Seduction and Beauty.

“See now the power of truth; the same experiment which at first glance seemed to show one thing, when more carefully examined, assures us of the contrary” - Galileo Galilei

Some stars are so far away from us that their light reaches us long after their disappearance. In the same way, we can continue to be attracted to something that no longer exists. Attraction, seduction (the term seduction derives from the Latin “se-ducere” and literally means “to bring someone to oneself”) is a matter of power. This dynamic of power is very clear to those who work in advertising: it is necessary to shine, to capture attention, even if the source of light/desire is lifeless. At the opposite pole of Seduction is Beauty. Beauty is engaging, it requires activity and not passivity, it moves feelings through its spontaneity. It does not wish to conquer, but to offer itself.

In the field of design, beauty is achieved when an object has no seductive artifices and its shape is at the service of a person’s practical and emotional needs. A shape that invites people to live in the space it defines, a shape that does not invade space, but disappears to give people centrality, that’s a beautiful shape!