voluntary simplicity …



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… is a manifestation of the saturation of the consumer. with todays knowledge, it should have been quite obvious to us, that one day people can’t stand that permanent pressure to consume any longer. the »new reality« (aka »crisis«) is only the accelerator of an ongoing trend. life became too fast and too complex. people can’t hold the pace anymore. they desire for a clear life, for a good work-life-balance. so, a new middle market will emerge within the next few years with high quality and high-tech that is invisible, is magic. design will respond to this trends with new classics — clear shapes. the »new reality« accelerates this trend. thereover, with the available technologies a new segment will emerge: D2C, designers-to-consumers, that means designers will work directly for consumers and respond to their demands.

an article written for Gorenje LifeStyle Magazine by rudolf greger 2009