In previous chapters, we have looked at the usefulness of design in two industries, manufacturing and medical devices and health care. We have seen a few exceptions where design has not played a significant role in those industries. We have explored these exceptions and come up with a series of explanations for them. The main conclusion is that the central role of design is usually influenced by the close cooperation between company management and designers. What happens when there is no doubt about the importance of design, when design is seen as a central part of a company's decision-making and, in many ways, as the result of a decision? How should design be organized? This chapter offers some initial thoughts on this question, through a case study of a very prestigious design firm. The Italian design and manufacturing company, Alessi, is a success story in terms of design management for its ability to handle time, generate constant interest and attract customers. But relative to the Finnish design environment, he is again a failure case for organization and design communication. In this article, based on Alessi, I will analyze how design organizations work and also discuss the understanding of design.
Company Profile
Alessi's products are designed for kitchens, tables, bathrooms, offices and homes. Their basic product is metal cutlery produced in their own factory in Crusinallo, about a hundred kilometers northwest of the Milan head office. In addition to stainless steel, they also produce a range of plastic products, which became known in the nineties. Their products are sold in Europe, the United States, Japan and Australia through their flagship stores, chain stores and kitchenware and gift stores. The company's turnover amounted to 19 billion lire (1999) or about 120 million euros.