FIRST PRIZE for Istituto Marangoni at The design: project 2

ISTITUTO MARANGONI AND MERCEDES-BENZ

FIRST PRIZE for Istituto Marangoni at The design: project
inspired by Mercedes-Benz GLK

Stuttgart, 23rd September 2008 - Istituto Marangoni* won the first prize at The Design:project inspired by Mercedes-Benz GLK. The official Jury of the event has considered Istituto Marangoni the most ‘avantgarde’ project in terms of interpretation of the GLK lifestyle and of the highest quality in terms of realisation.

The Jury comprises 5 VIP’s of Design:

Prof. Pfeiffer (Former Head of Design at Mercedes-Benz)
Fiona Swarovski
Richard Cook (Editorial Director / Wallpaper)
Werner Baldessarini
Barbara Friedrich (Editor in chief of A&W Architektur and Wohnen)

THE MARANGONI PROJECT

The project focused on the GLK consumer and gave graduates the absolute freedom of expression. The methodology undertaken pushed the graduates to find reference worlds when looking at the GLK for the first time. GLK was represented by a series of adjectives: glossy, posh, and sleek. By a series of concepts which are relevant to the car consumer, the graduate thought about his general well-being (keeping fit), how he enjoys his spare time (dominating nature), how he recognises beauty (loving himself), and how he knows how to relax (self-indulgence). The four concepts were then translated into four, funny and humourous objects, however maybe useful to enjoy the GLK lifestyle such as vitamin supplements, a barbecue grid, a rearview mirror lamp, and inflatables for the swimming pool. The objects were then brought to life by the eye of the fashion stylists and the fashion designers (who specially designed the garments for this occasion) into four glossy, posh, and ironic pictures.  Ultimately the stylists and designers created an alternative world where the objects are used in unusual ways. The project aimed to enlighten the creative process, starting from daily needs rather than project philosophy. The idea was to freely express creativity, considering design as a means to rethink apparently unnecessary things.

The Istituto Marangoni TEAM:

David Montagna (Art Direction)
Nadia Moro (Photography)
Esmeralda Patisso (Fashion Styling)
Antonio de Marco (Product Design)
Davide Servalli (Product Design)
Marco de Santi (Product Design)
Nicola Righi (Fashion Design)
Valentina Federici (Fashion Design)
Marco Giugliano (Fashion Design)
Shamala Marcon (Fashion Design)
Valentina Modica (Fashion Design)
Gloria Bellardi (Fashion Design)

The project will be presented in a second appointment (after the Stuttgart event), in Milan on the 9th October 2008 to selected Mercedes-Benz guests (participation by invitation only). For enquiries/invitations please send an email to: press@istitutomarangoni.com

For further info:
Mr. Raul D’Souza / Representative in India
Milano – Paris – London
Mobile +91 9870427957
r.dsouza@istitutomarangoni.com