The creative collaboration between Ducati Scrambler and IED (Istituto Europeo di Design – The European Design Institute) will play a fascinating role in the exciting programme at Pitti Uomo 2016, the international male fashion event taking place in Florence from 14 to 17 June. This design workshop, which interprets the values of the Ducati Scrambler world, involves students from the IED branches of Milan, Como, Turin, Florence, Venice, Cagliari, Rome, Madrid and Barcelona.
The nine IED branches have already received 20 Ducati Scrambler apparel and accessory articles that students will have to personalise creatively by 10 June. The materials will then be displayed in an exhibition – set up at the IED’s Florence branch – included in the programme of events taking place during the international Pitti Uomo 2016 fair.
The IED students’ design workshop reinterprets – by taking an outdoor/street culture approach (two key aspects of the self-expression that characterises the Land of Joy) – the most significant elements of the Ducati Scrambler collection: t-shirts, seats, helmets and fuel tanks. The IED branches will work “in pairs”: IED Turin and Barcelona will design new seats; IED Rome and Milan will create the helmets; the Madrid and Como branches will make new tanks; lastly, Venice and Cagliari will re-design the t-shirts.
While Pitti Uomo 2016 is underway, four of the 20 Ducati Scrambler elements will be personalised in the Florentine branch of IED in a workshop included in the programme of events taking place in Florence during the international fashion show.
Ducati’s new Scrambler brand re-interprets the values of the Ducati Scrambler, the iconic two-wheeler developed in the 1970s in the USA, which quickly became a worldwide success. Anti-conformist, accessible and essential, the Ducati Scrambler is a perfect mix of tradition and modernity, a step towards the pure essence of motorcycling: two wheels, wide handlebars, a straightforward engine and endless fun. And, to meet everyone’s individual “self-expression” needs the Ducati Scrambler comes in several different versions. In addition to the Icon (available in yellow and red), Urban Enduro, Classic and Full Throttle, this year three more versions join the Land of Joy: the Scrambler Sixty2 400cc, a Pop Culture-inspired model perfect for the younger age bracket and entry-level bikers, the Flat Track Pro, a heartfelt tribute to the American oval track scene, and the Scrambler Italia Independent, fruit of the partnership with the Italia Independent brand, a limited-edition version of unparalleled panache of which just 1,077 will be made.
IED (Istituto Europeo di Design – The European Design Institute)
The IED was founded in 1966 thanks to the forward-thinking intuition of Francesco Morelli. Today, it is an all-Italian example of international excellence for Design, Fashion, Visual Arts and Communication. IED is an ever-evolving training system: a workshop that creates, thinks and re-thinks. With a clear mission, the IED offers young creatively-minded people comprehensive training, instilling them with a lifelong “Design Culture”. It is this constant process of creation that makes IED much more than a School: it’s a centre where future generations of professionals are shaped, a hotbed of ideas that develops creativity through its Post-diploma, Master and Specialisation courses.
Since 2008, this has been a top-level training School for new technology and high-grade craftsmanship. Located in Florence’s historic city centre, it offers training courses aimed at combining traditional crafts with new technologies. A new version of schooling, then, that has successfully interpreted the grand Italian/Tuscan tradition by taking a strongly international, innovative approach. The foundations of this cutting-edge school are the craftsman of the third millennium and Made-in-Italy style, marrying tradition and contemporaneity via continuous dialogue with local companies and manufacturing districts.