dieter rams questions thoughtless design in provocative milan exhibition at ADI

Dieter Rams exhibition at milan’s ADI Design Museum

Designboom had the opportunity to visit the opening of Dieter Rams’ thought-provoking A Look Back And Ahead exhibition at the ADI Design Museum in Milan. An array of products developed by the German industrial designer tasks visitors to consider the impact of consumerism on society. Iconic designs for Braun and Vitsœ, varying from alarm clock radios to lemon squeezers, demonstrate his design approach as less, but better.

german designer Dieter Rams critiques contemporary design in the ADI Design Museum

image by © designboom

A Look Back And Ahead: the meaning of products for societY

Dieter Rams began his design career in Germany shortly after the end of World War II, a time where a positive approach to the future was very needed. In his 70-year career, Rams has become one of the most forward-thinking and influential designers of his generation. His design approach has never been focussed on the form of everyday objects alone, but rather the meaning of these products for their user and society. At a time where humanity faces more challenges than ever, Ram’s work has never been more relevant.

A Look Back And Ahead exhibit showcases an array of products designed by Rams

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long-lasting products that are less, but better

In Milan’s ADI Museum, the ‘A Look Back And Ahead’ exhibition shows a selection of the 350 products that Dieter Rams designed for brands such as Braun and Vitsœ. One display is the ‘MPZ 2 citromatic’ juicer from 1972, which can still be found in bars and cafes today. Another, the ‘ABR 21’ designed in 1978, reveals the revolutionary Braun alarm clock that combined radio with alarm to allow the public to wake up to the sound of their favorite station. ‘Sensor’, the plastic and galvanized metal body of a wet razor for GiIlette, is also exhibited alongside its advertizing – the most expensive spot of 1990 at the Superbowl.

Rams describes his design approach as less, but better

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Considering the thoughtlessness of contemporary design

‘A Look Back And Ahead’ isn’t merely a celebration of Dieter Rams’s work, but a conversation starter in how long-lasting design is imperative for humanity. ‘I could imagine that people of later centuries get goosebumps when they think of the thoughtlessness with which we people of today fill our homes,’ explains Rams during the opening of the exhibition.‘I would be very pleased if the exhibition at the ADI Museum would raise questions and provoke thought, especially among young designers.’

co-curator Klaus Klempt explains Rams’ early work

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image © designboom

the F1 Mactron is a pocket lighter released in 1971

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image © designboom

‘ABR 21’ designed in 1978 combines radio with alarm

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‘rather empty space than an empty head’ – Dieter Rams

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Rams is a ‘pencil designer’, his sketches can be seen hanging on the wall

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in the ADI Museum, the A Look Back And Ahead exhibition shows a selection of the 350 products

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A Look Back And Ahead displays 5th May – 11th June 2023

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Braun RT20 Radio

© Andreas Kugel

Braun BNE001B calculator

© Andreas Kugel

furniture for Apple Design Gallery Berlin

© Christoph Sagel

Braun T1000 CD World Receiver

© Andreas Kugel

image courtesy of ADI Associazione per il Disegno Industriale

portrait of Dieter Rams

© Abisag Tüllman

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project info:

name: A Look Back And Ahead

designer: Dieter Rams

curator: Klaus Klempt

exhibition design: Mario Lorenz | Lars Staack | DESERVE | Wiesbaden

installation: inditec GmbH | Bad Camberg

location: ADI Design Museum, Piazza Compasso d’Oro 1, Milan, Italy

date: 5th May – 11th June 2023

photography: Abisag Tüllman | Martina Bonnetti | Christoph Sagel | Andreas Kugel