The 1960s was the decade in which design definitively established itself as a force that moved all strata of society, influenced their buying decisions and found a natural, identity-determining place in everyday society. This work focuses on the Italian design masterpieces published in late 70s on the page of Interni magazine.
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The Wall and the moon landing, Beatlemania and miniskirts, student protests and Woodstock - the 1960s was a decade of unprecedented change. Political, social, cultural and aesthetic upheavals left no-one unaffected. They left their tracks in the world of design, too - creating fresh ways of thinking and releasing unbelievable creativity.
In late 60s, the radical design movements started to turn against the impersonal industrially manufactured, materialistic consumer products, which had dominated the first half of the decade. The claim was now that design objects provoke the intellect and should challenge the perception of the users.
In prototypes and manifestos, the Italian designers explored the cultural potential of design and presented kitsch, irony and wrong proportions as a reaction against perfectionist aesthetics of modernism. This work shows very clearly how this passage between the first and the last years of the decade occurred and affected the design production.
