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Writer & Photographer, RAOUL ORTEGA
2011: Less and More: The Design Ethos of Dieter Rams
[insustrial] DESIGN
Raoul Ortega is a Sacramento based visual composer comprising of skills in the disciplines of graphic design and photography. Inspired by the sounds, textures and colors of everyday simple occurrences and most of all the quality moments he shares with his son, Raoul lives each day to the fullest. He is a storyteller when it comes to his work and expresses nostalgia in the compsitions he creates. His ambitions for the future of our visual culture have him working hard to do his part in shaping it.
Less and More: The Design Ethos of Dieter Rams
San Francisco Museum of Modern Art
August 27, 2011 - February 20, 2012
Over 200 sketches and objects by Dieter Rams

My visit: September 9, 2011
Vhcle Magazine Issue 8, Design

Dieter Rams is a German industrial designer who worked for nearly 30 years as head of design for Braun. Many of his designs can be found in museums all over the world. His objects are undercover storytelling devices that capture and project, through their qualities, the essence of a specific period in time. In the case of Dieter Rams' work for Braun that period is the mid-20th century to the present date.
Before my trip to see the exhibition, I had only seen his work on blogs like ISO50 and Wanken, both of which pay a great deal of homage to the living legend and his work. So when I stepped into the exhibition, there was an immediate mood shift and the room almost illuminated a bright white through the halls. I felt an incredible nostalgia as I walked slowly, observing every single object and sketch. And because of my previous exposure, there was a high level of respect and appreciation.
Dieter Rams' work and design thinking is very inspiring to me and has influenced the way I approach my work. After studying about Minimalism in school and in my spare time over the last two years, I have noticed a shift in my design intellect, philosophy and aesthetic. With this influence intact, I have really been able to grasp and develop my own means of creating stories through design and photography.

Minimalism might not be for everyone, but there are principles behind it that can be adapted across the creative spectrum and even into shaping our lifestyles and the way we think.
If you live in the San Francisco Bay Area or surrounding areas, consider making time to check out the exhibition and see these gems in person. Less and More: The Design Ethos of Dieter Rams is running until February 20, 2012.