He teaches at the Politecnico di Milano, and is a leading representatives and theorist of Visual marketing a branch of study that connects image and product.
This concept is taken up again by Gillo Dorfles in his book "Il feticcio quotidiano" (The daily fetish): "(...) This is why I believe I can say that it is now possible to talk about a new ergonomic standard, not connected to the height of a desk or to the pneumatic quality of padding but to the creation of that “mythical image” that a design object must present if it is really right for the purpose it was designed for (...)".
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One of the people inspiring this almost anthropological approach is Marc Augé, who in his book “Le temps en ruines” (Time in ruins) notes that: “the world where image is omnipresent requires the reality to be reflected in its image...”.
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