demand- to buy good design because we as a
culture do not understand what good design
is. You may be bursting with patriotism,
but we’d be willing to bet that at some point
you have been seduced by European-style
clothing, décor, furnishings, food and even
advertising. Why? Partially, because of the
clean lines and unique aesthetic, but also, to
a large extent, the prestige factor. Let’s face
it, to Americans; European stuff seems ultra
sophisticated and James Bond-ian.
Things were not always this way:
During the early part of the 20th century,
there was nothing cooler to down-trodden,
war ravaged Britons and Europeans than
Hershey bars, Doublemint gum, American
cigarettes, American movies and American
money. We have to keep in mind; European nations spent roughly 80 years trying
to overcome the desperation of two World
Wars and the Soviet occupation of a huge
section of what is now the European Union.
America was an idealized source of freedom
and enormous opportunity; where else could
someone armed with only an accent and
determination acquire unimaginable wealth
and power? As the 20th century drew to a
close however, the United States lost a bit of
its luster. American power began to appear
unseemly. Europeans became snottier and
American foreign policies were less and less
appreciated. Of course, by then it was too
late; American stuff was there to stay. However much we may try to divorce ourselves
from the influence of different cultures for
the purpose of national pride, the split will
never be completely clean.
While American representation is all muscle
and flesh — John Wayne, Clark Gable,
Marilyn Monroe, Ford Mustangs – Europe tends to appreciate suavity. A man in
a well cut black suit driving a small, sleek
leather-interior convertible: completely
European. A man in a t-shirt and jeans
driving a ’68 Chevy and ridiculing the small,
sleek convertible: completely American.
Of course, even though we may scoff at the
fancy-pants, Cigarette-smoking Europeans
lets be honest, we’re jealous of them. So, even
though Europe may look at American design
and style as unenlightened and childish,
what Europeans fail to recognize is the fact
that America has so completely permeated
their own culture that they can’t even see it
anymore .It seems as though Europe covets
American style, gadgets and culture in spite
of itself, while Americans covet European
stuff because it makes us seem sophisticated
and, more importantly, rich.
What have we learned?
The impression of a culture can be far
more important – image wise – than actual
authenticity. As Americans we have to start
looking within for captivating examples of
good design that are applicable for Americans and further define a new category of
great design: American Design.
If we can continue to highlight design in
America that is specifically designed for
Americans, and made by Americans we as
a society will become more educated, will
demand better design, and eventually, great
design will become mainstream in our day to
day lives.
JUNE 2015
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WINTER GARDEN MAGAZINE
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27