2017_03_28_ARQ_ciclo_business_design

"Every five years I radically change the way I work, it's a question of survival," said designer Marc Sadler at the Confederation of Entrepreneurs of Navarra (CEN). Together with the president of IFI, Gianfranco Tonti, both starred in the business breakfast "The design as a connection between entrepreneurship and the new market". This was the title of the second session of the Business&Design cycle - organized by the School of Architecture University of Navarra, CEN and the European Innovation Center of Navarra-, which was attended by more than 50 people.

Sadler, winner of the Compasso d'Oro on four occasions, explained that "the world changes and forces us to be able to adapt, to constantly adapt". The expert at design described his professional career while describing how the study of materials has been core topic in most of his projects.

He illustrated the theory with some examples from his own experience, from the first ski boots made of thermoplastic material - later industrialized by signature Caber - to sandals for Nike, a back protector for motorcyclists with Dainese, Foscarini lamps or fiberglass swimming pools, among others.

For his part, the president of IFI -business specializing in hospitality furniture - pointed out the importance that the design is implemented in the management of the business. In this way, he explained that his company bet from the beginning by the research and development in this aspect, to ensure its continuity over time and be able to compete. "Innovation and design are what allow us to convince the client or investor, and drive us to grow in the sector," he said. He also indicated that believing in innovative projects entails being "a bit of an explorer", focusing each time on a "new and unknown path", which is a difficult but also "magical" task.

Finally, the director of the School of Architecture of the University of Navarra, Miguel A. Alonso del Val, explained the importance for Degree in design both the partnership with other institutions -public and private- and the increase of the presence and quality of design in the Navarrese society. Not only to improve the living environment, but also to increase the added value of the companies and products made in our community", he concluded.

The design in business

The Business&Design cycle, aimed at businessmen, entrepreneurs and interested public, aims to show with close examples how a good design -in all its meanings (services, fashion, product, etc.)- can have a very positive influence on business. The entrance is free and requires previousregistration , through the web page of the School of Architecture of the University of Navarra.

The speakers in this second session demonstrated how a close link between entrepreneurial vocation and quality design can achieve the highest awards in the profession, such as the Compasso d'Oro.