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Chapter 7: DESIGN

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“I start writing my story: blank paper and a pencil. What else?“

From “design” «drawing, project»

In industrial production, design aims to reconcile technical, functional and economical requirements of mass-produced objects, so that shapes become the design synthesis. Good DESIGN is innovation and courage: it’s the combination of technology, cognitive science, human needs and beauty in order to create something “…that was missing…
​​​Design should not be fashionable. Good design should last over time, until it runs out.”​
(Achille Castiglioni)

Picture Arco Lamp - Pier Giacomo Castiglioni e Achille Castiglioni, design 1962, for FLOS.