DESIGNING EMOTION: THE BUSINESS POETRY EVENT
At the "Poetry - 21 words for..." event on Thursday 14 april, Logotel sat down with italian and international business leaders and shared ideas on how to shake off uniformity and make design exciting again.
Are customers becoming increasingly indifferent?
The more businesses cater dance attendance on and bombard their customers, the more customers seem to disengage. Have they simply reached saturation point or is the design of interiors, behaviours, objects and services to offer only a guarantee that everything, or almost everything, will work?
Design simplifies, but it must be careful not to risk flattening the contents and experiences designed by offering only a functional or standardized vision. Managing complexity could end up generating, and therefore offering, “impoverished experiences” which fail to capture the imagination or elicit an emotional response from customers or collaborators. Cristina Favini, Logotel Strategist & Manager of Design and Project Manager for the “POETRY – 21 words for…” exhibition event explains why businesses need to create poetry and elicit emotions (poetry comes from the Greek ποίησις, poiesis, meaning to create something different, new) in order to cast off convention and uniformity and rediscover originality and the emotional factor.
The “DESIGNING EMOTIONS - When Business Meets Poetry”, event, held on the afternoon of Thursday 14 April in our Via Ventura 15 office in Milan Lambrate, was set up specifically to establish the importance of wowing and exciting people, of being original in the business context.
Nicola Favini, Logotel Director General and Manager of Communities, and Cristina Favini, chairperson of the event, worked alongside participants through the three parts of the event, staged in three different "rooms": - TRANSFORMATIVE WORDS: the power of language to steer reality, enable actions, stir the imagination.
- EMOTIONS: is there such a thing as an alphabet of emotions? And how should we use the grammar of emotions to create discontinuity, and introduce originality into business projects?
- CONVERSATION: discussion about poetry, emotions and the new challenges which businesses face in their relative markets and with their customers. Thanks to speakers Gianluca Alderuccio, Laura Bartolini, Daniele Cerra, Giuliano Favini, Mariagrazia Gasparoni, and Antonio Russo we learned how poetry and emotions are triggered when people are "wowed", how language transforms and how important it is to talk about the poetic and not just the practical side of business.
Such was the interest of the business community and business leaders in the issues discussed that the official hashtag for the event, #poetry2016, reached number six on Twitter's trending topics list.
Click here to download the slides for each of the presentations.
Visit our website www.designpoetry.it for details of the exhibition and all the projects featured, and take a look at Logotel Horizon social network pages:
For details of forthcoming Logotel events and initiatives, drop back in to our website or institutional Logotel social networks: