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Pure geometry and proportion, complete absence of ornamentation, absolutely nothing unessential: each choice and every detail is turned to pragmatic, realistic logical order. The expressive force here springs from the industrial product;
an extremely refined but radical simplicity “betrayed” by the meticulous attention given to the definition of detail, from the material to the finish. Conceptual design. An approach to design regulated by a formal system in which the idea necessarily precedes the material execution in order to subsequently influence the daily lives of the people who use it in the form of a product. In technical terms, descriptions are elementary: a structural bar frame contains without cramping; a section squares two sliding doors, while a table doubles its length. Steel, aluminium, wood. A sofa (or an armchair), a table, and a bookcase are sufficient in themselves to give a room identity. These articles need not even be described, just lived.
“Most ideas that are successful are ludicrously simple. Successful ideas generally have the appearance of simplicity because they seem inevitable.”