Alessandro Munge
Alessandro Munge, Founder and Principal of Studio Munge, discusses the importance of designing for longevity and how crucial it is to stay away from trends and fleeting design concepts.
In an age where social media’s influence drives every aspect of our lives and algorithms dictate our virtual consumption, the world of design is increasingly at risk of falling into a cycle of homogeneity. As designers, we face a challenge – perhaps even a responsibility – to resist the seductive pull of trends that promise instant recognition but offer little in terms of lasting value. While the global economy and mass accessibility to platforms like Instagram and Pinterest expand, we all risk becoming echoes of the latest fad, resulting in washed-out, pastiche identities that lack depth and originality.
Trends are, by nature, fleeting. They emerge, captivate, and then fade, often leaving behind a trail of design that feels dated and irrelevant just a few years later. This constant chase for the next big thing conditions our minds to create work that is visually engaging for the moment but lacks the substance required for enduring significance. Good design remains iconic for a reason, and it remains iconic because it lives in people’s minds. It’s the people, their experiences and memories that make it iconic, not necessarily just the space. Consider the club scene – a sector where trends are arguably most prevalent. Nightclubs are designed to be ephemeral, to capture the spirit of the moment. But can a nightclub ever truly be timeless? Studio 54 is often held up as an iconic example, but was it the design that made it timeless, or was it the people and the cultural moment it crystallised?
Good design becomes iconic because it is memorable, because it creates a lasting impression in the minds of those who experience it. It is not just about the physical environment but about the emotions and memories that space evokes. This is particularly true in hospitality, where guests return to a place not just for the amenities but for the feelings and memories it evokes. This is why I always push my team to go far beyond form and function to explore the emotive nature of the guest experience.
Originality in design is a quest. It requires a willingness to venture beyond the familiar and to question the status quo. It’s a process that demands curiosity, passion, and dedication – a relentless pursuit of the right answer rather than the convenient one. This journey often comes with personal sacrifices, as the search for true creativity requires time, effort, and a deep emotional investment. I see this dedication in my own life, in my family, and in my team. We all invest so much of ourselves into our work because we understand that design is more than just a job; it’s a calling.
The quest for true creativity often means navigating uncertainty and embracing challenges, pushing beyond the constraints that confine us. But the risk is the reward. True innovation comes from embracing the uncomfortable and unknown rather than settling for the safety of what’s been successfully done. For us, history feels as immediate as yesterday. What once spanned centuries now seems to unfold in a matter of days. And there is a certain beauty in creating spaces that transcend time – designs that are grounding and resonate on a deeper level because they are not tied to the whims of the moment. One perfect example of this is The Louvre in Paris, a testament to the timeless design that seamlessly integrates the past, present, and future. It’s also a brave act of rebellion. The juxtaposition of I. M. Pei’s modern glass pyramid with the historic grandeur of the Louvre’s classical architecture is a bold and courageous statement that preserves the essence of what was while inviting continuous reinterpretation. I always say: “You stand better as designers by not trying to replicate history. We can be inspired by it but don’t replicate it. The worst thing you could do is try to copy history.”
As we all navigate the pressures of designing in a trend-driven world, it’s important to remain optimistic and joyful and never lose sight of the fact that inspiration is boundless and all around us. True creativity comes from within, so what if, for a moment, we stopped following influencers and instead sought out a muse? As we evaluate the true cost of chasing trends, I invite all of you to seek the one who encourages you to look beyond the obvious, to dig deeper, and to embrace the process of discovery, someone who doesn’t direct you down a single path but ignites your own unique creative spark.
