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curation via social media – will be the very fi rst thing visitors see when they enter the gallery. “Obviously curating is traditionally the practice of experts, but I have to say, even as a curator myself, that we’re genuinely curious to see what is suggested,” says McGuirk. “Audience participation is a really important part of the 21st-century museum – we’re past the days where people would just be told what is good. It’s now a more open conversation, and giving the audience the chance to offer their version of what is effective design is really interesting.”Of course, it would be a major surprise if there aren’t a few Apple products suggested – the collection already has two of their mice, keyboards, and an iMac, but no iPod or iPhone as yet. And when Apple’s Jonathan Ive won The Design Museum’s inaugural Designer Of The Year prize in 2003, he was keen to stress that, for him, the defi ning qualities of good design were about “use: ease and simplicity.” A mindset the museum clearly shares.“Actually, Apple can accurately claim that it was their design values that made them, at one point, the world’s most valuable company,” says McGuirk. “When other companies observed their success, they noted that Apple’s head designer was on the board, at management level. Design was at the heart of the company’s culture. So yes, the success of Jonathan Ive has been a real touchstone.” So Apple will undoubtedly feature heavily in a museum that will hope to attract 650,000 visitors a year in a new building (currently 250,000 come to the building on Shad Thames) which is three times the size and has plenty of expectations loaded onto its £83m pricetag: Sudjic wants it to be “the most inspiring, exciting and engaging contemporary design and architecture museum in the world.”McGuirk says that they have a real chance to reach out to a much bigger audience who aren’t necessarily design afi cionados. Nevertheless, the two temporary galleries will also mean there’s a license to enthrall those who do consider themselves interested in agenda-setting, cutting edge design.“You might have once gone to the design museum to see chairs, or plates, or cars,” he says. “Of course you’ll still see those things, but you’ll also be able to see ideas about the way the entire world operates and its issues.” ■• The new Design Museum will open at 224–238 Kensington High Street, London, W8 6NQ on November 24. The Design Museum’s current site in Bermondsey will close to the public on June 30, where the fi nal event will be Weekend Punk, a two-day celebration of the infl uence and legacy of punk design. See www.designmuseum.org for more details.Above: Olivetti Valentine typewriter by Ettore Sottsass and Perry King, 1968Below: Road sign by Jock Kinneir and Margaret Calvert Images: courtesy of The Design Museum; © James Harris/Luke Hayes. Architect images by Alex Morris.28 NADFAS REVIEW / SUMMER 2016 www.nadfas.org.ukDESIGN MUSEUM