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I have chosen to study the Memphis movement out of all the possible topics I could have chosen as it seemed to stand out more and interested me. I find the Memphis design movement an interesting topic to study because it is so different to other design movements because of the materials and colours used and the way in which they are arranged. Memphis is made up of Italian designers and architects who created a series of highly influential products in the 1980's. Ettore Sottsass founded the movement in Milan in 1981. The aim of Memphis was to reinvigorate the radical design movement during the late 1970's, and challenge the idea that products had to follow conventional shapes, colours, textures and patterns. Movements such as Art Deco and Pop Art and styles such as the 1950's Kitsch and futuristic themes inspired them. Their concepts were in contrast to so called 'normal' every day designs. Memphis rebelled against the dark, humourless design of the 1970's, and offered, bright, colourful, shocking pieces, in contrast to the dark colours of European furniture, which lacked personality and individualism. The designs were remarkable to some, however, because they weren't 'mainstream' designs, they didn’t appeal to others.