But design has also been trivialized, misunderstood and misused. It is routinely confused with styling, and with expensive, uncomfortable chairs or silly shoes with vertiginously high heels.

We no longer lack tools for creating content. When content production and distribution is infinite, the important aspect is its primary function in crafting and proliferating culture*.* In other words, the value of content today comes primarily from its use in cultural production.

In this world, with content as a supreme cultural value, it’s better for something to be interesting than ethically sound. Widespread attention bestows an aura; becoming content is how reality is made real.

We reject the shallow conformity of the engineering mindset, the stifling constraints of form following function, the illusion of minimalism, and the monotony of linearity.

In their place, we rediscover artistic principles rooted in tangibility, natural forms, the unicity of objects, and the texture and materiality of the physical world.

We impose ae... See more