Design is the industrial discipline at the root of modernity.

It is rooted into the methods and processes of scientific enquiry: the primary feature to be discussed experiment is discussed in terms of design - a scientific experiment is a systematic approach to the creation of tools of inquiry.

The formalised practise and analysis of function employed by the postmodern art form of modern industrial design as a utilitarian discipline unites the qualities of objective and product - recognition of the value of processes in terms of their ability to produce results repeatably, consistently, emphasising the management of the concerns of usefulness and cost. Secondary lifespan characteristics, and what happens to the products downstream from the intended use has become an international crisis - manufacturing is considered a primary threat to the future of modernity and is provably impacting the wellbeing of our ecosystems.

The purpose - a priori - and the product - a posteriori - are a fundamental feature of the contemporary language of modernised philosophy worldwide, across cultures, organising complex and shifting taxonomies organising subjects and objects in order to better analyse and understand procedures and products.

Not only do the vast majority of humans understand design in the form of intentions and ideas - the “tom and jerry cartoon” of characterised story and the exaggeration of important features over the mundane and the meaningless, the diagrammatic “is or is not” can be applied to all things relative to an analysis, with the fine-grained paradoxical qualities explored in detail.

A primary cognitive integration feature or network of place and purpose analysis is that of the animal existence - human beings in daily life rely upon the hippocampus of the mammalian and vertebrate brain, many non-intelligent features of environments and phenomena can be represented and discussed in terms of the visio-spatial cognition – and multimedia state of the art immersive environments can leverage this analysis – the knowledge that we can access as citizens of a high technology society are fascinating and wide ranging - this represents a cognitive signal diversity which can become complex and overwhelming.

Our planet is an exciting place to be for all people, we all must accept that there’ll always be more left for others to see and that the individual analysis is very important.

Precision is weightless but has a material expernse and definition.

Advanced sub-micrometer precision enables the employment of the minimum of materials and energy expense, there is efficiency in smallness.

MEMS and machine learning era microprocessor diversity has revolutionised the data and computing industry's relationships with processes, and continues to radically expand the scope of works and the amount of complexity we can build into increasingly simplified and reliability-monitored systems.

Networks of complex exchange and fine-grained detail may be considered rationally and appreciated aesthetically as diverse signals and reference points, valuing intuition and obviousness of value is important as complexity and complex failure modes become more apparent.

Ad-hoc responsiveness rendered by automatically-and-judiciously per request configured and integrated by open scientific standards measured consistently by employing commodity programmable semiconductor digital media computers, products and services as an information device or design expression analysis can be made available as a custom order or bespoke device as well as in large-scale batches with efficiencies of scale.

The principal of trade itself is the recognition of transmission and transport of properties - both potential and directly observable - we consider matters in terms of out subjective faculties and our reality-tested influence.

This can be a complex matter with the many factors and subtleties constituting environments and viewpoints. We prioritise at the foundation the common sense implementation of certainty and judiciousness of ideas and values.

Conditions and transmissions are negotiated by a transactional and multi-factor process of conveyance, with a tacit acknowledgment that all people are different, and that the lengthy process of resolving conflicts and working with differences as a sum total or product is - especially with regard to the earth’s magnificent diversity of creatures - deeply complex.

We find virtue in artistic practise and the exploration and development of craft and production techniques, considering people, tools and materials as foundational processes inherent to humanity’s equal and fair exchange principals which unite societies the world over.

The complexity requires that the virtue of artists and the inquiries of modern scientists and engineers must not in all cases over-emphasise the value of predictions and predictable-ness - and to perform truly accurate predictions requires systems so naturally complex and difficult that they may look more like the work of witches than the simple arithmetic used for counting livestock, or making phonecalls, and that the self-transforming iterative mathematical approaches pioneered with the FORTRAN based systems have the capacity to consume infinite computer resources, causing the computer to go offline rather than produce a result.

Unit testing and closed loop feedback are inherent processes to nature - often all that is perceived is the differences, or surplus.

An early term for mechanical computing was the “difference machine”, and the principal of mathematics of unit measure and co-ordinates of fiduciary measure should not always be assumed to be ideally consistent or consistently arranged - over reliance and over-estimation of precision will render artificial and novel interferences, which may or may not be desirable patterns, and the opportunities for feedback systems to explosively compound must be reckoned with as the most serious concern when it comes to risk of failure or expending of non-renewable resources.

Closed loop “howl-round”, page-reference overflow and swap-system inflation are measurable and aggresively turbulent standstill / overload modalities, and multi-nodal “generative” systems are capable of transcending a nominal analysis, and are becoming better understood as the natural basis for intelligence, which is exhibited not only by living things but also by reference to and in requirement of an intimate relationship with the material environment and cosmos.

By this principal places and items of human habitation may also be considered a skeletal part of the life-form, like the shell of a crab, and may indeed become haunted and cursed, as well as healthy and well. In antiquity they stored such complex ideas in the form of poems, acted out by wise men who enjoy playing games and impersonating idiots, as children do. Objects may be invested with qualities which render them alive, and we are comfortable considering many of the studio’s more innovative works to be based upon the methods of shadow puppetry and magic lantern theatre, which was well-known to our ancient ancestors, in times long-forgotten, leaving only vestigial artefacts and legendary stories, often mistranslated into languages built for completely different platforms and societies.

Nonetheless, not only do all default-state humans have ten fingers, the bifurcated and tree-like shapes used by nature, a manifestation of electromagnetic spin and the cycling of a time window or timeframe, plotted as a structure composed from complex movements and angular momentum, are the phenomena which underwrite the forms observable in the behaviour of nature, and the inestimably beautiful and consistent patterns found all across the natural world and universe.

In order to analyse and design formally, we employ objective techniques – formal plans encoded as data – our products are formal but our processes of synthesising and analysing them are often informal and idea-based. 

Formalised communications are a form of capital goods, functioning as repeatably and reliably as a well-made tool. Information technology embodies this principal configured into the behaviours of an actual physical tool, which may be included in a more complicated or bespoke process and adapted to myriad purposes. Tools cannot be regulated, but the results must be carefully considered and monitored. Gross inappropriate abuses must be anticipated and averted by preference, rather than closing the gate after the horse has bolted, or employing “an eye for an eye makes the whole world blind” negatively reinforcing harm escalation processes, or worse still developing chronic parties or persons who habitually profit from the notions that such behaviour will not have grave and gross outcomes, without limits.

Evil is a simple and rational concept, the invitation of inequalities and the exploitation of the worst and most destructive outcomes available. addressing insidious and ever-growing malevolence - which can spread laterally and vertically is a disease which can escalate, and the toxicity of a given material can always be made more plentiful, condensed, expansive or cursed.

Any person must ask themselves, when considering decisions and situations: “what’s the worst that could happen”. This is answered by Evilness “You cannot even imagine - I will always do worse”.

The maxim of the stanford spinout era googleplex is “do no evil”, but that may just be a long-departed notion, and now buried into the foundation of globalised industry and the data systems of the internet, and within the communications systems of wars and the military practise, the capacity for evil has often been found lurking - and must be considered in terms of the worst possible outcomes, and brought to civil resolution as a matter of immediate priority. War is like Fire - consuming resources until they are burned - expended in total.

We built the internet in the ‘80s and ‘90s, and the era had severe compromises, many of them related to media and the accountancy industry’s number-processing systems.

Over the coming decade powerful gigascale electronic computer devices will shrink to the size and material cost of a coin, and run at  a power surplus for zero monetary cost off an integral solar cell –

Today the £1 computer is becoming surprisingly powerful.

The £1 gigascale self-powered threshold is when the paradigm of expensive, exclusive desktop computing will inevitably give way to "the internet of things".

Design at its most commercial is the intentional creation and communication of values and process outcomes. 

We believe the ideal product functions as a tool with an infinite number of purposes. The best processes are agnostic of the particular outcome, inviting the user to participate, and manoeuvre the process as they choose.

There are many enduring design concepts and many of them are simple,

eg: the blade –

from flint axe to the CNC mill, the principal of force concentration and pressure is a consistent property across the material domain, with the configuration of a physical entity expressable as a function that can be computed and simulated, expressable as an accurately modelled simulation from consistent data.

The property of temperature determining the rate of a spring and dampers tesselated into complex forms within living organisms, which form the nano and microstructures of human scale animals and life forms, in addition to the symbiotic micro-organisms and their residual environmental profiles and influences, a diverse and ever changing landscape of symbiosis and predation, an ongoing process which supplies and populate these greater bodies, a set of structures and dynamics once invisible and unknown to the unaided senses.

Language and information are an under-rated component of the function of any tool, and are tools in themselves.

Information-driven devices resemble tools rather than products or consumables, they are capable of being employed for arbitrary purposes.

The design information that feeds an information-driven manufacturing pipeline is of primary value and primary utility.

Design information informs and creates materiality, but as weightless abstract information, it has no material substance.

Programmable devices are powerful in that they can respond intelligently to information about the world around them.