The Future of Design: Embracing Progress and Love for a Better World.
Summit Communication Group
Luxury Campaigns & Brand Management | Offmarket Investments | Cultural Strategy
By Gregory Gray, CEO & Founder of Summit Communication Group
The concept of world evolution is inherently tied to the idea of progress. As a species, humans have always sought to improve themselves and their surroundings. It is this deliberate intention of betterment that sets us apart from the animal kingdom.
However, progress cannot be achieved without reaching beyond what is known and familiar. For humans, this means striving toward the unknown, and constantly pushing the boundaries of what is possible. To give shape to this idea, we invented the concept of God – a model of progress in its absolute form.
But God is also an ambiguous model, both inhuman and human at the same time. He is a product of human imagination, and yet represents the ultimate ideal of progress. This infinite distance between God and humanity compels us to move on an upward spiral closer to Him, to become ultra-powerful and omnipresent, to vanquish mysteries. This dynamic idea not only shapes our aspirations, but also defines the shape of our dreams – to become like God, in His image. Thus, the concept of progress is not just a means to an end, but also a vision that guides us towards a brighter future.
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Refining The Idea Of Human Progress: Man's Attainment Of His Model
As humans, we have always strived to become like our model of progress, to attain the ultimate ideal. Our means of achieving this have been twofold: through material and tools, and through intelligence and knowledge.
Throughout history, we have slowly but steadily drawn closer to our model, with major leaps forward during the 18th, 19th, and 20th centuries. The invention of the machine was a crucial step towards progress, and from the early 20th century until today, we have been in a state of fascination for the machine and everything that its latter iterations could be.
"Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time." - Thomas Edison (1847-1931)
However, progress has not always led to the desired outcomes. The idea of improving life and achieving equality, liberty, and fraternity has not always been attained, and the word itself along the way has at times lost its power or will. Despite this, in the 21st century, we have glimpsed the possibility of attaining our model through the dematerialized tools of computers, the internet and now artificial intelligence. This has brought us untold knowledge and the capacity for collective thought, independent of the systems of power that have controlled information until now.
Moreover, the internet has also revolutionized the speed of movement, both of people and of ideas. This has brought us closer to our model, and even genetics has brought us within reach of creating artificial life. Yet, as we progress down these roads, we have lost something along the way – an ideal that gave meaning to our material pursuits.
This may explain the phenomenon of non-consumption, where we no longer have an urge to consume material things without their corresponding ideas (brands, stories, et al). Material without meaning has been emptied of its content, leaving us feeling unfulfilled. Despite the progress we have made, we are still grappling with the problem of size, and the realization that even as our fantasies become reality, we may have lost something fundamental to our humanity?
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The Era of Immateriality and Humanity: Embracing the 21st Century
In the 21st century, real immateriality – in the form of microprocessors, information, and various processes – must be accompanied by a human component, as a matter of urgency. The future will not be mystical, as it once was, but rather immaterial and human. If we fail to recognize this, the decline we are currently experiencing will continue.
To truly embrace the human component of progress, we must return to the unconscious source of the idea of progress itself – the idea of improving everyone’s life, happiness, and fulfillment. This is the essence of progress, and it must remain our guiding principle as we move forward.
To illustrate this idea, imagine a special New Year’s Day – the New Year’s Day of the third millennium. Just as we do every year, we look back at the previous year and resolve to be better. It is in this simple yet profound ideal of a ‘good resolution’ that humanity may either thrive or lose itself in the new millennium.
At the core of this ideal is the prioritization of humanity itself. If we continue to cling to material possessions, without replacing the concept of matter with that of love, how will we survive in a world where humans have become ultra-powerful and omnipresent, and the issues of power are no longer represented materially?
"Once spirit was God, then it became man, and now it is even becoming mob." - Friedrich Nietzsche
These are provocative questions that require careful consideration, as we navigate the complex and ever-changing landscape of progress. Only by placing humanity at the centre of our aspirations and pursuits can we truly achieve progress that is meaningful and sustainable.
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How Can Humanity Pursue Progress And Avoid The Circularity Of History?
Despite thousands of years of progress, humanity has yet to fully attain the most important and simplest issue of all – love. We have acquired and lost countless material things, but the essence of love remains elusive. In fact, the origin of love can be traced back to the material instinct, which is nothing less than the desire to protect the species.
If we lose the notion of love in this sense, we risk returning to a prehistoric state in which individuals work without a plan of civilization or social cohesion. In fact, the greatest danger we face today may be the forgetting of the very existence of love.
"Reality leaves a lot to the imagination." - John Lennon
It is no coincidence that some of the most economically comfortable societies are also the most prone to suicide, as they are severed from the survival instinct that love provides. In my opinion, one major line of thought for all those who produce objects and signs of meaning should be the realization of the disembodiment of the material in favour of the human and its most beautiful invention – love.
It is imperative that producers reflect on the non-object of tomorrow and consider how their products can contribute to the cultivation and sustenance of love in society. Without this essential ingredient, progress will be meaningless and unsustainable.
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Exploring the Role of Love and Humanity in the Emerging Non-Object Era
The Man of tomorrow is rapidly emerging, transcending the boundaries of what we once thought possible. Artificial intelligence (AI) already exists, and soon we will have biological computers with neural nodes. Death itself is in retreat, and Man will soon be face to face with a transcended version of himself.
With the disappearance of matter and objects, we are going behind the mirror, entering a new phase where the entire system of representing humanity through objects will disappear. The human being of tomorrow will be naked in a figurative sense, without the interference of matter between them and the world, inscribed in a biorhythm, blessed with almost boundless power.
In this world, every service will reside in a word or a thought. Communication will be instantaneous and global, and access to knowledge will be unlimited. As knowledge advances, violence will retreat, and communication will become a factor of world peace. Wars will become difficult to organize, as Man will have the ability to check the information they are given, making great lies no longer possible unless they are total.
Web3, the new internet, with its power to connect people and ideas, must become a tool of peace and self-control. Man will become his own territory, no longer needing to conquer the earth and fight over territorial issues and borders. The notion of frontiers will be understood in new terms, as Man will live in a virtual territory that is constructed, codified, and regulated just like a genuine territory we’re familiar with today.
This will give rise to a world where it is only necessary to connect in order to have access to the presence of another person, their image, their thoughts, and their knowledge. The possibilities are limitless, but so are the risks. This is the dawn of a new era – physical and digital integrate - one that requires careful consideration and conscious action to ensure that progress is sustainable, meaningful, and driven by love.
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Reimagining the Future Home: A World of Minimalist, High-Tech, and Sustainable Living
The house of tomorrow is not a distant dream, but a reality that is already taking shape. Companies and thought leaders around the world are pushing the boundaries of what is possible, using technology and innovation to create homes that are smarter, more sustainable, and more human-centric.
One example of this is the HüGA Home , designed by the Danish architecture firm Lendager Group. The HüGA Home is a sustainable and circular home that combines Scandinavian design with cutting-edge technology to create a space that is both beautiful and functional. The home features a range of innovative solutions, such as solar panels, a rainwater harvesting system, and a smart heating and cooling system that adjusts the temperature based on occupancy.
As Thomas Lau Jensen, CEO of Lendager , explains, "We need to think differently about how we design and build our homes. We need to create spaces that are sustainable, resilient, and adaptable to our changing needs and desires."
Other companies, such as 宜家 , are also exploring new ways to create homes that are more sustainable and affordable. As Jesper Brodin, CEO of 宜家 , notes, "We have a responsibility to make sustainable living affordable and desirable for everyone. This is why we are investing in renewable energy, circular design, and innovative technologies that can transform the way we live and consume."
Academics and journalists are also weighing in on the importance of designing homes that are more human-centric. According to Dr. Karen Kubey, an urbanist and architectural historian, "The spaces we inhabit have a profound impact on our physical, mental, and emotional wellbeing. By designing homes that prioritize our health, happiness, and social connections, we can create a better future for ourselves and our planet."
“What’s the use of a fine house if you haven’t got a tolerable planet to put it on.” — Henry David Thoreau
In a world where technology and innovation are rapidly changing the way we live and work, it is more important than ever to ensure that our homes remain a place of comfort, safety, and human connection. The house of tomorrow is not just a physical space, but a reflection of our values, aspirations, and dreams. It is up to us to shape this future, to build homes that are sustainable, resilient, and human-centric – homes that truly embody the best of what it means to be human.
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The Poetic Reign: A World Without Functional Notions
In the new world of augmented reality and disembodiment, the reign of the poetic will take over. As signs are relieved of all functional notions, they will attain their highest level of purity and efficacy, coming close to Art. The body will return to a more natural state, being relieved of all objects that intervene between Man and his acts. This will require a new way of thinking about design, where the focus is on aesthetics and the sensory experience, rather than function and utility.
However, this new world comes with its own set of challenges and dangers. As we increasingly integrate technology into our bodies and become more immersed in VR and AR, the line between what is real and what is virtual blurs beyond recognition. The desire for disembodiment can be psychologically damaging, leading to feelings of isolation and disconnection from the physical world.
As a result of this shift towards a virtual reality and disembodiment, people will no longer need to physically move about. The profession of decorator will transform into that of a programmer of images (or immersive environments), as everyone invents their own appearance with a synthesized avatar. This will require a new kind of creativity, where the focus is on the aesthetics of virtual spaces rather than physical ones.
The means of transport will decrease because of this new reality, and roads will become paths again. The town outskirts logic will be reversed, as the town will no longer be the central village, nor the city its metropolises The city, once the place of an outdated concentration of power, will no longer be necessary for asserting power acts. Instead, the town will become a place of chaos, where people come together to connect and engage with each other in new and unexpected ways.
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Violence: Who Owns The Future?
In the future, dictatorship will be in the hands of those who control the paths of communication. With economies based on virtual exchanges – centralised or decentralised - but those who have the power to disconnect others will have the power of life and death. Violence as a direct physical attack will be replaced by disappearance, neglect, and indifference.
This new form of violence is already known to us in other forms. While we sit in our offices chatting, massacres are occurring in places like Ukraine, Afghanistan, and Rwanda with the same indifference as if we were living in the unenlightened 15th century.
"When ignorance gets started, it knows no bounds." - Will Rogers
These are only hypotheses, but they illustrate the need for urgent philosophical and political solutions to the problems posed by this new society. We currently lack the tools to fully understand and address these issues, and the future is ill-omened if we do not act now.
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Man's Mutant Essence: A Paradigm for Evolution?
This hypothesis highlights something that humanity struggles to accept: our mutant essence. When we look at the development of life over millions of years, we see that we started as bacteria, evolved into amphibians and animals, and eventually became humans. However, the pace of change today is much more rapid.
Marketing and consumer experts are aware of our attachment to past practices. While much of our food production no longer relies on "natural" processes, we continue to inject colorants to make products resemble those of our grandparents' time. This phenomenon can be observed in many domains, and designers frequently confront the discrepancy between reality and the image they create, including the reality of their production or the mechanisms of their appearance, in other words, their signs.
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The Urgent Need for a Global Vision: Balancing Survival and Civilisation
As we look towards the future, we are faced with a choice: survival or civilisation?
The mutations we are experiencing in our society will completely alter the stakes, and we must show solidarity on a global scale. We cannot ignore the fact that equilibrium is now worldwide, and that we must think beyond our economies and act for the sake of the survival of our species.
But we live in a period of non-consciousness, without a vision or a project. We must all ask ourselves questions about life, money, desire, war, and ourselves. As a designer, I believe it is my responsibility to participate in the search for meaning and the construction of a civilised world.
I feel a sense of urgency to address the issues of survival and civilization. It's clear that we are living in a period of non-consciousness, lacking a global vision or project. As a designer, I recognize my role in participating in the search for meaning and the construction of a civilized world. I'm constantly pondering and asking myself questions about life, money, desire, war, the human condition, and myself. In my work, when its good (at least), I strive to create solutions that contribute to a sustainable and equitable future for all. But it's not enough for designers alone to act.
We must all ponder and ask ourselves questions about our own professions, lives and love.
It's crucial that we work together, showing solidarity on a global scale, to ensure the survival of our species and the construction of a truly civilized world.
“Or take this girl, for example. At a meeting just outside Paris, a fifteen-year-old girl came up to me and said that she'd been to see [The Double Life of] Véronique. She'd gone once, twice, three times and only wanted to say one thing really - that she realized that there is such a thing as a soul. She hadn't known before, but now she knew that the soul does exist. There's something very beautiful in that. It was worth making Véronique for that girl. It was worth working for a year, sacrificing all that money, energy, time, patience, torturing yourself, killing yourself, taking thousands of decisions, so that one young girl in Paris should realize that there is such a thing as a soul. It's worth it.” - Krzysztof Kie?lowski, Filmmaker
So, I leave you with this question: what role will you play in shaping the future? Will you simply let the mutations of society wash over you without any effort to influence them, or will you actively participate in influencing a better world for all? We will all have to choose.
Further Reading