The Compasso d'Oro (Golden Compass) prize has been awarded to outstanding industrial design products in Italy since 1954. Products range from common household tools to mass means of transportation. They represent a social, technological, and design history covering nearly five decades. This study explores the relationship between selected items of the Compasso d'Oro prizes, and discusses how they reflect the changes in technology, design, and society over five decades from 1950 to 2000. A computer-generated three-dimensional rendering of an interior of an apartment in Milan featured during each decade shows a living space with specific Compasso d'Oro objects that pertain to the domestic environment. A discussion of the themes the objects represent reveals the changes that have occurred during each decade as well as over the course of half a century. This examination helps designers understand the links between trends and objects in order to have a better comprehension of past, current, and future design environments. / Master of Science

La tesi si prepone di analizzare il significato di design nel contesto dell’industria agro-alimentare in Italia, con particolare riferimento alle teorie dell’innovazione tramite servizi (Miles et al., 1995; Tether et al., 2001). Precedenti studi sulla professionalizzazione di una disciplina hanno supportato una prima fase di ricerca, durante la quale si è cercato di valutare se si sta sviluppando una disciplina del design agro-alimentare (Hodgson, 2002). Successivamente, la ricerca ha analizzato come le imprese del settore abbiano sviluppato ed integrato specifiche competenze mirate a fare del design uno strumento di crescita innovativa (Jennings e Wood, 1994, Meroni, 2000, Miele e Murdoch, 2002). La metodologia si basa su casi studio tratti da dati di fonte primaria e secondaria. Un primo risultato ha evidenziato l’importanza dell’innovazione di tipo organizzativo, in particolare il lavoro di progetto ed un rapporto frequente con il cliente. Lo studio enfatizza inoltre che le aziende agro-alimentari debbano considerare aspetti legati all’innovazione in concomitanza a quelli legati all’estetica. Nei casi in cui il prodotto non rappresenti l'unica interfaccia col cliente (es. settore vinicolo), la ricerca suggerisce che la funzione di servizio del design emerge come preminente. / This thesis unveils the meaning of design in the context of the agro-food industry in Italy from a service innovation perspective (Miles et al., 1995; Tether et al., 2001). Different theoretical underpinnings have been called: previous studies on the professionalisation of a discipline have helped to assess the extent to which a discipline of agro-food design is emerging (Hodgson, 2002). Additional insight is provided by the analysis of firms and sectors that have integrated design-related expertise into their activities and, consequently, contributed to further our understanding on this matter (Jennings and Wood, 1994, Meroni, 2000, Miele and Murdoch, 2002). A qualitative approach has combined both primary- and secondary-source data. The study indicates that organisational innovations are crucial for the competitiveness of Italian design firms, project-based activity and close relationship with client firms in particular. Case studies on medium and large agro-food firms point to a blurring line between design and marketing. The study emphasises that both the innovation and aesthetic components must be considered. In cases where the product is not the only interface with the client (e.g. winemaking sector), the research suggests that the service trait of the design activity is becoming increasingly relevant.