DENSO DESIGN

In its wandering between emotions and rules, exactness and vagueness, design moves within malleable environments; and as disciplines proliferate, the work of a designer becomes prone to contradictory interpretations. In the attempt to avoid rules new ones are generated; changing values, and social and commercial implication interact in more or less tangible form, providing economic support to the global system, in a society striving for an unattainable common identity. As a result, trying to make design fit into a consistent historical continuity ends up making it too simple or too complex, thus causing it to resort to unlikely authenticity, forced insights, and reducing the new functions’ semantic strength to the usual images. After many years of history repeating itself in cycles , “ready”, “vintage” and new trends, in other words, of rules that would serve as examples to spread design affiliations, contemporary design breaks free of the old concept of style, which is too unaccommodating to be able to recognize and absorb the new designers.