Istituto Marangoni Milano • The School of Design


The increasing dominance of AI has begun to intimidate people, with the fear of losing functional roles or creative positions. In this scenario, product design can promote a harmonious coexistence between humans and machines, past and future, nature and culture, approaching technology from a humanistic and anthropological perspective, fostering acceptance and understanding for a society more receptive to the profound changes introduced by artificial intelligence, starting from the promotion of aesthetic empathy between humans and machines that can thus “feel” the same thing (or experience the same sensations), then moving towards harmonious coexistence.

In line with this theme, Cappellini, a renowned furniture and design brand, has invited students to propose design ideas for the potential launch of a spin-off brand targeting Generation Z consumers. This new brand will cater to the unique needs and preferences of this generation, focusing particularly on alleviating digital anxiety. The aim of this project has been to design furniture and products in line with the values and needs of GenZ through innovative and functional design, also integrating new technologies (such as AI, virtual design, etc.) into physical objects, in a balanced approach between the digital and physical worlds. 13 products, each from a different student, are on display at NO CODE, the exhibition curated by Gustavo Martini, an internationally acclaimed designer and alumni of the school.