Institute of Industrial Design of Rosario and its method for generating good form (1960-1964)

Abstract

This paper deals with the ideas about form design developed by the Institute of Industrial Design (IDI) of Rosario from its foundation in 1960 until the first generation of products designed in collaboration with the local industry in 1964. The main debates around the theory of good form and the proposals put forward by Gastón Breyer (1919-2009) and Jorge Vila Ortiz (1923-2001), who were both the first directors of the Institute and the professors of the subject Vision at Rosario School of Architecture and Planning, are analysed. The main objective is to reveal some of the outlines of the IDI's design method by studying the proposals included in its first publicity brochure. The study also reconstructs this method as well as the proposals developed by Vila Ortiz in an article published in A&P magazine through the observation of four products designed for local companies. An attempt is made to verify how the IDI acted as a promoter of ideas about good form from its practical production linked to industry and development.