Mauro Porcini

Or you can be a company with a product identity that is very diverse.

Olivetti in my Italy was the example of this.

Great diversity.

But then you link it all through your philosophy, your vision, your purpose.

And then once again, your experience in retail and then your visual communication.

Technology seems to be privileging the screen.

Do you see technology evolving so that we are looking equally at the eye and the body as well as the screen?

What do you mean we're looking at the eye and the body?

That we are... We just don't look at the screen.

We look at the people in front of us.

And as well, the aesthetic experience is as important as what we're looking at.

So the aesthetic around the experience is as important as the experience.

But look, we are very visual animals, but obviously we have five senses.

And actually, if you look at the etymology of the word aesthetics...

is what is perceived by the five senses, not just by one sense that is the sight.

This is very important, for instance, in the world of product design, because you look at things, what we call aesthetics, but the reality is that you...

decide the quality of what you look at also through the other senses.

As an example, the sound of a product, for instance, the door of a car, when you close, depending on the sound, you have a perception of quality or lack of quality.

When you touch a material, if it's cold, it's metal, if it's warm, it's plastic.

By touching it, immediately you have a perception of quality or lack of quality.