Ross Lovegrove shares his creative philosophy based in the harmony with nature and bringing humanity to design. Lovegrove emphasized the need to use state-of-the-art technologies in design to merge ecological awareness with the industrial processes.
“Industry has changed. Industry isn’t as violent and primitive as it was. Contemporary industry is incredible and accelerating at a fast pace. You have to stay up to date with what’s going on, not only in terms of process or material but also, the social changes in our environment, which affect us all,” he said.
Lovegrove identified his work as part of “generative design” – mimicking nature’s organic, evolutionary approach to design. Lovegrove’s works strive to move from the mechanical towards a biological-tech age.
“I’m considered as someone who is developing a new aesthetic for the 21st century. A new aesthetic which is more biological and less mechanical,” he said.