D I G I T A L

N A T U R E

All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, physiological, moral, ethical and social consequences that they leave no part of us untouched, unaffected, unaltered. The medium is the massage. Any understanding of social and cultural change is impossible with out a knowledge of the way media works as environments .

Homepage Digital Nature All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, physiological, moral, ethical and social consequences that they leave no part of us untouched, unaffected, unaltered. The medium is the massage. Any understanding of social and cultural change is impossible with out a knowledge of the way media works as environments .
The Medium is the Massage: An Inventory of Effects’. Marshall McLuhan & Quentin Fiore. Touchstone Books 1967 The Incidental was a community-generated news pamphlet and website for discussion, reviews and recommendations. Published during key design events, The Incidental first launched at the Milan Furniture Fair in April 2009, with a second instalment at the London Design Festival in September 2009, and reached an estimated 30,000 people from over 70 countries. The Incidental provided an open platform for everyone to discuss UK contemporary design.

Through The Incidental the British Council worked to develop cultural relations by creating opportunities for dialogue between everyone with an interest in design, in an open and inclusive manner. During London Design Festival The Incidental took three forms:
A public HQ, created by design collective to and fro, which welcomed visitors who offered their opinions on what they had already seen and came to find out what others has recommended
A website developed by electronest which enabled people around the world to get an instant impression of the festival from afar
Four printed editions, designed by åbäke and distributed across London, contained a condensed snapshot of opinion and discussion giving a quick shortcut to the main must-sees and highlights as recommended by visitors and guest writers.
The first three issues were printed by the team on two RISO RP3700 energy-efficient stencil duplicators using soy inks on recycled paper, which were generously loaned by Ken & Jackson and Sara deBondt Studio. The final edition was a larger format, full colour edition to round-up the festival by environmental printers Beacon Press.
Through The Incidental visitors were assisted to uncover smaller shows and hidden gems recommended by peers and contemporaries; and interested individuals around the world were able to connect with those at the festival by following the conversation and posing questions to visitors. One example of new connections came from one of the first questions received from the Netherlands which asked ‘is there a British Design process?’, eliciting a response from designer and author Tim Parsons discussing the influence of context on design.

The Incidental supported dialogue on the overall festival and individual events alike and shared discussion between the UK and overseas engaging an estimated 16,000 people.

The Incidental was commissioned and developed by the British Council in collaboration with Daniel Charny.
Yugo Nakamura “Design & the Elastic Mind Website’ 2008 ‘A new media object is not something that is fixed once and for all, but something that can exist in different, potentially infinite versions.

Collected Information