In 1932, Earnest Elmo Calkins, a pioneer of advertising, published the book Consumer Engineering in New York. A New Technique for Prosperity in which he argues that “goods fall into two classes: those we use, like cars and safety razors, and those we consume, like toothpaste and cookies. Consumer engineering must ensure that the goods that we now only use are consumed”. Total consumerism was officially born. The theory is ready, the facts follow, and after the war the idea of ​​repairing objects slowly and inexorably disappears and this has nothing to do with the nostalgia of the cobbler who repairs your shoes and maybe even the umbrella, but a lot to do with the deadly increase in waste. Deadly is not a metaphor, it must be understood literally, the waste we produce kills us, slowly, but it kills us. What can design, so far totally and blissfully complicit in this delinquent process, give? Trying to tell the consumer that, if he looks closely, a man may have survived somewhere in him who can still think for himself and instead of turning something damaged into waste, he could simply repair it, take care of it, let it still alive. This is what Pocodisegno tried to do, designing the U211 umbrella, which if by chance it breaks, it can even be repaired! If you are a consumer, forget it, if you are a man, think about it. (Maurizio Corrado)

#consumerism #U211 #littledesign #umbrella #repair #notconsume

Web Magazine di architetture, design, società, sostenibilità, materiali, arte e bellezza.
Opinioni sul progetto