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JVLT

A name, ora rather a meme – which have now gone viral – but theirs originated back in 2000: a group of designers who invited us to pimp IKEA chairs in 2006, a collective that has always laid bare, actually – beyond metaphor – got undressed for Funcooldesign (2011), to face design head on.

At first glance these examples would seem enough to define it, but it would be too simple. Behind these twenty years of career as outsiders, there is a way of thinking outside the box that can only arise in those who have achieved sincere freedom, in those who fully respect the profession of designer without letting trends influence them, in those who put thought and meaning before form. Such a profound freedom allows the creation of a personal way of doing design.
JoeVelluto Studio is a contemporary explorer of the meaning of things, for all of the objects – even the most common – deserve to be investigated and to mean something else. It is a brave communicator who chooses sophisticated ways to send acute and singular messages. It is a generous designer when it gives prophetic enlightenment (Amen/Lumen with Alessandro Mendini, 2014) to all the young people on a pilgrimage to the Milan Design Week in search of an idea. It is a transformative designer when it redesigns the symbols of eternity (RosAria, the disposable bubble wrap rosary) to denounce poor quality industrial products that leave no trace, such as prayers.
Design is a discipline with multiple features, JoeVelluto Studio is the stinging side of this, the side that dares, that overturns form, function, meaning. Because in our society, especially today, it is right to question everything and ask ourselves about the way and the meaning of things, since only from deep and unscrupulous reflection we can create ideas and projects with a strong social value, capable of teaching and leading towards responsible choices.

Martina Gamboni.
December 29th, 2020.
JVLT JVLT, 2011. © Oliviero Toscani.
Design Ambassador
Martina Gamboni
Design strategist.
Martina GamboniMartina Gamboni

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Twenty years of JVLT JoeVelluto Studio
JoeVelluto, a design and communication studio set up in 2001, distinguished over time by an experimental and research approach, with a slant towards communication and positivity.
In the design field, over time the studio has nimbly switched from the cultural to the commercial context, adopting a personal point of view and a conscious multidisciplinary method.
This is the reason why the studio has a heart and two eyes: JoeVelluto, that is the design philosophy of avant-garde and responsible innovation, generator of Meaning – which gave life to the studio – and JVLT, which makes the most of the creative potential to generate solutions that can help companies in an economic, responsible and sustainable growth.
Andrea Maragno + Sonia Tasca are the body, the mind and the soul of JoeVelluto Studio. Andrea Maragno, education manager at Scuola Italiana Design (Padova, IT) and art director of Dharma Academy, an on-line academy of Buddhist studies. Previously professor at the main institutes and universities in Italy, he has been a member of the scientific committee of Fabrica, directed by Oliviero Toscani. Zen Monk under the aegis of Master Tetsugen Serra, with the practice name “Eko” is co-responsible for the OraZen Temple (Padova, IT). Sonia Tasca, art director and communication professor at Scuola Italiana Design (Padova, IT). Teacher and tutor of courses and workshops at numerous Italian institutes. She deals with research in the world of graphics and communication. She conceived and designed the volumes “Salefino – nuovi sapori dal design italiano” (IT) (Abitare Segesta Edizioni, 2005), “UseLess is More” (IT) (Corraini Edizioni, 2008), “Funcooldesign” (IT) (Electa, 2011).
Check the website of the studio
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