Paolo Schianchi
Paolo Schianchi, is an Italian architect and designer.
He has taught at the Politecnico di Milano, and is a leading representatives and theorist of Visual marketing a branch of study that connects image and product.
Career
Born in Parma, Schianchi has a degree in architecture and studied aesthetics; he became interested in visual marketing in the late Nineties, then in the following decade he explored it more deeply and began to divulge it: the focal point of his theory is the fact that an object and its image cannot be separated. During his ongoing involvement in many exhibitions, Schianchi's focus had always been on how objects tend to take on the identity of their visual display, also as proof of their indissoluble ties.In the exhibition, "La filosofia dell'acqua. Il design italiano incontra l'artigiano giapponese", held in Milan and Padua from April to October 2011, Paolo Schianchi visually demonstrated that "an object is no longer the technical response to a necessary function, but the sum of the image, function and emotions with which it is branded ". The exhibition was organised with the collaboration of the Japanese Consulate in Milan, the Italian Consulate in Osaka, the Centre of Japanese Culture in Milan and the Chamber of commerce of Kyoto.
He has edited the annual publications for the Gruppo 24 ORE - Gruppo 24 Ore Business Media group, focusing on research into new developments of the object in relation to its visual image.
Schianchi is a designer, art director, and works with Italian and international companies ; he was also editor for a number of magazines. Since 2010 he is director of an international Website focussing on architecture and design, Floornature.
Apart from teaching at the Milan Polytechnic he is also professor for the Masters course of Integrated Communication and Design at the IUSVE in Mestre and regularly lectures with other universities and private institutions.