ISSN 2179-1619 www.cetiqt.senai.br/redige │ 62 │ Creativity and industry: a difficult integration. The role of design as a bond between emotional genius and organised rules in the innovative development of products and services Flaviano Celaschi PhD, Full Professor, INDACO Department (Industrial Design, Arts, Communication and Fashion), Politecnico di Milano, Italy Elena Formia Post-doctorate Fellow, DIPRADI (Architectural and Industrial Design Department), Politecnico di Torino, Italy Laura Mata García PhD candidate, INDACO Department (Industrial Design, Arts, Communication and Fashion), Politecnico di Milano, Italy 1 Abstract This contribution focuses on a central theme for the innovation of products and processes in contemporary industrial organisations: the integration between the creative contribution of the single genius and the organised characteristics typical of mature industrial processes. We aren’t dealing with a recent problem. The first part of this research crosses the history of the international industrial evolution in a sort of problematic crescendo which follows the maturation and crisis of the “classic production system”. The second part identifies several contemporary case studies in which this integration seems to have been successfully achieved. The third part looks at certain design driven tools and processes which can prove to be instrumental in the accomplishment of this difficult integration. Our aim is to prove that an enterprise capable of absorbing a design driven culture is a better environment for the contribution that the genius of external creative subjects can individually or collectively make. Keywords: Creativity. Industry. Design. Innovation. Processes. 1 Rule and emotion The “enterprise” is an ancient form of organisation. Its basic configuration, made up of one or more associated businessmen, of a process for the development of a product or a service, of a series of instrumental tools, of a sum of money held in the form of capital 1 Flaviano Celaschi is responsible for paragraphs 1, 4, 5; Elena Formia is responsible for paragraph 2; Laura Mata García is responsible for paragraph 3.