For Making and Unmaking the Environment, the 2017 Design History Society conference, Avinash Rajagopal and I wrote a paper titled “The Unmaking of Autoprogettazione”. I had the pleasure to present it at the University of Oslo last 8 September, and was delighted to discuss this and many other topics with the scholars attending. An abstract of the paper below:
In 1974, Milanese designer Enzo Mari shocked his contemporaries with his Proposta per un’Autoprogettazione, a set of rudimentary furniture pieces sold as cheap instruction manuals rather than physical objects. Anyone with a hammer, nails, and timber could build the pieces for themselves. The project commented on the overlooked social responsibilities of the designer and critiqued the passive role imposed on consumers by the 20th-century design industry. In the last decade, amidst social and economical complexity that echoes the context of its original making, Autoprogettazione has resurfaced as a touchstone project that adds to the contemporary discourse. From Artek’s 2010 re-edition of Sedia 1 to Cucula, a Berlin-based non-profit, producing Autoprogettazione for and with refugees in 2015, the many ways in which the project has been quoted, echoed, repurposed or copied have shifted, altered and reinforced its original meaning. This paper traces the making and unmaking of meanings in Autoprogettazione, analyzing the context that lead to the project’s inception and exploring its comeback in the last decade, whether as a platform for art and design exhibitions, a vehicle for do-goodism in times of humanitarian crisis, or as a propaganda tool for companies and their marketing agencies. Scrutinizing these instances, and exposing the shifts and appropriations the project has been subjected to, reveal how the original aim to critique the design industry has been appropriated and made part of the design industry itself, in varied and at times perfidious ways.