In the last 15 years a new actor is born within the supply-chain linking creativity, production and consumption. We are talking about those, public or private, national or trans-national, Agencies which mission is to discover new designers in order to promote and drive them into the market. At the peak of 20th century production positivism, design, like all so-called creative activities, fit easily in the well-oiled system of profits and consumption (at least until the economic and cultural crisis of the Seventies). However, professional placement today has become much more difficult because of our fluid social and production contexts, which force us to constantly redefine our knowledge and skills. At the same time, the explosion in the number of schools seems to have turned creativity into a sort of placebo-like magic potion that just about anybody can throw together. As a result, the number of newborn professionals has also exploded, and companies (the targets of all this creativity) see their arrival as a sort of attack of ‘foreign bodies’. And therefore they raise a higher and higher protective wall of fiduciary knowledge. Over the past 15 years, an interesting and representative phenomenon has grown up out of this unique condition. Indeed, a new link has been added to this ‘evolutionary chain’: promotional agencies for young designers. Whether national (and therefore subsidised by public funds) or true private and supranational service providers, there are now dozens of these agencies worldwide. These structures aren’t totally new, since their roots can be found in one of the key experiences of the very birth of industrial design: the Deutscher Werkbund founded in 1907. At the time, the organisation’s goal was to restore a virtuous link between creativity and production, a link that had been shattered by the first wave of industrialisation due to the impossibility of reconciling artisanal creative dynamics with industrial processes. Today, the goal of this type of organisation is to re-establish communication (which has broken down by information overload) between designers and companies, or more precisely, between supply and demand.
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|Titolo:||Design in between offer and demand. The european phenomenon of design agencies|
|Data di pubblicazione:||2010|
|Appartiene alla tipologia:||04a Atto di comunicazione a congresso|