DESIGN 4.0 in De Giovanni, G. and Scalisi, F. (eds) (2019), Pro-Innovation: Process, Production, Product, Palermo University Press, Palermo

The phenomenology of 4.0 is investing all fields in design sector, it is indeed crept into the design, production, sale and consumption, making them, in the context of product-system, actually areas to be designed. We are wit- nessing the rise of design processes managed by algorithms that provide solutions and improvements in terms of efficiency, performance, choice of materials and cost optimization. This contribution illustrates an experimenta- tion of these apparatuses by applying generative design to evergreen products of Made in Italy, with the aim of understanding how these new procedures can be used to provide valid solutions and whether they are destined to supplant the role of the designer.