Droog is one of the most successful design groups in the world, and this book is an attempt to understand how Droog thinks and where they came from. I chose the career of Ettore Sottsass, which is paradigmatic of Postmodernism, to identify and clarify both what is common to Postmodernism and what is distinctive about Droog. This is a search for the roots of Droog's unique understanding of design. The rational is not longer the main driver of design. Creating experiences and involving the senses is now the motivation. Creativity is no longer a matter of making, but a reorganization of what already exists. It is a process where intuition leads the way and a special value is given to the normal. This opens up the possibility of criteria for evaluating design that goes beyond the formal and the functional. A designer can trust his/her intuition to decide what is the most natural, comfortable and familiar way to engage with a product. This is a new way to understand good design and...

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