ROBERT SEVER CELEBRITYJI - DalCasa

Rashid je dizajnirao i sunčane naočale za tvrtku Sceye
/ Rashid has designed
sunglasses for Sceye
company
This phenome- non didn’t
happen over night: back in
the middle of the last century, famous designer
names, which were most renowned for designing
furniture, would sometimes start playing with some other
objects of everyday usage and give legitimacy and extra-value
to their manufacturers. Those games would remain
an exception a lot more often than today, when
they’re mostly turned into large commercial success
stories. However, the history of design has turned them
into cult pieces in the meantime, while their authors have
become famous designers and role models for future
generations. As an example, married couple Charles
and Ray Eames deserve credit for creating children’s
toys and Arne Jacobsen, among other things, designed
loudspeakers, but also jewellery for the respected Danish
house Georg Jensen.
About fifty years later, one of the new Georg Jensen jewellery
collections is signed by Karim Rashid, one of the
most productive designers of our time. The situation on the
market has completely changed over the last fifty years:
the accessibility of information through the mass media
is so much bigger, new generations are being raised in
the culture of the beautiful, and the circle of connoisseurs
and admirers of good design has expanded with geometrical
progression, regardless of their formal education
of professional occupation. Aesthetics and the term
“beautiful” have become mandatory companions of our
every-day life – a sugar dish is no longer just an object
that you use when you drink coffee, but it’s rather also (if
possible) an object of admiration, or at least something
you’re happy about in your every-day routine. A uniquely
shaped wristwatch will speak louder about
its owner that the car brand that
he’s driving, and cosmetic
products
are increasingly
get- ting
bought for their irresistible
packaging, and not for their
(more or less similar) sub- stance. Top-notch
design, simply put, rules the world. The first people to recognize
it were manufacturers of wide-usage products,
as they invited young and increasingly inventive designers
to bring some “extra-value” to their collections, as
that would result not only in a unique look, but also in
improved marketing potential. A designer’s name on a
product is a highly valuable marketing tool that creates
that extra-hype around the product, which helps when
the product’s price is created and when it is sold.
It is a game where there are no losers – manufacturers
receive an elite reputation and achieve excellent profit
despite paying some high fees to top designers, buyers
receive an aesthetical trophy and an object with which
they can develop an emotional relationship (and according
to marketing gurus, that’s the most important
element of sales psychology), while designers receive
fame and an expansion of their fan base. It’s precisely
that new wave that has resulted in a whole new generation
of top designers that were born from the 1950s onwards.
Besides their undisputable talent and
ingenious ability, they also had the good
fortune to create in such productive times
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Tepih Postdizajn / Postdesign carpet