DUCATI PROJECT RESPONSIBLES
-for IAAD: Sergio Fontanarosa – Motorcycle and scooter
design teacher; -for the company: Andrea Ferraresi – Ducati
Style Coordinator, Pierre Terblanche – Ducati Style
Responsible, Bart Janssen – Senior Designer Ducati; -the
prototypes in 1:1 scale will be realized thanks to the
collaboration of MODELCLAY – owner Mario De Carlo.
The principle that inspires the 2005 edition of the annual
Transportation design exhibition from the Institute of
Applied Arts and Design Turin is the improvement of the
creative process that belongs to an italian way of
conceiving style. We wanted to create around the
undiscussed protagonists Alfa Romeo and Ducati, an event
that has a soul, that uses the tones of passion and
feelings, in order to offer stimulus and emtions to the
That is how the Institute of Applied Arts and Design-Turin
and ERGO-MODEL from Volvera (TO) put together their
strength and created a sinergy to work with eachother in
this direction, with enthusiasm and determination. From this
collaboration the idea of presenting the “italian style” was
born according to a particular perspective, with the end of
proposing a vision, through a guided expositive path that
illustrates the entire process of idea and development ,
focalizing on the various roles assumed by each protagonist,
else those professional figures that reppresent the biggest,
most precious and unreplaceable resource.
The purpose of an exhibition, conceived in such a way, is
coming near the transportation design sector and to many of
its not yet known specialities, a vast and heterogeneous
public with a particular attention to young people, adopting
a reading key that is able to stimulate curiosity related to
a profession not yet known that in a historic period of
great uncertainties, precariousness and change, could offer
new and interesting prospects.
In this way we want to make the mistery tangible, that often
still wraps up the creative process, and on this purpose,
the entire project has been created to confer the models not
only a starring role but a new appearance, from which
feelings, intuitions, thoughts, energy and capability will
emerge to face a daily work, that only in last remark takes
to the realization of a product. Project knowledge,
professionalism, passion and different professions unite and
penetrate to get to the object and make it unique.
The designer therefore researches, compares, innovates,
reppresents, mathematizes and virtually models thougth,
until it becomes understandeable to the public. Takes
inspiration from its own creativity and compares itself with
colleagues, with modelling professionals, with the judgement
from the most reliable press.
The traditional exhibition of boards and works will be
enriched with audio-video support. Each phase of the project
will be documented by a series of photographs and tv-takes
that will give life to a short film rich in images and
- the DVD before, during and after: an inedited “backstage”
to discover the protagonist voices, feelings, thoughts and
- photo gallery. The charm of a portrait from the past
compared to the future. Thanks to the collaboration from
Ducati Motor and Alfa Romeo, photographic documentation
coming from their respective historical archives will
enrich with charm the interesting tale of a path that in
decades has seen the evolution of methodologies,
technologies and research.
- works. Concept boards, sketches, handmade and digital
renderings, virtual film.
- models. A different role, for a star.
The project is born with the idea, that in a near future,
the exhibition will follow an itinerary path in the main
Italian cities and successively abroad. The will
contributing to give space and international visibility to
this fascinating profession, to the capability that still
today represents the italian patrimony that is unique, that
has to be known in order to admire it and protect it.