EMBEDDABLE
Basic information
Project Title
Full project title
Category
Project Description
EMBEDDABLE is a proposition that fuses artisanal creation and a sustainable way of life, with a way of understanding commercial relationships and communication of products to be offered, contemporary and honest (without losing its essence).
Project Region
EU Programme or fund
Description of the project
Summary
EMBEDDABLE is an international project developed by the final-year students of the IED Kunsthal that has been approached from various disciplines, artistic and design, under the general coordination of Milan-based designer Josema Carrillo, together with specialized tutors, Eduardo Piédrola (graphic designer) and Jesús Arrecubieta (architect).
This project seeks to develop contemporary channels of communication, exhibition and sales for Daria, Mauro, Susanna and Paola, artisans who make up the central core of the EMBEDDABLE project/community, starting from the traditional sales channels they have at the moment. There are four people who have made the decision to redirect their lives and their work through art, craftsmanship and design in an independent way, with a philosophy and very defined values: respect for the environment, good coexistence between people, balance with the surroundings and the importance of handmade crafts and objects.
These people produce a variety of handcrafted objects by offering them through traditional sales channels: small shops that they themselves have built or put into self-managed markets; ceramics and fabrics in the case of Susanna and Paola respectively, while Daria and Mauro work with olive wood, produce oil and have begun to grow a small orchard of fruit trees. Each of the objects produced by the artisans, is a unique and personal object, where you can see the work, philosophy and history of the creator himself, reflected. They generate pieces with their own soul, away from industrialization and serial creation, in favor of customization and the use of natural resources.
Communicating their values, stories and philosophy through the different contemporary channels, conceptually proposing how the latter should be created as well as updating the idea of craftsmanship in an appropriate, seductive way and demonstrating that through these stories an alternative life exists, returning to manual work and using the re
Key objectives for sustainability
The project is translated as a self-regulating identity development guide by the collective of artisans who, once they receive the guidelines provided by EMBEDDABLE, become continuous and dynamic creators of their own communication policy.
Sustainability is precisely the capacity for self-management offered by the project: once the guidelines have been set and assimilated by the recipients of the previous project, they are the ones who will produce a sustainable piece of work, economically since professionals would not be needed to redesign the guidelines, and conceptually, since the collective is endowed with creative design self-sufficiency, which will be used when they decide, depending on their interests and evolution.
Key objectives for aesthetics and quality
With the key objective, to develop a communicative proposal that allows artisans to manage themselves in current information contexts, EMBEDDABLE combines the very identity of each of them, personal, own and dependent on the specialization of the products they market, with the development of supports that allow the consumer access to them, with languages close to expressive contemporaneity, achieved on the basis of aesthetic proposals based on a photograph of the well-staged product, and identity adapted to each one.
Key objectives for inclusion
- Provide a group of artisans linked to current work parameters of sustainability, respect for nature and self-management, contemporary communication tools that allow them to integrate their products into a commercial circuit, friendly to the environment and to a responsible and well-treated consumer.
- Efforts have been made to bring the artisans involved closer to a communication language that allows them not to be left out of current communication discourses and to reach an urban audience, accustomed to messages developed from the perspective of communication and digital socialization platforms.
Results in relation to category
- The project carried out is part of the integration of different disciplines of Design, Visual Arts and Communication that solve the different challenges posed as generators of the proposal:
- Business Identity. Graphic design adapted to the different members of the collective of artisans.
- Expressive product trend. Photographic treatments of the product, much more based on the artistic than the pure advertising, in line with the sensitivity of the artisans.
- Physical, static, and mobile exposure space. Boutique and mobile elements that allow mobility through fairs, meetings, markets, etc. Interior Design and Product Design.
- Digital exhibition space: collective sample platform. Web design/networks/digital platforms.
- Craftsmanship, as a way of doing, universal cultural heritage, must co-exist with a reconsideration of the forms of expression of itself, appropriate to its time: that the means are not the end of the craftsman.
- It is precisely intended to project craftsmanship as a lifestyle beyond just the sale of manufactured products, and for that, it must be repositioned in today's market.
How Citizens benefit
The citizen is the main beneficiary of this new way of understanding craftsmanship and the values that this entails. The citizen as a responsible consumer, aware and the receiver of values that he can perceive in one of the most characteristic actions of today's society: consumption.
The impact is long-term and in acupunctural doses: focused, not massive, gradual, spread throughout communities with a nearby impact ... that is being expanded, with more replicas, with more proposals worked from collectives; EMBEDDABLE is the binder.
Innovative character
The innovative nature of the project is based on a methodology of careful and unedited approaches in artisanal contexts of rustic/rural environments, so it is understood to be innovative because of this group and its relationship with the rest of society:
⦁ In order to achieve the objective set out in EMBEDDABLE, it is proposed to take into consideration the relationship between the person, object and the concept of craftsmanship (working with wood, ceramics and textiles) from a strategic and polyhedric point of view of communication that will introduce the actions of these four people to the public scene.
⦁ It is about building a story, creating, developing and managing various types of main elements: content (images, photographs, videos, texts...), physical supports (cards, posters, books...) digital media (web platform, sales platform, broadcast channels...), and the conditioning of physical spaces (stand, studio, ape...) based on the needs of these Italian artisans.
⦁ The action and context in which the four develop their work contain the keys to what must be communicated: the earth, the biological, respect for the environment, the planet, to "the others"... the artisanal, the "handmade", recycling, health for people, sustainability, the way of production, Tuscany, oil, bread, wood, etc. All of them, very seductive aspects for the value they have for humans. How to communicate, where and through which parts and platforms will be the answers that the project will give.
This project is carried out jointly and interdisciplinarily, generating a dynamic that believes in complementing skills and abilities between the different fields of design, supporting good communication and the intervention between student and teacher at IED Kunsthal.
