GUDA+IDEAS(R) - Slow Design Thinking

We want to share our vision on Fake Design Thinking. In end of the article an example is given from yesterday Co-create EU project Pitch presentation at Milan Design Fair 2018, but first let me make same personal initial statements on the Fake Design Thinking issue! I love when you do non DESIGNERS, people who NEVER DESIGNED (just learned a few tools) have the nerve to SAY and WRITE that for example one of the todays best DESIGNERS and DIRECTOR of one of the best Design AGENCIES of the WORLD (Pentagram): ... "She knows nothing about DESIGN Process ... popularised as Design Thinking ".... i get mad! REALLY? Really?.. this fast learners, consultants of anything that moves and smells of money and who have found a way to hide that they no longer have subject and knowledge to" Consult "... are full of BULLSHIT .... These PARASITES live in the shadow of areas of knowledge that do not dominate minimally, are the reason why the DESIGNERS community begins to insti

This week I felt the need to write with a perspective of "looking back" at analyzing the way forward. In my first article this week, I focused on my research path, now I want to share thoughts and learning from teaching, whose career is now 20 years ... I was hired by IADE to begin teaching design project, exactly in the second half of 1998. I was actively working at NOVODESIGN - Design Agency, already with a full and hours-long work hours and "no space" for my personal life, when I received the call from Professor Diamantino Abreu, in his name and in the name of the coordinator of the project chairs António Cruz Rodrigues, invited me to teach at that institution where I had been a student ... The decision was easy, I just asked my boss if i should accept this challenge and he wisely replied: "Of course, Americo you have a sense of responsibility for which I know you will not fail with the commitments here in the Company, so go forward Men"...

Looking back, re-seeing my research design career, what has been my "Guidance"? what do I see today in the light of what I "know" and lived "? what has been what I did not see at the time on the path that brought me here where I am today? what I would do exactly same way and what would I do differently? What were my founding principles? would I ever relinquish them for the positive and positive results they brought me? what value has been structuring and the guiding thread of my way of being in science and specifically in the science of DESIGN? If I had to name a single "foundation" I elect the principle of co-creation! I have been in research and science since day one always thinking about the transition from the US to the US, which goes through thinking research in its pure sense of collaboration, transdisciplinarity, because for me, science has always made more sense when it happens in the in the "non-spaces", in the territories th

In today's academic world full of "Factories", "Agencies", "Employability" departments, internships... Why DELLI still focus on the Studio, Office, "Haus" experimental Learning Experience approach? Today let me start by stating what the DELLI HAUS concept is NOT! DELLI HAUS is not a "FACTORY"; DELLI HAUS is not a Structure to "build" personal "Egos and fake Personas"; DELLI HAUS is not a "alternative medicine" to host lectures and researchers that don't have a Professional Background and real life project experience and use the "factories" to undercover this "missing part" of their Curriculum; DELLI HAUS is not a "low cost agency" to compete in the Market with the real life market Design companies, Studios, Ateliers and Freelance Designers; DELLI HAUS is not a Show-off of Market brands that uses this University "factories" to pay much less for creat