by Giacomo Cesana
Close your eyes and think of a sporting brand.
If you thought of Nike or Adidas, you are in the majority, and this no means by chance. The sporting universe is characterised by dynamism, performance, results and improvement. All concepts which look ahead, towards the future.
To simplify the issue somewhat, it can be said that at the end of the Design Week, participants go back home with one of two possible states of mind: either with fresh eyes filled with wonder or, to quote Munari, with the feeling that there are “more seats than bums”.