(Re)production Services by Lukas Ruelle
The book (Re)production Services was designed by Lukas Ruelle in 2024, as DSAA graduation project in Graphic Design and Multimedia Storytelling at Lycée Jacques Prévert. It sheds light on the evolving role of designers through a reflection on reproduction. Spanning 120 pages in a 12.5×19 cm format, this work utilizes materials such as Munken Cream 90g/m² and Curious Matter Andina Grey 270g/m², incorporating the Joly typeface designed by Léon Hugues and Blaze Type. In a world where designers must adapt to increasingly demanding clients, the question of reproduction becomes essential. What does this mean for the actors involved in reproduction, and how can designers assert themselves in this context?
At the heart of this capitalist dynamic, the allure of uniqueness seeps into the realm of the reproducible, giving designers a key role. This quest for emancipation manifests through the creation of “unique” objects in series, where the designer becomes both creator and producer. This duality raises questions about the very nature of design and the artwork itself. When designers position themselves as “conductors” between conception and production, it disrupts traditional paradigms of design.
The book addresses three major themes: on one hand, the pursuit of uniqueness in reproduction and how it can lead to significant innovation; on the other hand, the question of the value of the artwork in design; and finally, the notion of “crafting design” as a new form of craftsmanship. Through this exploration, (Re)production Services invites a reevaluation of the role of designers as artisans, at the intersection of craftsmanship and industry, fostering fruitful hybridization of creative practices.
