08 August 2018


Design Generations

Art and Design Atomium Museum, Brussels

– 4 November 2018



With the “Design Generations” exhibition, the ADAM in Brussels wants to present the fundamental essence of design: How does design embed itself in our everyday life? How has it changed over time, what is it becoming? And what distinguishes the designer’s profession?


The museum’s biennial design event, “Design Generations”, is exhibiting the work of ten design studios based in Brussels and Wallonia in collaboration with the public agency Wallonie-Bruxelles Design Mode and as part of the “Intersections” programme. According to ADAM’s director, Arnaud Bozzini, a dialogue between objects of the past and contemporary creations should make clear what constitutes contemporary design. Giovanna Massoni, curator of the exhibition, emphasises that “Design Generations” does not approach the subject in a commercial or functional way, but allows the selected designers themselves to express the meaning of design. The aim is to counter the accusation that there is nothing new under the sun and that the innovative character of design has become obsolete, and to assert that design continues to play an important role in society.

Design is a space in which different temporalities come together and act together permanently, which makes it much more than a pure object that only functions within a certain time frame and soon appears obsolete. For the exhibition, the designers were allowed to select an object from the museum’s permanent collection and then put it in context with their own projects. In addition to the past and present design, the future will also be included: the ten designers’ visions of what design could be in the future and where they place themselves and their work in the discourse of future design are projected onto screens in the form of sketches. Amongst others, the following are included: 42/54, a designer duo focusing on sportswear, Alain Gilles, who specialises in product and furniture design, and the Hoet and Hoet studio which specialises in graphic design.


Design ist ein Raum, indem verschiedene Zeitlichkeiten zusammenfinden und permanent miteinander agieren, was es zu weit mehr macht als einem reinen Objekt, das lediglich in einem bestimmten zeitlichen Rahmen funktioniert und schon wenig später obsolet erscheint. Die ausstellenden Designer durften sich für die Ausstellung ein Objekt aus der dauerhaften Sammlung des Museums aussuchen, um es dann in Kontext zu ihren eigenen Projekten zu stellen. Nebst dem vergangenen und gegenwärtigen Design wird auch das zukünftige miteinbezogen: Die Visionen der zehn Designer bezüglich was Design in der Zukunft sein könnte und wo sie sich selbst und ihre Arbeit im Diskurs des zukünftigen Designs verorten, werden in Form von Skizzen an Leinwände projiziert. Vertreten sind unter anderen 42/54, ein Designerduo mit Fokus auf Sportbekleidung, Alain Gilles, der auf Produkt- und Möbeldesign spezialisiert ist und das Studio Hoet and Hoet mit Schwerpunkt auf Grafikdesign.


Nº 283
The Power of Design

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