DESIGN 40 complex solutions difficult to implement or being able to manu- facture with a minimum of quality and new customized designs in which the designer no longer acts, shifting responsibility of the design adaptation to the fairing manufacturer. Fairing manufactu- rers remain aloof from the purpose for a certain concept. For them, the industrial design is a problem that hinders their work and for whose demands they are not good adapted. Therefore, they rede- sign the machines with poor and little integrated solutions. The machine tools manufacturer understands that as the cost is lower it is more profitable and assumes the results. The provider imposes its limitations generating a vicious circle. Cultures from different countries and organizations give rise to very different results in the application of industrial design to their products. Companies like DMG MORI use industrial design with its maxi- mum load —formal expression—, creating rhythms of evolution and change hardly achievable by any other company. The association innovation and design are intrinsically linked giving rise to a rea- ding of progress for each formal evolution that occurs. Its aim is to define what innovation is and how it is presented, in such a way it is unmistakable. They investigate, deepen into new and closer forms of man-machine relationship, not only from the technical and ergo- nomic point of view but also, and perhaps what is most important to them, from the point of view of creation and transmission of a culture, of what it is, why, what for and how to use industrial design in the machine tools sector. Despite the fact that other companies in this Central European geographical area follow these criteria, they coexist with a majo- rity of companies that offer more sober designs, functionally very correct, with brilliant finishes and whose pretensions are far from those previously mentioned. We would say that they strictly follow the old principle of ‘form follows function’. Japanese companies, with some exceptions, are much more sober regarding these aspects. They are less expressive and the design is limited to comply with a strict and exquisite functionality of excellent qualities that do not exceed the line of the necessary. The purely functional needs, condition the designs against those of communicating. The designer who wants to work in this environment must learn and be patient enough, to constantly ‘negotiate’ their proposals It is certain that there is a lot of ‘show design’ at the machine tools fairs, design that does not belong to the soul of the company's culture, designs that are not sincere, that are not assumable by business size and culture, that get probably diluted at the end of the fair. They will be read as false concepts, not suitable for the environment in which those machines have to be moved. They are designs that resemble “Venice Carnival masks" that try to hide other truths. This is the reality we perceive day by day. Even so, the stability and future of industrial design in the sector is unquestionable. There are still a lot of companies that have to board this train and almost all of them, which should strive to use it correctly, learn to live with the designer and benefit from an alien point of view, while these must learn to work with the restrictive needs of each company without undermining their creativity. The designer who wants to work in this environment must learn and be patient enough, to constantly ‘negotiate’ their proposals. The designer must invest more time than creating concepts, loo- king for the way to persuade both sides and learn how to carry out the design concepts, without prejudice to the quality. You cannot expect them to initially understand why and what it is used for each design detail, something whose result cannot be mea- sured or weighed but valued in euros. This work will take much more time, positive results and openminded people to learn from others. It would be enough for our companies to get helped transmitting their values, their efforts and their novelties and this has to be done without stridency, with solid, lasting designs, with designs thought from the roots, in essence with sincere designs. •