The dark side of digital design
Thanks to technological innovation, 3D artists can now create a world of their own without being held back by the physical laws that shape analogous environments. At first glance, the possibilities seem endless and the technology promising, but what are the drawbacks of digital design?
Originally published in Dutch by ELLE Decoration the Netherlands, September 2022 (see pdf below). Contact me for an English translation or switch to Dutch to see the full article. Below, you’ll find an English summary.
In july 2018, Argentinian designer Andrés Reisinger posted this pink armchair on Instagram and dubbed it Hortensia. Its curvy lines and fluffy look were an instant Instagram hit: before he knew it, he saw orders coming in for Hortensia from all over the world. The only problem? The chair didn’t exist. Not in the physical world, at least. It was a digital rendering that Reisinger made with nothing more than software and his imagination.
Reisinger is part of a new generation of designers who describe themselves as 3D artists and create dreamlike spaces and objects. During the pandemic, their work became even more popular: while we were all confined to our living rooms, these peaceful and almost too perfect fantasy interiors became our escape.
Technological developments make this ‘render porn’ look increasingly realistic, which has opened the door to new earning models: instead of organizing photoshoots, brands and creators can simply put their products in a virtual environment. Some of the 3D artists are even selling their work as NFTs.
I spoke to Adam Stech, a Czech architect who curated the exhibition ‘Casa Immaginaria’ at the Triennale di Milano (still on display until the end of 2022) about dreamscapes. He called the fantasy interiors ‘a form of escapism’. That sounds innocent, but how do these mystical and over-stylized interiors affect the real world? It’s undeniable they influence the physical. Reisinger’s chair has become reality: the designer, together with Dutch design brand Moooi, decided to bring it to life, using 30 000 laser-cut flower petals and a solid wooden base. It’s been in production ever since.
What creative value do dreamscapes have, when their makers have absolute creative freedom but still seem to end up with a similar end result? How do they influence real design and physical architecture? What about the environmental impact of selling them as NFTs? Just a few thinking points I try to unpack in this piece.
‘Flora Swing’, NFT by Visual Citizens
‘Plant-Based Safari’ by Visual Citizens
