From tailors to gardeners

During three days of November (2013) in Florinanópolis, Brazil, took place the Conference Senses & Sensibility 2013. There I have presented the paper “From Tailors to Gardeners: Shifting Roles for the Design Professionals”.


Over the last decades of the 20th century and the first years of the current one there has been a paradigm shift that has affected the way designers work and the projects they are required to tackle. This change has been emphasized with the adoption of digital media and the ubiquity of telecommunication portable devices. After the mechanical era, where different sub- areas of design have been consolidated, we have entered a period where designers seem to be less working as “tailors” and often working as “gardeners”: preparing the soil, planting seeds, watering them and pruning out some of the branches.