Sergey Brin, fondatore ed amministratore delegato di Google, da qualche tempo va in giro con i suoi Google Glasses, la sua ultima invenzione, quella a cui sembra tenere di piu’! Se vuoi fare come Sergey, basta pagare $1500 per il tuo paio di Google Glasses. E ce ne sono alcuni in giro. Ma non tutti sono felici. Non e’ il prezzo ha rendere infelici e neppure la tecnologia. Anzi, da piu’ parti ci si complimenta con Google per aver dato un forte impulso alle wearable technologies (tecnologie indossabili se volessimo avventurarci in una traduzione forse poco felice). A dir il vero, problemi tecnologici ve ne sono, ma vengono perdonati. Quello che davvero fa intristire e’ l’estetica dei Google Glasses. Commentatori nel mondo della moda sono andati giu’ duro sostanzialmente dicendo che oggi l’unica cosa da non indossare sono i Google Glasses perche’, francamente, e non ce ne voglia Sergey, sono brutti.

L’approccio ai Google Glasses e’ stato puramente funzionale. Ci e’ sembrato di vedere un Sergey Brin smanioso prendere l’oggetto dal laboratorio e portarlo sul mercato dimenticando quell connubio indispensabile tra tecnologia ed arte e tecnologia e design, quando si pensa a qualcosa che dovra’ essere parte della nostra persona. Tutti gli insegnamenti della Scuola Bauhaus sono stati dimenticati. E molto probabilmente, Mr Brin e Google non hanno la minima conoscenza di cosa Leonardo Sinisgalli e “Le Civilta’ delle Macchine” insegnarono al mondo dell’industria durante gli anni 50 e 60.  La tecnologia deve funzionare, ma deve anche suscitare sogni, deve emozionare, deve piacere. Dire che un oggetto tecnologico e’ bello non e’ blaterare, ma e’ portare l’oggetto di fronte al consumatore, fallo apprezzare e fallo acquistare. Ed e’ in questa visione tutta la modernita’ di “Civilta’ delle Macchine” ed e’ da qui che il mondo delle wearable technologies deve partire.

E su queste riflessioni torni a pensare anche l’Italia. Che l’industria della moda e del design e l’industria tecnologica italiana, quel poco che ancora innova, rileggano “Civilta’ delle Macchine” in una sorta di coro greco perche’ e’ nel mondo di Sinisgalli che si nasconde un ruolo determinante dell’Italia nelle wearable technologies!

Di Saverio Romeo – Industry Manager Telecommunications Frost & Sullivan Europe

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Aesthetics and Technology – The Absolute Collaboration for Wearable Technologies
Sergey Brin, founder and CEO of Google, has recently gone around wearing his most recent invention, Google Glasses. If you want to do the same, with $1500 you can have your pair. And, now, there are some pairs around. But not all of them are happy pairs! And the matter of discontent is not the price. It is not the technology. On the contrary, Google has let wearable technologies to finally go out of research labs. The discontent is about beauty. Google Glasses are functional and innovative from a technological perspective, but aesthetically are poor. Some commentator from the fashion industry went further some days ago saying: “The ugliest object you can wear!” The approach to Google Glasses has been purely functionalist. That collaboration between technology and art, necessary for something that should become part of our persona, has been forgotten. Google has forgotten Bahaus’ teachings! And most probably, Google does not know the story of Leonardo Sinisgalli, “Civilta’ delle Macchine”, and Olivetti during the 50s and 60s. In the world of markets and industries, it is easy to forget great experiences, particularly when the protagonists are not successful anymore. Studying history of business and markets could be beneficial for board rooms members! Sinisgalli was an engineer, poet, mathematician, marketing communicator, researcher, creative director and more. He worked in the most successful Italian companies during the 50s and 60s. He worked with Olivetti when Olivetti was a global name in typing machines. And he was the editor of many corporate magazines that were more than that, but locus for innovative ideas where science and technology meet literature, arts and design. The most famous of those was “Civilta’ delle Macchine” (“The Civilatation of Machines”). “Civilta’ delle Macchine” was published during the 50s, translated in several languages and with contributors from all over the World. It influenced the design and technology development of the time. The main idea was that a machine has to function, but has also to attract the imagination of consumers. A machine has to be “bella” (beautiful)! Sergey Brin, Google and all the emerging world of wearable technology companies should read “Civilta’ delle Macchine” because in wearable technologies only aesthetics and technology together can pave the road to success.

By Saverio Romeo

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