new-york

Gaetano Pesce, Foam Table, 2014, urethane foam, metal, PVC, 29 1/2 × 58 1/4 × 102 1/2".

Gaetano Pesce

Allouche Gallery

Gaetano Pesce, Foam Table, 2014, urethane foam, metal, PVC, 29 1/2 × 58 1/4 × 102 1/2".

Few buzzwords encapsulate the totalizing ambitions of the data economy as effectively as customization. Indeed, the idea that any given product could be individually tailored to the desires of a particular consumer seems to describe the inevitable end point of an age already defined by algorithmically targeted advertising and on-demand content. And this fantasy is fast becoming a reality in many branches of product design, in which new technologies such as 3-D-printing and robotic assembly promise to retain the low cost and efficiency of standardized industrial production while generating an endless series of unique objects. But as radically futuristic as this may sound, it is nothing new to designer and architect Gaetano Pesce.

More than four decades ago, as a young designer growing increasingly impatient with the lingering hegemony of modern design and its efficiency-based

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