Genius of Design - Design for Living (episode 2)

Genius of Design is a six-part BBC series, produced in 2010.  The series focuses on the history of design, and the movement/concepts that shape today's design experience.

Design for Living is the second episode of this series.  It focuses on the contrasting design philosophies of Modernism and Design Consumerism/Individualism.

The episode starts with a background to Modernism, with its influence on Bauhaus and focus on utility.  This movement was noted as a response against the popular style of Art Nouveau which incorporated organic form, and involved a high degree of ornamental material.  In contrast Modernism focus on minimalism.  Pieces were reduced to their function, and the design was directed toward celebrating this function, while maximising quality.

Modernism was concerned with making pieces readily available to the masses.  Bauhaus encouraged this by mixing an eclectic group of skills together.  Artists were mixed with construction workers and tradespeople.  Thus a consideration for production was encapsulated in the design of pieces.

However, the documentary notes that the general public did not embrace Modernism, particularly in England (where the documentary was produced).  The public reluctance was attributed to the proscriptive nature of Modernism.  For instance, the Frankfurt Kitchen, although highly functional and efficient, it was cold and demanded that users arrange their kitchen activities to suit the kitchen, rather than the other way around.

Furthermore, in the aftermath of World War I, people sought comfort.  While Modernism, offered functionality, it did not offer comfort.  As noted in the documentary, Bauhaus chairs are designed to look at, not to sit in.  As such, the general public rejected Modernism.

What did they choose instead?  Bottom-Up-Consumerism/Individualism.  This movement was driven by money.  In order to sell products, design must be pragmatic and appeal to the mainstream.  Design was not solely for the elite.  These designs sought to design according to how people behaved, rather than how people should have behaved.