Franco Lodato is to the design world what Santiago Calatrava and Renzo Piano are to the world of architecture," says Jens Bernsen, the internationally acknowledged design strategist and author of "Bionics in Action: The Design Work of Franco Lodato". "Bionics draws from the simplicity, efficiency, functionality, and beauty of design in nature and applies these principles to the design of everyday things," said Franco Lodato, IDSA. "No matter what product you are designing, nature is always the best database. There is more in the world to be discovered than there is to be invented." His recent design work on the Maserati Birdcage 75 won the prize for Best Concept Car at The Geneva Car Show in March 2005 and the Concourse d'eleganze at Pebble Beach USA in August 2005. length 8:19
Franco Lodato's book, Bionics In Action, is a GRAVITY FREE Book Club selection.
