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 erutuF e ht ot kcaB Back to the Future icdhs 10th + 1
barcelona 2018

tsaP eht ni erutuF ehT The Future in the Past Conference Proceedings Book
Oriol Moret (ed.)

icdhs 10th + 1 Conference / Barcelona 2018

enecS eht ni seirotirreT 1.1 0 Opening Pages

:ngiseD desilabolG fo
smsinatilopomsoC dna smsilacoL
0 In memory of Anna Calvera (1954–2018)
1.1

1.2

1.3

1.4

1.5

1.6

1.7

1.8

1.9

1.10

2.1

2.2

2.3

2.4

2.5

3 Singularitats Collection

ICDHS_Coberta_0.indd 1 09/10/18 23:46

Back to the Future icdhs 10th + 1 barcelona 2018

The Future in the Past Conference Proceedings Book

Oriol Moret (ed.)

icdhs 10th + 1 Conference / Barcelona 2018

0 Opening Pages
© Edicions de la Universitat gracmon icdhs 10th + 1
de Barcelona Grup de Recerca en Història de l’Art Conference Proceedings Book
Adolf Florensa, s/n i del Disseny Contemporanis Back to the Future…
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Back to the Future / The Future in the Past Starting Again: Understanding Our Own Legacy
icdhs 10 th + 1 Conference / Barcelona 29–31 October 2018
Convenors
Anna Calvera † GRACMON
Universitat de Barcelona
Isabel Campi
Fundació Història
del Disseny
Mireia Freixa GRACMON
Universitat de Barcelona
Oriol Moret
Universitat de Barcelona
Dolors Tapias GRACMON
Universitat de Barcelona
Pilar Vélez
Museu del Disseny
de Barcelona
Technical Secretariat
Patricia Bueno
Cecilia Jané
Fundació Història del Disseny
INT Meetings
Scientific Secretariat
Helena Barbosa
Priscila L. Farias
Oriol Moret
Visual Identity
Anna Calvera
iquadrat
Dagmar Jiménez
Jesús del Hoyo (tutor)
Sheila González (tutor)
Website development
iquadrat
Organising Committee
Anna Alcázar
Patricia Bueno
Anna Calvera †
Isabel Campi
Valença Castells
Mireia Freixa
Sheila González
Cecilia Jané
Oriol Moret
Míriam Soriano
Dolors Tapias
Pilar Vélez
Organising institutions
Departament d’Arts Visuals
i Disseny, Universitat
de Barcelona
Fundació Història del Disseny
GRACMON, Grup de Recerca
en Història de l’Art
i del Disseny Contemporanis,
Universitat de Barcelona
Museu del Disseny de Barcelona,
Ajuntament de Barcelona
Sponsoring institution
Fundació Banc Sabadell
icdhs Conferences
1999 Barcelona
Design History Seen
from Abroad: History
and Histories of Design
2000 Havana
The Emergence of Regional
Histories
2002 Istanbul
Mind the Gap: Design
History beyond Borders
2004 Guadalajara, Mexico
Coincidence & Co-incidence
2006 Helsinki & Tallinn
Connecting: A Conference
on the Multivocality of Design
History and Design Studies
2008 Osaka
Another Name for Design:
Words for Creation
2010 Brussels
Design & | ♥ | Vs Craft
2012 São Paulo
Design Frontiers: Territories,
Concepts, Technologies
2014 Aveiro
Tradition, Transition,
Trajectories: Major or Minor
Influences?
2016 Taipei
Making Trans/National
Contemporary Design History
2018 Barcelona
Back to the Future / The
Future in the Past. Starting
Again: Understanding Our
Own Legacy
icdhs Board
Paul Atkinson
Sheffield Hallam University
Tevfik Balcıoglu
Design Consultant, London
Helena Barbosa
Universidade de Aveiro
Anna Calvera †
Universitat de Barcelona
Priscila L. Farias
Universidade de São Paulo
Lucila Fernández Uriarte
Instituto Superior de Diseño
Industrial, La Habana
Fredie Floré
Katholieke Universiteit Leuven
Haruhiko Fujita
Osaka Daigaku
Javier Gimeno-Martínez
Vrije Universiteit, Amsterdam
Yuko Kikuchi
University of the Arts London
Pekka Korvenmaa
Aalto-yliopisto, Helsinki
Tingyi S. Lin
National Taiwan University of
Science and Technology, Taipei
Victor Margolin
University of Illinois, Chicago
Oriol Moret
Universitat de Barcelona
Oscar Salinas-Flores
Universidad Nacional
Autónoma de México
Fedja Vukic
Sveuciliste u Zagrebu
Wendy S. Wong
York University, Toronto
Jonathan M. Woodham
University of Brighton
Back to the Future / The Future in the Past Starting Again: Understanding Our Own Legacy
Scientific Committee (Reviewing Committee)
Pedro Álvarez
Pontificia Universidad
Católica de Chile, Santiago
Paul Atkinson
Sheffield Hallam University
Tevfik Balcıoglu
Design Consultant, London
Helena Barbosa
Universidade de Aveiro
Silvio Barreto Campello
Universidade Federal
de Pernambuco
Teresa Bastardas
Museu del Disseny
de Barcelona
Eugeni Boldú
Universitat de Barcelona
Adelia Borges
Borges Comunicação,
São Paulo
Giampiero Bosoni
Politecnico di Milano
Anna Calvera †
Universitat de Barcelona
Isabel Campi
Fundació Història
del Disseny, Barcelona
Rossana Carullo
Politecnico di Bari
José M. Cerezo
Cerezo Design, Madrid
Lai Chih-I
National Palace Museum,
Taipei
Mauro Claro
Mackenzie Presbyterian
University, São Paulo
Eduardo Corte-Real
iade–Universidade Europeia,
Lisboa
Erika Cortés
Universidad Nacional
Autónoma de México
Solange G. Coutinho
Universidade Federal
de Pernambuco
Aura Cruz
Universidad Nacional
Autónoma de México
Verónica Devalle
Universidad de Buenos Aires
Alpay Er
Özyegin Üniversitesi,
Istanbul
Özlem Er
Istanbul Teknik Üniversitesi
Hakan Ertep
Yasar Üniversitesi, Izmir
Kjetil Fallan
Universitetet i Oslo
Priscila L. Farias
Universidade de São Paulo
Mónica Farkas
Universidad de la República,
Montevideo
Lucila Fernández Uriarte
Instituto Superior de Diseño
Industrial, La Habana
Marinella Ferrara
Politecnico di Milano
Alain Findeli
Université de Nîmes /
Université de Montréal
Fredie Floré
Katholieke Universiteit
Leuven
Héctor Flores Magón
Universidad de Guadalajara,
México
Davide Fornari
ecal / University of Art and
Design Lausanne (hes–so)
Josep M. Fort
Universitat Politècnica
de Catalunya, Barcelona
M. Àngels Fortea
bau Centre Universitari
de Disseny, Barcelona
Julio Frías
Universidad Nacional
Autónoma de México
Haruhiko Fujita
Osaka Daigaku
Jani Galand
Universidad Nacional
Autónoma de México
Monica Gaspar
Hochschule Luzern
Javier Gimeno-Martínez
Vrije Universiteit, Amsterdam
Francesco Guida
Politecnico di Milano
Daniela Kutschat Hanns
Universidade de São Paulo
Erick Iroel Heredia
Universidad Nacional
Autónoma de México
Toshino Iguchi
Saitama University
Begoña Jorda-Albiñana
Universitat Politècnica
de València
Mariko Kaname
Atomi University, Tokyo
Takuya Kida
Musashino Bijutsu Daigaku,
Tokyo
Yuko Kikuchi
University of the Arts London
Sölen Kipöz
Izmir Ekonomi Üniversitesi
Krista Kodres
Eesti Kunstiakadeemia, Tallinn
Pekka Korvenmaa
Aalto-yliopisto, Helsinki
Grace Lees-Maffei
University of Hertfordshire
Tingyi S. Lin
National Taiwan University
of Science and Technology,
Taipei
Tomas Macsotay
Universitat Pompeu Fabra,
Barcelona
Victor Margolin
University of Illinois, Chicago
Joan M. Marín
Universitat Jaume I, Castelló
de la Plana
Clice de Toledo Sanjar Mazzilli
Universidade de São Paulo
Isa Moll
Escola Superior
d’Administració i Direcció
d’Empreses, Barcelona
Oriol Moret
Universitat de Barcelona
Anders V. Munch
Syddansk Universitet
Ahmet Can Özcan
Izmir Ekonomi Üniversitesi
Francisco Tiago Paiva
Universidade da Beira
Interior, Corvilha
Marina Parente
Politecnico di Milano
Raquel Pelta
Universitat de Barcelona
Fátima Pombo
Universidade de Aveiro
Rosa Povedano
Universitat de Barcelona
Jelena Prokopljevic
Universitat Internacional
de Catalunya / Barcelona
Architecture Center
Claudia Angélica Reyes
Sarmiento
Universidad Jorge Tadeo
Lozano, Bogotá
Nuria Rodríguez Ortega
Universidad de Málaga
Helena Rugai Bastos
Universidade Federal do Rio
Grande do Norte
Alfonso Ruiz Rallo
Universidad de La Laguna,
Tenerife
Oscar Salinas-Flores
Universidad Nacional
Autónoma de México
Anis Semlali
Université de la Manouba,
Tunis
Pau Solà-Morales
Universitat Rovira i Virgili,
Tarragona
Augusto Solórzano
Universidad Nacional
de Colombia, Medellín
Maria Helena Souto
iade–Universidade Europeia,
Lisboa
João de Souza Leite
Universidade do Estado
do Rio de Janeiro
Keisuke Takayasu
Osaka Daigaku
Sarah Teasley
Royal College of Art, London
Sebnem Timur
Istanbul Teknik Üniversitesi
Rosalía Torrent
Universitat Jaume I, Castelló
de la Plana
Jilly Traganou
Parsons School of Design,
New York
Fang-Wu Tung
National Taiwan University,
Taipei
Pilar Vélez
Museu del Disseny
de Barcelona
Sílvia Ventosa
Museu del Disseny
de Barcelona
Mauricio Vico
Universidad de Chile,
Santiago
Fedja Vukic
Sveuciliste u Zagrebu
Ju-Joan Wong
National Yunlin University
of Science and Technology,
Douliu
Wendy S. Wong
York University, Toronto
Jonathan M. Woodham
University of Brighton
Artemis Yagou
Deutsches Museum, München
/ New Europe College,
Bucuresti
Susan Yelavich
Parsons School of Design,
New York
icdhs 10 th + 1 Conference / Barcelona 29–31 October 2018
Strands and Chairs
1 Design History and Histories of Design
1.1 Territories in the Scene of Globalised Design:
Localisms and Cosmopolitanisms
Anders V. Munch Syddansk Universitet
Jilly Traganou Parsons School of Design,
New York
1.2 Designing the Histories of Southern Designs
Priscila L. Farias Universidade de São Paulo
Tingyi S. Lin National Taiwan University
of Science and Technology, Taipei
Wendy S. Wong York University, Toronto
1.3 Mediterranean-ness: An Inquiry into Design
and Design History
Tevfik Balcıoglu Design Consultant, London
Marinella Ferrara Politecnico di Milano
Tomas Macsotay Universitat Pompeu Fabra,
Barcelona
1.4 From Ideology to Methodology: Design
Histories and Current Developments
in Post-Socialist Countries
Jelena Prokopljevic Universitat Internacional
de Catalunya / Barcelona Architecture Center
Fedja Vukic Sveuciliste u Zagrebu
1.5 [100th Anniversary of the Bauhaus
Foundation]: Tracing the Map of the Diaspora
of its Students
Haruhiko Fujita Osaka Daigaku
Oscar Salinas-Flores Universidad Nacional
Autónoma de México
1.6 Design History: Gatekeeper of the Past
and Passport to a Meaningful Future?
Helena Barbosa Universidade de Aveiro
Pekka Korvenmaa Aalto-yliopisto, Helsinki
Jonathan M. Woodham University of Brighton
1.7 Constructivism and Deconstructivism:
Global Development and Criticism
— de Disseny, Barcelona
1.8 An Expanded Global Framework for Design
History
Yuko Kikuchi University of the Arts London
Oscar Salinas-Flores Universidad Nacional
Autónoma de México
1.9 Design Museums Network: Strengthening
Design by Making it Part of Cultural Legacy
Pilar Vélez Museu del Disseny de Barcelona
1.10 Types and Histories: Past and Present Issues
of Type and Book Design
José M. Cerezo Cerezo Design, Madrid
Oriol Moret Universitat de Barcelona
2 Design Studies
2.1 Design Aesthetics: Beyond the Pragmatic
Experience and Phenomenology
Fátima Pombo Universidade de Aveiro
Augusto Solórzano Universidad Nacional
de Colombia, Medellín
2.2 Public Policies on Design and Design-driven
Innovation
Javier Gimeno-Martínez Vrije Universiteit,
Amsterdam
Pekka Korvenmaa Aalto-yliopisto, Helsinki
2.3 Digital Humanities: How Does Design
in Today’s Digital Realm Respond
to What We Need?
Paul Atkinson Sheffield Hallam University
Tingyi S. Lin National Taiwan University
of Science and Technology, Taipei
2.4 Design Studies: Design Methods and
Methodology, the Cognitive Approach
Alain Findeli Université de Nîmes / Université
de Montréal
Pau Solà-Morales Universitat Rovira i Virgili,
Tarragona
2.5 Vehicles of Design Criticism
Fredie Floré Katholieke Universiteit Leuven
Josep M. Fort Universitat Politècnica
de Catalunya, Barcelona
3 Open session
3 Open Session: Research and Works in Progress
Barbara Adams Wesleyan University,
Middletown, ct
Isabel Campi Fundació Història del Disseny,
Barcelona
M. Àngels Fortea bau Centre Universitari
Monica Gaspar
Hochschule Luzern
In memory of Anna Calvera
(1954–2018)
table of contents

0 opening pages

Introduction
Anna Calvera / icdhs 10th + 1 Scientific Committee. icdhs 2018 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Oriol Moret. Foreword forwards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Tribute
icdhs Board. Anna Calvera (1954–2018) and the icdhs Legacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Keynote Lectures
#1—Mireia Freixa. Industrial Arts vs Arts and Crafts: Parallels and Contrasts Between Catalonia and Great Britain in the 19th
and 20th Centuries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
#2—Alain Findeli and Nesrine Ellouze. A Tentative Archeology of Social Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
#3—Pilar Vélez. The Museu del Disseny de Barcelona: Heritage, a Resource at the Service of Knowledge, Debate and Social Challenges . 41
#4—Fedja Vukic. A Theory Good Enough for Design Practice? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

1 design history and histories of design

1.1 Territories in the Scene of Globalised Design: Localisms and Cosmopolitanisms

Anna Calvera, icdhs 10th + 1 Scientific Committee / Anders V. Munch. Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
Anna Calvera and Isabel Campi. From Local to Global: Roca Corporation’s First 100 Years. The history of a company producing
bathroom fittings and goods to spread comfort, hygiene, wellbeing and salubriousness worldwide . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Deniz Hasırcı and Zeynep Tuna Ultav. The Emergence of a Field in a Local Context: The Initial Steps of Interior Architecture in Turkey . 68
Mariko Kaname. The Development of the British Avant-Garde and Print Media in the Early 20th Century: In Reference to Vorticism. . 73
Josep M. Fort. Mediterranean Design. Background and References of the Barcelona-Design System . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Yoshinori Amagai. Japanese Concepts of Modern Design in the 1950s: With Special Reference to Isamu Kenmochi and Masaru Katsumie . 81
María Ximena Dorado and Juan Camilo Buitrago. From Developmental Design to Design by Itself. Modernity and Postmodernity
in Colombian Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85
Tomoko Kakuyama. The Acceptance of Ornament in Modern Design: Kineticism and the Vienna Workshops in the 1920s . . . . . . . . . 89
Annette Svaneklink Jakobsen. Local Encounters with Glass: Material Intensities in Sanaa’s Architecture . . . . . . . . . . . . . . . . . . . . . . 93
Alfonso Ruiz. From Avant-garde to Regionalism: The Strange Case of Rationalist Architecture in the Canary Islands . . . . . . . . . . . . . 97
Nieves Fernández Villalobos and Begoña López de Aberasturi De Arredondo. Glocal Design in Spain. Challenge and Opportunity. 102
Hiroka Goto. Cutting and Sewing East Asia in British Art Deco Fashion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
Meghen Jones. American Potters’ Interventions with the Tea Bowl: Using Thing Theory to Problematize Cultural Appropriation . . . . 111
Viviane Mattos Nicoletti and Maria Cecilia Loschiavo dos Santos. Design as Mediator in the Process of Commodification
116
of Vernacular Artifacts in Brazil . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Suna Jeong and Min-Soo Kim. The Meaning of Integrated Fonts in a Local Standpoint – Between Harmonization and Homogenization . 121
Marina Parente and Carla Sedini. Design as Mediator Between Local Resources and Global Visions. Experiences of Design for Territories. 125

1.2 Designing the Histories of Southern Designs

Anna Calvera, icdhs 10th + 1 Scientific Committee / Priscila L. Farias, Wendy S. Wong and Tingyi S. Lin. Introduction . . . . . . . . 138
Juan Camilo Buitrago. aladi (Latin American Design Association) as an Interpretive Community . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
María Alcántara. Globalization and National Identity in Mexican Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144
 Diana María Hurtado Trujillo. Historiography of Industrial Design in Colombia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149
Lucas do M. N. Cunha, Felipe Kaizer and João de Souza Leite. National Design and Desenho Industrial: Brazilian Issues
in Historical Perspective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
Sergio Rybak. Redefinition of the Origin of the History of Industrial Design in Argentina . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157
Cristina Cavallo. Challenges for a Project Education: Art-recycling and Popular Expression in Brazilian Material Culture . . . . . . . . . 162
Maria Beatriz Ardinghi. Material Culture in the State of São Paulo, Brazil, through Memorable Household Artifacts . . . . . . . . . . . . . 167
Laura Cesio, Mónica Farkas, Magdalena Sprechmann and Mauricio Sterla. Designing the Historical Construction of Design Culture
and Visual Communication from the South: The Development of a Design Field in Uruguay from a Historical-Critical Perspective . 172
Josep Puig. Perceiving the Future: Experimental Design at elisava 1986–1992 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177
João de Souza Leite. A Two-folded Source of Brazilian Modern Visual Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182
Eduardo Castillo. Francisco Otta: A Multidisciplinary Pioneer in 20th Century Chile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
Silvia García González. Graphic Design of Rogério Duarte and the Tropicalismo Movement in Brazil . . . . . . . . . . . . . . . . . . . . . . . . . 191
Francesco E. Guida. A Restless Soul. The Intellectual, Critical and Design Contributions of Almerico De Angelis . . . . . . . . . . . . . . . . 195
Carola Ureta and Pedro Álvarez. The Influence of Art Nouveau in the Graphic Work of Chilean Illustrator Luis Fernando Rojas . . . . 200
Julia Contreiras and Clice de Toledo Sanjar Mazzilli. Cecília Jucá, Graphic Artist: The Books 1a Paca and Escritura, by the Hands
of the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205

1.3 Mediterranean-ness: An Inquiry into Design and Design History

Anna Calvera, icdhs 10th + 1 Scientific Committee / Tevfik Balcıoglu, Marinella Ferrara and Tomas Macsotay. Introduction . . . . . 218
Rossana Carullo and Antonio Labalestra. Sifting Time Between Design and the History of Design. Rites and Metaphors
of the Ground for New Conceptualizations of the Mediterranean Identity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221
Marinella Ferrara and Anna Cecilia Russo. Mediterranean-ness Between Identity and Genius Loci. The True Essence of Successful
Design Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226
Chiara Lecce. Italian Design for Colonial Equipment (1931–1942) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231
Assumpta Dangla. Fabrics of Barcelona: The Future in the Past . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 236
Maria Isabel del Río. The Contribution of Jordi Vilanova to the Identity of a Mediterranean Character in Spanish Design . . . . . . . . . 241
Vera Renau. The Design Phenomenon in Castellón: The Development of the Ceramic Tile Industry and its Eventual Establishment
as a System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 246

1.4 From Ideology to Methodology: Design Histories and Current Developments in Post-Socialist Countries
Anna Calvera, icdhs 10th + 1 Scientific Committee / Jelena Prokopljevic, Fedja Vukic. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . 258
Anna Ulahelová. From Their Values to Our Own: Development of Graphic Design Education in Slovakia after 1989 . . . . . . . . . . . . . . 259
Iva Kostesic. From Ulm to Zagreb – Tracing the Influence of the Hochschule für Gestaltung in Socialism . . . . . . . . . . . . . . . . . . . . . . . 264
Rita Paz Torres. Visual Work and Methods of the ute Graphic Workshop (1968–1973) in the Period of the University Reform in Chile . 269
Gian Nicola Ricci. The Role of Socialist Architectural Heritage and Design for the Construction of Contemporary Identities:
Modernism in Warsaw . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 274

1.5 [100th Anniversary of the Bauhaus Foundation]: Tracing the Map of the Diaspora of its Students
Anna Calvera, icdhs 10th + 1 Scientific Committee / Oscar Salinas-Flores, Haruhiko Fujita. Introduction . . . . . . . . . . . . . . . . . . . . 286
Toshino Iguchi. Design for Militarization in Wartime: Bauhäusler Immigrants in the US . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 287
Hideo Tomita. Examining the Methodology of Arieh Sharon’s Kibbutz Planning (1938–50): A Perspective Based on his Architectural
Education at the Bauhaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 292
Chiara Barbieri and Davide Fornari. The Lost Typefaces of Xanti Schawinsky: From the Bauhaus to Italy . . . . . . . . . . . . . . . . . . . . . . 296
Oscar Salinas-Flores. Beyond the Bauhaus, The Fertile Creation of the Alberses in Mexico. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 300

1.6 Design History: Gatekeeper of the Past and Passport to a Meaningful Future?
Anna Calvera, icdhs 10th + 1 Scientific Committee / Jonathan M. Woodham, Helena Barbosa, Pekka Korvenmaa. Introduction . . 310
Li Zhang. Navigating in the Gap: Designing Historical Fiction and Speculating the Present . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 311
Niki Sioki. The Primacy of the Physical Artefact – Some Thoughts on the History of Book Design and its Future . . . . . . . . . . . . . . . . . 315
Jenny Grigg. How Paper Figures in the History of Design Ideation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 319
Helena Barbosa. From Theory to Practice: The History of Portuguese Design as a Tool for Understanding Design Practice . . . . . . . . . 323
 Emanuela Bonini Lessing and Fiorella Bulegato. Living Archives: Merging Design History and the Design Studio
in an Educational Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 328
Kaisu Savola. ‘With whom do you feel your solidarity’ – Developing a Socially Conscious Design Practice in 1960s Finland . . . . . . . . . 333
Giuliano Simonelli and Vanessa Monna. The Landscape of Coworking Spaces: An Exploration Between Past and Future . . . . . . . . . 338
Noemí Clavería. Design for All. The Past that Provides a Future. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343
Luciana Gunetti. Albe Steiner’s Research for a Graphic Design History’s Active Learning and Teaching . . . . . . . . . . . . . . . . . . . . . . . . 348
Rita Cruz and Fátima Pombo. Daciano da Costa: Protagonist of Portuguese Furniture Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 353
Jonathan Woodham. Design and Design History in Post Brexit Britain: Looking Backwards, Looking Forwards . . . . . . . . . . . . . . . . . 358
Noel David Waite. Adding Value Through and To Design: Lessons from New Zealand Design Policy . . . . . . . . . . . . . . . . . . . . . . . . . . . 363
Ana F. Curralo and Helena Barbosa. Exhibition Structures: Displaying Portugal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 367
Mariana Almeida and Helena Barbosa. Hermeneutics of the Port Wine Poster: From Past to Present . . . . . . . . . . . . . . . . . . . . . . . . . . 372

1.7 Constructivism and Deconstructivism: Global Development and Criticism

Anna Calvera, icdhs 10th + 1 Scientific Committee / [Oriol Moret]. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 382

1.8 An Expanded Global Framework for Design History

Anna Calvera, icdhs 10th + 1 Scientific Committee / Oscar Salinas-Flores, Yuko Kikuchi. Introduction . . . . . . . . . . . . . . . . . . . . . . 390
Rie Mori. Transformation in Kimono Design in Southeast Asia from the Late 19th to the Mid-20th Century . . . . . . . . . . . . . . . . . . . . . 393
Lara Leite Barbosa de Senne. The Return of Metabolism in the Future of Design for Disaster Relief (1958–2018) . . . . . . . . . . . . . . . . . 397
Shinsuke Omoya. Why Flower Patterns? An Aspect of Product Design History in Post-war Japan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 402
Mitha Budhyarto and Vikas Kailankaje. ‘Dignifying Labour’: The History of Early Vocational Education in Indonesia and Singapore . 406
Yongkeun Chun. Education and Professionalisation of Commercial Art in 1930s Colonial Korea: The Tonga Ilbo Commercial Art
Exhibition (1938–1939) as Displayed Colonial Modernity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 411
Tom Spalding. When We Were Modern; Corporate Identity in Cork Pubs 1960–69 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 416
Elane Ribeiro Peixoto and José Airton Costa Junior. The Itamaraty Palace and Brazilian Modern Furniture . . . . . . . . . . . . . . . . . . . 421
Dora Souza Dias. ‘The Winds of Change’: Cosmopolitanism and Geopolitical Identities in the Context of icograda . . . . . . . . . . . . . . 426
Rebecca Houze. Designing Cultural Heritage at Mary Colter’s Hopi House, Grand Canyon, Arizona, 1905 . . . . . . . . . . . . . . . . . . . . . 431
Elena Dellapiana and Paolo Tamborrini. Which Came First, the Chicken or the Egg? Sequences and Genealogies in between
Architecture and Design for a Global History. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 435
Yuko Kikuchi. Creating a Field of East Asian Design History in English through Publication of a Critical Reader . . . . . . . . . . . . . . . . 441
Wendy S. Wong. Cultural Nationalism as a Conceptual Foundation for Mapping a Timeline of Modern East Asian Design History . . 446

1.9 Design Museums Network: Strengthening Design by Making it Part of Cultural Legacy
Anna Calvera, icdhs 10th + 1 Scientific Committee / Pilar Vélez. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 458
Fiorella Bulegato, Emanuela Bonini Lessing, Alberto Bassi and Eleonora Charans. The Museum of the Ski Boot
and Sports Shoe and its Cultural Legacy in the Industrial Cluster of Montebelluna (Treviso) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 459
Paul Atkinson. The Role of Design History in the Museology of Computing Technology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 464
Francesco E. Guida. Micro-histories of Italian Graphic Design as a Concept Tool for a Museum / Archive. aiap’s Graphic Design
Documentation Centre . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 469

1.10 Types and Histories: Past and Present Issues of Type and Book Design
Anna Calvera, icdhs 10th + 1 Scientific Committee / Oriol Moret, Begoña Jorda-Albiñana, José M. Cerezo. Introduction . . . . . . . . 482
Isabella R. Aragão. The Brazilian Modern Letterpress Printing Scene . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 483
Igor Ramos and Helena Barbosa. The History of Opening Titles in Portuguese Cinema: First Contributions . . . . . . . . . . . . . . . . . . . . 488
Priscila L. Farias, Daniela K. Hanns, Isabella R. Aragão and Catherine Dixon. Designing the Early History of Typography
in Brazil, Starting from Printing in São Paulo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 493
Chiara Barbieri. The Scuola del Libro in Milan at the Center of a Typographic Quarrel Between Risorgimento Grafico
and Campo Grafico . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 499
Mila Waldeck. Statements and Fluxshoe Add End A: The Artist’s Book versus the Crystal Goblet . . . . . . . . . . . . . . . . . . . . . . . . . . . . 503
Nereida Tarazona-Belenguer, Olga Ampuero-Canellas, Jimena Gonzalez-Del Rio and Begoña Jorda-Albiñana. Textual-type
or Visual-type? Historical Approach to the Hybrid Nature of Typographical Characters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 508
 Fátima Finizola, Solange G. Coutinho and Damião Santana. Sign Painters of Pernambuco: A Brief History of the Origins,
Aesthetics and Techniques of their Practice in the Northeast of Brazil . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 513
Emre Yıldız and Metehan Özcan. Apartment Nameplates as the Carrier of Typographic Heritage . . . . . . . . . . . . . . . . . . . . . . . . . . . . 518
Marcos Dopico and Natalia Crecente. The “Other” Typographic Models. The Case of Galician Typography as Identity Assertion . . . . 522
Oriol Moret and Enric Tormo. Babbling Type Bodies (Barcelona, 1507–1529) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 526

2 design studies

2.1 Design Aesthetics: Beyond the Pragmatic Experience and Phenomenology

Anna Calvera, icdhs 10th + 1 Scientific Committee / Fátima Pombo, Augusto Solórzano. Introduction . . . . . . . . . . . . . . . . . . . . . . . 538
Mads Nygaard Folkmann. The End of the Beautiful? Aesthetic Categories in Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 541
Nuria Peist Rojzman. The Consideration of Design Aesthetics as a Tool for Analysis and Social Change . . . . . . . . . . . . . . . . . . . . . . . . 546
Augusto Solórzano. Guidelines for an Aesthetic of Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 550
Tenna Doktor Olsen Tvedebrink, Anna Marie Fisker, Anna Eva Utke Heilmann and Nini Bagger. Tales of Past Tables. Karen Blixen’s
554
Storytelling as a Foundation for a New Narrative Design Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Ana Miriam Rebelo and Fátima Pombo. Photography and Designed Space: A Shift in Perspective . . . . . . . . . . . . . . . . . . . . . . . . . . . . 559
Sölen Kipöz. A Quest For Interdisciplinary / Cross-disciplinary / Multi-disciplinary Design Practices at the Intersection of Fashion
and Architecture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 564
Chiaki Yokoyama. From Drawing to Design—John Ruskin’s Teaching and Morris & Co. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 570
Lisa Bildgen and Christof Breidenich. The Creative Potential of the Avant-garde—Inspirations from Modern Art and Postmodernism
for Graphic and Communication Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 575
Rachapoom Punsongserm, Shoji Sunaga and Hisayasu Ihara. Roman-like Thai Typefaces: Breakthrough or Regression? . . . . . . . . . 580
Alfonso Ruiz. Design for the Future of Mankind . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 586

2.2 Public Policies on Design and Design-driven Innovation

Anna Calvera, icdhs 10th + 1 Scientific Committee / Javier Gimeno-Martínez, Pekka Korvenmaa. Introduction . . . . . . . . . . . . . . . 598
Carlos Bártolo. Decorative Paternalism: Analysis of Two Books of the National Campaign for the Education of Adults Devoted to Interior
Decoration – 1956 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 599
Mads Nygaard Folkmann. Danish Design on Exhibition. The Cultural Politics of Staging the Everyday . . . . . . . . . . . . . . . . . . . . . . . . 604
Ariyuki Kondo. Scottish Independence and Design Education: Historical Reflections and Contemporary Observations . . . . . . . . . . . . 609
Eleanor Herring. Designing from the Centre: State-sponsored Design in Britain and Politically Driven Decision-making . . . . . . . . . . . 614
Sabine Junginger. How the Public Sector Redefines our Notion of Design-driven Innovation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 619
Florencia Adriasola. Future Scenarios as a Significant Complement for Innovation Methodologies in Chile and Latin America . . . . . 623
Bernardo Antonio Candela Sanjuán and Carlos Jiménez-Martínez. A Proposal for a Regional Design Policy in the Canary Islands:
Design System Mapping, Strategies and Challenges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 628
Jani Galland and Aura Cruz. Rhizomatic Design for Survival and Inclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 633
Saurabh Tewari. Design in Visions: Visions of/on Design from the Events, Declarations and Policies in India . . . . . . . . . . . . . . . . . . . . 637

2.3 Digital Humanities: How Does Design in Today’s Digital Realm Respond to What We Need?
Anna Calvera, icdhs 10th+1 Scientific Committee / Tingyi S. Lin, Nuria Rodríguez Ortega, Paul Atkinson, Wendy Wong. Introduction . 650
Toke Riis Ebbesen. The Mediatization of Design on Social Network Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 651
Albert Díaz Mota and María José Balcells Alegre. Linked Objects: Relational Memory of Design at Barcelona Design Museum . . . . . 656
Stina Teilmann-Lock and Nanna Bonde Thylstrup. Snippets: Designs for Digital Transformations in the Age of Google Books . . . . . 661
Patrícia Martins, Didiana Prata and Ana Paula Pontes. Parameters for Documentation and Digital Strategies of Communication
for Temporary Art Exhibitions in Brazilian Museums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 666

2.4 Design Studies: Design Methods and Methodology, the Cognitive Approach
Anna Calvera, icdhs 10th+1 Scientific Committee / Pau Solà-Morales, Alain Findeli. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . 678
Violeta Clemente, Katja Tschimmel and Rui Vieira. A Metaphoric Thinking Styles Taxonomy to Promote Students’ Metacognitive
Self-reflection in Design Learning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 679
Silvia Escursell and Holly Blondin. Communicating in the 21st Century: New Materials as Creative Boosters . . . . . . . . . . . . . . . . . . . 684
 Neus Moyano and Gillermo Zuaznabar. The Ulm School and the Teaching of Design in Barcelona . . . . . . . . . . . . . . . . . . . . . . . . . . . 689
Violeta Clemente, Katja Tschimmel and Fátima Pombo. Methodologies in Doctoral Research in Design: The Role of Research
Paradigms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 694
Alejandra Poblete. DRS Conferences: Barometer and Mirror of Theoretical Reflection on the Design Discipline. First Discussions . . . . 699
Ricardo Mendes Correia, Alexandra Paio and Filipe Brandão. Transdisciplinarity in Architecture as a Digital Change:
706
Back to the Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Daniela Brisolara. The Teaching of Semiotics for Design: How Do We Do Today? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 711
Leslie Atzmon. Intelligible Design: The Origin and Visualization of Species . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 715

2.5 Vehicles of Design Criticism

Anna Calvera, icdhs 10th + 1 Scientific Committee / Fredie Floré, Pau Solà-Morales, Josep M. Fort. Introduction . . . . . . . . . . . . . . 726
Ahmet Can Özcan and Onur Mengi. Something to Cure or Salute: Reconsidering Industrial Design Historically at the Edge
727
of Dissociative Identity Disorder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Andrea Facchetti. Critical Design and Representation of Conflicts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 731
Marlene Ribeiro and Francisco Providência. João Machado: The Communicator of Beauty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 735

3 open session: research and works in progress

(1) Anna Calvera, icdhs 10th + 1 Scientific Committee / Priscila L. Farias, M. Àngels Fortea, Isabel Campi, Begoña Jorda-Albiñana.
746
Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Paula Camargo and Zoy Anastassakis. Linear and Spheric Time: Past, Present and Future at Centro Carioca de Design,
747
Rio de Janeiro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Rafael Efrem, Bárbara Falqueto and Thuany Alves. Counting and Interviewing Women: Female Graphic Designers
in adg Brasil Biennial Catalogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 752
Isabel Campi. Design History Foundation: Topics in the Past, Present and Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 758
Peter Vetter. No Style. Ernst Keller (1891–1968)—Teacher and Pioneer of the So-called Swiss Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . 763
Constance Delamadeleine. The Business Face of Swiss Graphic Design: The Case of Studio Hollenstein (1957–1974) . . . . . . . . . . . . . 768
Jonas Berthod. Casting the Net: Early Career Projects and Network Creation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 773
Edrei Ibarra Martínez. The Act of Care in Participatory Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 778
Erika Cortés and Aura Cruz. Generative Design as Tool for Social Innovation: A Methodological Approach . . . . . . . . . . . . . . . . . . . . . 782
Silvina Félix, Nuno Dias and Violeta Clemente. Additive Manufacturing Artefacts: An Evaluation Matrix Proposal . . . . . . . . . . . . . 787

(2) Carla Fernanda Fontana. Standards and Variations: Livraria José Olympio’s Book Covers in the 1930s and the 1940s . . . . . . . . . . . . . 798
Alfonso Ruiz Rallo and Noa Real García. The Criteria of Good Design in the Promotional Posters of Traditional Festivals . . . . . . . . . 804
Pedro Álvarez. Post Poster: The Loss of Aura and the Devaluation of the Chilean Poster in the Digital Age . . . . . . . . . . . . . . . . . . . . . . 809
Chiara Barbieri and Davide Fornari. Uncovering and Questioning Unidesign: Archival Research and Oral History at Work . . . . . . . 814
Mi-Hye Kim and Min-Soo Kim. Brassard Design: The History of Symbolic Power in Korea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 820
Anders V. Munch. Nordic Lighting? Poul Henningsen and the Myths of Scandinavian Twilight . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 825
Sofia Diniz. From Laboratories to Libraries—Furniture for Public Services in Portugal (1940–1970) . . . . . . . . . . . . . . . . . . . . . . . . . . . 829
Laura Scherling. Design Utopia or Design Fiction? Reassessing Labor and Work Models in Communication Design:
From Industrialization to the Present Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 834
Tevfik Balcıoglu. Rebirth of an Old Ottoman Primary School: Urla Design Library . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 839
Kristina Hansen Hadberg. Publishing Distorted History. Investigating the Constructions of Design History within Contemporary
Danish Interior Design Magazines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 844
Edrei Ibarra Martínez. The Visible Future Dichotomy of Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 849
726

introduction
2.5 Vehicles of Design Criticism

Although from a historical perspective design criticism has a lot in common with ar-
chitectural criticism and art criticism, in the 20th century it developed into a genre in
its own right. Critical reflections and observations on new design products, exhibitions
and other related events appeared in professional journals, popular magazines and
newspapers, and later on also in television programmes, blogs and social media. This
strand invites contributions that focus on vehicles of design criticism. What were or are
the key media of this genre of criticism in a particular geographical area or time
frame? How did or do they mediate critical thought? Which public did or do they
address and what was or is their geographical scope? The aim is to map out the diver-
sity of design critical media and to discuss how they contribute to the (transnational)
circulation of ideas and the continuous shaping of the discipline of design criticism.

Anna Calvera / icdhs 10th + 1 Scientific Committee

scientific coordinators The sessions on ‘Vehicles of Design Criticism’ tackle the subject in two ways.
One set of papers critically reflects on the discipline of industrial design, on the
Fredie Floré
standards that have been employed over the years and on the agency of users in
Katholieke Universiteit Leuven
expressing criticism. They remind us that we have a responsibility to act as
Pau Solà-Morales critics of our disciplinary fields and be aware of the temporality of the criteria
Universitat Rovira i Virgili, Tarragona we use for assessing design products and of the rich potential of participatory
Josep M. Fort processes. A second set of papers sheds light on the potential of graphic design
Universitat Politècnica de Catalunya, and drawing as a critical practice. How can knowledge be produced through
Barcelona artistic production? How does research through drawing contribute to design
criticism? One way of addressing these questions is by focussing on the work of
key personalities or protagonists in the field. What can we learn from their
graphic production?

Fredie Floré
 735

João Machado: The Communicator of Beauty Marlene Ribeiro

Universidade de Aveiro | [ID+] Research
Institute for Design, Media and Culture
Francisco Providência
Universidade de Aveiro | [ID+] Research
Institute for Design, Media and Culture

João Machado / Design criticism / Ontology of design / Semiotics / Poster

Drawing is also research. As a contribution to de-
sign criticism, this paper aims to exemplify design
practice as a laboratory of innovation (production
of knowledge). We based the analysis of the work
of the graphic designer João Machado (Portugal,
1942) on design ontology, bringing to this reflection
questions about the nature of design research and
of the production of knowledge in design as a po-
etic manifestation and factor of identity. Using the
main theoretical contributions of Calvera, Flusser,
Morris, Deleuze, Eco, Providência and Damásio and
adopting semiotics to support the analysis of João
Machado’s work, was an exercise that we recognized
as a methodological opportunity for design criticism.
We find in the general ignorance of João Machado’s
work (who deliberately avoids social exposure) the
opportunity for this presentation and in the quality
of the work (awarded and published by the interna-
tional elite) the relevance of its dissemination. This
approach confirms the argument of innovation by
design that, by the persistence of the shapes (ideas),
confirms the knowable style of João Machado. A style
of aesthetic pertinence that evokes beauty in each
poster and sign, a difference that was born by alterity.

Introduction
The presentation and reflection about the work of the Portu-
guese graphic designer João Machado in this 10th + 1 edition
of icdhs International Conferences on Design History and
Studies is a double opportunity, for international dissemina-
tion of Portuguese design and the approximation of design re-
search developed in academia to the professional practice of
design. We find in the theme of this edition “Back to the Fu-
ture: The Future in the Past” a happy coincidence in the sense
that we recognize in the work of this designer, especially at the
beginning of his graphic production (previous to the vectorial
paradigm), an anticipation of technology and in that sense, a
manifestation of the future in the past. Aligned with the objec-
tives of the research group to which we belong, we intend to
reconcile theory with practice in this contribution, in a critical
expression that expands the knowledge of the discipline.
The reading that we propose in this document first presents
the subject of the analysis, based on a short biographical note that
gives evidence of the international impact of the graphic work he
produced over the last four decades. It follows with a clarification
and position on the ontological proposal of Design as a cultural
mediator and its manifestation from the aesthetic (author), func-
tionalist (program) and technological (technology) dimensions,
recognizing Design as a generator of knowledge. In continuity,
the theme of identity (repetition and difference / style and poet-
ics) is called upon and particular characteristics of research un-
veiled (production of knowledge legitimized by design practice)
and knowledge in Design (heuristic and abductive). The method-
ology of a semiotic basis is the proposal for the analysis of one of
the first posters of the author, followed by an interpretation of the
evolution of his graphic work, organized chronologically and
showing points of similarity with the production of other move-
ments and designers, internationally recognized. The limitations
of space for this contribution do not allow for great detail in the
analysis of the extensive work, so we assume the exploratory char-
acter of this effort. We conclude this reflection with the levels of
response of feelings, emotions and sensations proposed by Antó-
nio Damásio for the work of the designer João Machado, since we
find in this graphic work, constructed from emotive drawing, the
possible application of the neuroscientist’s ideas about culture
and humanization of rational behavior by the emotions.
João Machado, designer
João Machado is a Portuguese graphic designer, born in 1942
in Coimbra and who graduated from the School of Fine Arts in
Oporto, where he also lectured. He established a studio in 1982
in the city of Oporto specializing in poster design and illustra-
tion. The Thames & Hudson Dictionary of Graphic Design and
Designers (2012) characterizes the posters by the use of joyous
colours, a playful arrangement of sharply defined geometric
elements and bold contrasts between flat surfaces and textured
patterns. It also acknowledges the importance of João Macha-
do’s contribution to the development of Graphic Design in Por-
tugal and, by way of example, cites his participation in poster
biennales including Warsaw, Lahti, Brno and Colorado, as well
as his work in the dissemination of memorable images used as
posters to advertise a diverse range of social, cultural and polit-
ical events, such as the 1992 Rio Earth Summit and the 1998
World Expo in Lisbon. It also notes the participation in the in-
dividual exhibition patented in Dansk Plakatmuseum in Den-
mark in 2002 and more recently we can add the invitation of
the DDD Gallery to exhibit the posters of João Machado. He has
seen his work published in magazines such as Graphis (award-
ed several times with the Graphis Award in the categories Gold,
Silver and Platinum and elected to the restricted group of Gra-
phis Masters),1 Novum and Design Journal and collected nation-
al and international awards such as the 1985 National Design
Award and the 1999 Icograda Award of Excellence. Machado was
mentioned in 2015 by the International Poster Festival of Shen-
zen (China) as one of the 100 best designers in the world.

[1] Retrieved from: http://p3.publico.pt/cultura/design/9624/graphis-distingue-joao-macha-

do-com-prata-ouro-e-platina (accessed on 11 June 2018).
736 Back to the Future [icdhs 10th + 1 Conference] Proceedings Book

Despite the systematic work of João Machado and the national and interna- It follows from the difficulty of affirmation
tional dissemination and publication of his work, he has always opted for a and valorization of Design as a scientific area,
low-profile posture, avoiding social exposure, which seems to result in a gener- the fact that, as Calvera (2003) reminds us,
al lack of knowledge among students and designers in Portugal. It is, therefore, Design manifests itself mainly by the impera-
in this absence of knowledge that we find the opportunity to contribute to the tive of functional discourse, in solving the
registration of designer João Machado in the authorial reference of students and small things of everyday life. Flusser (2010)
designers and, with some ambitious audacity on our part, with the general pub- calls for the approach of art in everyday life
lic. For the academic community, we think we have found the pertinence of this when it recognizes that functional objects cre-
reflection in the proposal of analysis of the work, questioning, from the ontology ate functionary societies. In João Machado, we
of Design and the careful observation of signs, using the three levels of knowl- witnessed the mythification of small things,
edge that semiotics presents as a possibility (Pragmatic or functional, Syntactic configuring the cultural mediation operated
or rhetorical, Semantic or meaning). by Design, which constitutes an ontological
hypothesis of the discipline.
Design practice as a laboratory of innovation (production of knowledge) We argue in this essay, the potentiality of
When we say drawing is also research, we recognize in the capacity of drawing, design research deriving from the reflection
the anticipation of the reality and imagination (desire), resolution of problems on Design practice as production of knowl-
(drawing) and conditioning of the future (design). As a proposal for an ontolog- edge and not by the transference of theoretical
ical framework of the discipline, Providência (2012) presented Design as a cul- knowledge to practice. In this sense, we fit this
tural mediator (through artifacts, devices and services) between the past and the scientific effort into Research from Design.
future, between companies and people, between people and others, or even be- By approach to the philosophical interpreta-
tween things. tion of heuristic thinking (automatic and un-
This process of mediation may privilege Technology (recognizing greater conscious and therefore subject to error – here
empathy with engineering) by focusing on optimizing production and reducing regarded as virtue by creative possibility) organ-
resistance between human and machine; it may privilege the Program (empath- ized sequentially by three moments –search, stop
ically approaching sociology), recognizing the importance of the consumer, or and decision – we propose as a methodological
society, thus proving to be closer to management and marketing; and may priv- possibility of the project in design and its reflec-
ilege individual or collective Authorship, which is the same as saying the culture tion, in analogy to the photographic process,
of origin (approaching art) and in this sense recognizing greater value in meta- the sequence: developer, stop and fixer.
phor as a poetic instrument and, consequently, in the aesthetic dimension of
Design (Providência, 2012).
In general, Design lives over these three dimensions: technological, func-
tional and aesthetic, but it is perhaps the aesthetic dimension of Design, direct-
ed to the production of meanings through the understanding of its symbolic
function (metaphorical) that has had less impact on research and the production
of knowledge in Design, which is an opportunity for reflection on the work of
João Machado that we open here.
This work is characterized by the balanced proposal between novelty and
repetition, easily recognizable by the systematic way that the designer creates
new shapes and reinvents the use of the shapes already discovered. About this
point Deleuze (in his PhD thesis, first published in 1968) speaks of difference
and repetition as essential points for a discussion about identity or sameness. If,
by repetition, he avoids the confrontation with change, it is also by insisting in
a dominant chromatic range, used consciously by himself, that we can recog-
nize the João Machado style. It is in their relationship with the other (designers,
culture, time) that he inaugurates a difference that is born by alterity. In a dou-
ble sense, the construction of difference and the understanding of difference are
founders of the poetics of Design whose value emerges when the value of prac-
tice (functional) is naturalized and can be manifested by the innovation of
shapes/ideas (creation of new meanings, anticipating time); aesthetically moti-
vated subjective construction (autobiographical and that humanizes the world
through the construction of beauty), or by metaphor (attribution of a second
destiny to things) (Providência, 2015).
Recalling Umberto Eco, who reflects on how to make a thesis, we can say
that the great challenge presented in research, not specifically in Design, is the
balance of respect for science (repetition) and the production of innovation
(difference).

The work of João Machado
The poster is the visual communication
medium from which the graphic work of
João Machado achieved the greatest pro-
jection over his more than 40 years of
profession. It is also important to leave a
note on the stamp design that has also
taken place in a systematic way and that
has earned him during this period sev-
eral national and international awards.
There is evidence of work in the domain
of corporate identity and editorial de-
sign, albeit with much less expression
and, by inheriting the initial formation
in sculpture, the author has created
some three-dimensional artifacts that
normally mark the individual exhibi-
tions. For a digital immersion in the
work of João Machado we suggest a visit
to the site https://joaomachado.com.2
For the analysis of the work, we posi-
tion ourselves by the descriptive critical
approach based on the personal experi-
ence of design practice and scientific
knowledge of the research team (a junior
designer and researcher and a designer
and senior researcher) and not by a col-
lection and interpretation of data by sta-
tistical treatment.
We used the Semiotic theory of the
American philosopher Charles Morris
(1901–1979) for the classification of
signs and his proposal of division into
Syntax, Semantics and Pragmatics as a
tool for the interpretation of the poster
designed for the commemoration of the
International Year of the Child in 1979
(Fig. 1) and which corresponds to one of
the first posters of João Machado.
At the level of Syntax (analysis of struc-
tures of meaning), or of the graphic gram-
mars used, we can say that we are before
a structure of simple composition, sup-
ported in the geometric structure of the
plane √2, with black frame reinforcing
the limit of the plane and, therefore, the
classic window suggestion as a picture.
With the text justified to the center, in
fine Avant Garde typography, elemental
geometric composition evokes a formal
rationalist expression. The image is justi-
fied to the center, with iconography repre-
senting a baby who, occupying the geo-
metric center of the plane, radiates from it
[2] Accessed on 15, June 2018.
2.5 Vehicles of Design Criticism 737
to the periphery. The design shows chro- the speculative identification of peer in-
matic shades in variations from magenta fluences.
to red, passing through yellows. The chro- Francisco Providência (2016), invited
matic choice consisting of six similar flat to interpret the work of João Machado,
tones (magenta, pink, red, yellow, pale describes, in the international context of
black and deep black), produces a harmon- graphic production, three great phases
ic effect of consonance. On the whole, the organized chronologically. In the 1980s
poster presents a simple and solid gram- (Fig. 2) he observes a convergence of in-
mar, of classic composition centered in an terest in Pop Art, recognizing in the
allegorical style, resorting to an organic chromatic exaltation of saturated col-
drawing that explores baroque phytomor- ours, preference for solid-coloured sur-
phic evocation. faces, juxtaposed by border lines, in
Reflecting on Semantics (analysis of
meaning structures), or on the message
conveyed, the image, allusive to the
commemoration of the International
Year of the Child (1979), recurs to fanci-
ful representation, integrating rep-
resentation of a juvenile human (baby)
in a floral crown, as well invoking meta-
phorically the child as the center of life,
beauty and human joy. The composition
(iconographic, symbolic and chromatic)
produces an empathic feeling of admira-
tion and loving protection. The poster
seems to aim to sensitize society to the
importance of children, producing in
the viewer a feeling of goodness.
Finally, through the contribution of
Pragmatics (analysis of structures of sig-
nification), or of the means used, it is
possible to visualize the representation
of juxtaposed coloured and flat spots (as
if they were elements cut by a scalpel).
Its technical production starts from a
manual contour drawing (closed irregu- Fig. 1 Poster for International Year of Child (1979), Secretaria
lar polygons) that serves as a matrix for de Estado da Cultura, Portugal (© João Machado).
the photomechanical serialization of the
prepress, which is then reproduced by
five direct offset impressions (without
frame aid). The system of image produc-
tion decomposed into juxtaposed closed
irregular polygons, results from the ar-
tisanal process of painting by airbrush
through a stencil mask on cut paper or
with a cotton “doll” and pastel ink, tech-
niques very common to this author who
seems to anticipate the system of digital
vector drawing of FreeHand and Adobe
Illustrator applications. Since, by the
limits of this document, the same exer-
cise for the other posters is not possible,
we propose a visit to the designer’s work,
chronologically guided and marked by Fig. 2 Poster for Theatre Performance Molly Bloom at
National Auditorium Carlos Alberto (1982), Secretaria
de Estado da Cultura, Portugal (© João Machado).
738 Back to the Future [icdhs 10th + 1 Conference] Proceedings Book
Fig.3 Poster for Piano/Século XX Meeting (1991), Secretaria
de Estado da Cultura, Portugal (© João Machado).
symmetries or in comic and postmod-
ernist iconographies, reminiscent of the
work of North American Milton Glaser
(1929–) and of the productions of the
studio The Push Pin Graphic.
The 1990s (Fig. 3) are described as an
approach to Nordic Modernism by the use
of simple and geometric visual signs,
maintaining the use of flat and saturat-
ed colours, but privileging the autonom-
ization of the outstanding shape of the
background by contour line or grada-
tions of colour, in asymmetrical compo-
sitions, now less dense, which present
more abstract and enigmatic figures and
which seem to evoke the work of Danish
designer Per Arnoldi (1941–).
Already in the 2000s (Fig. 4) Japanese
Art seems to have taken the author, who
continues the emptying of the graphic
composition by reducing the number of
elements represented and, consequently,
increases the empty space that now also
coincides with white backgrounds, there
being a prevalence of the natural ele-
ments as objects represented, which jus-
tifies the adoption of an organic design
with more complex forms that seem to
present themselves as manifestations of
a laconic rationalism, reminiscent of the
work of Ikko Tanaka (1930–2002) or
even Shigeo Fukuda (1932–2009).
We are therefore faced with work of the world, which surprises by the coherence of
graphic grammars, where the mastery of the use of colour (referred to unanimously
by the national and international peers) thrills and stands out as a factor of identity.
It surprises because it maintains a minimalist aesthetic that overcomes the oscillat-
ing tendencies of the last 40 years of graphic production. It surprises because it re-
mains critical but presents an optimistic design of understanding of the world. It
surprises because it favours the recognition of the style João Machado even contem-
plating very different influences. If by contamination of the Anglo-Saxon Pop move-
ment, we witness a constant party that brings us to a state of excitement at the begin-
ning of this graphic production, and in the latter years makes us travel in love with
the East and by the nostalgia evoked, we are invited to remain in state of meditation.
Conclusion. Sensations, Emotions and Feelings
Cultural contamination motivates us to finally reflect on the concept of culture and,
clarifies António Damásio (2017) in an alternative proposal of humanization, that our
culture is defined by feelings. It will have been what we have been feeling for centu-
ries that has made us what we are today, so our culture is being built over a hundred
thousand years. The author organizes three levels of response of the human: sensa-
tions, emotions and feelings.
Sensations set off an automatic response from a primitive state of merely sensory
dimension. In the work of João Machado it seems to be the constant chromatic repe-
tition that meets this first level and that presents itself as a sensor that identifies the
authorship.
The second level, of emotions, is about stimuli that correspond to memorizing
responses that we gain from experience. It will be the emotional intelligence to con-
struct and reconstruct from a repertoire of shapes collected over time in the drawing,
that we recognize the evidence of this level in João Machado’s work.
Finally, the feelings correspond to a reflected response behaviour in the complex
processing of consciousness activation. The posters of João Machado are not limited
to responding to a program, but they surpass it, so the communicative / functional
sense acquires a sentimental force for the desire to change the world, thus operating
as the creator of difference.
João Machado designs under the
theme of beauty, “his posters are a kind
of window that opens to meditation on
any wall over the noise of the city [...]
causing a state of mind of social recon-
ciliation that operates through the draw-
ing, transforming the ordinary into ex-
traordinary” (Providência, 2016: 28).
Fig. 4 Poster for International Year of Forests “Water for Life”
(2011), UnknownDesign (© João Machado).
 2.5 Vehicles of Design Criticism 739

References
Bravo, A.; Joel, A.; França, C.; Machado, J. (coord.). (2017). João Machado: arte da cor. Chaves: macna
Museu de Arte Contemporânea Nadir Afonso.
Calvera, A. (ed.). (2003). Arte¿ ?Diseño: Nuevos Capítulos Para una Polémica que Viene de Lejos. Barcelona:
Gustavo Gili Editores.
Damásio, A. (2017). A estranha ordem das coisas: a vida, os sentimentos e as culturas humanas. Lisboa: Temas
e Debates – Círculo de Leitores.
Flusser, V. (2010). Uma filosofia do Design: a forma das coisas. Lisboa: Relógio d’Água Editores.
Livingston, A.; Livingston, I. (2012). Dictionary of Graphic Design and Designers. London: Thames & Hud-
son (3rd ed.).
Providência, F. (2012). Poeta ou aquele que faz: a poética como inovação em Design. Aveiro: Universidade de
Aveiro (PhD thesis).
— (2015). Inovação: contributos do Design para o desenvolvimento económico e social. Aveiro: Universidade de
Aveiro.
— (2016). “João Machado: comunicar com o mundo”. In: Bártolo, José (coord.). João Machado: Colecção de-
signers portugueses. Matosinhos: Cardume Editores.

Acknowledgement
This research is financed by national funds through fct – Fundação para a Ciência e Tecnologia, I.P., under
the grant SFRH/BD/107738/2015.

Marlene Ribeiro is a student of the Doctoral Program in
Design of the University of Aveiro and member of the ID +
Research Institute of Design, Media and Culture. Her re-
search interests are Visual Communication; Critical De-
sign; Semiotics; Design for the Territories. ORCID number
0000-0003-0055-9851.
marlenefribeiro@ua.pt
Francisco Providência is Director of the Doctoral Pro-
gram in Design of the University of Aveiro and member of
the ID + Research Institute of Design, Media and Culture.
His research interests are Projects of Design; Museogra-
phy; Ontology of Design; Poiesis. ORCID Number 0000-
0002-6411-5267.
He has his own studio since 1985 in the city of Oporto.
www.fprovidencia.com.
fprovidencia@ua.pt

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