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Nov 02, 2011

The Uses of Metaphor

Rob Giampietro

About this video


Metaphor is one of the oldest techniques of literature -- we find it in the epic of Gilgamesh, the poetry of Homer, the plays of Shakespeare. It falls in and out of favour, with certain authors and literary movements trying to avoid it altogether. However, with the rise of computers and user interface design, metaphors have become the object of careful study and debate. Bridging many points in history, points of reference and points of view, Rob illuminates the uses of metaphor and probes the nature of this classic technique when applied to screens and new visual systems.



Rob Giampietro

Rob Giampietro is a principal at Project Projects, a design studio in New York focused on identity, print, interactive, and environmental work for clients that include The Canadian Centre for Architecture, Guggenheim Museum, MoMA, NYC Parks Department and Princeton Architectural Press. Rob has worked as a designer at Winterhouse, New York Times Magazine and Pentagram. He was also cofounder and principal of the award-winning Giampietro+Smith. His essays and design commentary have appeared in Dot Dot Dot, Eye, Idea, Design Observer, BusinessWeek, and The New York Times.