Mauro Porcini

country in the world with K-pop and this new trend and fashion yeah all the world of fashion music film combine those obviously with the world of technology you know the country now is up there

And the company is there as well.

And so, first of all, change, transformation is in the DNA of the company.

And then from a pure design standpoint, the company in the 90s, in the early 2000s, used a very expressive design language.

It was charged with emotions.

And then around 2008, 2009, the entire tech world started to shift towards design.

Minimalism and this very essential design aesthetic inspired by this mantra of form, form, or function.

Brown was an example of that kind of aesthetic.

An aesthetic that was challenged in the 80s by companies like Olivetti, by Memphis, you know, in my Italy, at Torre Sotza, St.

Memphis.

were grown challenging the more traditional aesthetic of the Bauhaus and bringing back colors, emotions, shapes.

So if you think about this tension, it was a healthy tension.

It was a tension that reflected the diversity of humanity.

There are people that may prefer minimalism, people that prefer maximalism, and a lot of people that love things in between.

The tech world lost somehow that diversity, that variety, and converged towards this world of billy bodies.

This is not the case in other industries.

In fashion, you have brands that are very minimalistic and brands that are maximalist and everything in between.

The same in architecture, in automotive, in lighting, in furniture.

In tech, instead, there is this homogeneity, this uniformity of design language.

So what I'm