FNB World Impressions (M) Sdn. Bhd.: I'Solani Product Design

My last story was about my trip to Milan and I promised to tell you things that we missed. One important lesson learned is to use the net and do a proper research to obtain as much information as you possibly can as it is absolutely essential that you get the best of your trip. This conversation will be centred on design specifics which were showcased at the show. Milan Design Week is not just about I'Saloni which is the main trade show. The entire show city of Milan embraces design and celebrate it with an extension of the main fair called "fouri salone" literally meaning outside the show, a must visit the next time to Zona Tortona and Ventura.

I must say one crucial observation that fascinates me about the tradeshow is that the majority of the vendors who exhibited their designs are at least third generation in their respective companies. What does it tell you then about their products? A great amount of research and development have taken place to produce their respective products and as a result the quality is exceptional. In my conversations with them, I could feel that they are extremely proud to tell me that “it is made in Italy, and they usually extended invitations to visit their factories.”

Another important observation is the relationship between the use of technology and the processes of producing a product is a necessary marriage that generated the designs. There was a strong display by the exhibitors on the need to exhibit their processes. Kartel’s booth is a very good example as they not only showcased their products but also showcased their processes from sketches, computer generated drawings, models and prototypes. Videos were constantly narrating and explaining how the products were initiated and came to market. It is an indication that they want the consumer to know that it takes a lot of efforts and thought processes to produce their products. It also shows that they are not afraid to share their processes and methodology to ensure consumers of the genuine aspects of their product as “made in Italy”. What is important is the quality of the final product.

Many of the exhibitors have their own brand. However the exhibitors work in collaboration with several distinguished designers to produce their products. There is a very strong relationship between designers, products and individual exhibitors. Again this is such an important marriage that synergises the intense standard of designing that Italy has commanded and we are all congregating to Italy annually to have a taste of it. This speaks volume of the survival of I’Saloni, year after year and it stretches far beyond the boundaries of the main exhibition itself.

Malaysia as a nation needs to address the direction of our designing industry and for a start a well-designed curriculums in vocational and higher learning education is essential. This being a pretty hands on industry that a good quantum of the curriculum should cover practical requirements. As for the industry, they have to take a lead role in compensating good designers to produce products for their brand. Our industries need to take the lead in generating new products, offer and test the markets to finally perfect it, failing which we will talk and discuss till the cows come home and remain an obedient and a slow follower producing products with designs that are two to three years behind.

If Apple waited to see what others were producing, it would not be a leading player in technology. What Apple did was to produce and offer it to the consumers because their theory is you really do not know what the consumers really want. Create and make them crave for it.