Plus ça Change, Plus C'est la Même Chose
In 1848, Jean-Baptiste Alphonse Karr penned the phrase, "plus ça change, plus c'est la même chose" or "the more things change, the more they stay the same". One hundred and seventy-two years later, one could argue that "the more products change, the more the designs stay the same."
This should not be interpreted to mean that product innovation has slowed, or product design hasn't adapted, or worse yet, future designs shouldn't evolve. Product design and innovation is developing faster now than ever before, but in many ways, the products of the future are influenced by the designs of the past.
Consider three designs that have stood the test of time and shaped the products of tomorrow. Some designs have been consistent over the decades, and others have resurged after being dormant for years.
The Porsche 911.
Initially sketched by the hand of Ferdinand Porsche in 1959, the Porsche 911 was introduced to the public at the 1963 Frankfurt Motor Show. Since then, six 911 model refreshes have been introduced. And in an amazing and significant way, the backbone to that first design has not changed: rear-mounted engine, manual transmission, fastback silhouette.
Though many cars have engineering commonalities and design cues that are woven from the old model to the new model, no car has been so true to its initial concept as the Porsche 911. Every 911 model developed between 1964 to 2020 can easily be recognized as a 911. Key dimensional ratios such as wheelbase to length, length to height, and height to width have not changed all that much – especially compared to other cars that have also advanced during that same time period.
Now this is not to say that the 911 has not changed, evolved, and improved over the years - because it has in so many ways. But Porsche has maintained consistent design elements for 60 years.
Other automotive designers have recognized the power of nostalgia and have resurrected former designs [1]. Consider the design commonality between the 1970 and 2008 Dodge Challenger, the 1959 and 2000 Mini Cooper, and the 1966 and 2019 Ford Bronco R concept. In many ways, the automotive designs of the past guide the vehicles of the future.
The Patagonia Fleece Pullover.
A few years ago, I was in a sporting goods store with my father when we found ourselves standing in the Patagonia winter clothing section. My dad picked a jacket off the rack and stated that that was the same jacket I wore 20 years ago as a kid, and that we probably still had that same ski jacket at home in the closet.
Common design elements between Patagonia’s 1985 catalog and the current 2020 collection are evident. Is Patagonia making the exact ski jackets and fleece pullovers that they introduced in 1985? No. Materials have improved, cuts have changed, and their outdoor equipment has continued to develop. But they have leveraged the legacy designs of the past and improved them for success in the future.
The company is motivated by founder Yvon Chouinar’s vision to “find the best, and make it a little bit better”. Patagonia’s current product development can be traced back to the heritage designs from their early days.
Fashion design is cyclical as is evident from the resurgence of flared jeans, high waisted swimsuits, men’s short shorts, joggers, platform shoes, duck boots, fanny packs, and aviator sunglasses to name a few. Just as automotive designers draw inspiration from the past, fashion designers recognize the artistic and emotional value of former apparel trends and incorporate those elements in upcoming products.
The Smeg “Elisabeth” Range Cooker.
In 1956 the world welcomed one of the first freestanding programmable gas cookers when Smeg introduced the Elisabeth. The range cooker was created based on rigid artistic principles of pure form and essential design. Smeg continued to produce innovative, unique, and beautiful home appliances over the years, and became a leader of modern design.
Today, Smeg’s designs continue to be defined by their vintage style while incorporating technological innovation. From the colors, to the details, to the user experience, these modern appliances harken to the heritage designs that the Italian creator adored.
Vintage home design and decor is in vogue. Retro appliances, exposed hardware, repurposed materials, and minimalistic layouts are tributes to iconic designers such as Phillip Johnson, Frank Lloyd Wright, and Alden B. Dow.
Designs of the Future.
Not every designer or company has the luxury of a rich history of design or product development. Some products, designs, and brands start with a blank canvas. For example, Tesla had no historical company design catalog to reference when sculpting the Model S like Porsche did when developing the latest 911. When seeking inspiration for your next design, look to the future, but keep an eye on the past. Seek creative direction from those who have gone before, both inside and outside of your company or design community.
Some of Apple’s most iconic designs were derived from Dieter Rams’ earlier work. Kia’s interior cabin designs are clearly inspired by BMW's creations. Nike benchmarks competitive apparel manufactures and strives to gain a design advantage. The best innovators draw from a bank of knowledge and experiences gathered from a figurative world of travels.
Creative inspiration comes from a variety of individuals, groups, places, and times. Designs come and go. But if product designs trend like they have before, we are likely to see common themes again and again.
Plus ça change, plus c'est la même chose.
[1] Scientific American - Why Nostalgia is Good for You
[2] Porsche - 1964 911 2.0 Coupe
[3] Porsche - 911 Carrera S (992)
[4] 1971 Dodge Challenger R/T 440
[5] 2010 Dodge Challenger SRT8
[9] Patagonia catalog section highlighting Synchilla synthetic fleece
[10] Men’s Synchilla Snap-T Fleece Pullover
[11] 1956, Smeg welcomed Elisabeth – the world’s first freestanding programmable cooker
