Future 50: Daisy Ginsberg 01.08.13

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Icon asked a dozen experts and practitioners to nominate the people they think are, in some way, shaping the future. The resulting list of global talent is a snapshot that shows how young designers and architects are pushing the boundaries of their disciplines and trying to change the world

"We assume design will make things 'better', but what do we mean by better?" Daisy Ginsberg asks. "Longer-lasting? Cheaper? Sustainable? Hi-tech? Better for whom? We need to ask whose 'better' ultimately shapes our future. We need to challenge what we expect of design." Ginsberg's work is embedded in science and technology and informed by her background in architecture and interest in ecology, sustainability, ethics and disruptive technologies. Among her projects are Synthetic Aesthetics, a transdisciplinary introduction to the idea of engineering biology; the Supertask, an attempt to make a model of the whole world; and Improbable Africa, which seeks new ways to think about the future of Africa. "As designers, we must do much more than just solve problems others bring to us," Ginsberg says. "Design is about possibility: life as it could be. We need to get back to the idea that design can help shape our future, rather than being reactive, perpetuating existing problems and unsustainable systems."






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