Upload
jeff-getson
View
212
Download
0
Tags:
Embed Size (px)
Citation preview
MEANING IN DESIGN
3DESIGN CULTURE
WHAT IS DESIGN CULTURE
DESIGN CULTURE is;
t h e s t u d y o f t h e i n t e r re l a t i o n s h i p s b e t w e e n d e s i g n
a r t e f a c t s , i n a l l t h e i r m a n i f e s t a t i o n s , t h e w o r k o f
d e s i g n e r s , d e s i g n p ro d u c t i o n ( i n c l u d i n g m a r ke t i n g ,
a d v e r t i s i n g a n d d i s t r i b u t i o n ) a n d t h e i r c o n s u m p t i o n .
Design and Culture have always been closely
interrelated.
In many instances design is flaunted as a measure of culture, as a
reflection of cultural behaviors and visions of a society, rather
than belonging to part of cultural context of the society.
Chicken-Egg debate
Commonly known,
Culture is referred
to as a pattern that signifies human activity manifested
by the arts, music, sculpture, theatre, dance, film,
fashion, design, food and architecture.
Traditionally;
Cultureembraces complex ways of living, value systems,
traditions, beliefs and habits; including knowledge,morals, law and customs, acquired by
those within that Society.
D E S I G N C U LT U R E
can simply be defi ned as the “visibi l ity”
of creation and the “acceptance” of the
society towards design organization.
At the beginning
of 20th century
design activity
was quite a
single/personal
practice ( l ike
arts…)
Few des igners dec lared themselves around
“des ign mani festos” .
The organizat ion and ideo logy of des ign rested
l imited in these groups.
Bauhaus design metal workshop: Marianne Brandt, Christian Dell, László Moholy-Nagy, Hans Przyrembel,
Wilhelm Wagenfeld and others
FEW ABOUT
EARLIER DESIGN MANIFESTOS
1889 The Arts and Crafts of Today, William Morris
1909 The Founding and Manifesto of Futurism, F.T. Marinetti
1914 Manifesto of Futurist Architecture, Antonio Sant’Elia
1918 De Stijl Manifesto
1919 Bauhaus Manifesto, Walter Gropius
1919 Das grüne Manifest (“The Green Manifesto”), Leberecht Migge
1920 Down with Seriousism, Bruno Taut
1922 Manifesto of the Painters’ Union, Taller de Grafica Popular
1923 Topology of Typography, El Lissitzky
1923 The New Typography, László Moholy-Nagy
1933 Charter of Athens, Congres Internationaux d'Architecture Moderne
BEGINNING OF DESIGN CULTURE
Throughout its history, design culture signifies the business
approach and organization, in other words design consultancy
and institualisation of design. This evolution to
“professionalism” originated the design culture today.
Design consultancy, that means “whole service” in design process, found in advertising first.
By the 1920’s an array of specialist activities are seen in USA. This model of “whole service” was consolidated in 1930’s while it did
not take shape in Europe until the early 1960’s.
BEGINNING OF DESIGN CULTURE
Raymond Loewy Associates
The design studio founded in 1929. In 1938 it employed 18 designers, in 1941 there
were 56 and between 1947 and mid 1960’s it expanded from 150 to 180 empoyees.
Loewy himself combined a background in engineering with illustration and he sought
to coordinate all aspects of design provision from product origination to its styling and
brand identity.
In 1950s – 1960s design studios of famous designers become more common and accepted. But the
institualisation of design consultancy was still shadowed by their name.
Left to Right: George Nelson, Edward Wormley, Eero Saarinen, Harry Bertoia, Charles Eames and Jens Risom
During 1950s – 1970s “design” was demanded mostly for technical aspects and
mass production. The “Fordism” impact on every levels of production
shaped the preferences in design.
Fordism
is a modern economic and social system based on
industrial mass production. The concept is used in various
social theories about production and related socio-
economic phenomena.
Fordist production Just-in-time production
PRODUCTION PROCESS PRODUCTION PROCESS
Mass production of homogeneous goods Small batch production
Uniformity and standardization Flexible and small batch production of a variety of product types
Resource-driven Demand-driven
Vertical and horizontal integration Quasi vertical integration sub-contracting
LABOUR LABOUR
Single task performance worker Multiple tasks
High degree of job specialization Elimination of job demarcation
Vertical labor organization More horizontal labor organization
SPACE SPACE
Functional spatial specialization Spatial clustering and agglomeration
Spatial division of labor Spatial integration
Homogenization of regional labour markets
Labor market diversification
STATE STATE
Regulation Deregulation
Rigidity Flexibility
Socialization of welfare privatization of collective needs
Centralization Decentralization and sharpened interregional/intercity competition
Subsidy state/city Entrepreneurial state/city
National regional policies Territorial regional policies
IDEOLOGY IDEOLOGY
Mass consumption of consumer durables Individualized consumption
The consumption of society Yuppie culture
Modernism Postmodernism
socialization Individualization
The spectacle society
The chief growth area for design practice during the 1980s was not in design for manufacture, but in design for the service sector in general and the mediation and
distribution of goods and services in particular.
This changement of mentality in design perception started at
Retail design, packaging and corporate identity, annual report design events and exhibition design were the real boom areas.
Thinking by a populist understanding, cultural identity in 1990’s permanently converged Design and Culture into
one cultural fusion, and became universally communicated as measure of cultural success.
So The design cu l ture is reshaped i tse l f through a
growing structure re lated with many other fi elds and serv ices.
The design culture includes the study of the production, mediation,
circulation and regulation of design.
Design culture is about processes, people, relationships, flows, fluxes and vectors.
Impacts of
Design cu l ture
Global Design Culture Neo-liberalism mostly involves the competition of monopolies.This is not just between products or services for market share but between brands.
This case, priviliges orienting “design culture” through the brands. Design can be legitimized throughout the brands…
Concurrent Design Culture The rise of branding in design, create a linear system of development. In a corporation, departments worked in a chain of command. Different departments take the responsibility of developing a different part of the product.
Departments of same corporation concurring while the corporation concours with other brands.
Intensive Design Culture Design studios may be physically distanced from both their productive infrastructure and their consumer bases.
Creative clusters and creative quarters are formed in creative cities. 7/24 design lifestyle…
Local Design Culture Being designerly capital on specific locations. Such locations could be the Parisian fashion system, the Milanese furniture scene, Barcelona’s designscape, Montreal as design city --
Local design culture allows for the dignity of the specific. Running after even lost authenticity…