NABA presents the original design created by the students of the BA in Graphic Design and Art Direction, under the guidance of lecturers Alberto Bettinetti and Federica Clerici, for Helbiz’s E-scooters that will be launched during the Design Week, that will take place between April 12th and 18th.
The project, born from the collaboration with Helbiz, the American company that provides micro-mobility solutions into the urban areas, involved the students in transforming the E-scooters into real design objects in motion, asking them to conceive a creative concept inspired by the three main districts that host Design Week (Brera, Ventura, Lambrate e Tortona) to highlight their spirit, values and features.
Students’ Niccolò Etiopia, Andrea Gatto, Anna Novello and Camilla Rui, project, based on the three words “Immersion, Interaction and Technology” revolving around the relationship between human and matter, was selected by the partner as the best proposal presented. Their design was used to define the brand new visual identity of over 750 E-scooters to be found within the city of Milan.
In this collection man and matter (character and pattern) blend together in a unique and ever changing entity. The visuals metaphorically represent the scientific progress embodied by the Tortona district, and the continuous way man manipulates the surrounding matter for the purpose of an incessant evolution.
A project that met the creative sensibility of NABA students, turning them from potential consumers to designers of the future. The enhancement of the city of Milan, through the areas that made the culture of Italian design and designers international, has been developed with fresh illustrations characterised by a personal style in a balance between dynamic geometries and brilliant colors (re-thinking the Memphis tradition), which lend themselves well to promoting Helbiz innovative and sustainable way of urban mobility.