Hybrid in Design. Design as a Cultural and Collective Process

The continuous displacements, the movements, the uprootings have all contributed in a creative manner to the construction of identities and cultures, through the continuous exchange of images, narratives, forms and languages. “The pure fruits go mad” (Clifford, J. 1988) when contamination and hybridization between cultural materials is lived as an exception and loss of a mythical past, rather than being elaborated as transformation and change, in a perspective of the collective future. The aim of the paper is to trace back the concept of hybrid from the biological model to the avant-garde notion of détournement, to understand our contemporary design production. The paper is a theoretical contribution, developed through an interdisciplinary net of references, such as anthropology, social sciences, cultural studies, semiotic and biology, to understand the relationship between project and authorship, culture and personal expression, narration and dialogue