Essay No.3

The intelligent gaze.

“We would like to sing an intelligent song, which follows an important logical thread, and which is full of good reflections. In short, an intelligent song” -
Cochi & Renato

Human mind has the ability to absorbe and archive something the very moment it is perceived. The experience of things, nature, objects of the past, artworks in an exhibition, a grandmother’s tins of biscuits, old garden chairs, all is kept in our memory. Imagination can build something new with that raw material. Something that is not a mere repetition of the past. Something that puts together fragments of experience through intuition. That intuition imposes something on our consciousness. It doesn’t necessarily have to be great! If it’s simple, if it’s humble, then it will be universal and timeless! When the project becomes too complicated and concepts too sophisticated, everything gets artificial and tiring: designers can make very clever and well-built artifices, but they know better than anyone else that when they do, they do things of no importance.