Hello,

You’re receiving this because you’re part of a small group I thought might appreciate A Small Future, my independent research project about design, culture and business. If this is not for you, no hard feelings—there is an unsubscribe link below.

A Small Future began with its first issue, When the Zeitgeist Becomes an Object: an inquiry into how culturally ambitious design companies become protagonists—and what happens when relevance hardens into legacy.

Today I’m introducing Conversations: occasional discussions that extend the questions raised by the issues.

Conversation 01 — Jonathan Olivares

Can a design company become a protagonist again?

Jonathan Olivares is a designer, writer and the Creative Director at Knoll. We talk about the companies that once shaped the industry, why great design has to look risky at first, what happens when a brand becomes an asset inside a larger portfolio, and whether a legacy company can become culturally alive again.

Watch or listen to Conversation 01 →

If you want the longer argument behind the conversation, Issue 01 remains open access.

The issues remain the spine of A Small Future. Issue 02, Reinventing the Past, will be published on October 15.

Any thoughts, praise or pushback are more than welcome.

I hope you enjoy it.

Petrus
A Small Future