Giulio Cappellini presents “Cappellini Method. A Performing Dream”
June 2016

Giulio Cappellini presents “Cappellini Method. A Performing Dream”

A kaleidoscope of memories, encounters, objects, places, and, naturally, colors. This is the story of Giulio Cappellini, a mainstay on the contemporary design panorama since the 1980’s, who has managed to create a dialogue between industrial processes and the artisan tradition, between technological research into materials and raw materials in nature. A story now told in Cappellini Method. A Performing Dream, a book of photos, stories and notes gathered over his thirty-year career as a designer and businessman that reveal an unprecedented criterion for analyzing the history of contemporary design and his approach to design.

Part personal diary and part traditional encyclopedia, this book lists words, names and concepts, which are ordered according to a certain logic yet at the same time quite random. Giulio Cappellini thus gives us a matrix for interpreting the complex culture of design, providing a system that allows the reader to create their own sequence for consultation, which will vary each time. Words and photos alternate at a fast pace; Giulio Cappellini’s own personal experiences and references to the brand's identity echo each other; the documentation of design and experimental research criss-cross in an intimate dialogue.

From A for Architecture at the start, where the author reveals that he was crazy about meccano as a little boy, to B for Bouroullec, with the discovery of the two designer brothers in Paris in 1988. From C for Contradictions and freedom that describes the Cappellini brand identity, where the company's consistent style is the result of a variety of outstanding design languages, to L for Limited edition, which tells of Giulio Cappellini’s approach to small-scale productions whose intention is not elevate the object to a work of art but to investigate its infinite interpretations, even in an ironic way, and through to W for World and multiculturalism. The latter describes the painstaking sourcing of talented new designers who, when they join the process of industrial production and global distribution, manage to restore to design the values of craftsmanship and tradition. 

This 192-page book, published by Mondadori, can also be read according to a horizontal schema that re-categorises the subjects covered into four major themes: Identity, Encounters, Places and Products. These are the bases for the design vision of Giulio Cappellini and his company, and the origin of the Cappellini Method which, based on the value of “Made in Italy”, has pushed geographic and cultural boundaries to create innovation. In this way, a glocal approach has led to the birth of a design approach that excites and creates dreams that come true.