ABSTRACT
Creativity has always been the innovation catalyst that allowed humanity to evolve and achieve new social and cultural accomplishments. This human faculty is deeply rooted in our essence and is directly connected to our sensorial experience in this world. It’s a disruptive process, born inside the individual which is then accepted or not by the culturally established standards. Innovation can therefore happen in small cautious steps or can reside in a big drastic change, catalysed by extremely personal views or driven by the everchanging sociocultural environment. The aim of this paper is to understand how creativity happens as a design phenomenon and to identify the new mechanisms of creativity that emerged in the last decades, a period characterized by the deep digitalization and the individualization of our life experience.
