK) Future Concept Lab GeoEnergia, Vercelli Giugiaro Architettura, Turin Inbar Bolzano Kanso, Rome Kikilab, Brescia Material Connexion Materioteca, Milan Pianeta comunicazione, Milan RSP Architects, Minneapolis (USA) Starching, Milan Studio Bodega, Lecco Studio I.T.O., Milan Value Building, Milan ZPZ Partners, Modena

Minneapolis

Atlanta

Locations_

Las Vegas

New York

Guatemala

Reykjavik

Trondheim

Londra Amsterdam Eindhoven Parigi Torino Madrid Lisbona

Milano Roma

Barcellona

Instambul Askole

Tripoli Canarie

Yokoama

El Cairo Dubai

Dakar

Tokyo

Shanghai

New Delhi

Shenzen Hong Kong

Al Khartum

Bogotà Medellìn

Lima

Malindi

Brasilia

Santiago

Cordova

San Paolo

Buenos Aires

Melbourne

Offices Clients 1999 - 2009

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DESIGN DIRECTIONS

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P G 11

Consultants

_Austrian Airlines

Giovanna Amadasi | creativity cons. Stefano Bader | olfactive planner Atto Belloli | art manager Antonio Benincasa | visual designer Francesco Bergonzi | designer Angelo Bianco | architect Edoardo Brambilla | mokeup maker Giuliano Brambilla | editor Virginio Briatore | lifedesigner Federico Brunetti | photographer Tomaso Cariboni | videomaker Fulvio Carmagnola | philosopher Aldo Cernuto | art director Emma Clerici | CMF designer Marco Corazza | architect Eleonora Crisci | stylist Giulio Dei | bio engineer Mario D’Andrea | marketing cons.

Marco Giachetti | architect Paolo Giampietri | project engineer Maurizio Giuffrè | urban developer Marika Hasuike | event promoter Kurt Heikkila | technology developer Paolo Icaro | artist Giulia Macchi | researcher Francisco Marrero | project manager Giacomo Mojoli | food consultant Alessandra Panunzio | p.r. Luisa Pianzola | poet Guido Poli | copy writer Nicola Pontiggia | architect Danilo Premoli | artist and writer Emilio Pucci | media economist Monica Scanu | experience designer Alberto Veca | art critic Rinaldo Zanini | medician

PRIZES

Achievements_

E XHIBITIONS

2000 ........................................................................ Essere Benessere, Triennale di Milano Sharing the Future, Spazio Danese, Milan Impresa & Cultura

2005 ........................................................................... Cardinal Points Galleria Jannone, Milan Intelligenza Dei Sensi Material Connexion Oggetti Esistibili, Triennale di Milano

2001 ........................................................................ Moneyware San Lorenzo, Milan Obelisco Di Luce, Biennale di Venezia Light Lighting/Intel, Milan Best Marketing Programme (USA)

2006 ........................................................................... Exhistible Objects, Design Biennal, Shangai Sensoroom, Principe di Savoia, Milan Urban Ticket Design, Raas Gallery, Milan Meditower BDCI, Shenzen

2002 ........................................................................ Skinscape Saporiti Showroom, Milan Globalware/Dining by design, New York 100 Italian Web awards

2007 ........................................................................... New Italian Design, Triennale di Milano Womb Raas gallery, Milan ICSID Hall of fame Exhistible Objects, Sao Paolo

2003 ........................................................................ Cocktail Rooms Saporiti Showroom, Milan Scenting Hotel/Town House, Milan Luxando/Saporiti showroom, Milan

2008 ........................................................................... Selezione XXI Compasso D’oro ADI 2009 ........................................................................... Popai European award Urban Solution, Fiera Milano

2004 ........................................................................ Welcome Design/Pirelli RE, Milan Selezione XX Compasso D’oro ADI

1999 - 2009

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DESIGN DIRECTIONS

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PG 13

Communication

Design

Architecture

Visioning

_Thai

In 10 years Total Tool experienced so many topics and fields, facing different clients and cultures, but we expressed for sure a strong attitude for DESIGN DIRECTION: we have always looked for projects where design, architecture, communication and visioning melt in an original way, enhancing the interdisciplinary approach of Total Tool and its young talents.The 4 colour bands on the top of the following pages represent different percentages in which disciplines where blended according to each case history. The following 20 projects do really express the way in which creativity can contribute to innovation, dialoging with the business culture in a fertile way, not always easy to be trusted and managed. True stories, great clients, challenging goals, dedicated people: design direction is a way to surf complexity and produce a open process, generally long lasting in time and hopefully successfull for both parties.

Projects_

1999 2001 2002 2003

2004

2005 2006 2007

2009

Executive Headquarters + Eco-Park Windows as an Interface: The Odissey Project Wind Park de Gran Canaria Corporate Identity New Finishes for Elastomeric Materials Aldente Corners Showroom and Smartcube Fidopark, Trucker Club, Bikers Club New Corporate Architecture Automotive Experience Creation of a New High Craft Soft Furnitures Existible Objects: When Advertising Makes Design Urban Congestion Charging System Meditower A New Ritual for Tasting Octagon for Identity Values Ecogrill Brand Architecture and Products Atelier on water and energies

Design

Communication

Architecture

1. EXECUTIVE HEADQUARTERS + ECO-PARK CLIENT PROJECT PARTNERS YEARS

S.I.L.E.A. S.p.a. (I) NEW OFFICE BUILDING IN VALMADRERA (LC) AND WAYFINDING SYSTEM PAOLO BODEGA, ALBERTO PIANCASTELLI 1999 - 2001

The project for the new office building of SILEA and of the connected green areas is characterised by the strong integration between the infrastructures and energy plants and the pre-existing structures and by the landscape and social dialogue with the context and the territory. The project regains part of the energy produced by the waste to energy plant using it for two main purposes: air-conditioning the offices and creating an eco-park with tropical plants. The park mirrors the will to establish a relationship with the landscape and the local inhabitants, acting even as a structure for public services and becoming a striking protagonist of the context. The office building expresses its deep link to the context, trying to establish a direct and clear relationship with the integrated layout of the park, set between the offices and the area with the incinerator. The park doesn’t separate the incinerator from the offices; on the contrary, it connects them, acting as didascalic element on the concept of recycling and reuse of waste energy produced by ovens.

Visioning

1999 - 2009

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DESIGN DIRECTIONS

I

PG 17

Design

Communication

Architecture

2. WINDOWS AS AN INTERFACE: THE ODISSEY PROJECT Andersen Windows (USA) DESIGN OF RANGE OF HIGH PERFORMANCE WINDOWS. P A R T N E R S CHESKIN, PHILIPS DESIGN 1999-2003 YEARS CLIENT PROJECT

Coordination and strategic design of a new range of high-performance frames integrating new technologies for new services and solutions to control domestic micro-climate, safety and information for Andersen Windows, world leader in the production of windows and doors frames. During the first phase, high-tech, social and environmental reference macro-trends and project drivers for communication, safety and microclimate were defined. The possible evolutive scenarios were presented in 2001 and 2002, afterward the company displayed product concepts and afterwards, at NHBS in Atlanta, it revealed the prototypes. The project was appointed as the Most Innovative Marketing Project by the Window magazine and it was exclusively presented on CNN.

Visioning

1999 - 2009

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DESIGN DIRECTIONS

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PG 19

Design

Communication

3. WIND PARK DE GRAN CANARIA Tech. Institute de Cnarias (E) CMF STUDY AND PRELIMINARY AND EXECUTIVE RE-DESIGN PROJECT OF WIND TURBIN TOWERS P A R T N E R S DESIGN INNOVATION 2001-2002 YEARS CLIENT PROJECT

Aim of the project is to use colours, decors, lights and sounds when needed, as expressive materials, using reliable and tested technologies, though always innovative, such as water paints, adhesive films and fibre optics to create a catalogue of components suitable to various project solutions starting from standard elements on the market. As regards technique, our research project is based on three proxemic levels in the perception of the airgenerator. The study on territory, instead, focused on three microclimatic zones & an anthropic one to find the areas where to set the turbines on the islands: a Mediterranean, a sub-deserted, a deserted & an urban zone. The project was concretely developed for the first time in the Industrial Park of Aguimes, south of Las Palmas, capital of the Gran Canaria Island and of the Canary archipelago. The installation in the Wind Park offered the chance to upgrade the landscape of the complex, improving its perception and making it more recognisable to the ones driving long the main road of the island that stretches alongside.

Architecture

Visioning

1999 - 2009

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DESIGN DIRECTIONS

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PG 21

Design

Communication

Architecture

4. NEW CORPORATE IDENTITY C L I E N T Leuci (I) P R O J E C T REDESIGN OF BRAND, CATALOGUES AND PACKAGING; DESIGN OF NEW COMPANY INTERIORS; ORGANIZATION OF PROMOTIONAL EVENTS; STRATEGIC PROPOSALS. 2002 - 2006 YEARS

For over 80 years, Leuci has been synonym for innovation in the lighting sector. It started producing light sources and over time it enriched its production with real luminaires. Such development involves a new and renewed corporate culture, expressed through an effective communication strategy and through the capacity to offer new products and custom-made solutions. In that regard, the project involves and integrates different levels, ranging from the redesign of brand, catalogues and packaging, passing through the creation of new company’s interiors or the organization of promotional events, to the development of new products and sales.

Visioning

1999 - 2009

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DESIGN DIRECTIONS

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PG 23

Design

Communication

5. NEW FINISHES FOR ELASTOMERIC MATERIALS SVGomma (I) CLIENT P R O J E C T STUDY ON ELASTOMERS AND ON THEIR MARKET APPLICATION. DESIGN OF NEW FINISHES AND PLANNING OF NEW PRODUCT CONCEPTS 2003 - 2007 YEARS

SVGomma Lab is a new reality established the research and development of the elastomers market. The first results that led to the production of innovative platinic silicones with inserts in metallic-like pigments were awarded at the XX Golden Compass. Today it is therefore possible to manufacture silicones with silver, golden and bronze finish that match the new silicone applications in the domestic appliances and bathroom furniture sector, as well as in the sports accessories and clothing, medical and safety sector. The highly formable material, resistant, non-toxic, waterproof, elastic, transparent and adherent is now available in many new finishes and colours, lending the material new aesthetic and communicative values.

Arch

Visioning

1999 - 2009

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DESIGN DIRECTIONS

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PG 25

Design

Communication

Architecture

6. NEW ALDENTE CORNERS Autogrill (I) CLIENT P R O J E C T NAMING, BRAND DESIGN AND ARCHITECTONICAL LAYOUT 2003 YEARS

In order to widen its range of products, Autogrill is going to present on the market a new service interpreting the tradition of Italian first course. It creates in fact a special corner where pasta is cooked just for the client. The project ranges from the invention of a name for this corner to the visual and communication style of the new brand. The following step is defining all the other communication products needed for the corner’s success. Parallel to it, a project on the plan’s layout and on the architectonical features of the corner has been developed, choosing materials and finishes aimed at enhancing the reference to the pasta and domestic world. A series of typical accessories including tables and chairs, as well as silicone suspension luminaires have been designed to spread the Aldente identity in every Autogrill store.

Visioning

1999 - 2009

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DESIGN DIRECTIONS

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PG 27

Design

Communication

Architecture

7. SHOWROOM AND SMARTCUBE Luceplan (I) CLIENT P R O J E C T LAYOUT OF THE FACTORY OUTLET. PROJECT FOR A MODULAR ELEMENT FOR NON-FLAGSHIP STORES 2003 YEARS

Over the past 15 years, the company Luceplan has been developing exponentially and now it has to face two strategic issues for its consolidation: distribution and outlets. The accesses and some empty spaces in the production plant in the north of Milan have been visually highlighted in order to create a multi-purpose area for events, special sales and for welcoming visitors and students from the nearby Polytechnic and the Faculty of Design. Special products are sold in an area with vending machines. Moreover, a modular element has been designed and created to be placed in non-flagship stores. It can be hardly forged and mistaken for other brands and it characterises the Luceplan corners in design stores and lighting technique shops. It consists in a light solid made with rotating printing technology that can be easily assembled both vertically and horizontally according to formal simplicity and precise rules. It is simple and at the same time high-tech, as it often happens in the design culture expressed by Luceplan products.

Visioning

1999 - 2009

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DESIGN DIRECTIONS

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PG 29

Design

Communication

8. FIDOPARK, TRUCKER CLUB, BIKERS CLUB Autogrill (I) CLIENT P R O J E C T CONCEPT, ARCHITECTONICAL PROJECT AND BRADN IDENTITY. 2003>2005 YEARS

Over the past few years, Autogrill, world leader company in refreshment on the move, has needed to establish a more precise and targeted relationship with some kinds of clients, trying to improve the segmentation of the offer and its own communication strategies. Various specific targets, from dog owners to truckers and bikers have been defined, trying to find a clear and simple visual image for any group, as well as targeted services and actions. A series of targeted and specific applications, always promoting a sort of family feeling and always matching them with the Autogrill identity have been therefore defined for every brand.

Architecture

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

I

PG 31

Design

Communication

Architecture

9. NEW CORPORATE ARCHITECTURE CLIENT PROJECT

YEARS

Provincia di Lecco (I) BRAND AND INSTITUTIONAL IDENTITY, PUBLICATION ADITING AND DESIGN, SPECIAL EVENTS. 2003>2008

The Province of Lecco, decreed in 1995, is a young administration that needs a strong and personal identity. Starting from the heraldry, a new and more clearly recognizable brand has been designed. It features a strong and autonomous chromatic code connected to the territory’s features, a logotype and an asymmetric form, more dynamic than the traditional epigraphs. The new identity characterises even the modules, the institutional publications, the website and every sign needed to strengthen the province’s visibility in the territory, as well as in the new council chamber. In 2008 Total Tool was appointed art director for the stand and communication strategy of the Province of Lecco and the local Chamber of Commerce at the 2008 edition of EIRE-Expo Italia Real Estate, aimed at presenting and promoting the province’s natural, cultural and economical resources and infrastructures. The stand displayed the physical and human landscape through a series of images on the various levels of the walls, nearly reproducing the natural orographic profile.

Visioning

1999 - 2009

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DESIGN DIRECTIONS

I

PG 33

Design

Communication

Architecture

10. AUTOMOTIVE EXPERIENCE 3M (IT) CLIENT P R O J E C T CREATION OF NEW APPLICATION OF THE 3M TECHNOLOGIES IN THE AUTOMOTIVE SECTOR. ROADSHOW DESIGN 2004 YEARS

In 2004 the Automotive division decided to present its technologies to the Fiat Auto group (Fiat, Lancia, Alfa Romeo, Ferrari and Maserati) and to suppliers and hightech partners, embodying the new point of view of final users and their perception of product’s added value. Starting from 3M technologies, automotives evolutive micro-scenarios have been defined to imagine some possible applications presented by means of multimedia devices and debated during a round table held in an ad hoc designed setting at the Centro Sicurezza in Orbassano.

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

I

PG 35

Design

Communication

11. CREATION OF A NEW HIGH CRAFT COLLECTION CLIENT PROJECT YEARS

Luxando (I) CORPORATE DESIGN, PRODUCT DESIGN, EVENT MANAGEMENT 2004

Luxando represents the design discovery of briar wood qualities and of its processing secrets. Luxando was conceived as a new collection of objects adding a matching element to the lush naturalness and iconographic power of briar. It should be something in strong contrast with the natural material, updating at the same time briar’s expressive power. The right element for this purpose was carbon fibre thanks to its sophisticated technical performances, impalpable lightness, and sensorial power evoked by deep black, vibrant and geometric. As if by alchemy, Luxando is fruit of the merge between natural and artificial, craftsmanship and technology, tradition and innovation. Naturally coloured briars and aramidic fibres give life to objects with a clear and continuous sign, virtually computermoulded and handmade by men. The concept of luxury has therefore changed and now it means understanding these apparent contradictions and managing them. As a matter of fact, luxury can often be provocative, provided it is absolutely perfect.

Arch

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

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PG 37

Design

Communication

12. CHILDREN’S FURNITURE Play+ (I) CLIENT P R O J E C T DESIGN OF A FAMILY OF FURNISHING PRODUCTS FOR CHILDREN’S SPACES IN COLLABORATION WITH REGGIO CHILDREN 2004>2005 YEARS

Extension of a large collection and design of a new family of furnishing products for children’s spaces fruit of the collaboration with the schools and children’s centres of Reggio Children. The two elements designed focus on the physicality of the geometric figures and on their space liveability, enabling children to play and enter two sophisticated solids they can disassemble, separating them into their different elements. A third element arouses the senses adding material and scented essences and enabling children to interact and play with them. The furnishing elements are made of steam polyurethane foam, covered in washable and anergic fabric.

Architecture

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

I

PG 39

Design

Communication

Architecture

13. EXISTIBLE OBJECTS: WHEN ADVERTISING MAKES DESIGN CLIENT PROJECT

PARTNERS YEARS

Total Tool (I) and Triennale di Milano (I) DESIGN AND SETTING OF AN EXHIBITION. VISUAL IDENTITY, BOOK EDITING AND DESIGN NORMAN 95, CLEAR CHANNEL 2005-2006

This exhibition focuses on the peculiar relationship between design and advertising, displaying 30 advertising campaigns by the major Italian creative agencies and the relative three-dimensional models: furnishing objects, food and cosmetics, packaging, clothes, fashion accessories... They are peculiar object, since they have been conceived and created to communicate and not to be sold. As a result, the usual logic according to which you first decide to sell something and afterward you communicate it, has been completely reversed. The displayed objects waver between real and virtual world, between game and quotation. They are divided into four categories that describe and categorize the creative process: assembly, extension, blow-up and hybridization. As a matter of fact, the 30 models are symbols of communication and design, references and echoes of the history of painting and art, often uninhibited applications of brand business and marketing processes. After Milan, the exhibition was held in Rome, Shanghai and Sao Paolo.

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

I

PG 41

Design

Communication

14. URBAN CONGESTION CHARGING SYSTEM CLIENT PROJECT

YEARS

Q-FREE, Trondheim (N) NEW STRATEGIES AND CONCEPT OF ACCSESS GATE AND MOBILE ONBOARD UNITS; SPECIAL EVENTS. 2005>

The problem of traffic congestion in cities can be solved and faced at the beginning of the new millennium with an urban tolling or decongestion charge strategy thanks to a new high-tech platform and to a new generation of intermodal and integrated services and systems. The Norwegian company Q-Free, leader supplier of hightech solutions, makes use of design to adjust such technologies to users’ lifestyle, explaining the benefits on environmental, town planning and social level, and integrating them into the urban landscape in a positive and active way. After having improved a meta-project method to map and describe both urban environments and possible lifestyles of city inhabitants, typical models for both access gates (Q Gates) and mobile units to be installed on board of vehicles (Q obu) have been defined to offer ad hoc solutions for the various cities: from Sao Paolo to Shanghai, from Milan to Dubai.

Arch

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

I

PG 43

Design

Communication

Architecture

15. MEDITOWER CLIENT PROJECT

PARTNERS YEARS

Giugiaro Architettura (I) META-PROJECT SOLUTION FOR A TOWER DESIGNED INTERPRETING THE QUALITY OF ITALIAN LANDSCAPE AND LIFESTYLE PAOLO BODEGA, ALDO CINGOLANI 2006

The Meditower project is a design and cultural solution and it is meant to be a new form of connection between design and architecture and among professionals working on different project scales and with their own sensitivity, though they all belong to Italian Design. It is a provocative project, since it transfers and translates the qualities and characteristics of our lifestyle, of the Italian artificial landscape, of our social and environmental habits (7 settings) into the tower form and its vertical development. In turning the sensorial and cultural elements of the Italian landscape into meta-project forms and matching them according to the context’s demands, we can reinterpret them in a sophisticated and heterogeneous way, asking designers and companies working and collaborating with each other to develop a project iand according to their own vision of the world, following the Italian Design and Made in Italy tradition. The project was presented at the “BDCI-Brands and Designers China Initiative” exhibition in Shenzhen (China).

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

I

PG 45

Design

Communication

16. WOMB: A NEW RITUAL FOR TASTING AVERNA BITTER CLIENT PROJECT

YEARS

Averna (I) DESIGN OF BITTERS TASTING GLASS AND ORGANIZATION OF A PRESENTATION AND COMMUNICATION EVENT. 2006

Bitters are liquors with a great Mediterranean tradition, though the new generations hardly understand it. Nevertheless, it is now possible to get closer to the product in new different ways, first of all reinventing the way it is tasted, using new instruments. Womb is a glass conceived for tasting bitters in public places, though according to a new and collective ritual, experience-based and multi-sensorial, aimed at enhancing bitters’ Mediterranean qualities. The project was previewed at Milan’s Triennale using a strong iconographic apparatus including rosemary-scented cards. Obviously, visitors took part in a guided tasting.

Architecture

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

I

PG 47

Design

Communication

Architecture

17. OCTAGON FOR IDENTITY VALUES CLIENT PROJECT

YEARS

Confartigianato Nazionale (IT) COMMUNICATION OF THE MAIN FEATURES OF PRESENT CRAFT ACTIVITY. LAYOUT OF STANDS AT FIERA CAMPIONARIA DELLE QUALITÀ ITALIANE 2007-2009

The project developed by Confartigianato is aimed at interpreting the role and development of craftsmanship according to the global market and the new developing scenario between craft production and industrial competition. Starting from the major developments of the latest decade, 5 characters and ways of how clients consider craftsmanship were defined to connect craftsmanship and market from a new point of view. Eight polarities have been then outlined. Each one is based on a couple of values helping craftsmen find their role, understanding their specific skills and their main communication qualities. The project was presented in a new custom-made stand at the trade fair Nuova Fiera Campionaria delle Qualità Italiane organized and promoted by Symbola that organized a conference and produced ad hoc promotional material.

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

I

PG 49

Design

Communication

Architecture

18. ECOGRILL Autogrill (I) NEW VENUE WITH LOW ENVIRONMENTAL AND ENERGY IMPACT IN RAVENNA. P A R T N E R S STARCHING, GEOENERGIA 2007-2009 YEARS CLIENT PROJECT

The project of the venue in a city near Ravenna, long the E36 mirrors the new architectonical and energy approach of Autogrill as far as venues outside the highway are concerned. The venue features 3 great construction novelties: a green-covered roof granting top insulation and low environmental impact in a mainly agricultural zone a system entirely made of EPS, a highly insulating material, entirely recyclable an air-conditioning system with radiant panels based on a geo-thermal plant. As a result, the building’s energy consumption is equal to just 35% of a traditional Autogrill venue, the CO2 emissions are reduced of over 75% (locally 0%) and the environmental and landscape impact is reduced. Moreover, it is double-transparent on both fronts (access and outside space), enabling even natural light to freely enter the building. Artificial lighting has low energy impact and it emits no heat in the atmosphere, since LED sources are used. Furniture is made of entirely recyclable materials.

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

I

PG 51

Design

Communication

19. NEW BRAND ARCHITECTURE AND PRODUCTS C L I E N T Deborah group (I) P R O J E C T NEW BRAND IDENTITY AND PRODUCTS FOR DEBBY 2007 - 2008 YEARS

One of the major Italian make-up companies, Deborah, organizes a contest to relaunch the Debby brand, conceived for young and teen clients. The identity project focuses on various levels: - a new brand/logotype, strikingly more aggressive and metropolitan than the previous one; - the products packaging and boxes characterised by a minimal and contemporary design, geometric and clean that goes beyond the excessive turnover of trends; - the store that should establish an interactive and game relationship with the young clients making use of digital technologies connected to the telephony or multimedia world. The project is aimed at being an open and developing platform, useful for any further image development and, at the same time, anticipating the extreme transformism and congenital instability of the reference target.

Arch

Visioning

1999 - 2009

I

DESIGN DIRECTIONS

I

PG 53

Design

Communication

19. ATELIER DI ONDA IN ONDA C L I E N T Reggio children P R O J E C T CONCEPT DESIGN, EXHIBITION LAYOUT, VISUAL IDENTITY. 2008-2009 YEARS

The “di onda in onda” atelier, conceived by Reggio Children in collaboration with a scientific commetee of architects, designers, physicists. The atelier is a place where children will experience the physical, but also expressive and material qualities linked to energy and water and all the aspects related to the production of elettromagnetic energy. The atelier will be placed both inside the power plant and outside in some areas - called “Campi” - of the territory of Ligonchio, inside the Parco dell’Appennino tosco-emiliano.

Architecture

Visioning

1999 - 2009

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DESIGN DIRECTIONS

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PG 55

Staff

SAS_

Founder and creative director GIULIO CEPPI Senior partners Lina Obregon | Design director Stefano Mandato | Communication director Ermes Invernizzi, Barbara Ferrari | Architecture director Stefano Boldorini | Business director Marianna Recchia | Research director Sara Simbula | Office manager

Fluidity Team Manuela Bonaiti, Luca Cornara, Domenico D’Alessio, Masaru Ishikawa, Alessandro Maggioni, Francis Marrero, Guido Parlato, Edoardo Radice, Stefano Rucci

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MM PALESTRO

Tokyo 9727 Km

VIALE PIAVE

VIALE MAJNO

B u e n os Aires 11203 K m

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MM M O NTENAPOLEONE

UCC

vIA BELLOTTI

INI

NZ A M

ON

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M TE

A VI

NA

RS

A

CO

VI

ON

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CO

RS

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P CAP VIA

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ZA

RT

400 m

PO LE

CORSO CONCORD IA

ON E

800 m

MM SA N BA B I L A

T E AT R O A L L A SCALA

CORS

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FORT

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PA RO EU CO

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MM DUOMO

700 m

VIAL E PREM UDA

600 m

AC A M A RI VI A LE BI

G AL L E R I A VITTORIO E M AN U E L E I I

600 m

–CONTACT–

MILAN | Italy

B U E N O S A I R E S | Argentina

T O K YO | Japan

via Cappuccini, 14 20122 Milano

Pje. Dr. Bernardo Vélez 1758 C1428EGB Ciudad de Buenos Aires

Kioicho Fukuda Building 3-29 Kioicho Chiyoda-ku Tokyo 102-0094

Voice +39 02 76317571 Fax +39 02 76317587

Voice + 5 4 11 4 7 81 8 0 2 2 F a x + 5 4 11 4 70 6 21 7 5

Voice + 81 3 5 211 51 5 0 Fax + 81 3 5 2111 5 2 0

www.totaltool.it [email protected]

www.totaltool.com.ar [email protected]

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