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Gerrit Rietveld Academie workshop:

Casting details.

2nd-7th september 2009

Ivana borovnjak - giovanni innella


1. Observe

“Sampling the world we live in”


WHY observe?


Observations are like the elements for a chemical reaction or, if you prefer, like the ingredients for a good recipe


ok, but observe WHAT?


HIERARCHY


HIERARCHY position


HIERARCHY position


HIERARCHY Symbols


HIERARCHY Size


HIERARCHY Size


CODES


CODES


CODES


CODES


CODES


CONTEXT


CONTEXT

makes a difference


CONTEXT

makes a difference


CONTEXT

makes a difference


CONTEXT

makes a difference


ANALYSIS

Context


Hierarchy


Code


ANALYSIS Context: Countryside, vacation Hierarchy: gendre, age Code: Jewels, colours, gestures


OBSERVATION MEANS: • find relations • create a structure • put things in order


We do it unconsciously


or consciously


And the market knows that


What shall we do?

• observe • extract • remix


Pratone Ceretti, Derossi, Rosso - 1971 Gufram


Marti GuixĂŠ Magis


before

after


Ravanelli


Ravanelli


How shall we observe?

EYES, HANDS, NOSE, EARS, MOUTH...


...but also through STATISTICS, DATA, MEDIA...


observe  

sharp observations are the base for good design

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