The Age of Fleeting Things
We live in an age of paradox. On the one hand, we are surrounded by unprecedented material abundance, and on the other, we are tormented by a deep sense of psychological dissatisfaction and ecological anxiety. This state, aptly termed "affluenza," is a disease of excess, in which the more we possess, the stronger the desire to possess. Each day brings the promise of fleeting happiness enclosed in a cardboard box—the excitement of a new gadget, the fleeting delight of a fashionable outfit. However, this experience is doomed to be short-lived. The modern economy has surgically exploited the neurochemical mechanisms of our brain. The purchasing cycle is fueled by dopamine, the neurotransmitter of motivation, which is activated not so much by the moment of pleasure, but by the anticipation of it. This is why the pursuit of novelty, constantly fueled by social media and its culture of "constant updating," is so addictive. The problem is that the dopamine high associated with a purchase wears off quickly, leaving you feeling empty and needing another stimulus.
In opposition to this frantic cycle stands the quiet, unwavering presence of objects built to last. An old watch, whose mechanism keeps time for a third generation now. An armchair whose leather remembers decades of conversations. A Corten steel gate that, with every rain and every sunrise, takes on a deeper, nobler hue. It is in this contrast that our thesis is revealed: true sustainability is not a matter of recycling technology, but a fundamental philosophical choice. It is a conscious decision to create and surround ourselves with objects of a permanent nature. At Ideovo, we believe that durability is not a product characteristic, but an ethos – the highest and most honest form of ecological responsibility, an antidote to the ephemerality of our times, forged in steel, wood, and glass.
The Loop Boundaries – A New Look at Sustainability
The dominant narrative on sustainability focuses on actions taken at the end of a product's life cycle—separation, recycling, and disposal. While these actions are necessary, they merely attempt to treat the symptoms, not the cause, of the disease of systemic overproduction and overconsumption. The focus on recycling creates the illusion that we can consume without consequences, and that our waste will magically gain new life. The harsh reality is: it is estimated that less than 1% of the materials used to make clothing are recycled into new clothes. Every year, 92 million tons of textile waste ends up in landfills—the contents of one garbage truck full of clothes end up in the trash every second. The recycling loop, contrary to popular belief, is largely leaky and inefficient.
A scientific approach to environmental impact assessment, known as Life Cycle Assessment (LCA), allows us to look at the problem from a completely different perspective. LCA demonstrates that the greatest environmental costs—greenhouse gas emissions, water consumption, and ecosystem degradation—occur at the very beginning, during raw material extraction and production. Producing a single cotton T-shirt requires 2,700 liters of water, which would quench one person's thirst for 900 days. Textile dyeing is responsible for approximately 20% of global clean water pollution. In light of this data, it becomes clear that the most radical and effective action for sustainable development is to drastically reduce the frequency of these energy-intensive processes. An item that lasts a century replaces dozens of non-durable alternatives, eliminating their cumulative, devastating impact on the planet at its source.
This approach allows us to reinterpret the fundamental definition of sustainable development, formulated in 1987 by the Brundtland Commission: "development that meets the needs of the present without compromising the ability of future generations to meet their own needs." This definition is, at its core, an intergenerational agreement. Leaving a legacy of mountains of toxic waste to future generations, like those in the Atacama Desert, where clothes take 200 years to decompose, is a blatant breach of this agreement. Creating objects that can be passed down, becoming family heirlooms, is its most beautiful fulfillment. This is the transfer of value, not burden. In this context, the bureaucratic concept of "project sustainability," required for EU funding and implying a mere three to five years of unaltered operation, sounds like a dark joke. Our vision of sustainability is measured not in years, but in generations.
The Philosophy of Permanence – The Wisdom of Survival in a Disposable World
The pursuit of durability is not a new invention, but a return to roots. As early as the 1st century BC, the Roman architect Vitruvius, in his work "Ten Books on Architecture," defined three fundamental principles of good design: firmitas, utilitas, venustas —durability, utility, and beauty. For centuries, durability was the unquestioned priority, the foundation upon which utility and aesthetics rested. Only the industrial revolution and the rise of mass consumption culture relegated it to the background, replacing it with the value of novelty.
A contemporary response to the dictatorship of speed is the Slow Design philosophy. It's a conscious movement that promotes quality over quantity, local craftsmanship over global supply chains, and timeless forms over seasonal trends. Slow Design is about creating objects that "mature with their inhabitants," becoming an integral part of their lives, not just a temporary accessory. This approach is at the heart of our work at Ideovo, where the synergy between designer and craftsman ensures that each object is carefully considered, from concept to the smallest detail of execution.
The Japanese aesthetic of wabi-sabi delves even deeper into the essence of durability, finding beauty in imperfection, the passage of time, and the authenticity of aging objects. Wabi symbolizes simplicity and living in harmony with nature, while sabi refers to the beauty that comes with age—patina, traces of use, the history imprinted on matter. In Western culture, obsessed with perfection and youth, a scratch on a new table is a flaw. In wabi-sabi philosophy, it is the beginning of a story. This acceptance of the natural processes of aging is a form of cultural therapy that teaches us to appreciate the cycle of life rather than fight it.
This philosophy is directly reflected in the choice of materials. Corten steel, one of our favorite raw materials, embodies the concept of wabi-sabi . Its surface, initially uniform, weathers with a unique, rust-colored patina, which not only protects the steel from further corrosion but also gives it a unique, vibrant character. A gate or sculpture made of Corten steel never looks the same – it evolves, changing with the seasons, recording the history of rain, sun, and wind. This is designing planned permanence and evolving beauty, the radical opposite of planned aging.
Attachment Architecture – Designing for Generations
For an item to last for generations, it must rest on two pillars: physical durability and emotional durability. Solid workmanship alone is not enough. An item that is not loved will not be cared for and will eventually be abandoned, no matter how well it was made.
Physical Durability: The body of the object
The foundation is, of course, the material. The selection of noble, durable materials—solid wood, wrought iron, high-quality steel—and masterful craftsmanship are essential for longevity. Equally important is the timelessness of form. Designing for longevity means avoiding ephemeral trends in favor of aesthetics that will stand the test of time. It also means designing with future repair and maintenance in mind, not replacement. An object built to last must be inherently repairable.
Emotional Durability: The Soul of an Object
However, the real magic happens at the level of relationships. Emotionally durable design is the art of creating a deep, lasting bond between the user and an object. This bond transforms the object from an ordinary thing into a companion, a repository of memories, and a part of one's identity. At Ideovo, we employ several strategies to build this architecture of attachment:
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Narrative: Objects that tell stories have a greater chance of survival. The names of our designs, such as the "Tree of Time" gate or the "Luminis Arbor" sculpture, are more than just labels. They are invitations to a world of imagination, the beginnings of a story to be written by the owner.
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Identity and Personalization: We create unique, often custom-made objects that reflect the personality and values of their owners. This process, which involves the client from concept to final assembly, fosters a deep sense of co-authorship and belonging.
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Consciousness and Craftsmanship: In an age of mass, anonymous production, the knowledge that an object has been shaped by human hands gives it unique value. The touch of a craftsman, the visible traces of their work, infuse matter with a soul that no assembly-line product possesses.
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Evolution: We design objects that live and change with their users. The aforementioned Corten steel is a prime example of this – its surface becomes a map of time, a record of shared history.
This approach represents the ultimate form of a circular economy. Instead of designing a product for multiple technical cycles of recycling and material recovery, we design it for a single, radically extended human cycle: the cycle of use, care, repair, and inheritance. This shifts the focus from materials science to psychology and relationship building. It is this process that transforms an object from a commodity into an artifact.
The True Face of Luxury – A Heritage of Values
For decades, luxury was synonymous with excess, ostentation, and waste. Today, this model is becoming not only irresponsible but also outdated. In a world of excess and digital transience, true luxury isn't about possessing the latest, but the most durable. The new, sustainable luxury is defined by other values: masterful craftsmanship, authenticity, ethical production, and, above all, permanence.
Owning fewer, better things is the ultimate status symbol. It's the quiet confidence that comes from surrounding yourself with objects that gain value over time, accumulating memories and character. It's the luxury of creating a legacy—not just for your family, but as a contribution to a more sustainable and beautiful future.
At Ideovo.net, we don't see ourselves as just a design studio and manufacturer. We are the custodians of this philosophy. We create future artifacts: gates that will welcome generations for a hundred years; sculptures that will become silent witnesses to the garden's history; tables around which family stories will be written. Our mission is not to produce objects. Our mission is the Poetry of Permanence.