from the DeepMind of Josh Plough

Bring me back to the Collective DeepMind

27.

We don’t think the fact that there is a pandemic means that we should be radical. What is important to remember is that if something is bugging us then we do something about it, which doesn’t mean radicality, it just means advocacy to an issue.

Why trepanning? Well it was an attempt at a portmanteau to describe our relationship to language and design. On the one hand trepidation and planning seemed like two words that summed up a practice labelled radical; and on the other it was an irresistible and ego driven stab at a chance to live up to the statement: Every so often a good neologism is enough to make an author’s fortune.

Maybe our use of this language, these prefixes, is to cover up the grief the discipline is suffering. Manifestations of our frustration and denial in the problem solving capacities of design as is. Afterall, it had a very quick severing from its well worn and trusted structures of the twentieth century. Because if it’s not radical, then its normal. And that ain’t sexy.