an esthetic that brings an ethic

Nulla aesthetica sine aethica

it is a phrase written on the blackboard by spanish poet and philosopher José María Valverde as farewell of his aesthetic Chair in the university of Barcelona in 1964, when he was exiled to USA. And he was very true: ethic has to prevail over anything.

Nulla aethica sine aesthetica

But the reversed phrase, “nulla aethica sine aesthetica”, is also very true.

Ethic and esthetic are two sides of the same thing.

Shapes, colours, harmony, can speak like letters, phrases, texts.

And far beyond, the way a design is conceived, made, and purchased, defines its soul.