A lecture at Milan Polytechnic on a communication project of Cosy International

Cosy International, a young Florentine brand of luxury bedroom #furniture, was the focus of a university lecture at Milan Polytechnic by architect #guidomusante on a communication project based on the company's specific qualities. #cosyinternational operates in the field of furnishings for villas, resorts, business and #hospitality, a sector that is both complex and fast-growing. The main strength of Cosy International's offering is its ability to provide a "tailor-made" range of materials, finishes and colours for customised furnishings that in turn make it possible to achieve a tailored finish in line with current international market requirements. 

Professor Musante, what was the core theme of the lecture you gave on the #cosyinternational brand?

"My Fundamentals of Conceptual Inversion course at the Polytechnic of Milan - School of #design encourages #people to talk about #design in an unusual way. For example, by inviting students in Communication #design to address the issues of #design communication".

Can you elaborate on this?

“Let’s take the study of the format of a newly conceived magazine: this educational proposal also involves the participation in the lectures held by #people from similar but heterogeneous sectors, including architects, designers and also by companies. It was during one of these lectures where the reflections of the guest speaker prompted me to dwell on the case study for the #cosyinternational brand. I thought it would be useful to show students how a story, even a company story, can be told using a minimum number of words. It was an idea I had developed when I was working as a #design copywriter. I must say that I was later surprised by the positive comments, despite the fact that the idea was still in the study phase".

What are the strengths of Cosy International?

"I think the study I just mentioned gives us a clue: the attitude of not having a uniquely defined identity, in other words the ability to take on different identities. This is a radically different idea from that of traditional #design, and above all from that of traditional #design communication, where one seeks above all to have a precise, affirmative identity".

Do you think that tailor-made products and the wide choice of finishes and materials are and will be a fundamental factor in a storytelling process that aims to achieve brand recognition?

"Of course, provided the user is given the benefit of the doubt, in other words the possibility to discover their own identity within the story that the brand offers. I once discovered that my name contained the name of a brand I was working for: an almost unbelievable case of secret identity, which made me smile.

Professor, what would be your advice for the near future?

"Don't think. That seems to be the best way to be happy.

And finally, what projects are you working on?

"I've started writing a book.  

Architect and PhD in Urban Planning, #guidomusante works as a project copywriter, with a particular focus on #design and architecture. A former Guest Professor at the Domus Academy in Milan and the StrelkaInstitute in Moscow, he is Professor of Conceptual Inversion at the Polytechnic of Milan - School of #design, as well as a consultant for companies and institutions. A member of the AIS (Italian Association of #design Historians), he was born in Genoa in 1972.