The documentary was a window into the career, design philosophy and sense of humor of Dieter Rams, author of “The Ten Principles of Good Design” and some of the iconic Braun brand products in the 1960s. From portable radios and turntables, to electric razors and the ubiquitous orange juicer, Rams creations are part not only of design history but of everyday life for generations around the world.
On the principles of the German designer – which include simplicity, sustainability and durability – Javier La Casta Vilar, partner of our studio; Alicia Matallín, director of communication and marketing at Viccarbe; Fernando Abellanas, from the Lebrel design studio and Xavi Calvo, designer and strategic director of València World Capital of Design 2022, they discussed before the screening of the documentary
The design, work and overwhelming personality of designer Dieter Rams have starred in one of the Valencia Design Week evenings. The EASD | Escola d’Art i Superior de Disseny de València was filled with students, designers and the general public for the screening of the documentary “Rams”, directed by Gary Hutswit.
A work dedicated to Dieter Rams (1932, Wiesbaden, Germany), the renowned industrial designer whose work has inspired thousands of designers around the world. And that we were able to bring to València thanks to the support of La Marina, the EASD, València World Design Capital 2022, the ADCV and Turia beers.
“Good design is always more profitable than bad design because it is a good investment. For Rams, innovation is in the process, but also in the design processes ”, Xavi Calvo explained during the talk.
Javier La Casta insisted that “companies that are committed to honest designs and more durable products, achieve a greater trajectory, because they connect with the customer”. “If the customer sees a product as ephemeral, he will not buy it, because it is not faithful to the brand”.
The concept of original and copy design was also very present in the dialogue. “You cannot design from scratch a product that is already standardized. No one can reinvent chairs, tables or poufs. The key is that the design is honest”, according to Xavi Calvo.
Javier La Casta alluded to the importance that, even in digital design, the principles are constant, since technology evolves at a very fast pace. “In a matter of months, the angular vision changes. It is a constant coming and going. The methodology and the work system are crucial for the continuity of the work ”, he pointed out.
In the case of furniture design, Alicia Matallín, commented that the process starts long before the product reaches the market. “It is a complex balance because it may be that the piece is obsolete or that they go too far ahead of the needs. It is important to find new product categories, even if the product already exists, in a segment that is not covered. Inspiration and design improve the entire process”, she said.
The speakers agreed on the importance of kindness, that the user connect emotionally with the piece, without diminishing the importance of functionality.
