Copywriter meets web 2.0

Creativity is unusual stuff: It frightens. It deranges. It’s subversive. It mistrusts what it sees, what it hears. It dares to doubt. It acts even if it errs. It infiltrates preconceived notions. It rattles established certitudes. It incessantly invents new ways, new vocabularies. It provokes and changes points of view.

– Fabrica 

Considering that our society is becoming more and more mobile as a result of a fluctuating job market one must ask what the necessities are for people on the move and how their furniture should be designed. Flexibility and mobility have become key concepts of today’s working world and yet we continue to create our own barriers to our success and mobility. We take on obligations and responsibilities and obtain house goods far beyond what we really need. When it comes time to move we are aware of the burden of our increasing accumulations. We must overcome our fundamental ideas of consuming so that we can move and change. A change from our accustomed style of life to a more mobile one will mean overcoming our desire to accumulate goods and possessions. At first glance the mew mobility may seem restrictive and over economical yet the future generation will take the new style of life for granted and appreciate even more the increase in mobility, freedom and flexibility. Moving house is always a strain, a burden of time and expense. Even with several helpers the timing and planning, the transport and reassembly of the furniture is a strong man act.The concept of the Casulo employs the preexisting transportation system and is ideal for short term, spontaneous changes of residence. Casulo does away with the problem of temporary furniture rentals and offers a winning solution to all the problems moving involves. We are facing an enormous challenge, for in the working-world of the future we will have to adapt to a more mobile style of life. The Casulo concept offers a inventive and achievable opportunity to face the demands of mobile living.

(Joel: Ikea better sit up and take note.)

Need inspiration? A kick in the ass, perhaps? Listen to what these famous Creative Directors have to say. The diaryofacreativedirector.

1st Law

“A complex system of many functions can be simplified by carefully grouping related functions.”

2nd Law

“The positive emotional response derived from a simplicity experience has less to do with utility, and more to do with saving time.”

3rd Law

“When the richness of an experience is increased in a manner that facilitates the perception of the overall intent, by all means don’t skimp. Add more!”

4th Law

“The more you know about something beforehand, the simpler it will ultimately be perceived.”

5th Law

“A material’s failure to comply to a specific application provides indication that its more natural usage lies elsewhere.”

6th Law

“In order to ‘feel’, you gotta have noise. Too much noise, and all you’ve got is noise.”*

7th Law

“The more care, attention, and effort applied to that which is less, the more it shall be perceived as more than it really is.”

8th Law

Recognize not only the absolute laws of the physical universe as important constraints, but also the artificial laws as of equal importance when striving for simplicity.”*

*Excuse me, but huh?