DEEPDESIGN Bazzicalupo&Mangiarotti


About Us

Deepdesign is a our small and dynamic company with ability in future scenario development, product and packaging design innovation. We have several patent related to invention on product. We try to do every time our best to coniugateinnovation and beauty, with a contemporary language, based on a deep material and technology knowledge.
We are 2 partners, a man and a woman, because we think that it is important to match different sensibilities.
We don't accept any work, we have to feel the work and the people. We prefer to work on not too much projects but to be personally involved in every project we decide to follow. Because we we trust on it.

One Deepdesign quote
"Learning by nature, being inspired by materials and technologies to express culture through design"

Deepdesign cv
Matteo Bazzicalupo and Raffaella Mangiarotti are architects and designers. Post graduated magna cum laude in Architecture from the Politecnico di Milano. They are both lecturers at the Politecnico di Milano, and they are also teachers in a number of Universities and design Institutes. In 1995 they found Deepdesign. They have explored new scenarios and designed products in different design fields for: Aldo Coppola, Barilla, Castelli Haworth, Coca Cola, Coin, Coop, Daimler Chrysler, Fratelli Rossetti, Giorgetti, Glaxo Smithkline, Guzzini, JVC, Kitchen Aids, Kraft Suchard, Imetec, Mandarina Duck, Matsushita, Misuraemme, NEC, RSVP, San Lorenzo, San Pellegrino, Turin Olympiads 2006 (Italy), Whirlpool Europe. They won design competitions organized by JVC and Matsushita.
They received several prizes, in particular Young & Design, ID Award (2004) and Selezione Compasso d'Oro(2005).
Some of their projects are published on The international Design Yearbook 2005, on L'observatoire International de Première Vision, on The International Design Encyclopedia of MOMA, and on Design Now (Tashen).

Design philosophy_deepdesign

Nature expresses perfection in its forms and processes that can be at once both very simple and extremely complex. An orange section or a peapod have a structural geometry that upon close examination is captivating. The meeting between formal organicism and functional complexity in nature is spontaneous and perfect, without compromise and simple redundancy, and leads to pure economy of form. When we design we always try to give our best with great discipline and focus our concerns on the solution's relationship with culture. The culture we aspire to lies not only in material and technological expression, but especially also in the conceptual – the transmission of ideas. We consciously imbue our work with cultural meaning. But we are also fascinated by identifying the extraordinary in things that appear to be obvious. Just as in nature, sometimes we only need to accentuate the exceptional.

The Deepdesign design process structure

1.0 Immersion Phase with consultant (external phase)

A creative forum of diverse experts - in different disciplines selected every time selected depending on the project topic (anthropology, ergonomy, psycology, sociology, ecc. )- will be organized to better and deeper understand the user/consumer experience or to identify related key needs and opportunities. These opportunities will be organized and shared with the the Client team as possible opportunity spaces for discussion and development. Trend boards are used to help support and explain the overall discovery and key ideas.

2. Deep Immersion Phase (internal phase)

Deepedesign will understand the experience related to the products and the environment where the products are used, focused in particular on WHO (users), WHERE (physical contest and proximity situations and conditions), HOW (ways and tools), WHEN (activity in the time) and WHY (reasons decided and driven) with different techniques: shadowing, photographing, keeping track of the interactions, talking with users about personal experiences, talking with extreme users, storytelling from parents.

Deepdesign will analyse and evaluate the different products of competitors available on the market.

An intense, idea-generating session analyzing data gathered by studying people and observing behaviours. The scope is to encourage wild and innovative ideas, embrace the most out-of-the-box notions because they can be the key to solutions and define as many new ideas as possible. The methods requires to participants to be visual and stay focused on the project.

Output: a presentation in ppt with organize the content of the research and the visualize possible critic aspects and themes interesting to work on.

3. Theme generation
Deepdesign will envision various functional and visual design themes (5 to 8 direction proposals) for the identified development opportunities that result from the Immersion Phase. Each theme must have a clear link to a consumer insight discovered in the immersion phase. The presentation will show the functional and visual design themes in a manner that illustrates or explains the uniqueness and innovation each theme offers. These Themes will serve as thought starters for The Client to explore and consider.

a presentation in ppt with photo, ideas and schemes.

4._Refining phase: concept phase
At this stage, deepdesign narrows down the choices to a few possibilities .
Brainstorm quickly to weed out ideas and focus on the remaining best options.
Emerging top ideas will be selected by the Client and the design group for further refinement and concept exploration. Additional detail will be added to the initial idea to communicate function, design, and values. This may be envisioned in renderings to convey the intention and merits of each concept.
2d renderings, graphics

5. Focus group and feedback analysis
Bring deepdesign design & consultancy network to bear when actually creating the new products. Deepdesign will involve diverse workforce to carry out the plans with many experts in several fields, from sociologists to communicators, ergonomic expert, cognitive psychologists.
At this stage could be useful to involve some of the most important and top level, executive stakeholders (selected by The Client) to get agreement.
Report and variation proposals

6. Implementation: Concept development phase
The selected solution will be developed in detail with deep analysis of functional aspect, ergonomics, materials, technology, finishing and colors.
3D modelling and renderings, graphics and analysis of materials, technology,
[not parametric files]

7. Rapid and raw prototyping
Mocking up working models quickly and cheaply (without looking much to the design details) that demonstrate the design idea and helps everyone visualize possible solutions and speeds up decision-making and innovation. With these rough models it is possible then to try them and make short movies to analyze the people experience and understand how new function and design can meet their individual needs.

8. Engineering supervision
deepdesign could supervise engineering process to guarantee that original design and style will be preserved.


DAThis firm is an adopter of the Designers Accord


  • Aldo Coppola Barilla Brevi Castelli Haworth Coca Cola Coin Coop Daimler Chrysler Giorgetti Glaxo Smithkline JVC Kitchen Aids Kraft Suchard Kimberley Clark Imetec Inblu Mandarina Duck Misuraemme Nec Panasonic Olympic Games Torino 2006 Rossetti RSVP San Lorenzo Whirlpool Europe



Staff Size



  • Industrial Design
  • Research
  • Exhibit Design

Main Office

viale francesco restelli 5
Milan, Milan 20124


raffaella mangiarotti
phone: +39.3338156840

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