Come cambierà il design di prodotto nel futuro? con Matteo Battiston - Audi We Generation S4E3

Audi We Generation

16 Dec 202108:09

Summary

TLDRThe script discusses the importance of design and aesthetics in fashion and technology, highlighting the role of Luxottica and Ray-Ban in innovating eyewear. It emphasizes the integration of capturing and listening features into smart glasses without compromising style. The discussion touches on the evolution of communication, from traditional methods to digital platforms, and the potential of augmented reality. The collaboration between Luxottica and Facebook is noted for creating Ray-Ban Stories, a product that allows users to capture and share meaningful moments seamlessly. The summary underscores the significance of cultural diversity in design and the continuous innovation in augmented and virtual reality.

Takeaways

🎨 **Fashion and Aesthetics in Youth Clothing Choices**: 93% of young people choose clothing and accessories based on design and aesthetics, highlighting the importance of beauty and personal expression in their choices.
💡 **Innovation in Eyewear Design**: Matteo Battiston, the Design Officer at Luxottica, discusses the significance of innovating eyewear not just in style but also in technology, emphasizing the need for paradigm shifts in design.
🌐 **Luxottica's Perspective on the Future**: As a leader in the eyewear market with over 35 registered brands, Luxottica has a privileged viewpoint on the future and present of eyewear design and technology.
🚀 **The Role of Innovation**: Innovation is defined as bringing novelty and changing paradigms, which takes time to mature for understanding, adoption, and integration into our habits and daily lives.
👓 **Eyewear as an Identity Tool**: The evolution of eyewear from a medical instrument to a fashion accessory signifies the readiness for the next step in its development, integrating with our identity and communication tools.
📱 **The Technological Revolution in Eyewear**: Luxottica is on the brink of a technological revolution with smart glasses, which will become an essential part of our communication tools, blending the physical and digital worlds.
🤝 **Collaboration with Facebook**: Luxottica and Facebook have collaborated to interpret the opportunity of smart glasses through Ray-Ban Stories, aiming to help users capture and share meaningful moments without distracting from their experiences.
🕶️ **Ray-Ban Stories' Strengths**: The product stands out as the first truly wearable smart glass that integrates capturing and listening features, maintaining the iconic style and 'coolness' of Ray-Ban.
🌍 **Importance of Cultural Understanding in Design**: Traveling and understanding different cultures, languages, and perceptions of beauty are crucial for designers to create innovative products that resonate globally.
🌟 **Embracing New Technologies**: Luxottica embraces the potential of augmented reality and virtual reality, recognizing the shift from traditional communication methods to digital platforms and the need for new technological paradigms.
📈 **The Future of Eyewear**: The future of eyewear lies in its ability to adapt to technological advancements, offering new perspectives and experiences that enhance our connection between the physical and digital worlds.

Q & A

What percentage of young people choose products based on design and aesthetics?
-93 percent of young people decide which products to buy based on their design and aesthetics.
What is the significance of beauty in the context of fashion and technology according to the script?
-Beauty is significant as it helps individuals feel good about themselves and keeps pace with their changing habits. It is also seen as a contributing factor to the future of augmented reality.
How does Matteo Battiston view the role of innovation in product design?
-Matteo Battiston believes that innovation involves a paradigm shift, something that changes what we are accustomed to and requires time to mature, be understood, and adopted.
What is the role of eyewear in the evolution of identity and communication, as described in the script?
-Eyewear has transitioned from a medical tool to a fashion accessory and is now becoming part of our identity, evolving into one of many communication tools, especially with the advent of smart glasses.
How does Luxottica, as a leader in the eyewear market, interpret the technological shift with smart glasses?
-Luxottica, along with Facebook, sees the opportunity to integrate capturing and listening features into eyewear that maintains the style and identity of Ray-Ban, allowing users to share meaningful moments without distraction.
What is the main goal of Ray-Ban Stories according to the script?
-The main goal of Ray-Ban Stories is to help users capture and share meaningful moments without taking their gaze or attention away from what they are experiencing.
What are the strengths of Ray-Ban Stories as highlighted in the script?
-Ray-Ban Stories' strengths include being a truly wearable smart glass that integrates capturing and listening features while maintaining the style and coolness of Ray-Ban.
Why is it important for designers to understand and appreciate differences in perception of beauty across cultures?
-Understanding differences in the perception of beauty across cultures is crucial as it enriches the design process, allowing for the creation of products and experiences that resonate with a diverse audience.
How has the inability to travel during the pandemic affected designers, according to the script?
-The inability to travel during the pandemic has limited designers' ability to experience new things firsthand, which is essential for imagining new products and paradigms. It has highlighted the importance of physical interaction and immersion in different cultures.
What is the potential future impact of augmented reality and virtual reality as mentioned in the script?
-The script suggests that augmented and virtual reality will usher in a technological revolution, blending the real and virtual worlds in ways that will significantly change our experiences and interactions, with smart glasses being a key part of this transformation.

Outlines

00:00

🎨 The Evolution of Design and Aesthetics in Youth Fashion and Technology

This paragraph discusses the significant influence of design and aesthetics in the purchasing decisions of young people, particularly in the realms of fashion and technology. It highlights the quest for beautiful things that make individuals feel good and reflect their identity. The discussion pivots towards the importance of keeping up with changing habits and trends, especially in the context of augmented reality. The script introduces Matteo Batiston, the Design Officer of Luxottica Group, an Italian excellence and a global leader in the eyewear market. Batiston emphasizes the distinction between invention and innovation, arguing that true innovation involves paradigm shifts and requires time to mature and be adopted. The narrative progresses to how eyewear has evolved from a medical tool to a fashion accessory and is now poised to become a communication tool in the era of smart glasses, signifying a technological revolution in the industry.

05:00

🤳 Ray-Ban Stories: Bridging the Digital and Physical Worlds

The second paragraph focuses on the collaborative effort between Ray-Ban and Facebook to create Ray-Ban Stories, a product that seamlessly integrates the capturing and sharing of life moments without distracting from the experience itself. It emphasizes the product's uniqueness as the first to truly combine both visual capture and audio experience within the iconic Ray-Ban identity. The discussion underscores the importance of maintaining Ray-Ban's coolness factor while embracing technology. The paragraph also touches on the significance of understanding different cultures and perspectives, which is crucial for designers and innovators in envisioning new products and paradigms. The narrative concludes by acknowledging the value of traveling and experiencing the world to renew one's point of view, a practice that has been missed during the pandemic.

Mindmap

Keywords

💡Design

Design refers to the process of creating and developing ideas for useful and aesthetic objects or systems. In the context of the video, it relates to the creation of eyewear and technology products that not only follow fashion trends but also incorporate innovative features. An example from the script is the discussion about how the design of eyewear has evolved from a fashion accessory to a tool for communication, highlighting the integration of style and technology.

💡Innovation

Innovation is the process of introducing new ideas, methods, or products. It often involves a significant change in a product or service that can disrupt the status quo. In the video, innovation is central to the discussion about the evolution of eyewear and how it integrates with augmented reality and smart technology. It is portrayed as a key driver for the future of design and technology.

💡Augmented Reality (AR)

Augmented Reality (AR) is a technology that overlays digital information onto the real world, enhancing the user's perception and interaction with their environment. In the video, AR is discussed as a significant frontier in technology that will influence the future of design, particularly in the eyewear industry. It suggests that AR will become an integral part of our daily lives, changing the way we communicate and experience the world.

💡Luxottica

Luxottica is an Italian multinational company that specializes in the design, manufacture, and distribution of eyewear. In the video, Luxottica is presented as a leader in the eyewear market with over 35 registered brands. The company's design officer, Matteo Battiston, discusses the future of eyewear design and technology, emphasizing Luxottica's privileged perspective and role in shaping the industry.

💡Ray-Ban Stories

Ray-Ban Stories is a product developed by Ray-Ban and Facebook that integrates smart technology into the classic design of Ray-Ban eyewear. It allows users to capture photos and videos, listen to music, and connect with others in new ways without having to look away from their surroundings. This product represents a significant step in the fusion of fashion and technology, and it exemplifies the innovative direction that the eyewear industry is taking.

💡Technology

Technology refers to the tools, systems, or methods used for creating, processing, and managing information. In the video, technology is portrayed as a driving force behind the transformation of traditional products like eyewear into smart devices. It is seen as a key element in the evolution of design and the enhancement of user experiences.

💡Fashion

Fashion is a popular style or practice, especially in clothing, footwear, accessories, makeup, hairstyle, and body proportions. In the context of the video, fashion is discussed as an integral part of the design process for eyewear, where aesthetics and style play a crucial role in consumer choice. The video emphasizes the importance of keeping up with fashion trends while integrating new technologies.

💡Communication

Communication is the act of sharing or exchanging information, ideas, or feelings. In the video, communication is presented as a key function of the new generation of eyewear, which allows users to capture and share moments in a simple and seamless way. It signifies a shift from traditional methods of communication to more integrated and technologically advanced means.

💡Identity

Identity refers to the characteristics and qualities that make a person or thing unique. In the context of the video, identity is tied to the discussion of how products like eyewear have evolved from being purely fashion items to becoming an extension of one's self, reflecting personal style and technological integration.

💡Experience

Experience refers to the knowledge or skill obtained or required through experience of events. In the video, experience is emphasized as a crucial aspect of design and innovation, where understanding and incorporating diverse perspectives can lead to the creation of more meaningful and impactful products.

💡Revolution

A revolution is a significant and dramatic change in a particular area or society. In the video, the term is used to describe the technological advancements and shifts in the eyewear industry, particularly with the integration of augmented reality and smart technology. It suggests that these changes will lead to a new era of products and experiences.

Highlights

93% of young people decide what to buy based on design and aesthetics, from clothing to technology.

We seek beautiful things that make us feel good and keep up with our habits.

Italian design has a privileged perspective on the border sector, contributing decisively to the future of augmented reality.

Luxottica is an Italian excellence, a leading company in the eyewear market worldwide with over 35 registered brands.

Innovation in product design means changing paradigms and not just inventing new things.

True innovations take time to mature, to be understood and then adopted.

Eyewear has transitioned from a medical tool to a fashion accessory, ready for the next step in its evolution.

The world of eyewear is on the brink of a technological revolution with smart glasses.

Luxottica, in collaboration with Facebook, is interpreting the opportunity of smart glasses through Ray-Ban Stories.

Ray-Ban Stories is a product that allows users to capture and share meaningful moments without taking their gaze or attention away from what they're experiencing.

Ray-Ban Stories is the first real product that integrates both capturing and listening, maintaining the iconic style of Ray-Ban.

The design process for Ray-Ban Stories began with a common vision between Luxottica, Facebook, and the Facebook platforms like Instagram and WhatsApp.

The goal was to create something that helps users lift their eyes from the screen and share moments more easily.

Designers should travel, experience new perspectives, and understand different cultures to inform their work.

The rules of design are not immutable; they are a starting point for imagining new products and paradigms.

The potential of augmented reality and virtual reality is immense, marking the beginning of a technological curve that blends real and digital.

Innovation is about creating a product that fits into the user's identity and communicates in a way that is intuitive and natural.

The future will see generations of innovators continue to contribute their perspectives on products and experiences to improve them further.