Episode: 5 – “Object to desire”
How design goes personal? This episode tells us that mass product intend to create objects that we may not need it, but have the desire to own it because of its unique and icon design.
Designer, Michael Graves once said; “create desire to own it”. But is it the desire that make us to want that creation or the creations make us to desire them? The first response for a design is emotional. It should be commercial and emotional approach as possible.
Over the last 30 years, the world around has changed and design have shifted focus from starting to collect goods to indulging individual desire. Designers devise more new sophisticated way to fulfill our personal aspect. In the age of individual, how can a mass product object feel like desirable? The answer is about acquisition and it’s driven by aspiration and personal desire to have something.
In Milan, design is important industrial and philosophical affair. Ettore Sottsass, 1917-2007, was an influential designer and he said; “the idea of design was debated as intellectual action and just not as a service of industry.” His design team, Memphis, consist of ration designer. The modernism sought to make the world a better place for all and Memphis prefigured a new idea with the collected goods and makes the way for individual desire.
A good example is the Kettle, designed by Michael Graves in 1985. This product considered as best selling kettle of all time. It’s a classic design and mass product object which is unique.
|Kettle, by Michael Graves, 1985|
By the time a new retail company has given a new retail experience for Britain, IKEA, and the most successful global furniture company. In 1956, the very first furniture from IKEA call Lövet Table, designed by Gillis Lundgren, inspired the IKEA designer to finding a way of designing functional furniture. During the 1980s, design means prestige and something you pay extra for, but IKEA proposed the opposite. Low price, long lasting, flat pack and easy assemble. For IKEA, colour/pattern humor to satisfied individual and personal. Its mass produces, but homely. The way of IKEA to retailing is unique as well. You find the product and assemble it by yourself.
When computers approached 40 years ago, their were used for governments, military institution and staff of science fiction. In 1984 new machine was unveiled as the world of computing got personal. The Macintosh computer from Apple Computer, Inc. in 1984, was a revolution and new kind of digital design. A group of designer created a computer system of how to store documents and manipulate documents, which later developed to the computer system we’re using today.
There were some who see the future of design entirely in ease in terms of material and physical object become a largely thing from the past. In case of Greener Design, the Think Chair by Glen Oliver Low from 2008, was the first chair regards as “cradle to cradle” product. It contains non toxic material and designed for reuse. “Cradle to cradle”, means the recycling of quality with no mix up with other materials and safe for ecological system.
With the cradle to cradle design, you get to be ecological and keep on shopping for your own desire. Editable products and reusable chairs like Think, may or may not be the answer for the crisis facing in the industrial design, but it’s a characteristic creative response to a human problem and to reshape and improve that make sense for our world which is what design all about.