AVANT-GUARD FOR THE MASS?
Design Conference by d-Vision, October 2007
"Anniversary conference" was one of the other names suggested to the 2nd Design Conference arranged by d-Vision program. Each one of the
lecturers was celebrating an anniversary for their life-projects. The main issue of the conference was "Avant-Guard" and its relation to mass production. Innovation in technology is obvious today, but innovative shapes, colors and materials are related to taste and social conventions. Each of the presenters touches this issue from another angle. Griffin's
project is to present in front of the industry new ideas from young designers, and in her lecture she told few stories of "Cinderella" - avant-guard designs that transformed into products. Mr. Morrozi was explaining the strategy of Edra, using global array of designers and making avant-guard design that need to be manufactured by experts or masters of craft.
On the last SaloneSatellite there was a large exhibition of those objects, that have become a mass
production products. Mr. Morrozi was explaining the strategy of Edra, using global array of designers and making avant-guard design that need to
be manufactured by experts or masters of craft.
Mr. Conran represent the other side of the design market. He presented the importance of emotional properties that design can create in an object. In
his experience neither to early avant-guard design neither too old or conventional design.A panel, conducted by Prof. Ezri Tarazi, raised few more questions regarding the place of unique and challenging design effort in contemporary
product design field.