An admirable docu-film and hopefully the start of more serious critique about the reasons for being of the products we consume.
Hustwit was around after the screening at the Barbican, London, and a member of the audience asked him why he made this film. His answer was the same as it had been for Helvetica… “Because I wanted to see a movie about this stuff and there wasn’t one, so I made it!” Hustwit and the audience followed off onto another subject, but it struck me that Jonathan Ive just gave the same response in the film, to the same question, why he is a designer.
This affirms the creative drive and motive that is so often seen as unique by differing professionals but is so often the same and yet overlooked. It is these common spaces were culture thrives.
Hustwit also guaranteed a third film out in two years, to make and conclude a trilogy on the subject of design. My money is on Architecture (no-brainer)!
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