This is absolutely essential.

I met Wes Jones with his then partner Paul Holt in, I think, 1990 - I was still a diploma student, they were charming and erudite. I had admired the set of architects brought together in Pamphlet Architecture 5, Denari, HHPJ, KK - you can look up the issue, get the full info - what I need to let you know is that I felt/feel Mr Jones was/is the most acutely perceptive and intellectually engaging member of that set of machinophilic designers which were such a relief for me and many others from either the confused grid kids or the achingly self conscious post lit-crit fashionistas - always remember, my friends, Mark Wigley is a Kiwi - and ponder what that may mean to early decon theory... anyhow, for your delectation, I offer a snippet from the old JPA site - sadly they have since embraced flash - and I hope some kind soul gently nudges them toward web2 sometime soon - HOWEVER this is IMHO still some of the smartest material you are likely to find - so, if you give it a bit of time, it can only be good for you. I am a real fan of this practice - go see.

"...Design, or at least critical design, which is architecture's entry in the culture-fashion stakes, is also dependent on the logic and imprimatur of the new. In design's case its identity-and value, which, in the signature design realm is the same thing-is entirely bound up in being seen as the next big thing. Rather than strive towards the epitome of any tradition or established practice, the best design is expected only to break new ground, where it may remain safe from critique as long as it can avoid attributions of ancestry...."

from jpa old site