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In a seemingly simple image, a Regenesi Backpack from the Re-Flag Collection is displayed next to the famous Favela armchair by the Campana Brothers at the “Extreme Present” exhibition currently at the ADI Museum in Milan. Two creations distant in time and function, yet extraordinarily close in their deepest essence. Both tell a story of transformation and vision, emblems of what it means to be contemporary today.
Beyond Linear Economy
We live in an era in which the “extract, produce, throw away” model is showing all its limits. The hyper-anthropization of our planet forces us to radically rethink the way we interact with resources. It is no longer just a question of environmental sustainability, but of collective survival.
The Favela armchair by the Brazilian Campana brothers perfectly represents this conceptual turning point. Created in 1991, it has become an icon of contemporary design not despite, but precisely because of its revolutionary approach: small pieces of waste wood, assembled without a predefined skeleton, transformed into a functional and aesthetically fascinating object. It is the antithesis of standardized industrial production – each piece is unique, born from the randomness of the available materials and from the craftsmanship. It is inspired by the craftsmanship of "bricoleur" and the necessary creativity of the inhabitants of the favelas who seek their own path to possible well-being.
The emerging aesthetics of industrial and creative reuse
In parallel, the Re-Flag collection embodies the same innovative spirit in the world of fashion. Our bags are born from a process of transforming plastic bottles into high-quality fabrics. What was destined to become waste is transformed into a design accessory, bearer of contemporary aesthetic values and a narrative of sustainability.
This visual dialogue between the Favela armchair and the Re-Flag bag is not accidental. It represents the emergence of a new aesthetic sensibility that values imperfection, stratification, and the history of materials. Beauty is no longer synonymous with perfect, smooth, uniform. Contemporary embraces complexity, history, and even the scars of materials. Contemporary beauty breaks out of predefined canons and proposes new ones that incorporate innovative production processes.
Rethinking Production
The true revolution of contemporary art lies in rethinking production processes and the underlying economic models. Both the Favela armchair and the Re-Flag collection challenge traditional production models:
- From linear to circular: breaking with the idea that a product follows a unidirectional path from creation to disposal;
- From uniformity to uniqueness: enhancing differences instead of eliminating them;
- From creation ex-novo to transformation: recognizing that value can arise from metamorphosis, not just from creation from scratch.
A Collective Responsibility
In this context, designers, producers and consumers are called upon to share their responsibility. It is no longer just about creating or buying objects, but about participating in an ecosystem of meanings and relationships.
The Re-Flag bag is not simply an accessory, just as the Favela chair is not just a place to sit. They are tangible manifestations of a vision, acts that declare a position in the world.
The Contemporary is an opportunity, but it is scary
Being contemporary today means recognizing that the limits of our planet are not constraints to be circumvented, but opportunities to reinvent our relationship with objects and materials. It means embracing an aesthetic that celebrates transformation and rebirth. It means recognizing that true innovation does not necessarily lie in creating something completely new, but in seeing with new eyes what already exists.
The Re-Flag Backpack and the Favela chair are expressions of this awareness. Their meeting, crystallized in an image, reminds us that the contemporary is not just a historical period, but a way of being in the world. A way that looks to the future, with deep respect for the past and for the limited resources of our present.
And you, how are you redefining contemporary in your company and in your daily life?