Design and innovation activities at Pepsi: the interview with Mauro Porcini
Fuorisalone Milan PepsiCo presents Mix It Up, a harvest of creative projects linked to the world of art, fashion and film. We met the Chief Design Officer of the group, the Italian Mauro Porcini, to talk about trends and innovation. And the future of Italy in the field of design
There is the new sleek and ultra-modern Prestige Bottle aluminum, developed by designer Karim Rashid. But there is also a Fiat 500 customized by artfully Garage Italian Customs Lapo Elkann, with the colors of the logo on the body and interior that light up when the cup holder is being filled. And again, one of sunglasses capsule collection inspired by the world of emoji, which brings the irreverent signature designer Jeremy Scott. He is a creative world in the round that touches and is contaminated with many different aspects of pop culture, what the PepsiCo group has re-created during the Fuori Salone 2016. In Milan, in the District of Tortona Design Week, it goes to Mix It scene up, a collection of colorful cues high beauty and innovation rate involving different brands of the group, from the sporting giant Pepsi Gatorade, through the Lay’s chips and healthy produce from Quaker line.
“Being a design company, today has an entirely different meaning than it did only a few years ago.
It’s changed the way we communicate, to do brand building. If before the mark was the subject requiring their communication, it has now become the object of the communication itself, which spreads through the internet and social media. And to this must be constantly interesting. ” The speaker is Mauro Porcini, born in 1975, four years Chief Design Officer of the American multinational. In his palmares staff, as well as an impressive array of international awards for his talents as a designer and businessman, also includes the presence of the most elegant Italian men according to GQ 30. A little whim of which must be very proud.
“There are two basic levels on which each brand today has to work – continues -. The first is that of the relevance, the second is that of innovation frequency. Both are a great challenge for those who work in the design, because the processes are continuous, non-stop, which must always take account of empathy towards the customers, their needs and their feelings. But it is also important to consider the strategy to turn into reality what you can satisfy those needs, and adopt such a new vision of prototyping and storytelling: imaginative and creative, of course, but always anchored to the needs of the business. ”
So, for example, Gatorade has Gx, a complete digital ecosystem that allows each athlete to prepare independently the best drink for your own needs. Tested in collaboration with the Brazilian national football team, it can detect the parameters of athletes sweating through special sensors, which communicate with an app and suggest the ideal amount of minerals to be integrated in the drink. This technology opens the door to a well targeted use of Pod of Gatorade-like capsule from the calibrated content according to the different needs of the athletes, which can be dissolved in water to give rise to a signature beverage. Futuristic idea, but that could soon enter the market.
“Not only – continues -, our responsibility as a designer is to create something that would make better the society in which we live. That can make people happier, in fact. To do that, it’s nice to explore the possible intersections with other worlds of pop culture, such as music, art, fashion. Or the cinema “. In this regard, then stands in a triumphant example of Pepsi Perfect exposure, the historic bottle appearance in the second chapter of Back to the Future. A real fetish ultra-limited edition, which in recent months has wowed fans of the saga Zemeckis from all over the globe. Shouting “Great Scott!”, Of course.
“We at PepsiCo are proud to have presented our ideas right here in Milan – concludes Porcini – because it is without any doubt the most important and prestigious international plaza for everything to do with design. Now, however, it is important that the whole of Italy starts to get rid of their parochial attitude, to look at the world in a new guided by the optical business: our talent is there, it is undeniable, and there will never forcibly take anyone; but the reality around us are improving rapidly, and it is time to commit ourselves seriously to maintain our lead. We Italians are internationally respected for our ability to act on instinct, he could speak to the belly of our listeners, our customers. Now, however, we must learn to think also tending to mind your wallet, as the Anglo-Saxon world. Because our ideas are not always intended to be bought and to make the fortune of others. “