If I had to think on a quote to express the philosophical thought of the architect Carlo Malerba, I would definitely use the words of Thomas Hobbes, a British philosopher and mathematician who in 1658 wrote the work De homine, in which he said “Scientia potentia est” or ” knowledge is power “. A simple phrase but full of meanings, able to enclose the “Malerbian” thought.
Curiosity, hunger for knowledge, make sure that Malerba’s work is at/on 360 °, open not only to architecture, but also to the world of design, communication, graphics, events and exhibitions. This allows him to always have new incentive thanks to a multiscalar work, where every new proposal becomes a challenge in which to understand and implement new intervention methods to impress his thoughts about planning.
During your career you can find some fundamental points about the experience in the design field.
During the 1970s he began his work with identity and architecture projects.
In 1976, ten years after the Boom of Pop Art in Italy, he was commissioned to design a “popular” shop for teenagers in the main Via Roma, in Turin. The shop grew, for most of the surface, below street level. From there comes the idea of Yellow Submarine. The project does not stop at the idea of using the title of the famous Beatles song but conveys the image of Milton Glaser and the inside of a submarine, formally enhancing the technical installations in precisely yellow color. The final image wants to break with respect to the settled via Roma, recalling the attention of passers-by and arousing the curiosity of finding themselves in front of a “submarine” in the center of Turin. Published in 1976 in the French magazine CREE and in 2018 the project was exposed to the “Torinostratosferica Utopian” event, as a visionary project.
In the 1980s, he began important collaborations with international brands, such as Iveco and New Holland, for which he designed: logos, exhibitions, sales and management offices. A collaboration that continues today with other Brands of CNHi Group.
In 1984, having recognized his professional capacity, he was called by Telecom Italia (a national telephony company) for which he designed all the exhibits and commercial events.
For Telecom Italia he designs “The Journey of the Voice” in which, the scenography assumes the will of a journey with an educational function. Malerba creates a space in which the public can understand the dynamics that lie behind the simple phone call, making visible the technology that “shapes” the voice.
In 1985 he founded the Carmadesign studio, a multidisciplinary team, which develops in a more creative way on his own design philosophy, strengthening and enriching the acquired collaborations.
An important project for New Holland in Belgium. Made from 1999 to 2012, it aims to make the factory a communication and commercial tool. The project includes the redesign of the factory, opening it and making the production lines like showcases, visible to the outside, and a new building dedicated to the meeting of visitors with the Brand and its product. The Visitor’s Center project pays particular attention to the issues of sustainability, to the call of the morphology of the products that are born in the factory and to the conversation with the surrounding context. Design choices tend to combine the client’s pragmatism with a humanistic vision sensitive to dialogue with all customers and citizens, in the present and in the future.
In 2014, having recognized his ability to communicate projects also working in countries with different construction cultures, he was in charge of designing and carrying out the Works Management of a new plant in Harbin (China) for the CNHi Group. The work includes a series of buildings, functional to the productive activity, including: headquarters, research and development center, facilty corner, canteen workers and the landscape of the area.
The guide linee behind the project is the improvement of the environmental aspect within the production sites, also to improve the quality of the products.
An important part throughout his career is the exhibition: temporary installations and projects, for the architect Malerba, are important and sought after by him, because continuous challenges for his professional development. Since 2007 he also becomes a teacher for the IDEA Master Exhibition at the Bovisa Polytechnic of Milan.
Among his recent ideas, there is the project: Village Chairs. In their creation, the architect thinks on the element of the chair just like the object that, around a table, can create new relationships capable of inducing man to a reflection on the architecture and the architect represented in them. The same chairs are messenger of culture, referring to iconic world architecture, an endless project that continues.
In his career he was given the name of “Industrial Architect”, a somewhat simplistic name, although, certainly, due to the projects carried out during his professional career.
However, his work is much more than exhibition, architecture or graphics. Fundamental in the professional life of the architect Malerba, since the dawn, is the CONVERSATION in Italian conversazione. The word conversatióne s.f. comes from the Latin conversatio-onis, “the being together”. This is precisely the real fulcrum of the “Malerbian” design, in searching a meeting between thought and design work, able to relate with its user in a conversation capable of raising the spirit of man. His intent is not only to see the work conceived come alive but, in a certain way through its realization, to “educate” the man who lives it.