What do a Fiat 500, a bubblegum
machine and a Danish rocking chair have in common? The gum is not to fix leaks in a car that sways like a fairground ride, and, despite appearances, they are not toys. No, in fact, they are some of the most treasured objects of the designers featured in this article. Between them they share attributes that inspire love in a way that most objects fail to do. The question is: how?
It's a question that's now being taken seriously, not just to foster brand loyalty, create unique experiences or compete in tight markets, but also because the environment is an issue for all. The British throw away enough rubbish every two hours to fill the Albert Hall, more than 27 million tons per year, almost half a ton per person.
Robin Levien, of Studio Levien, says, "If you are thinking at all about environmental issues, then longevity in a design is really important. More than ever, it’s a good time to give designs a sprinkle of magic dust." "Magic dust" extends an objects life and makes the owner fall in love. "I think it's the ingredient that makes a design a classic. People sometimes predict that something's going to be a classic even before it's even had a chance to have a long life," Levien adds.
And these days objects have few prospects of being cherished for long. Jonathan Chapman senior lecturer in 3D design at Brighton University believes this is because objects stop doing their job, maybe not functionally, but in their deeper role as possessions of a living breathing human being. "We consume objects to communicate to those around us, and to ourselves, what we stand for, what we represent, and what our aspirations are. But the self constantly changes; each week, each month and each day. The objects that I bought a month ago to communicate who I was at that time, no longer do that for me. They quickly become a reminder of an out of date me."
First published the Designer magazine
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