Superlative objects and technological dreams
Thanks for tuning in - it’s been a while.
Since the last post Crap Futures has left the island of Madeira, it seems, for good: Julian to Breda in the Netherlands and James to Paris. Shifting from the vast expanse of the quinta overlooking the open Atlantic to confinement in our small urban apartments under numerous lockdowns may have stymied our ability to write … but finally here we are. The following words emerged from a rejected conference paper (where all good ideas are born) and aim to provide another analysis on the state of the design industry today.
What follows is a (very) potted Western history of the designed object, or more specifically the superlative object - and an argument that the placing of such high cultural value on the object allows the systems and resources behind its realisation (the means) to be largely taken for granted.
This elision gives mainstream design an enormous advantage over alternative approaches, as all the available methods and means - global resources, neo-liberal labour practices, highly sophisticated manufacturing and marketing methods, intricate supply chains and the latest technological advances - can be exploited to achieve the celebrated end. How can more ethical or ecological design processes compete - when only the end product, the superlative object, is valued?
What do these terms mean? Let’s take a closer look.
The superlative object
In Mythologies Roland Barthes introduced the notion of the superlative object through the example of the Citroën DS. Cars, he argues, ‘are almost the exact equivalent of the great Gothic cathedrals: I mean the supreme creation of an era, conceived with passion by unknown artists’. Commenting on the seamless perfection of the vehicle, he compares it to the ‘unbroken metal’ of science-fiction spaceships and even to the smooth and seamless robes worn by Christ. Barthes’ emphatic words anticipate the status objects of today. Seams, he argues, reveal the hand of the (human) maker, therefore suggesting that the DS is beyond human – an immaculate conception.
Our history of the superlative object begins in France during the 19th Century. Redgrave’s Manual of Design from1890 provides a rigorous examination of the superlative objects of the period, tracing their origins back to the establishment of the ‘royal manufactories, the tapestry and furniture works of the Gobelins, Beauvais, and Aubusson ... in these works the most skilled workmen, aided by the most scientific men of the age, executed the designs of the first artists of France’ (p. 4). Redgrave’s manual and the essays of his father that preceded it were largely written in response to the great exhibitions of the mid-19th Century, in London (1851) and Paris (1855). The original intention of the French exhibition was to honour the prototype builders - designers, craftsmen, and workers - through the various displays in the Palais de l’Industrie (Poisson, 2005). Whilst these displays were ‘often products of an impeccable, at times even virtuosic technique, they nevertheless formed part of an occasionally redundant, profoundly eclectic and overabundant decor ... which had been misappropriated in the name of ornament worship’ (p. 4).
This analysis of the superlative object is supported by Redgrave who is even more damning of the French tendency towards the meretricious: ‘the world is still deceived with ornament’, he suggests, ‘and led astray by pretentious display, instead of advancing in the road to real excellence’.
The Arts and Crafts movement emerged from an attempt to reform design and decoration in mid-19th century Britain. It was a reaction to the pretentious displays seen in the great exhibitions of the period. Redgrave insisted that ‘style’ demanded sound construction before ornamentation, and a proper awareness of the quality of materials used. ‘Utility must have precedence over ornamentation' (p. 15).
Machines and making
In the late 19th Century debate began to grow about the relationship between designing and making. For some key figures in the Arts and Crafts such as John Ruskin and Walter Crane, the making of an object should happen totally under the hand of the designer, while others (including Morris) believed that mechanisation was not negative in itself, and machines used well could improve the quality of the designed object.
This argument was played out in a discussion between Crane and the early industrial designer Lewis F. Day:
W.C. ... I presume you would admit that a designer is all the better for a first-hand acquaintance with the conditions, necessities and limitations of the work for which he is designing. L.F.D. Certainly; but it doesn't follow in the least that he should execute his design with his own hand. W.C. How then would a designer obtain his first-hand acquaintance with a method or material unless he had actually worked out his own design in that method or material?
This was perhaps the last true period when designed means and ends existed in an unbroken continuum; when design was considered as a social justice movement as much as an aesthetic one. The last line from Lewis F. Day is quite remarkable when viewed from today’s perspective - that a designer would do all that he designs.
This brief history will now move across the Atlantic because the version of design developed there during the 1930s, in many ways, represent the true genesis of the version of design that dominates today.
Building on the ideas of the more progressive members of the Arts and Crafts movement, the ex-set designer Norman Bel Geddes described an approach to design that completely incorporated the manufacturing process, advocating that the designer should ‘visit the client’s factory and determine the capacity and limitations of the machines and workers’.
As the century progressed the capacity grew exponentially whilst the limitations of the workers were increasingly bypassed by sophisticated machinery and automation.
Industry and spectacle
Bel Geddes was also one of the pioneers of the influential movement Streamline Moderne. Here he describes the potential elevation of the industrial object to the superlative:
When automobiles, railway cars, airships, steamships or other objects of an industrial nature stimulate you in the same way that you are stimulated when you look at the Parthenon, at the windows of Chartres, at the Moses of Michelangelo, or at the frescoes of Giotto, you will then have every right to speak of them as works of art. Just as surely as the artists of the fourteenth century are remembered by their cathedrals, so will those of the twentieth be remembered for their factories and the products of these factories.
The invention of the internal combustion engine at the beginning of the century had transformed the way Americans moved around, but by the mid-1920s the US car industry had reached saturation point. Alfred Sloan, the boss of General Motors, came up with a plan to keep people buying new cars. He introduced annual cosmetic design changes to convince car owners to buy replacements each year. The cars themselves changed relatively little in their essence, but they looked different.
This created the new role of the consumer - and with it the growth of public relations and advertising. As Bel Geddes suggested in 1932: ‘the artist’s contribution touches upon that most important of all phases - entering into selling the psychological. He appeals to the consumer’s vanity and plays upon his imagination, and gives him something he does not tire of’. Cars became symbols of progress and objects of status. J. G. Ballard provides a wonderful cultural critique on this subject:
Towards the end of the 20th Century (in The Society of the Spectacle) Guy Debord stated that: ‘in societies dominated by modern conditions of production, life is presented as an immense accumulation of spectacles. Everything that was directly lived has receded into a representation.’
It is impossible, for example, to separate an Apple iPhone from the brand, its marketing, and the global fanfare that surrounds the launch of a new Apple product. This focus on seamless design, on the spectacle, on the superlative object, has (to paraphrase Albert Borgmann), resulted in a dramatic dislocation of ends from means. Highly emotive and susceptible personal value systems, such as a perceived enhancement of status, place an almost total emphasis on the end, allowing the means to be reduced to whatever it takes to facilitate its existence.
Problematic means to superlative ends
We’ll conclude with 5 key examples of problematic means hidden behind the thick facade of the superlative object.
1. The verb to design has become increasingly separated from the verb to make. As a consequence the practice of planning has become reduced to moving shapes around on a screen, whilst the arranging of (physical) elements happens in increasingly complex technical systems. Design is dislocated from making.
The designers of today’s superlative objects follow both Morris and Bel Geddes’s lead in that they remain obsessively connected to the manufacturing process. However, the complexity and expense of the machines that do the making have grown exponentially.
In a 2012 video (above) showing the manufacturing process of the iPhone 5, Jony Ive states the Apple belief that ‘going to such extreme lengths is the only way that we can deliver this level of quality’. Whilst Apple’s approach clearly leads to the elevated status of their products, the machinery at their disposal gives them an enormous advantage over those with more humble tools.
2. The material elements used in contemporary designed artefacts (e.g. rare earth elements) have become increasingly global and out of reach of the individual.
In this case we can trace the origins of the designer’s use of elements back to the colonial era. Arthur Chandler notes that at the time of the 1855 World’s Fair, ‘the French attitude is a mixture of pure greed and the dawning sense of the “civilizing mission” of France: Africa will supply the raw materials; and in return, France will supply the most precious of all commodities: French civilization’.
Turning again to the iPhone, it comprises 75 of 118 elements from the periodic table (the human body is made up of around 30). In a 2017 article for the Los Angeles Times Brian Merchant described the pulverising of an iPhone and then analysing the resulting dust using mass spectrometry, X-ray fluorescence and infrared analysis. He suggests that to obtain the 100 or so grams of minerals found in a single iPhone, miners around the world have to dig, dynamite, chip and process their way through about 75 pounds of rock on nearly every continent. Very little has changed!
3. The functional purpose of contemporary designed artefacts has become increasingly dependent on global infrastructure systems, thus perpetuating established power structures.
In A History of the Future (2008), Donna Goodman describes how the invention of electricity was instrumental in laying the groundwork for the coming machine age. By the 1940s 90% of American homes were connected to the electricity grid. This in turn led to many new domestic products - all electrically standardised via the sockets they plugged into and all dependent on the infrastructure.
Contemporary products today are reliant on far more complex systems than the electricity grid; for example, the GPS system on mobile phones is owned by the US Government and operated by the United States Air Force. Anything from thermostats (e.g. Nest) to vehicles are increasingly becoming reliant on, and controlled by, connection to the internet. The design of almost all modern products is constrained by the reliance on infrastructure.
4. The aesthetic purpose of contemporary designed artefacts has become deeply entwined with the manipulation of human desires via increasingly sophisticated marketing practices.
This is not a new practice. In 1890 Richard Redgrave likened the French Goods at the 1855 Paris Exhibition to the ‘gilded cakes in the booths of our country fairs, no longer for use, but to attract customers’. In Objects of Desire (1986), Adrian Forty affirms that for a product to be successful it must incorporate the ideas that will make it marketable.
This results in manufacturing goods ‘embodying innumerable myths about the world, myths which in time come to seem as real as the products in which they are embedded’. How then to re-separate the object from its image? Or to see through the image to what it really stands for?
Even the more respectable elements of the media fall prey to design’s sleight of hand - this is from an article in the New York Times in 2016:
‘There has been zero innovation in this market for over 60 years,’ said Mr. Dyson, 68, a billionaire who was knighted by Queen Elizabeth II in 2006. ... Mr. Dyson, Britain’s best-known living inventor, is the Steve Jobs of domestic appliances. He has built a fortune from making otherwise standard products seem aesthetically desirable ... Dyson said there were 103 engineers involved in the creation of the Supersonic, which included the taming of over 1,010 miles of human hair tresses and 7,000 acoustic tests as teams tackled three core issues: noise, weight and speed. ... As a result, the Supersonic will retail at $399 when it arrives in the United States in September.
5. The plans for designing contemporary artefacts are typically iterative in nature. This facilitates and maintains the current approach to economic growth via generational products.
We raised the constraint of future nudge in one of our early posts - here’s a slightly updated explanation: According to the economist Robert Heilbroner, ‘All inventions and innovations ... appear essentially incremental, evolutionary. If nature makes no sudden leaps, neither, it would appear, does technology.’ And as a consequence neither do technological products.
This limits the designer to developing only what the current product could realistically evolve into. In reality it is a mechanism, employed by corporations - to maintain lucrative generational economic models, extend the life of production lines, pander to conservative tastes through risk-avoidance, facilitate rapid object obsolescence, and encourage various forms of brand loyalty.
There is nothing to suggest, however, that the decisions made many product generations ago were the ideal ones. Whilst natural organisms cannot be freed from their genealogical lineages, technological artefacts certainly can.
Next post: Towards appropriate means


















