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Transportation

New Ways of

International DesignCamp 2010

colophone © DesignCamp 2010 New Ways of Transportation 1. edition, 1. printing 2011 Responsible: Project Manager Mette Mikkelsen Editing: Kirsten Bohl Photo editing and proofreading: Anette Flinck Translation: Marianne Baggesen Hilger Cover and graphics: OddFischlein Published by the etrans project, Kolding School of Design ISBN: 978-87-90775-26-1 Paper: CoCoon Offset Printed at: Unitryk ApS, Århus Copyright: etrans, Kolding School of Design All rights reserved Photographic, mechanical, digital or any other form of reproduction from this book is permitted only in accordance with the agreement between Copy-Dan and the Ministry of Education. Any other usage without the written consent of the publisher is prohibited by applicable Copyright Act. Exceptions to this are extracts for use in reviews and discussions.

DesignCamp 2010 was organised in collaboration with the EU, Region of Southern Denmark, Design City Kolding, Bjert Invest, Kolding Municipality, Fredericia Municipality , Lufthansa, Billund Airport A/S, Bjert Busser, Sydtrafik, Kolding School of Design and etrans.

THE EUROPEAN UNION The European Social Fund

International DesignCamp 2010

New Ways of

Transportation

Without cultural change there can be no real change

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// foreword // Mette Mikkelsen // Yes, we can make the Danes opt for greener transport solutions // Elsebeth Gerner Nielsen A cross-cultural take on designing New Ways of Transportation: // Rather than focus on fear, we should focus on joy // designcamp 2010 // student projects // designcamp 2010 // Students, Teachers and organisers // Mikael Fuhr // Camp students TAKE helicopter perspective // Hanne Lindegaard // Sharing transport does not have to be a bore; it can be exciting and rewarding // Cordy Swope // Design Thinks eTrans // Camp Power Days: Day 1 // Do the right thing; speak of quality and beauty rather than sustainability // Camp Power Days: Day 2 // Design for everyone // Mette Strømgaard Dalby // Strategic Design – Design as much more than an aesthetic ”add-on” // Mette Mikkelsen // Without cultural change there can be no real change

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foreword by // Mette Mikkelsen, Project Manager, etrans, in charge of DesignCamp2010

// Yes, we can make the Danes opt for greener transport solutions

Transport must be quick and comfortable but to many people it also satisfies a need to be, for instance, private – or the opposite, together in a small unity.

Mette Mikkelsen

DesignCamp 2010 New Ways of Transportation answered a loud yes to the question: Can we convince the Danes that the right way forward involves car pools or getting out of our cars and onto busses and trains?

However, the students stressed that this requires making driving together more beautiful, more fun and more comfortable.

This publication and the enclosed CD present student suggestions of what defines beautiful, fun and comfortable and will give you valuable insight into the work methods of young, contemporary design students; how they take the helicopter perspective and create “design before design”, so to speak, as Mikael Fuhr, Director of Design at DSB, states in the publication.

The car – status symbol and opportunity The etrans project at Kolding School of Design focuses on ways to make the Danes love the electric car. In our work it is clear to us that the car has tremendous cultural significance to the Danes.

Not only because the car represents a status symbol, but also due to the fact that transport is a large part of the everyday lives of the Danes. Transport must be quick and comfortable but to many people it also satisfies a need to be, for instance, private – or the opposite, together in a small unity.

These factors need to be considered in our efforts to solve the challenges of the transport system with densely packed road systems and far too large CO2 emissions.

Accumulated knowledge from the anthropological studies of the etrans project has been the starting point of DesignCamp 2010.

Looking into a kaleidoscope The main idea behind the camp is that we do not acquire any real change without cultural change.

Therefore, the encounter between a Danish transport sector and students from 12 schools and 10 countries turned into an intriguing melting pot.

For the teachers it was like looking into a kaleidoscope. In two weeks, the students matured concepts into physical or virtual ideas, and also social constructs, as examples of how a concept can fit into the everyday lives of certain people in a way, which makes it easy and relevant to discuss whether it is a “New Way of Transportation”, which will make sense to me – or others.

This publication presents the student solutions and an idea of what the students, the jury – that assessed the projects on the final day – and some of the business representatives participating in the workshops think of the camp.

Read more on www.etrans.dk/DesignCamp2010 The enclosed CD contains design expert assessments, student projects and a complete report of the camp.

Mette Mikkelsen Project Manager, etrans, in charge of DesignCamp2010

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by // Elsebeth Gerner Nielsen, rector, kolding school of design

A cross-cultural take on designing New Ways of Transportation:

// Rather than focus on fear, we should focus on joy

At Kolding School of Design we focus on sustainable transportation and are concerned with the fact that the transport sector is responsible for 40% of total CO2 emissions. One of the most sustainable ways of transporting people is by means of public transportation powered by for instance wind or solar energy. However, the problem is that public transportation is not very popular.

Therefore, in collaboration with our business partners, we decided to ask the question: How might we create a “sexier” public transportation?

An international team of design students spent two weeks coming up with innovative solutions to this question.

We cannot moralise our way to a sustainable future A few weeks ago, the Danish Commission on Climate Change presented a report showing that Denmark could be fossil-free by 2025. Already, we have the knowledge and the techniques needed to complete the eco-friendly transition; a transition that can even lead to economic growth. So, why don’t we just go ahead and do it? It makes complete sense to try and ensure our own survival and that of future generations.

The problem is that to people, leading a meaningful life is more important than surviving. There are plenty of examples of people choosing to die be-

cause it gives them a stronger sense of meaning than choosing to live. For instance, in Denmark, we see far too many young women starving themselves – despite the fact that there is plenty of food, and the fact that they know that their excessive diet might kill them. Man is not a rational being. Man is controlled by lust, by emotions, by the irrational. Therefore, man cannot be convinced by rational arguments alone. We cannot moralise our way to a sustainable future.

Maximise – don’t minimise Of course, in some countries, the state is able to force through green solutions. However, this won’t work in a country like Denmark – our democratic tradition is far too long. There is only one solution: To seduce the citizens to wanting what is best for the Planet. Or in other words: We must transform technique into technology. We must add “logos” – that is, meaning and direction to technique.

We must transport technique into our cultural universe so that it can be interpreted and becomes accessible to the users, for instance the city’s inhabitants. Cultural players and designers can help facilitate this process. They have the skill to translate the technical solutions into a language that the user is able to understand. That speaks to their hearts and the subconscious; not just their brains.

Let me put it differently: Rather than focus on fear,

Of course, in some countries, the state is able to force through green solutions.

However, this won’t work in a country like Denmark – our democratic tradition is far too long. There is only one solution: To seduce the citizens to wanting what is best for the Planet.

Elsebeth Gerner Nielsen

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We’ve learned so much from each other. The fact that the team work was cross-functional was really beneficial for bringing our ideas and developing products because we could all put our talents in to use.

How differently people from individual cultures handle an assignment, has been my biggest insight.

Amran Ahmed Ali, Kingston University, England

we should focus on joy. Rather than require product and services to be efficient, we should require product and services to be effective – to work. Rather than moralise, we should apply the Judo technique – that is, take advantage of the positive energy of citizens and users. Rather than demand reductions and savings, we should encourage improvement of quality. Rather than minimise, we should maximise.

DesignCamp 2010 – a cross-disciplinary and cross-cultural collaboration DesignCamp 2010 is an example of this kind of mindset. In relation to our etrans project we have discovered that most people associate the private car with ultimate freedom. The car represents an expansion of the private space. When you’re in your car, you can be exactly as you are. You can

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do exactly what you want. Recently, I overheard a driver saying that he uses his car for praying, because he doesn’t have the time to go to church.

If we want more people using public transportation, we must try and compensate them for the lack of freedom associated with not driving their own car.

How might we solve this problem?

With DesignCamp 2010, we have chosen an approach and a working method of inviting companies, experts and students from all over the world to contribute. We have done so because we realise that complex problems must be solved in cross-disciplinary teams. We also know that cultural diversity supports innovation.

Design visions and ambitions It is our hope that the DesignCamp can help show the business community the quality of design;

what design can do. Design isn’t just designing products and services. Design is also designing a mood, a perception or the way a given situation is experienced.

In the next few years, Kolding School of Design’s ambition is to become an even stronger collaborating partner to the business community; this involves showing that design can indeed improve bottom line figures. But we also want to contribute to a development that is responsible when it comes to the environment and future generations.

Design is about creating systems and making products and processes accessible and meaningful.

And it’s hard to do something meaningful if it deprives future generations of the possibility to lead lives that match the lives of present generations in terms of quality.

DesignCamp 2010 has given me insight about my competenses and greater selfconfidens. Due to the cross-disciplinarity and the meeting with so many different people I can now see myself in other contexts. Working with the extern business people in the workshops on the second day of the camp was fantastic. They were very open to our ideas. It was a great experience.

Gry F. Rasmussen, Kolding School of Design, Denmark

Four simple Design Principles that IDEO always uses as starting point.

Speak joy, not fear Design products and services should not create fear but joy.

Use Judo Take your point of departure in people’s current behaviour and modify it.

It is about redirecting human behaviour just as you would redirect an attack in Judo.

Create the crowd Create a sense of unity and community.

Game the mundane Pep up the plain; make it interesting and create aha experiences.

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Syddansk VĂŚkstforum (Region of Southern Denmark Growth Forum) has a distinct objective to support the growth in companies through design. Numerous studies show that increased use of design improves company revenues thus benefitting the individual company and creating wealth and jobs in the entire region. Therefore, it is essential to the Region of Southern Denmark to have access to the strong design competences at Kolding School of Design. Already, we have a most well-functioning collaboration with the school of translating the creative and innovative design competences into growth for the companies of the region. In the next few years, we will further intensify this collaboration through a focused regional design venture.

Carl Holst, Chairman of the Southern Denmark Regional Council

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International DesignCamp 2010

// Student Projects I sat in on the student presentations with a colleague of mine from Kolding Municipality, and we agreed that we would want to implement all their suggestions‌ It is exciting to meet young designers who think outside the box, and it is educational to us to witness the way you work with user studies, and the students’ approach of testing things on themselves and interviewing citizens before commencing the process of producing suggested solutions.

Merete Valbak, Project Coordinator, Kolding Municipality City and Development Department, Climate and Sustainability

// My Car Your Car -is a new way of transportation developed for the town of Kolding. It helps colleagues hail from the same place, sharing a ride to the office and back.

Students

Danny Groenen, Utrecht School of the Arts, Holland Amrei Kellner, Pforzheim University, Germany Rie Munthe, University of Southern Denmark Katriona Lee, London College of Fashion, England Links

See more: http://www.etrans.dk/studentprojects

The concept is:

Sharing the costs

Target group

- People that are willing to share a car/ride to the same destination - Companies or buildings with a minimum of 50 employees

Emotional selling points

- For each ride the passenger deposits a small amount (cheaper than public transport) to the driver’s account. We can conclude that this way of transportation is cheaper for the driver and the passenger. The price is automatically calculated by the system to match the number of passengers and the amount of kilometers - Tax discount (optional)

- Connect with more people - Fun driving with colleagues

Implementation

Unique selling points

- Simple and easy to use system - Flexibility in selection of rides and individuals - Low budget

Valuable selling points

- Easy way to travel - Social networking

- The implementation will be successful because large groups of people need to go to the same work place or to similar destinations - Advertisement/Campaign Community

- Travel in a more secure environment - Establish new friendships and contacts

Simple and easy to use

- People are able to share a ride when headed for the same destination - People can either be drivers or passengers - Sign in at the entrance or via a personal computer (optional iPhone) - When a passenger checks in for a ride, a popup window appears on the driver’s computer screen. When a driver checks in for a ride, a pop-up window appears on the computer screens of all employees displaying travel details, destination and time

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// The BusKit

How might we create an opportunity for residents to use public transportation with ease and convenience?

Students

Danielle Sponder, London College of Fashion, England Tim Anderson, Case Western Reserve University, USA Victoria Kusk, Kolding School of Design, Denmark Links

See more : http://www.etrans.dk/studentprojects

Student research shows that many people deselect the bus when going shopping because there is not enough room for shopping bags. One of the major problems is the fact that shopping bags fall over in curves and when the bus brakes. Therefore, The BusKit is designed to bring home the entire shopping cart from the shop.

Introduction, Role Out Plan, Continual Redesign & Options Expansion

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// BuXi

How might we create an electric bus taxi service, which incorporates the best elements from public and private transportation?

Students

Chan Ding, CAUP, Tongji University, China Christoffer Hjelm-Hansen, Kolding School of Design, Denmark Alina Moat, Kolding School of Design, Denmark Links

See more and the Buxi video: http://www.etrans.dk/studentprojects

The team’s pitch was to create an electric bus taxi service, which incorporates the best elements from public and private transportation whilst allowing for fun, casual and pleasant interaction between passengers, creating a valuable new culture of travel.

The project aims to encourage the use of a flexible and reliable mode of public transport for daily commuters.

not fixed destination … door to door … Personal yet collective … affordable … good to the environment … fun small interactions

And the formula developed by the design team:

being driven in comfort + affordability + personal space = Buxi DesignCamp 2010 New Ways of Transportation

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// City Lines

How might we create an easy sign system for the bus users of Kolding?

Students

Pia Bennedsen, Kolding School of Design, Denmark Maanvi Kapur, Srishti School of Art, Design and Technology, India Renée Lacroix, London School of Fashion, England Su Yu, Kolding School of Design, Denmark Links

See more: http://www.etrans.dk/studentprojects

City Lines focuses on improving the bus stops in Kolding and making the bus system more accessible. The City Lines motto is “Everything you need to make your bus journey a pleasant experience: clear colour-coded lines, precise timetables, detailed maps and waiting time options. Look out for our coloured street lines, which will lead you directly to the closest stop!”

City Lines is a project about empowering city bus passengers in Kolding.

“We find taking the bus can be tiring if you don’t understand the bus system. We want to make the

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city buses in Kolding more appealing by simplifying the information system and making even the small bus stops stand out.”

The aesthetics

The aesthetics of the City Lines project is inspired

by Danish furniture design and metro maps.

“We want the bus system in Kolding to represent the city’s ambition of becoming Denmark’s design city. Our bus stop design along with the information graphics convey that this town is all about design.”

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// Cunabula

Cunabula is the latin word for cradle – and this is what the project is all about.

Students

Gry F. Rasmussen, Kolding School of Design, Denmark Amran Ahmed Ali, Kingston University, England Kenneth Nelson, Utrecht School of the Arts, Holland

Links

See more : http://www.etrans.dk/studentprojects

The design team wanted to improve the experience of riding the bus – and ended up replacing bus seats with vertical hammocks. They hang from the ceiling and can be pulled down as needed. This results in easy access for large items such as prams, zimmer frames and musical instruments – not to mention large carrier bags and suitcases.

The students are confident the Cunabula will become a success: It’s fun It’s relaxing It’s adabtable It’s washable It saves money

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// Dot Dot

How might we create a culture of like-minded individuals to share transit?

Students

Kristian Ulrich Larsen, Kolding School of Design, Denmark Mark Seeney, Unitec, New Zealand Rachel Ilan Simpson, Emily Carr University, Canada

Links

See more and the Dot Dot movie: http://www.etrans.dk/studentprojects

Dot Dot uses the future affordances of nanotechnology to change shape for a flexible and customisable transit accessory.

As the essential tool for transit (for tracking and payment), Dot Dot serves as an icon of shared values amongst riders.

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// Family Can

How might we make it easier for families to use public rather than private transportation when taking long journeys?

Students

Emilie Margrethe Artmann, University of Southern Denmark Louisa Horton, Kingston University, England Lenoardo–li Yaohua, CAUP, Tongji University, China

Links

See more: http://www.etrans.dk/studentprojects

The team of students has identified the fact that families are reluctant to use public transportation when taking long journeys, including holidays, partly because the wait at the railway station is often unpleasant. As a result, they have developed the Family Can. One of the ideas behind the design is that the families can use their special ”family ticket” as a key to open the small cans or houses, so they will not become vandalised by outsiders.

The houses are heated during winter and cooled during summer by electric panels installed on the roofs.

Part of the financing for the houses comes from the fact that they appear as advertising pillars for different companies.

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// Flock of Birds

An easily adaptable time scheduling system that focuses on reducing overcrowding of public transportation during peak hours.

Students

Benjamin Pedersen, Kolding School of Design, Denmark Nireesha Prakash, Emily Carr University, Canada Pradeep James, Srishti School of Art, Design and Technology, India

Links

See more and the Flock of Birds video: http://www.etrans.dk/studentprojects

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Traffic – without the Flock of Birds system

Traffic – after implementing the Flock of Birds system

According to the students, there are no downsides.

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// Kaleidovogn How might we make the time spent on the train more delightful and enjoyable?

Students

Angie Burr, Kolding School of Design, Denmark Majd Tayara, Damascus University, Syria Giovanni Bellini, Kolding School of Design, Denmark

Links

See more: http://www.etrans.dk/studentprojects

The Kaleidovogn suggestion is to provide passengers with unexpected and intriguing experiences – much like seeing the world through a kaleidoscope.

The unexpected might be the way you are seated or added effects influencing your perspective; for instance a mirrored ceiling changing your point of view.

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// Lean on me

- a comfortable, secure, and pleasant standing experience for bus commuters.

Students

Anna Ebbesen, Kolding School of Design, Denmark Angela Haas, Pforzheim University, Germany Akhila Skiftenes, Case Western Reserve University, USA

Links

See more: onhttp://www.etrans.dk/studentprojects

Imagine...

Business benefits

You enter the bus, and you easily find a comfortable space to stand and lean back. The walls and materials are soft and calming. As the bus rocks and sways, you stand steady, hands free.

Your phone rings, and without any effort you are able to get it from your bag or pocket.

This is the new way to ride a bus...

Increased bus utilisation by the public Sells more bus passes Fits more people per bus Delays investment in new buses Reduced liability Improved safety and stability for standing patrons Societal benefits

User benefits

Increased comfort Hands free standing Plenty of space for a bag Easy to find a standing space Feels more spatious Aesthetically pleasing

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Less cars on the road Improved traffic flow Reduced CO2 emissions Lighter equipment on the bus Cut down on gasoline usage

front part of a bus

Current comfortable positions

… standing … comfortable … secure … leaning … easy in and out … less squeezing … easy travelling … good atmosphere … enjoy chatting … fits a lot of people … flow … hands free

front part of a bus

New comfortable positions

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// MistEmotions How might we make the bus trip more interesting?

Students

Karma Ojjeh, Damascus University, Syria Signe Baden Rasmussen, Kolding School of Design, Denmark Lena Krogsgaard, Kolding School of Design, Denmark

Links

See more and the MoistEmotions video: http://www.etrans.dk/studentprojects MistEmotions is on Facebook. Search for MistEmotions.

Our team comprised of two very different cultures: The Danish culture and the Syrian culture. So, the question on our minds was how to combine the two different set of cultures?

In Syria people draw on everything. It is a social thing that allows people to interact, and people consider it a public art form.

Denmark is more regulatory in this regard, and it is not legal to draw outside the “frame�.

We created a lot of different frames for testing the concept:

How might we get people to draw inside the bus?

But we had a few issues, we needed to address: - How do we encourage people to draw more inside the bus?

- Will people draw all over the bus if we give them a pen?

- Will people misuse the opportunity and write offensive words everywhere?

We need to make it legal to draw on bus windows

In order for people to draw more we need to make it legal to draw on bus windows. We became inspired by the fact that you can draw on steamed up windows, which people already do. And from there we created an interactive touch screen that looks like a steamed up window.

It is meant to be at the bottom of the window.

That way it is still possible to look out the window while using the screen.

Technically it can be done. After doing a little research, we discovered a lot of different companies that create these see through touch screens.

And with time, these will probably become better and thinner.

It is very difficult to get people to interact on the bus, but we can get them to interact with their friends.

So, we came up with a concept where you draw on the interaction steamed up touch screen and afterwards, when you are done, you can send your drawing to your friends or share it on Facebook.

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// VandKant

How might we make it desirable for commuters to use public transportation by applying the feeling of water?

Students

Brian Frandsen, Kolding School of Design, Denmark Maya Wilson, Unitec, New Zealand Rebecca Marx, University of Southern Denmark

Links

See mere and the VandKant movie: http://www.etrans.dk/studentprojects

The team created a tent above a water bed making the designers assessing and commenting the projects.

The Triangular Area

Their point of departure is The Triangular Area in which Kolding is situated; a business area with a lot of commuters demanding a comfortable journey and personal space on public transportation.

Buses and trains connect the main cities of the area, but the thing that really binds them together is the wonderful, soothing opposite to a stressful bus or train ride: The water. By changing sensorial factors within the environment of public transportation, personal space can easily be achieved – even when it is not actually there.

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International DesignCamp 2010

New Ways of

Transportation STUDENTS AT DESIGNCAMP2010 Emily Carr University, Canada Rachel Ilan Simpson Nireesha Prakash, caup, Tongji University, China Chan Ding Li Yaohua Kingston University, England Amran Ahmed Ali Louisa Horton London College of Fashion, England Renée Lacroix Danielle Sponder Katriona Lea Pforzheim University, Germany Amrei Magdalena Kellner Angela Haas Utrecht School of the Arts, Holland Danny Groenen Kenneth Nelson Srishti school of Art, Design and Technology, India Pradeep James Maanvi Kapur

Unitec, New Zealand Mark Seeney Maya Wilson Damascus University, Syria Karma Ojjeh Majd Tayara Case Western Reserve University, USA Tim Anderson Akhila R. Skiftenes university of southern denmark Rebecca Marx Emilie Margrethe Artmann Rie Semine Munthe Rasmussen Kolding School of Design Alina Moat Kristian Ulrich Larsen Benjamin Buus Pedersen Victoria Kusk Brian Frandsen Giovanni Bellini Christoffer Hjelm-Hansen Lena Krogsgaard Su Yu Pia V. Bennedsen Gry F. Rasmussen Anna V. Ebbesen Angie Burr Signe Baden Rasmussen

TEACHERS Helle Graabæk, Textile Designer Maria Kirk Mikkelsen, Textile- and Interior Designer Pernille Nielsen, Interaction Designer Pia Pedersen, Graphic Designer Cordy Swope, IDEO Barnabas Wetton, Interaction Designer

responsible Mette Mikkelsen, Project Manager, etrans

– assisted by Anne-Mette Clausen, Industrial Designer, etrans Anette Flinck, International Coordinator, Kolding School of Design Anne Flemmert Jensen, Head of Research, etrans Mette Fersløv Schultz, Project Coordinator, Kolding School of Design

BY // Mikael Fuhr Director of Design, DSB

// Camp students TAKE helicopter perspective

The young designers take a helicopter perspective.

They analyse and ask questions and find out what the purpose of the design is. This means that not only do they contribute to the final part of the development process, they also contribute to the initial phases where the big decisions are made and the way to go is determined.

Mikael Fuhr

What is so interesting about the young students at DesignCamp 2010 is that they are not just designers in the traditional sense. They do not just solve a problem, which has been defined – which is what designers traditionally do very well – but they take a helicopter perspective in order to be included in the process of defining which problems to solve.

They analyse and ask questions and find out the purpose of the design. This means that not only do they contribute to the final part of the development process, they also contribute to the initial phases where the big decisions are made, and the way to go is determined. They challenge our way of thinking, and this can potentially make them very influential.

Being at the camp and sensing the positive atmosphere and the enthusiasm has been a real pleasure. First and foremost, the young designers are tremendously creative. However, they are also

thinkers in the sense that they do not exclusively focus on design as form but also manage to ask questions relating to the justification of design.

This raises design to a higher level, the helicopter perspective, which enables an outside view/a view from above of the problem at hand. You could refer to it as the design before the design because you analyse the challenges before commencing the actual design process.

Today, being a designer or training to become a designer is not what it was 20 years ago. Today, a designer is not just the person to add the final visual touch to a product. The modern designer is trained in thoroughly analysing and defining the problem at hand and thus becomes able to add value and multiple competencies to the development process.

And is it possible to implement some of the design ideas presented to me at the DesignCamp

in my company? Not offhand. I can choose to be rational and focus on safety, economy etc. and doing so, there is still a long way to go. With that said, I can choose to see the ideas produced by the young designers as a breath of fresh air that might inspire and help companies generate more innovative ideas. Many of the ideas are still in the initial phase of the design process and need to be further developed before their implementation potential becomes evident.

In my view, it is fundamental that designers and industry work closely together. Designers should be included early on in the process. However, being “invited” to the table also puts great demands on the competencies and business understanding of the designers. But I hope and believe that this is part of what Kolding School of Design works to achieve.

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The presentations were interesting, and, being a regional business developer, provided me with insights into the challenges and advantages of bringing together companies and designers to solve our common challenges – in a sustainable way.

Birgitte Hee Olesen Chief Consultant, Region of Southern Denmark, Regional Development, Business Development and Development Areas

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Cordy Swope and the teachers from Kolding School of Design were really good. They gave insightful feedback and pushed us further on. “It’s left for you to work it out”, they said.

It was good with some pressure.

Katriona Lea, London College of Fashion, England

I have learned so much through working with students from other cultures than my own.

I tried to learn about the different cultures rather than trying to change them. It was difficult but instructive - and fun!!

Lena Krogsgaard, Kolding School of Design, Denmark

BY // Hanne Lindegaard, Associate Professor, Design & Innovation, Technical University of Denmark

// Sharing transport does not have to be a bore; it can be exciting and rewarding

On a cool Friday in November I was invited to evaluate and debate a number of projects created by a group of promising and skilled design students from all over the world during two weeks at DesignCamp 2010 in Kolding.

The students had been asked to design sustainable and user-friendly transport solutions under the headline “New Ways of Transportation” to be used in Kolding and its environs.

Being an expert on user-driven innovation and sustainability it was my responsibility to assess how the individual projects had integrated these aspects in their ideas and concepts for a more sustainable transport.

And there were many fine projects: There were excellent ideas for developing collective solutions for how to make companies encourage their employees to car pool or smooth out rush hour traffic. There were new, clearer bus route systems, more pleasant and experience oriented transport for families and commuters using the bus or the train, easier ways to transport goods using public transport and an entirely new bus taxi concept.

A common point The students shared a common point of wanting to influence our perception of the potential of developing new, innovative means of public

transport by stressing that shared transport does not necessarily have to be a bore; on the contrary, it can be exciting and rewarding. All of the projects made it abundantly clear that current solutions leave plenty of room for improvement, and I am confident that municipalities, companies and organisations will be inspired by the various concepts.

Setting international design teams was obviously a good idea, and wittnessing the team spirit that had been build over the 12 days of project creation was wonderful. The focus was not on individual designers but on projects bringing into play the competences of each team member and displaying the shared joy and pride of what they had achieved.

All of the projects made it abundantly clear that current solutions leave plenty of room for improvement, and I am confident that municipalities, companies and organisations will be inspired by the various concepts.

Hanne Lindegaard

Public transport is not so bad – but it can become even better The project presentations were impressive and interesting, and a lot of effort had been put into content and visualisation.

Going home on the train I looked around and thought to myself that public transport is not so bad – but it can become even better.

Keep working Kolding!

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BY // Cordy Swope, IDEO

// Design Thinks eTrans

The eTrans Designcamp 2010 used a design thinking approach to both identify relevant challenges for the future of mass-transit and to address those challenges with design interventions.

Design thinking, with its emphasis on repeated iterations of ideas in the real world, ensures that if it can be built and has a business model behind it, people will actually purchase and use it. cordy swope

Design thinking is an approach that uses many of the tools of design on problems that are normally not given to designers. These tools have to do with finding the right balance between building something that is technically feasible, economically viable and above all, desirable to people.

It is the human desirablility aspect of new ideas that most non-design entities such as corporations or governments typically miss. Design thinking, with its emphasis on repeated iterations of ideas in the real world, ensures that if it can be built and has a business model behind it, people will actually purchase and use it.

Human Inspired How design thinking was used in the design camp was manifold. An international student body with over 15 countries represented arrived the first day with a homework assignment of bringing in inspiring stories and observations of the transit life in their countries. Design thinking programs often apporpriate and adapt the tools of the social sciences such as anthropology in order to orient design teams toward relevant challenges. One such example was a fascinating discussion between some students from Syria and students from Holland. In Syria, a passenger often pays a fare on a crowded bus by passing money through other passengers to the driver.

This custom engenders a lot of conversation and social cohesion. On the other hand a new and highly technical payment system was recently implemented in Holland that was a massive failure because it did not take into the account the needs of elderly and other passengers.

These stories and ensuing discussions oriented teams away from the common belief that technology will simply solve all problems. Design thinking teaches us that the most relevant – and challenging – problems to solve are human ones.

Build to Think Once a few ideas rose to the top of each group, they set out to build experiential prototypes of them. At IDEO we build rough prototypes of initial ideas all the time in order to test them with other people. In this case, the students built prototypes and tested their ideas with industry experts and with real people alike. In many cases they were able to achieve multiple iterations and refinements on their ideas within the span of about 48 hours, by building non-precious models that communicated their ideas.

Synthesis Once teams exchanged observations, stories and inspirations, they quickly synthesized them into areas of potential need. Synthesis is critical to „boiling down“ ideas, insights and observations into actionable statements of need.

Ideation The teams then refined their briefs, into what at IDEO we call „How might we...?“ or (HMW) brainstorming topics. These HMW challenges ranged in scope from „HMW make rail travel more attractive to young families?“ to „HMW create a community of cool around the mass transit?“ The teams used these topics to generate hundreds of ideas.

Teams then voted on their ideas in order to narrow them down.

Storytelling Finally, after several iterations with experts and real life people, the students created stories to communicate their designs. These stories took a variety of formats, from environments to hard models to films to digital animations and experiences.

What is useful about the design thinking approach – especially in this case, is that it can yield wellarticulated results in a very short amount of time.

In this sense, the entire spectrum of user, technology and business proposition is developed concurrently. At IDEO, we do programs like this in longer timeframes and with a higher level of resolution, however the beauty of the design thinking approach is that it can yield value in one week or in fifteen.

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In my group we came from three different backgrounds but the language barriers actually made our design process easier because we had to keep it simple and speak clearly. We had so much fun.

Giovanni Bellini, Italy, student at Kolding School of Design

I’m definitely taking the DesignCamp ideation process home with me. It’s a great method for bringing out a lot of ideas and everybody gets a voice - and the opportunity to go a little crazy.

Akhila R. Skiftenes, Case Western Reserve University, USA

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// Camp Power Days: Day 1

// Do the right thing; speak of quality and beauty rather than sustainability

Keynote speaker on Power Day 1 was German Professor Michael Braungart, inventor of the completely sustainable principle ”Cradle-to-Cradle”.

DesignCamp 2010 included three Power Days: The first two were days of inspiration, and the final day was the day the students presented their results.

All of the Power Days were open to the public.

Keynote speaker on Power Day 1 was German Professor Michael Braungart, inventor of the completely sustainable principle ”Cradle-to-Cradle”.

He began by making it clear that we have to stop talking about sustainability. – Sustainability is an ethical argument. Speak of quality and beauty instead, he said, and presented an even more direct piece of advice: Stop talking about CO2 efficiency.

– Was Mozart efficient? Was H.C. Andersen?

No. So instead, speak of doing the right thing.

And he pointed out that even today, there is plenty of opportunity to not only reduce pollution, destroy a little less and postpone the end of the world.

Even today, we have access to wind turbines, cars, clothes, houses, furniture, shoes, magazines and lotions, which are 100 per cent sustainable.

Designers are the key to rethinking the systems

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Michael Braungart took his point of departure in the environmental disasters of Seveso, Bhopal and Chernobyl and said that these led to the work of the Brundtland Commission, which again led to the general feeling that “it would be better, if we were not part of this planet” – and quotes saying that the best house is the one that is not built, and the best child is the child, who is never born.

– Rubbish, Braungart says. We lose quality every time we do not welcome a child into this world.

DESIGNERS HOLD THE KEY And you, the designers, hold the key to how we can rethink the systems and do the right thing.

It requires that we produce items that from day one are intended for recycling. Today, we talk about “recycling paper”, but paper is not intended for recycling. So, from one tonne of paper, we only get 400 kilograms – apart from lead, nickel and a list of other chemicals that pollute the ground water.

We should not be drinking water out of a bottle

but straight from the tap. We must implement regulations for our indoor climate just as we do for polluting outside. We should not produce children’s toys containing 700 different chemicals that designers – lacking self-respect – have designed for an American toy manufacturer.

Not us Michael Braungart provoked the young designers attending his address by saying that all designers really want to do is beautify, not make fundamental changes.

However, the young design students participating in the camp said, not us. They have a different agenda, which Mikael Fuhr, Director of Design at DSB, took note of as well, and that you can read about in his contribution to this publication.

// Camp Power Days: Day 2

// Design for everyone Professor Hilary Dalke of Kingston University

The DesignCamp is a unique cultural encounter. Meeting students from all over the world and listening to stories of their everyday lives and what it is like to be young in China, Damascus, New Zealand etc. has been really exciting.

It puts things into perspective.

Benjamin Buus Pedersen, Kolding Schoool of Design

You have asked the young designers to create solutions that will get us to use public transportation. – But who does “us” refer to? Who is ”the public” really, Professor Hilary Dalke of Kingston University asked.

This is an important question to be asking when you’re designing for the masses. – Because the masses are not a homogenous entity, Dalke pointed out. Then, she began listing facts about those groups of the population that, offhand, are not part of “the public”. In the UK 27, per cent of the population has at least one disability. In India 70, million people are living with some kind of disability.

And worldwide, there are 70 million deaf people.

Point being: You cannot lump them all together.

Designers have to explore who it is they are designing for and what their needs are. – Perhaps long hallways and even, white surfaces are most convenient in care homes. But this kind of interior is a disaster to the people living in the homes and to their relatives. What they need is a homely

atmosphere – ”a sense of home” – with pleasant corners, easy chairs, books on the shelves – even if they are no longer able to read – and a nice garden to sit in, Dalke said.

Materials and more Jakki Dehn, also a researcher at Kingston University, focused on effective use of materials, more specifically sustainable materials. Jakki Dehn introduced the material library that she launched in 2009 ”Rematerialise Sustainable Material Library”.

The library keeps a number of innovative, sustainable materials made from e.g. glass and ceramics residue, fish skin and shells from shellfish, hemp, banana fibre etc.

Jakki Dehn pointed out that there are plenty of opportunities to develop sustainable materials from e.g. waste, and that designers should very much explore and demand such materials.

– We must stop talking about waste and instead talk about materials and further developing these.

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It was an amazing experience to participate in the brainstorming sessions, where the true multi-disciplinary backgrounds from all the students really shone through and enriched the ideas being generated; future-thinking happening right in front of me. It was an honour to be a part of it.

Our two students from Kingston University London returned extremely happy, inspired and ultimately as more mature designers from the experience.

Alessio Corso, MSc, BSc (Hons) Research Fellow & Product Design Tutor, Kingston University

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by // Mette Strømgaard Dalby, Head of Development, Kolding School of Design

// Strategic Design – Design as much more than an aesthetic ”add-on” 2010 60 // DesignCamp New Ways of Transportation

Individualism and ideology need to go hand in hand if we are going to develop solutions that actually work.

Mette Strømgaard Dalby

Danish designers are excellent at giving form to objects, and they owe a lot to a strong tradition and a number of internationally famous designers such as Arne Jacobsen, Verner Panton, Nanna Ditzel and Poul Kjærholm. But Danish Designers anno 2010 can do much more than design beautiful objects. They are trained in a broad concept of design, where one uses different kind of (process) tools from the designer’s toolbox in order to apply design strategically. Not surprisingly, the discipline is termed “strategic design”, and it is important to stress, that this process of innovation thinking cannot be carried out by designers exclusively.

Strategic design requires collecting different competencies and having a holistic approach to the issue at hand. Strategic design is indeed a way to approach a process rather than an unambiguous focus on a final product.

Can you make people change their behavior with and through design?

But what is strategic design? One approach to strategic design could be that you wanted to assess assistive technologies or come up with solutions that might change common perceptions about these. A good starting point is asking “how might we” questions: in this case both relating to how people think of assistive technologies as a

necessary evil that make everyday life easier, and how we can change the code of practice that every assistive technology per definition is paid by the public sector. An assignment like this requires that you – assisted by methods of anthropology and sociology – conduct field studies and examine common attitudes towards assistive technologies and compare the findings to a “dream scenario” in which assistive technologies have become so “sexy” that you want to buy them; much the same way you happily buy the newest gadget in handheld technology. An in-depth research of how to change people’s position on assistive technologies also needs the insight from experts that know something about the technological possibilities regarding this matter and also a thorough look at the supply-chain part of developing, producing and selling assistive technologies. Due to these facts, strategic design is a time consuming process, but in return a process that often pays by giving you insights, findings and solutions to how you can make positive changes. One example is service design where you via wayfinding and other initiatives create better flow through, for instance, an airport. This optimises customer experiences and secures a more steady flow of customers benefitting bottom line of the airport as well as associated companies.

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The internationality of the DesignCamp is really educational. It underlines that you just don’t know until you talk to people.

Danielle Sponder, London College of Fashion, England

Designing a cup of coffee…

Another example could be experience design, which has received great attention due to the rise of experience economy and the necessary shift from product to experience oriented company profiles. In this case, the American chain of shops, Starbucks, is an obvious example of ‘best-practice’: a success story of how a company has managed to go from selling a cup of coffee to selling a special experience, which has enabled Starbucks to charge higher prices and at the same time create customers who are more satisfied.

Since customer loyalty is created through identification, Starbucks’ innovation is offering the customers a sip of “la dolce vita” while appealing to both their dreams of authenticity and their ability as connaisseurs to taste and recognise ‘good coffee’.

The experience is wrapped in a familiar setting standardised to the extent that you easily recognise a Starbucks coffee shop and can get a fix of the “Starbucks coffee experience” whether you are in Seattle, San Francisco or Shanghai.

Flying in flock

Finally, the DesignCamp 2010 at Kolding School of Design has produced at least one other example of strategic design: Flock of Birds – where the

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migration patterns of birds serve as the source of inspiration for a new way of thinking transportation.

Birds flock, but every year, many birds also migrate for many miles dispersing and flying in pattern formations. This metaphor is used as an ideal for a public transport model with focus on how to reduce overcrowding of public transport during peak hours. The system is built on rewards that make it attractive to use public transportation, and the scheduling system ensures that the capacity of the public transport system is utilised to its full potential. Rewarding the user is a nice approach to sustainability, since we are all aware that the future challenges of the transport systems are not solved by a 1970s romantic idea of solidarity, but rather by the need to fulfill own needs as well as the wish to take responsibility and come up with solutions of sustainable transportation. Individualism and ideology need to go hand in hand if we are going to develop solutions that actually work.

Democracy and design strategy

Danish designers have by no means invented strategic design, but they have a strong basis for working strategically with design and making it tomorrow’s bet at a successful reinvention of ‘Danish Design’. This is imperative in a global community where competition is tough, and we

neither can nor will compete on price alone, if this means that we are going to strip away our welfare society. The forte of Denmark in relation to strategic design is Denmark’s longstanding tradition for democracy and hence, a built-in capacity for includingthe user’s perspective in a possible solution. Danish society also has less rigid structures and less formal hierarchy – also in the companies – compared to countries like China or Great Britain. The Danish mentality coupled with the designers’ ability to dare to “stand in the open” and facilitate an innovation process with others, give Danish Designers a tiny head start in relation to strategic design. But it is only a tiny one, which as quickly as possible needs to be backed up by national and regional government initiatives in order to communicate that strategic design makes a difference and creates growth for the companies that actively make use of it.

Fortunately, we have a number of Danish companies, which are also players on the global market, that have spotted strategic design – and we are thrilled to see that some of them have found the core idea of the DesignCamp interesting: to gather Danish and international design students and ask them to create joint visions for the future.

I especially like the way we have generated ideas at the camp. I don’t think I’ve ever seen that many post-its before in my life! But it’s a great way to brainstorm because everyone was open to the ideas of others and all got kind of one vote.

This way of generating ideas was a big hit with our group and I’m definitely going to test it when I get home.

Mark Seeney, Furniture Design student at Unitec in Auckland, New Zealand

DesignCamp offered the cross-disciplinary collaborate work I was looking for. I’m interested in the “bridge” between design and business. There’s a huge innovation potential here and DesignCamp 2010 let me explore this.

Tim Anderson, Case Western Reserve University, USA

Bringing together various types of businesses and personalities in an idea creation process is always a great idea.

I would very much like to collaborate with you on new initiatives, and I know that others at APC share my interest in learning more about design and innovation. I have acquired new knowledge, and, as a person who is interested in innovation, meeting a designer such as Cordy Swope from IDEO has been quite an experience.

Vibeke Lynderup, Senior Interaction Designer, APC by Schneider Electric

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by // Mette Mikkelsen, Project Manager, etrans, in charge of DesignCamp2010

// Without cultural change there can be no real change

However, all of the ideas took their point of departure in the current significance of transport in our daily lives and in securing this – often considerably affecting the transport patterns and opportunities of the individual – and the organisation of society and sustainability.

Mette Mikkelsen

…. is an assertion that we challenge each and every day at Kolding School of Design. With this assertion we mean to say that if the new products, services and systems, which we design, do not make sense in the everyday lives of people, they have no lasting value. Consequently, designers need to have a clear image of the cultural significance of their projects.

In connection with the DesignCamp we decided to use the cultural significance as a driver both in relation to the student produced solutions and also when constructing the process towards these solutions.

Thus, in order to generate ideas for more sustainable solutions within the transport sector, we decided to bring people together across ethnic and social cultures and benefit from the friction, which occurs when a problem is addressed from widely different angles. Our goal was to create a solid foundation for change.

”Worst” and ”best” examples of transport The students were asked to bring ”worst” and ”best” examples of transport in their home countries. The examples differed radically and were often in stark contrast to each other.

For instance, a Syrian student explained how bus fares are collected in her home country. There, you give your money to a fellow passenger stating how far you want to go. The fellow passenger then passes the money and the message on, until they reach the driver, who then returns the ticketalong with any change.This behaviour serves as an icebreaker among the passengers who engage in eager conversation for the duration of the ride.

A student from Holland presented a very different example. He used an image gallery to show how you receive guidance to calculate the price of your bus fare, buy your ticket and locate the right bus completely without any human interaction.

He explained that in Holland, there seems to be a mutual understanding that you do not interact with your fellow passengers.

The examples suggest that the cultural significance is formed based on cultural practice.

In other words, culture is habits. And the very first day of DesignCamp showed that discussing the significances and consequences of different practices can serve as a shortcut to understanding that cultural significance can be a construct as well as form a basis for developing ideas.

A new cultural encounter – a reality check of ideas On the first day, students of similar age and design background generated a lot of ideas. The cultural friction came from the many different nationalities and the customs embedded in the different national societies. However, already on the second day, we established a new cultural challenge for “New

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The cultural concept of Romanticism is described among others by German author Herder, who turns culture into a question of nationality. We used his approach to a cultural encounter when gathering 38 design students from ten universities at Kolding School of Design for two weeks in autumn of 2010.

Ways of Transportation”. First of all, we invited a team of experts to speak about societal approaches to transport such as sustainability, social constructs, etc. Second of all, we set up a new cultural encounter where regional decision makers, business representatives, researchers and designers were asked to contribute with their individual professional approach but also due to the fact that their age, different social status and experience gave them a completely different take on idea generation than that of the students.

We referred to this cultural encounter as a reality check of ideas. However, this reality check also served as a kind of eye opener to several of the participants because the students’ ability to make visualisations made the diffuse far more comprehensible and easier to talk about. Elsewhere in this publication the cultural encounter is described in comments by external partners who participated in the DesignCamp.

The student ideas matured during the two weeks of the Camp, and on the final day, they were presented to a wide audience as actual prototypes.

The final day was set up as a fairground enabling outsiders to decide in less than four minutes whether the suggested ”New Way of Transporta-

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tion” made sense to them. The students had put a lot of effort into visualising their ideas, and it was easy to determine if the idea would make sense to the user. Some ideas were simple and straightforward, while others required a little more thought and described a more distant future. However, all of the ideas took their point of departure in the current significance of transport in our daily lives and in securing this – often considerably affecting the transport patterns and opportunities of the individual – and the organisation of society and sustainability.

Cultural diversity can boost the design process As we had anticipated, the Camp proved that cultural diversity can indeed be used to boost the design process.

“Without cultural change there can be no real change”. This is still true of design work, but during DesignCamp 2010 we came to believe with far more conviction that the encounter brought on by cultural diversity, in the widest sense, can be a driver towards change, and that design can be of paramount importance to this process.

The very competent speakers at the DesignCamp Power Days were inspirational, and their notions were further processed in the cultural encounter between committed, energetic, inventive young people from across the world. There was joy and drive across the board, and all of the group presentations were characterised by enthusiasm and professionalism. I am confident that this form can prove to be suitable and productive for other cultural encounters as well, for instance between school and business community.

Dorthe Thorning, Manager of Cultural Affairs, Fiberline Composites A/S

The international flair and the working atmosphere were outstanding. I liked the everyday challenges, and when my group was stuck, there was always some teacher around to help us proceed. I learned a lot about the Danish people; their culture and ways of problem solving are very impressive – especially their way of giving feedback is constructive and respectful.

Angela Haas, Pforzheim University, Germany

AWESOME! It’s a great way to get international design done effectively. The scenario is a little bit like the “Big Brother” reality show but without all the boring bits.

It’s a great way to network and generally work in ways most universities should (but don’t always get to) work.

Amran Ahmed Ali, Kingston University, England

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It was amazing...I’ve learned a lot. It changed me in so many ways; the way I think, mostly … the difference between the student nationalities affected me in a positive way; seeing how people have different ways of expressing themselves and their ideas.

Karma Ojjeh, Damascus University, Syria

I had the most amazing time. We were looked after so well by the University including all the teachers, Jack the workshop man, the kitchen ladies and the cleaning lady! We were given the freedom to research wherever we could, and provided with so many materials so we weren’t at all limited. From lectures with Michael Braungart and Cordy Swope, IDEO, to presenting to DSB representatives, we were given such an invaluable opportunity and experience.

Louisa Horton, Kingston University, England

Here are some of the things that I brought back with me after my two weeks in Kolding: - A better understanding of ways that urgent issues that we face today can transcend borders. The DesignCamp at Kolding School of Design is a perfect example of how designers can actively work across diverse lines of culture and nationalities to solve pressing global issues, in this case being the environmental problems that lie within modes of transportation.

- Exposure to unique project methodologies that can be integrated at various stages of the project to support planning and execution of our projects. Some of the methods expressed at the DesignCamp allowed us to explore new approaches to problem solving, gain new perspectives, inspire a team of diverse individuals, try new approaches, and to adapt and develop own methods.

- Helped re-conceptualise my own work in a grander and more global vision.

- An appreciation and understanding of diversity. Being immersed in an environment of extreme diversity, geographically, culturally and amongst those of different specialties, gives you an appreciation of diverse opinions and cultures.

Nireesha Prakash, Emily Carr University, Canada

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It is great to see how Kolding School of Design brings together the business world and students in this way. We get inspired by new and wild ideas, and hopefully we, the industry, can help the students by contributing with a commercial approach. A combination of the two approaches should secure that future products are sustainable in a new and exciting way. And especially thank you for the opportunity to listen to interesting world class lectures.

Rikke Lildholdt Marketing Manager VELFAC A/S

I take the energy from today with me. It has been a great experience, and I’m impressed by the teaching and the global team of designers. I think of those who didn’t sign up for the camp - they’ve really missed out on a great opportunity.

Klaus Baggesen Hilger to the Kolding newspaper Budstikken after the open workshop of the first day

Woouuuhhhh, this is so impressive and the feedback I have from “my� students is so full of enthusiasm and proudness for being part of it!

Thanks to you and the DesignCampTeam very much much much much!

Cosima Striepe, Prof. Dipl. Des. Industrial Design from Pforzheim university to etrans after the camp

International DesignCamp 2010

New Ways of

Transportation DesignCamp 2010 New Ways of Transportation answered a loud yes to the question: Can we convince the Danes that the right way forward involves car pools or getting out of our cars and onto busses and trains?

However, the students – 38 from 12 Universities in Asia, USA, Canada, New Zealand, The Middle East and Europe – stressed that this requires making driving together more beautiful, more fun and more comfortable.

This publication and the enclosed CD present student suggestions of what defines beautiful, fun and comfortable and will give you valuable insight into the work methods of young, contemporary design students.

designcamp Sponsors

The CD contains design expert assessments, student projects and a complete report of the camp.

THE EUROPEAN UNION Read more on www.etrans.dk/DesignCamp2010 The European Social Fund THE EUROPEAN UNION The European Regional Development Fund LOGO1TH_LS_NEGrød

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