Created in 2008, ‘Rethinking the Product’ is a project whose objective is to stimulate companies from different sectors, encouraging them to try their hand at creating innovative products, while working in synergy and experimenting with new working techniques. Coordinated by a team of designers, participating companies envision new uses for their traditional production, making use of their in-depth knowledge regarding the materials and techniques used within their sector. The project has generated novel synergies and, over the course of the years, new commercial partnerships have developed as well as joint ventures aimed at creating new product lines.
A Tuscan garden, enlivened by countless colorful flowers, recalls the theme ‘Green’, the guiding concept behind Rethinking the Product’s 2011 Edition. Many of the prototypes created are inspired by ecology, product re-use and the need for outdoor spaces. Thus, this edition has embraced ‘green’ as its theme and the bright flowers that dot this imaginary garden are the 46 prototypes created by 37 participating companies. Fittingly, the design of these objects is also ‘green’—many of them were conceived and planned by members of a team featuring seven young designers. The chance to create these original prototypes represents a concrete opportunity for them to grow professionally while creating a name for themselves within the sector.
On September 6, The Luigi Pecci Center for Contemporary Art in Prato hosted a premier featuring prototypes of ‘Rethinking the Product’. This evening event saw the participation of the project’s 37 partner companies and their success is guaranteed, based on the acclaim achieved by the new products generated during this year’s edition.
Yet, the London Festival ‘100% Design’ will truly have the last word—at this noteworthy event, the products will be presented collectively at a special stand.After the event, these 46 prototypes will be coming back to Tuscany, as protagonists of a tour packed with multiple initiatives scheduled to take place in Pistoia, Pisa and Florence.
Yet, the London Festival ‘100% Design’ will truly have the last word—at this noteworthy event, the products will be presented collectively at a special stand.After the event, these 46 prototypes will be coming back to Tuscany, as protagonists of a tour packed with multiple initiatives scheduled to take place in Pistoia, Pisa and Florence.
