Cover image, first edition 1
“ … When I was young, there was an
amazing publication called the Whole
Earth Catalog, which was one of the bibles of my generation. It was
created by a fellow named Stewart Brand not far from here in Menlo Park, and he
brought it to life with his poetic touch. This was in the late 1960s, before
personal computers and desktop publishing, so it was all made with typewriters,
scissors and Polaroid cameras. It was sort of like Google in paperback form, 35
years before Google came along: it was idealistic, and overflowing with neat
tools and great notions.
Stewart and his team put out several
issues of the Whole Earth Catalog,
and then, when it had run its course, they put out a final issue. It was the
mid-1970s, and I was your age. On the back cover of their final issue was a
photograph of an early morning country road, the kind you might find yourself
hitchhiking on if you were so adventurous. Beneath it were the words "Stay
hungry. Stay foolish". It was their farewell message as they signed
off. Stay hungry. Stay foolish. And I have always wished that for myself. And
now, as you graduate to begin anew, I wish that for you. Stay hungry. Stay
foolish.
-
Steve Jobs 2
INTRODUCTION
The
following text introduced and framed the first edition of Whole Earth Catalogue produced by Stuart Brand in California, in Autumn
1968, following the Summer of Love. Seen
by many as the forrunner to the Google search engine. An analogue system
produced with pollaroids, hand typed cut-up text on cheap paper. Unlike any
previous catalogue, no products were offered for sale. This was seen as a
contemporary tool and access device and user manual to the counter-culture of
the 60’s, an alternative Sears Robuck Catalogue for a new generation.
The
following passages reproduces the Purpose and Fuction and Classification system
for the Catalogue:
PURPOSE
We are as gods and might as well get used to it.
So far, remotely done power and glory—as via government, big business, formal
education, church—has succeeded to the point where
gross obscure actual gains. In response to this dilemma and to these gains a
realm of intimate, personal power is developing—power of the
individual to conduct his own education, find his own inspiration, shape his
own environment, and share his adventure with whoever is interested. Tools that
aid this process are sought and promoted by the WHOLE EARTH CATALOG.
FUNCTION
The
WHOLE EARTH CATALOG functions as an evaluation and access device. With it, the
user should know better what is worth
getting and where and how to do the
getting.
An item
is listed in the CATALOG if it is deemed:
1) Useful
as a tool
2)
Relevant to independent education
3) High
quality or low cost
4) Not
already common knowledge
5)
Easily available by mail
This
information is continually revised according to the experience and suggestions
of CATALOG users and staff.
CLASSIFICATION
SYSTEM:
1. Understanding Whole Systems:
2. Shelter and Land Use:
3. Industry and Craft:
4. Communication:
5. Community:
6. Nomadics:
7. Learning:
PART 1:
As way of introduction to this years
experiments, we would like each of you to research, critically
examine, represent an interpretive guide too one of the categories of the
guide. There are seven sections we have assigned each of you a single category
to explore.
You must have completed Part A for next
Wednesday, in order to enter a constructive dialogue. You should also have
started your background work on Part B.
A -
Within your allocated category you are to
present a critical cross sectional survey, unpacking the attitudes, ethos,
ideologies and drivers contextualized within the Whole earth Catalogue.
Remember this is an interpretive act not just
FACT gathering.
- Your survey should explore the world in which this was imagined, from
1968 – 1974.
- Identify trends, paradoxes and
idiosyncrasies. Become a fellow traveler. Your aim is decode, and interpret.
- What is the Context that brought
it about? What was the atmosphere of the time - Euphoria of technology, space
travel, spaceship earth [Gaia], Do it yourself – the amateur.
- Consider how the catalogue presents material, how it is curated, and
the interrelationship within the page, typology, Cut-Ups
- Consider “The Medium is the
Massage: An Inventory of Effects (Penguin Modern Classics) In a dazzling fusion of Quentin Fiore's bold
and inventive graphic design and Marshall McLuhan's unique insight into
technology, advertising and mass-media, The Medium is the Massage is a
unique study of human communication in the twentieth century.
B.
Using the category allotted as a critical lens
to explore and interpret each of the unrealized utopias. Remembering the purpose
and function creating a new user manual for each of the Unrealized Utopias.
-
It’s
important to appreciate your unlikely to find direct ready-made links between
the catalogue and un-built utopias. This will require an imaginative act, in
order to invent / uncover scenarios / objects / journey's based on the
context's in which these Utopia's exist.
-
Remember
context shift is critical, the perspective vantage point of any guide,
explanation is interpretive, it’s never neutral.
You will
need to take clear a posisition on the appropriateness of medium, and or
mechanism for engaging with your topic. Works on paper, photography, cut-ups,
film, moving, static images,written or spoken word or combinations of all of
the above. Be explorative, take risks
UNREALIIZED UTOPIAS:
1. Tony Garnier - Cite Industrial [1898-1917]
2. Le
Corbusier, Ville Radieuse (The Radiant City
1924-33]
3.
Broadacre City [1932-58]
Category Distribution:
|
Bell
|
James Edmund
|
Understanding Whole Systems
|
|
Chapman
|
Drew Thomas
|
Shelter and Land Use
|
|
Chung
|
Kenzaf
|
Industry and Craft
|
|
Clewlow
|
Thomas Guy
|
Communication
|
|
Furzer
|
James Edward
|
Community
|
|
Iacinschi
|
Isabella
|
Nomadics
|
|
Mkrtchyan
|
Vahagn
|
Learning
|
|
Trevorrow
|
Charles Peter
|
Understanding Whole Systems
|
|
Holland
|
Ryan Oliver
|
Shelter and Land Use
|
|
Alston
|
Jamie William
|
Industry and Craft
|
|
Corey
|
Shaun Aaron
|
Communication
|
|
Dabouni
|
Sara
|
Community
|
|
Day
|
Harry Thomas
|
Nomadics
|
|
Gibbs
|
Nicholas
|
Learning
|
|
Nikjoo
|
Alexander Arsham
|
Understanding Whole Systems
|
|
Puryer
|
Henry William
|
Shelter and Land Use
|
|
Winter
|
Alexander T
|
Industry and Craft
|
|
Bell
|
Adam James
|
Communication
|
|
Poynter
|
Hayley Frances
|
Community
|
|
Primarolo
|
Sarah Anne
|
Nomadics
|
|
York
|
Laurence John
|
Learning
|
Schedule:
Some
useful dates and general unit programme information for the immediate future,
For
all NEW sixteeners it’s important to check the BLOG regularly for
updates, as we will be using this as our primary mechanism for communication.
Wednesday 25th
September Meeting No 1: Project Introduction
- ICA, "Off-Site:
A journey Through London Subculture, 1980's to Now"
The Old Selfridges Hotel, 1 Orchard Street, London W1H 6HQ.
-
‘DIG’ by Daniel Silver for Artangel
Friday 27th
September – Final Year Thesis Meeting No. 1
14:00-16:00
at QM15, Maritime.
Saturday, 28th
September: Future Fest:
We
have been given free access to the first day of the two daylong event ‘FUTUREFEST’ being held at the
Old Hackney Town Hall, Shorditch High Street.
We
will forward further details including programme, tickets and meeting point.
Wednesday 2nd October
Research
Show & tell North Studio Avery Hill
Unit
staff
Schedule cont. . .
Wednesday 9th October
Research
Presentation of Research North Studio Avery Hill,
Introduction to
Part 2
Wednesday 16th
October
Tutorials
North Studio Avery Hill
Wednesday 23rd
October
Show
& tell North Studio Avery Hill
Wednesday 30th
October
Tutorials
North Studio Avery Hill
Wednesday 6th
November
Final
Presentation Part 1+2 North Studio Avery Hill
Unit
staff with invited Guests
-
Followed By An Introduction to the Principle Building Project Year 1
Please note: The timetable is subject to change as is
indicative only
Footnotes:
1. Front cover from first edition of the Whole Earth catalogue, Image from
space provided by NASSA from the Gemini programme. The Spring 1969 replaced
this with the first earth rise photographed by
Frank Borman, Apollo 8 Astronaut, 24th December 1968.
2. Excerpt of the closing paragraphs taken from Steve Jobs Stanford
Commencement Address 12 June 2005. , “I wish
that for you. Stay hungry. Stay foolish” the back cover to the last whole earth
catalogue Oct 1974.