The advantages of poor design
During the 90s, Seagram, a Canadian distillery, introduced a fresh beverage named Old Breed. The idea was simple: individuals love both beer and whiskey. Therefore, the company decided to create whiskey that tasted like beer.
The drink that came out of this experiment is probably unpleasant, resembling the drool of someone who has had too much to drink. Although it was only sold in a few small markets and did not succeed, an empty bottle of it is currently exhibited at the Museum of Failure located in Brooklyn, New York. The museum is huge, covering 15,000 square feet in Industry City and will be open until mid-May. It showcases a wide range of significant failures, such as Google Glass, Segway, and the much-hyped Ford Edsel.
The Museum of Failure has been around since 2017 and has undergone many changes since then. It has traveled all over the world, making stops in cities like Los Angeles, Toronto, and Shanghai, and has set up more than 30 temporary exhibits. This particular showcase in Brooklyn highlights a variety of blunders throughout history, including failed experiments, robots, games, and more, with some items dating back to the 17th century. The exhibit now includes newer examples of failure, such as asbestos-laden Kent cigarettes, Adidas's Springblade running shoes, CNN+'s short-lived streaming service, and a World War II aircraft idea that involved an iceberg platform.
The latest edition of the NYC exhibition was organized by Dr. Samuel West, who used to work as a clinical psychologist and holds a Ph.D. in innovation from Lund University in Sweden. Unlike issues related to structure or production, such as a bridge collapsing or a Samsung phone battery exploding, West is intrigued by innovation mishaps. He describes a failure as a situation where the outcome falls short of what was originally anticipated or targeted.
The exhibition doesn't really focus on design, but West thinks that design can be the deciding factor for whether or not something succeeds. The perfect example is the Hot Bertaa kettle, a sculpture by Philippe Starck that he created for Alessi back in 1989. Even though it looks cool, it's not very functional since you can't tell how much water you have and the steam comes out of a really big spout. Lots of designers think it's terrible, and Alessi has even called it their biggest failure. West used to run a design company, and he thinks that the Hot Bertaa kettle is the best example of a time when style is more important than use.
The Hot Bertaa exhibition has a hidden message that West wants all visitors to understand. He believes that designers are often too scared to take risks and afraid of failing. He thinks that many iconic designs throughout history were not created by people who always followed the rules. If designers were less scared of being judged negatively by their peers, we could see more great designs. Notably, in 2001, Alberto Alessi admitted that the kettle project was heavily criticized, but it was not a foolish endeavor. They simply went too far.
The exhibit's objective isn't to glorify those who take risks, but rather to serve as a warning for designers and businesses who aim to innovate without just cause. This is what West refers to as "a solution in search of a problem." He explains that for something to be considered creative, it must be both original and practical. If you only create something that's new, it's essentially pointless.
Everyone defines failure differently. Back in 2015, when Apple launched its first Apple Watch, West never thought that it would gain so much popularity. According to him, it seemed pointless to wear a watch when you can carry a phone in your pocket. As of 2021, the Apple Watch has grabbed a significant share of the smartwatch market, with over 100 million active users. Despite admitting that he was wrong, West still doesn't get the purpose of wearing a smartwatch.
The Segway, which was originally displayed at the museum in 2017, suffered a similar fate. Its creators believed it would revolutionize transportation, but it failed to live up to expectations, resulting in no new machines being produced after 2020. However, shortly after its debut, someone with mobility issues reached out to the museum to express their gratitude for the Segway. Despite being a commercial and overarching failure, it had a significant impact on this particular group. West explains that success depends on your outlook and interpretation of the situation.
