Defamiliarization is a concept in art and design that involves presenting familiar objects, ideas, or experiences in a novel or unexpected way to challenge the audience's habitual perceptions and evoke a fresh perspective. This technique, also known as ostranenie or making strange, was first introduced by Russian formalist Viktor Shklovsky in 1917. The goal of defamiliarization is to disrupt the automatic, unconscious processing of everyday stimuli and encourage a more conscious, analytical engagement with the world. In design, this can be achieved through various means such as unconventional forms, juxtapositions, scale manipulations, or recontextualization of objects. By making the familiar strange, designers aim to break through the audience's perceptual barriers, provoke critical thinking, and stimulate a heightened awareness of the designed environment. Defamiliarization has been employed across various design disciplines, from product design to architecture, as a tool for innovation, social commentary, and aesthetic exploration. A classic example of defamiliarization in architecture is Frank Gehry's Guggenheim Museum Bilbao, which challenges traditional notions of museum design with its unconventional, sculptural form. Fun fact: The concept of defamiliarization has its roots in the Russian formalist movement, which sought to analyze the formal structures and techniques of literature and art, emphasizing the importance of the artistic device over content.
defamiliarization, ostranenie, making strange, perception, innovation, critical thinking, unconventional, recontextualization
We have 216.475 Topics and 472.432 Entries and Defamiliarization has 1 entries on Design+Encyclopedia. Design+Encyclopedia is a free encyclopedia, written collaboratively by designers, creators, artists, innovators and architects. Become a contributor and expand our knowledge on Defamiliarization today.