Evolution has an ever-increasing pace of innovation. Over the centuries, changes occurred extremely slowly if compared to the changes we experience today, and today’s changes are very slow if compared to changes of the near future.
In the last century, most people lived from birth to death in the same town, the same house, using the same objects and with the same living standards. On average, we radically alter our customs every ten years, and we’re constantly searching for novelty, difference and change.
Everything that represents an unforeseen and unique proposal fascinates us due to its surge of newness, its stimulus to look beyond.
They might just be simple alternative solutions, but they clear the field and widen our horizons, precisely because they do not represent the obvious convention. Refusing to consider possible alternatives means being unprepared for the rise of ideas and the alternation of different ways of interpreting existence.
All of us, who tread this planet every day, constantly engage our intelligence and ability to distinguish, analyse, separate and select everything we come across. Consciously and unconsciously, we make choices on the basis of affinities that lead us closer to or further away from reality, with an innate preference for things that have greater communicative strength, greater personality and expressiveness, and a greater impact on our senses.
In every genre and discipline, architects, industrial designers, fashion designers and authors constantly – and at an ever-faster rhythm – conceive, create and produce differentiated material for consumption on the global market of personalities.