In the rush of daily life, we rarely stop to think about the spaces we inhabit. Yet, our cities are filled with what Marc Augé describes as non-places like airports, malls, highways, and waiting rooms. These are not destinations but places of transit, designed to be functional rather than meaningful.
Augé’s concept of non-places is rooted in supermodernity, a world defined by excess: too much information, too many choices, and too little time to reflect. In this environment, spaces become stripped of identity and connection. They exist only to move people along efficiently, anonymously, and often in isolation.
The Decline of Third Places
In contrast to non-places, sociologist Ray Oldenburg introduced the idea of third places: informal gathering spots like cafés, parks, or community centers. These spaces foster relationships, spark conversations, and create a sense of belonging.
But as cities expand and modernize, third places are disappearing. Public spaces are increasingly privatized, and social hubs are replaced by commercial zones. Where people once gathered to share stories, we now find sprawling malls or cookie-cutter cafés designed more for profit than community. The result? A sense of isolation that permeates our everyday lives.
Supermodernity and the Human Disconnect
Supermodernity doesn’t just shape the spaces we move through; it’s also reshaping the way we design. In our quest for efficiency and innovation, we often lose sight of the human element. Think about the rise of AI-generated art and design. While these tools are undeniably powerful, they sometimes lack the warmth, imperfection, and emotion that make human creations resonate.
Take the design of a campaign, for example. Comparing two Prada posters: one generated by AI and one created in the 1990s. The AI poster might flawlessly follow current trends, optimizing composition and color for maximum engagement. But the 90s poster carries a distinct cultural context, emotional depth, and an imperfect charm that resonates on a personal level. Supermodernity prioritizes speed and scalability, but at what cost?
What We’re Losing
The loss of third places and the rise of non-places highlight a deeper issue: the erosion of shared experiences and community. Third places like lively cafes, local libraries, and neighborhood parks once fostered connection and creativity. They weren’t just physical spaces but cultural hubs where people exchanged ideas and found belonging. Design in these spaces reflected the communities they served, with typography, posters, and art carrying personal and local meaning.
Today’s minimalist coffee shops, with their sterile aesthetics, often feel transactional rather than inviting, completely unlike the vibrant, conversational spaces of the past. Public squares, laundromats, community centers, and traditional marketplaces have largely been replaced by services focused on speed and convenience.
These losses aren’t just physical. The mental well-being tied to spontaneous connection and shared experiences has also diminished. Without true third places, design risks becoming generic and disconnected, shaped more by algorithms than human insight, losing the vibrancy that once made it meaningful.
Reclaiming the Human Element
So how do we push back against this trend? How can designers, especially communication designers, bring humanity back into their work?
One way is by focusing on storytelling. Every non-place has a story waiting to be told whether it’s the history of a train station, the hidden lives of workers in a shopping mall, or the personal journeys of travelers in an airport. Through typography, visuals, and interactive media, designers can turn these spaces into places of connection and meaning.
Another approach is to embrace imperfection. Hand-drawn illustrations, experimental layouts, or unexpected textures can remind audiences of the human touch behind the design. Instead of striving for sleek, AI-perfected results, we can celebrate the messy, emotional side of creativity.
Supermodernity in Design
Designers also need to critically examine their role in a supermodern world. Are we creating for convenience, or are we creating for connection? The rise of AI and automated systems has its benefits, but we must ensure these tools enhance, rather than replace, the human aspect of design.
For instance, an AI can generate a visually stunning ad campaign, but it’s up to the designer to ensure that campaign resonates on a deeper level tapping into cultural symbols, emotions, and shared experiences.
In a world dominated by non-places, designers have the power to make people pause, reflect, and connect. By reclaiming the human element in design, we can transform even the most impersonal spaces into meaningful experiences. It’s not just about making something look good, it’s about making it feel alive.
Sources:
Augé, M. (1995). Non-Places: Introduction to an Anthropology of Supermodernity. Verso.
Oldenburg, R. (1999). The Great Good Place. Marlowe & Company.Ritzer, G. (2019).
The McDonaldization of Society. Pine Forge Press.Sennett, R. (2012).
The Culture of the New Capitalism. Yale University Press.
Cowen, T. (2019). Big Business: A Love Letter to an American Anti-Hero. St. Martin’s Press.
Friends Central Perk Coffee Shop Image (Accessed 3 January 2025). Available at: https://at.pinterest.com/pin/290271138482279670/.
Prada Poster 90’s (Accessed 3 January 2025). Available at: https://i-d.co/
