This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University.
This thesis examines the influence of conceptual design on society and how it cultivates culture. The main impetus for this study was Paola Antonelli's statement “designers could be the culture generators of tomorrow” in the documentary entitled “Objectified” (Gary Hustwit, 2009). Based on that, we delve into the ability of designers designing scenarios instead of things, to help people understand the consequences of the choice of the object (Spotlight: Gary Hustwit – Objectified – Ndion, n.d.). Furthermore, a historical analysis of Radical design is given through the main and most influential studios of that era, Superstudio, Archizoom, Archigram, and Haus-Rucker-Co, which was a precursor to Conceptual design. Critical design is then developed through examples by Anthony Dunne and Fiona Raby. The designer-philosopher Enzo Mari is also, a main pillar of the culture formation. Finally, certain selected case studies are analyzed to contribute to a better understanding of the topic.
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