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What was design? Declarations and definitions from a century of creative quest

What was design? is a quick starter to one of modernity’s most contested terms. In its brief but meteoric career, “design” was subject to vast controversy. Celebrated as an engine of change, denounced as a driving force of commercialization, and regularly lamented as overused, design remains a concept whose true meaning is still being sought. While answers to the question “What is design?” are constantly shifting, the time has come for a retrospective. This book looks back, presenting a century of design thinking in its most compact form: a collection of bold quotes. What was design? pits 87 historical one-sentence answers from practitioners, theorists, and philosophers against one another. The result is a web of radical short-form definitions that remain strikingly contradictory in their references. This selection is accompanied by an essay from Florian Walzel, exploring the deeper reasons behind the conceptual ambiguity of design.
 

Be Extraordinary - ramp.space inszeniert mit Peter Schreiber den Bentley Supersports

Transportation-Fotograf Peter Schreiber rückt den Bentley Supersports ins Rampenlicht. Die Aufnahmen entstanden in der ultra rauen Kulisse des Triebwerks München, um die brachiale Performance und die neue visuelle Identität von Bentley perfekt einzufangen.
„Die neuen Look&Feel-Vorgaben verlangen nach absoluter Authentizität und einer filmischen, fast ungeschminkten Atmosphäre – das Triebwerk München war dafür die ultimative Kulisse“, lässt Peter Schreiber uns wissen.
Der Bentley Supersports verkörpert die absolute Speerspitze der Performance-Ausrichtung von Bentley – ein Extrem-Athlet, der traditionelle Handwerkskunst mit kompromissloser Power verbindet. Ihn aus den klassischen, hochglanzpolierten High-Society-Settings herauszuholen und in einem so rauen, industriellen Umfeld zu inszenieren, unterstreicht den progressiven Charakter des Fahrzeugs.
Be Extraordinary: Geprägt ist das gesamte Shooting von der Handschrift des neuen External Creative Directors Greg Williams. Der weltweit renommierte Fotograf hat für Bentley wegweisende neue visuelle Richtlinien definiert. Weg vom...
 

Volvo EX30

Bangkok felt like the right place to shoot the Volvo EX30. The city has this raw, dense streets, tangled cables, concrete with skyscrapers rising above the disorder. Placing a fully electric car in that environment immediately created an interesting contrast I wanted to explore visually.


This project came together under tighter conditions than expected. A series of unexpected events cut our shooting time short, so most of the images were captured quickly, reacting to the city as it unfolded around us rather than controlling it. In the end, that urgency became part of the story.


To push the contrast further, the two talents were styled in full black and full white like graphic elements moving through the frame against the textures of Bangkok. What interested me most wasn’t showing the car in a polished or futuristic setting, but placing it somewhere alive, imperfect and unpredictable.


Letting the EX30 exist inside the real rhythm of the city gave the project its direction. Personal work like this is always a reminder that limitations often shape the strongest...
 

Jeep Up Your Ramadan Campaign

Shot in Dubai, this campaign for Jeep was built around simple moments shared during Ramadan.

Across four key visuals produced with my longtime partner in crime Bastien Gabalda, the idea was to capture different relationships and situations, like friends gathering after sunset, family time, conversations between father and son, all those quiet moments that define the atmosphere of the period.

What made the project interesting was finding the balance between a campaign scale production and something that still felt genuine and familiar. We wanted the images to feel warm and human, while keeping the strong visual presence expected from a regional billboard campaign.

The four visuals were developed through different settings: two shot in the desert, one by the sea and another outisde a elegant restaurant. Each environment brought its own atmosphere while staying connected through the same intention and emotional tone.

Seeing the campaign printed across the Middle East gave another dimension to the work.

Photography & Direction: Kylian Roger & Bastien Gabalda
Executive...
 

CHRISTIAN SCHMIDT - Citroën C5 Aircross - Full AI 8K with CGI by PX Group

Christian Schmidt zeigt den Citroën C5 Aircross in einer vollständig mit AI-Tools entwickelten Bildserie. Jedes Motiv entstand in mehreren digitalen Arbeitsschritten und wurde final in voller 8K-Auflösung ausgearbeitet. Bei den ersten drei Bildern erhielt Christian Unterstützung durch das Team der PX Group in Hamburg, die den Wagen in CGI umsetzten und lichttechnisch in die jeweiligen Umgebungen integrierte. Die Motive verbinden Lifestyle, Automotive und Landschaft – von urbanen Szenen bis hin zu Wald- und Küstenmotiven. Inspiriert wurde die Serie durch Christians fotografische Erfahrung, seine Begeisterung für nordische Landschaften und skandinavische Ästhetik sowie durch zahlreiche Reisen nach Norwegen und Kanada.
 

Ken Brown for Maruchan

Excited to share a project I recently had the pleasure of Directing + DoP'ing — helping Maruchan launch their new Instant Lunch Flamin' Hot® Flavored Chicken Flavor. Agency: Raised Creative Food Stylist: Bianca Swanepoel Moco: Botwürx Editor: Alexander Guo Colorist: Marcelo Aprile