As designers we have a great responsibility. I believe designers should eliminate the unnecessary. That means eliminating  everything that is modish because this kind of thing is only short-lived.

—Dieter Rams

Few product designs have the staying power of creations by Dieter Rams(1932-), an industrial designer and head of design at Braun, the German consumer electronics manufacturer. Almost everything produced by this most influential designer of the late twentieth century is today considered a classic, as he defines an elegant, legible, yet rigorous visual language for product design.

Exhibition View

As Dieter Rams’ first Asian retrospective, “Less, but Better” showcases a systematic documentation of his body of work, especially the representative products he designed for Braun and Vitsœ. Featuring design products, manuscripts, photographs and video, the exhibition explores the ideas, criteria, and methods behind Rams’ creations and reveals how a shifting culture of product manufacturing gave rise to universal design benchmarks. From his reflections on design ethics and values, visitors can distill a clear paradigm for future design—less is simply better.

Exhibition View

It is generally acknowledged that, what can and must be achieved by good design are in a constant state of flux as a result of cultural and technological developments. Despite the advances of computer software and the widespread use of digital technologies by designers, Rams has always relied heavily on sketching to bring to life his design ideas. Dieter Rams came up with ten principles from his practice that advocate for a purist, almost imperceptible design. These principles are still considered timeless fundaments of design theory and practice today: Good design is innovative. Good design makes a product useful. Good design is aesthetic. Good design is helps a product to be understood. Good design is unobtrusive. Good design is honest. Good design is durable. Good design is consistent to the last detail. Good design is environmentally friendly. Good design is as little design as possible.

Exhibition View

The new enriched edition of “Less, but Better” includes another two sections: “Ingeborg Rams Photographs” feature the photographs taken by Ingeborg Rams, who is the wife and important cooperate. Since the 1950s, she has photographed a large number of products and spatial images for Braun and Vitsœ, becoming an important witness to Dieter Rams’ design philosophy; “Braun Clocks and Calculators” showcases the design evolution from folding alarm clocks, digital table clocks to analog/digital wristwatches, providing systematic references for a new generation of designers. Visitors can appreciate how Dieter Rams and his long-time partner, industrial designer Dietrich Lubs, designed “time”. In the more than 40 years that Dieter Rams spent working at the electrical appliance manufacturer Braun, Rams turned out a wealth of pioneering creations that continue to influence designers around the world today. He has also generated a new awareness of the social function of design in Germany.

Exhibition View

The exhibition remains on view till October 8, 2025.

About the Exhibition

Curated by Klaus Klemp, Cui Qiao

Dates: September 14-October 8, 2025

Venue: Level 4 Exhibition Space, CAFA School of Design

Courtesy of CAFA School of Design, edited (EN) by CAFA ART INFO.

Article Source：https://www.cafa.com.cn/en/news/details/8332824