The arrival of the post-millennial generation has led to young people born between 1994 and 2010 becoming the target for brands. Discovering what Generation Z wants, what it values or how it conceives life is a real enigma. A challenge for which the sandal firm Havaianas has searched for allies in the classrooms of the Istituto Europeo di Design São Paulo.
Havaianas contacted IED Brazil in order for them to jointly develop a new flip flop aimed at the urbanites of Generation Z. A project which has involved the participation of over one hundred students from different design areas: product design, graphic design and fashion design.
Infinity, a group formed by the designers Ana Carolina Pozzan, Isabela Belo, Isadora Spachi, Julia Gaeta and Franciele Longati, was the winning group. A multidisciplinary team of young designers who, as a prize, have travelled to Madrid to turn their paper designs into prototypes in the digital manufacturing laboratory of the IED Innovation Lab.
The IED Innovation Lab is an international centre located in Madrid whose mission is to promote collaborations between different disciplines, interaction with professionals and prototyping of results. An innovative centre in which the designers were able to experiment with the Fab Lab machinery in a workshop organised by the creator Japi Contonente.
A personal and professional opportunity to live in and discover one of the most innovative cities in Europe. During the week in Madrid, the young designers were able to visit the different IED Madrid centres, enjoy the programme of the Madrid Design Festival and take a step closer to their future professional reality as designers.
“IED offers us great opportunities, it really brings you closer to the reality of the employment market, allowing you to learn how to deal with problems in the best possible way and to work as true professionals.”
Julia Gaeta, Fashion Design student at IED São Paulo.