"Recovering Projectality". Master Conference delivered at the VIII International Congress of Design Forma 2015, Havana, June 2015.

Abstract

I put the title of the lecture in quotation marks, as it is not my formulation, but it arose in a recent conversation with Tomás Maldonado about the phenomena of the trivialization and trivialization of design, and the need to refocus design on the project dimension, on the concrete project linked to industry, technology and especially science. I will not present a systematic overview or a homogeneous narrative on the multifaceted situation of current design, but a series of flashes on the complex archipelago of design, even on the growth of the role of creativity - a term so revered by the profession that it has given cause to invent a new social class, the «creative class», and terms such as «creative cities» (creative cities), «design cities» (design cities), «creative factories», « smart cities »(smart cities) - symptom of a sloganization of the language of urbanism and design.