Borderline project, Belgium 2010
This uncommissioned work was designed and produced during the graduation year on the Media and Design Academy. The assignment consisted of creating an identity for the annual Cumulus design conference which was hosted by the Academy that same year. The global
Cumulus association –being an comprehensive collection of design institutes– challenges each institute that wishes to host the conference to create a conference theme. A concept that should not only excel in design, but also be characteristic in the usage of words, i.e. an idea creates ideas in the contemporary design discourse.
This year’s concept –2010– was based on the model that design should be pushed over the limit; there is no design-border; and no limitations, hence the name : Borderline, pushing design over the limit. I wanted to create the idea and illusion that design as an idea ‘an sich’ should be seen as a challengeable concept. Everything we see, experience, feel, smell is designed with some purpose. Whether this is done by mother nature, humans or even some kind of extraterrestrial entity; it’s everywhere. This may sound like a lot of abstract design hocus-pocus nonsense, but it is actually the contrary : it is a silent protest on the perception that only certain products are thought– and spoken of as being part of some kind of high contemporary design.