Mediterranean-ness Between Identity and Genius Loci. The True Essence of Successful Design Stories

This paper traces back Mediterranean-ness as genius loci and identity, questioning insights, materiality, phenomenol¬ogy, aesthetics and communicational outcomes, referring to Ettore Sottsass and Le Corbusier. A journey in the past through Le Corbusier’s and Sottsass’s approaches helps to detect how archetypal resonances and Classical heritage impacted on Modern and Post-Modern design. Hence, in line with a design thinking and applied aesthetics perspec¬tive, after detailing throughout the second part the choice of broadening the considerations by moving from two sin¬gular examples, such as Le Corbusier’s and Sottsass’s ac¬complishments, inspirations and methodology, the attention shifts to how these two masters dealt, through their visions, with the idea of Mediterranean-ness and how they paved the way also to further outcomes. Subsequently, the third and last part drives the attention to issues aiming to get a better understanding of the relationship between design and Mediterranean-ness today, opening new debates and strategic approaches to reevaluate and relaunch the idea of Mediterranean-ness, not just in terms of genius loci, but also as a main trend of identity connotation and strategic policies.