“When we used the word ‘design’,
we did so with a profound sense
of respect, because it referred to
a new way of thinking and building:
it was a word that only we industry
insiders used, as we tried to explain,
introduce and spread design
methods and apply these to industry
within a difficult context that
turned a deaf ear.
We don’t use the word any more
- it’s become so popularised,
so overused, that we’re often viewed
with suspicion. We’re not made
to work with things that have already
been understood and bought.
We look for new ways – and to give
new things a name, we need
new words.”
Osvaldo Borsani, 1973
Again and again
1960. Twins Fulgenzio and Osvaldo Borsani talk
as they walk through the garden of Villa Borsani
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