FROM THE CULTURE OF PROJECT TO SPREAD CREATIVITY: Mutations of Design as a Profession in the Society of Knowledge

Along with the transition to the 'new capitalism', which may be variously defined as cognitive, flexible, post-industrial or post-Fordist, we are experiencing a new productive scenario since the Seventies of the last century, where innovation and creativity are rising as key factors for competitiveness and come to be the capital for the production system to open a new stage. If the industrial capitalism of modernity required the manufacturing of big quantities of physical products, the mutation of the role of industry and production, the globalization of markets and the emergence of communication in every social occurrence are changing the nature and the tools of design, while enhancing all the immaterial and creative features. Creativity, namely the capacity of developing innovative and bold connections, turns to be the driving force of an economy where experiences and services are more strategic than tangible and durable goods.