INNOVATIVE MATERIAL DRIVEN DESIGN BUSINESS

New materials open up an extraordinary field of experimentation where the material itself becomes the subject around which focuses more and more innovation. The material as a design element is not new but the innovation lies in the new approach where the material is no longer just the outcome of a research aimed at improving its technical and functional performance, but is itself "the Material of Invention" (Manzini 1986). The Innovation annual report by the Codec (Technological and Innovation Foundation) has highlighted the importance of the development of technologies and innovative materials. "The Innovation areas for the medium to long-term growth of the productive system of the industrially advanced countries, in terms of employment and value added, depends critically on their ability to develop innovative technologies in certain technical and scientific areas of cross-cutting and significant impact on the evolution of the performance of products and production and business processes. " The research activities that depart from the conception and experimentation of the material up to the definition of innovative concept, need to develop within a multidisciplinary team. A design approach that provides an interdisciplinary collaboration between diverse knowledge. In this multidisciplinary scenario, design skills are acquiring a fundamental role. Design, understood as a project development mindset, as a strategic and managerial approach aimed at solving concrete problems. Designer defines scenarios that can become business scenarios, based on a project development methodology that guides creativity, technological development and business.