"Chaos is not the opposite of rhythm but the milieu of all milieus"
Deleuze & Guattari



Tuesday, 24 August 2010

CECI N'EST PAS UNE...



Would Magritte laugh or cry?

When Moebel Horzon launched its shelves it insisted they were only bookshelves. Plain, simple shelves, being sold to make money. Nothing to do with design. Nothing clever, nothing conceptual going on here, just some MDF and a few rightangles.

And it worked - every design freak in Berlin owns a set of these shelves, and just in case you missed the joke, they put a pipe in their shop window, for all those not there to witness the design-denial issued at the start.


Magritte's conceit has been re-used and re-issued ad infinitum by product designers and this is the Berlin version. At least it's inverted.