Ideas evolve; they adjust, grow and are conveyed. Every idea is born out of what came before, reformulated through hard work and drawing connections to other ideas. They are the raw material for play and negotiation.
Materia Prima (Raw Material) explores the creative process through a metaphor that is simple yet profound: bread and oil. Two basic ingredients of Mediterranean culture that represent two forces in the creative process. Bread is structure, body and shape. Oil is movement, risk and balance. Between the two, creators negotiate, play and seek to strike a balance where the idea takes shape.
Between the unimaginable and the tangible. That is where ideas live.
Imagination is playing with things that don’t exist yet.
Ideas are created, destroyed, transformed, conveyed.
Free, untameable, shapeless, in every shape.
Ideas evolve; they adjust, grow and are conveyed.
The raw material of design is ideas.
Ideas are risk, balance, negotiation.
