The old and new art styles have always evolved and collided with each other. It has always influenced our designs in the present times. Steven Heller reveals to us in “The Underground Mainstream” that the term Underground is the name given to the different Avant-Garde movements and styles. This is the core foundation in design; while mainstream is the embracing of all things cool, stylish, edgy, hip, and new. In the article “The Underground Mainstream” the two correlate and work hand in hand with each other. Thus, playing a role in contemporary art and designs of today. The old have set the path and style we want to achieve, with the incorporation of something new and in time with today.
It makes it easier for our viewers to understand and relate to. Heller tells us that advertising campaigns borrow characteristics from Avant-garde European Modern art. This combination as Steven classifies it is known as “cultural jamming”. At this time he wrote “ Underground denizens attack the mainstream for one of two reasons: to alter or to join, although sometimes both.” Many choose to embrace it and join this on their own accord. Some classified it as a rebellious design in their eyes. Moreover, those who choose mainstream must be able to make an impact larger than their circumscribed circles.
Today, we can see many companies, advertising campaigns, and products take characteristics from the past styles and integrating them with new styles. Creating a combination that makes design transgress and go beyond its normal expectations. The BMW company is heavily influenced by Marinetti futurism movement. This movement has molded itself into our daily lives. Making accessible and as an extension of ourselves. Many artist seek to incorporate the acts of futuristic traits in their designs. I want to focus on the evolution of car designs throughout time. Looking at the styles back then and comparing it to now. BMW 2020 logo represents “Introduction to brand communication only” and the company slogan “Sheer Driving Pleasure”. Ties in this dichotomy as they seek to express these in their car design. The BMW i8 (I12) is an embodiment of the momentum of speed, mobility, and sound. Which is the backbone and base of futurism. The i8 (I12) set the framework of the endless possibilities a car can undergo. The butterfly doors can foreshadow or possibility that a flying car is in the making for the future.
Bibliography
Heller, Steven. “Underground Mainstream.” Design Observer, 10 Apr. 2008, designobserver.com/feature/underground-mainstream/6737.
Bragato, S. (2019). Futurism. Italian Studies, 74(1), 105–108. https://doi.org/10.1080/00751634.2019.1537111
Baranello, A. (2010). The Deus (ex) Macchina: the Legacy of the Futurist Obsession with Speed.
Dijk, Y. (2010). The emergence of hybrid-electric cars: Innovation path creation through co-evolution of supply and demand. Technological Forecasting & Social Change, 77(8), 1371–1390. https://doi.org/10.1016/j.techfore.2010.05.001
Lee, S. (2017). Research of Future Furniture Design: Exploring Trends and Aesthetics in Futurism (2017). ProQuest Dissertations Publishing.
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