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What is the Industrial Design today?

It has been surrounding us since forever, but is still hard to be precisely defined... For me industrial design means mainly solving the problems in many possible ways, every time differently, but always as simple as possible. Satisfaying people's needs used to be the main role of designer, today his responsibility is also to create these needs or just helping to realise the importance of them. The question remains how to make the customer choose the best product among the sea of possibilities? Not to mention that he doesn't even realise how little influence does the common sense have during our shopping decision...These are the questions I have been trying to answer in my everyday work for over 15 years now. Let me invite you to look deeper into my works.

Piotr Pacalowski, Industrial Designer