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Good morning, honored guests: It is a great pleasure to see you today at the world’s first IDA Congress. I would like to welcome you all on behalf of the Republic of China and invite you to bear witness to this historical moment of the opening of the IDA Congress in Taipei. The Taipei 2011 IDA Congress is the first crossfield design congress since the establishment of International Design Alliance (IDA) by the three organizations representing the fields of industrial design, graphic design and interior design. Experts from various fields such as economy, technology, cultural studies and environmental protection are also here to find out how design can change people and culture in the middle of climate change and social turmoil. The establishment of IDA represents a cross-field alliance devoted to creating a balanced and sustainable world. It is also a symbolic and indicator of how cross-field design is becoming a major trend in the world today.
M r. M a r k B r e i t e n b e rg , P r e s i d e n t o f t h e International Council of Societies of Industrial Design (Icsid), Mr. Russell Kennedy, President of the International Council of Graphic Design Associations (Icograda), Ms. Shashi Caan, President of the International Federation of Interior Architects/ Designers (IFI), Minister of Economic Affairs Mr. Shih Yan-shiang, Taipei Mayor Mr. Hau Lung-bin, President of the Taiwan Design Center Mr. Wang, and all the industry leaders and representatives, welcome to the 2011 IDA Congress!
Taiwan Design Center, working on behalf of the Ministry of Economic Affairs, obtained the privilege to host the 2011 IDA Congress in Taipei, winning out of a total of 19 competing cities from 13 countries. Taiwan would like to thank the IDA for giving us this opportunity. The government has put its full effort into preparing for the congress, and we hope that the 2011 IDA Congress will establish a good precedent for future events. Once again I would like to welcome all our honored guests and to thank the IDA. Hosting the first IDA Congress in 2011, the year which also marks the centennial of the ROC, is truly an honor. Here’s hoping the event will be a tremendous success. Thank you.
Day 1
Oct.24 Mon.
09:30-10:20 Opening Ceremony 10:25-11:50 Keynote Session / Economic Development / Modeling the experience of Northern Europe to drive sustainable economic development of nations 11:50-12:15 Icograda Announcement 13:40-15:10 Parallel Sessions Design Salon A1, A2 Education Conference A1, A2, A3 Design Practice A Young Designers Sharing A1, A2, A3 Design Exploration A1, A2, A3 15:30-17:00 Design Salon B1, B2 Education Conference B1, B2, B3 Design Practice B Young Designers Sharing B1, B2, B3 18:30-21:30 Welcome Party / Location: National Chiang Kai-shek Cultural Center
Design is in 《Brain》and Taiwan News join forces for Congress Daily By Helen Wang
In reading the congress daily for the first day of the 2011 IDA Congress Taipei on October 24, readers may be curious the main purpose for this publication. Actually, it is designed just to help you catch up on what’s happening in IDA Congress Taipei at a glance. After all these years of attending more than 20 editions of the international congress held in different cities such as New York, London, Paris, Barcelona, Cairo, Barcelona, Dubai, Cancun, Tokyo, Seoul and Moscow, we here in Taiwan have always played a role as listeners in the past. Now, it’s finally Taipei’s turn to hold the 2011 IDA Congress Taipei, which is being held in coordination by three international alliances. Every time I attend an international advertising congress I find that the congress daily helps participants understand the experts’ viewpoints and the latest trends as reported by local media. In addition to the formal agenda, the congress daily also 2011 IDA CONGRESS TAIPEI NEWSLETTER VOL.1
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includes interesting events and the latest creations, tools, materials, and methods to be found in the exhibition area, the interaction going on between different countries, and feedback from participants. These valuable tidbits of instant information and peeks of activity are never plentiful enough in the catalog and congress guide. Through the congress daily, 《Brain》hopes to capture the changes, talk about the trends, analyze the designs, explore the cultures, enjoy the creations, and discuss the dreams being presented, all from an expert’s viewpoint, in a forum of designs, theses, creative exchanges and adventures that will help visitors cope with all this stuff in just 3 days. What’s more, 《Brain》 has asked Taiwan News to cooperate in helping overseas designers know Taiwan better.《Brain》is responsible for the Chinese content here, while Taiwan News is responsible for the English content. Because of variations in the needs of Taiwanese participants and foreigners, the content of the Chinese and English
versions may not be exactly the same. Carrying out this task calls for a massive bit of help from our colleagues in the Taiwan Design Center who have given 《Brain》 reporters a great deal of tips for writing news. We also appreciate the input of the President of Taiwan News, Jack Wong, who is personally leading the editors and reporters so that overseas designers will have news of the congress, a profile of Taiwan, and an introduction to some of the famous travel spots around Taipei. We appreciate our sponsors, who help cover the costs of preparing and printing the daily. When you read this congress daily, please note the advertising it bears. And if you run into《Brain》reporters who are busy interviewing, please show your support. Helen Wang is the Editor-in-Chief of《Brain》. Her e-mail address is helen.wang@brain.com.tw
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2011 IDA Congress Taipei facilitates interchanges between Taiwan and the world Taiwan’s successful experience in hosting other major design events such as the 1995 congress of the International Council of Societies of Industrial Design (ICSID), one of the three member groups constituting IDA, was also a convincing factor in the choice. Chang adds that Taiwan has been actively involved in international design circles in recent years, a trend which has seen rich fruit as local designers have brought home 1,071 design related awards from various leading design competitions as of this year. Last but not the least, Chang says, the Oriental nature and cultural variety of Taipei also added to the allure of Taipei among the competitors. The three-day Congress will see nearly 60 speakers and panelists from more than 21 countries brainstorming and exchanging ideas with each other regarding five principal issues from economy to biotechnology facing the globe today.
By Psyche Cho
Hosting the 2011 IDA Congress is a great opportunity for Taiwan to conduct broad interchanges with the international design community while at the same time integrating local talents into the discipline, says Tony K.M. Chang, Chief Executive Officer of the Taiwan Design Center (TDC). Taipei outshone other strong competitors to win the right to host this year’s inaugural congress of the International Design Alliance (IDA), which encourages dialogues between designers and nondesigners, for several reasons, notes Chang. “Strong support from the government,” he points out, was the main impetus in winning the bid.
A Sentence a Day
“I wish each of you a fantastic first IDA Congress and hope this congress will spark debate and dialogue, leading to collaboration between participants.” – Mark Breitenberg, Icsid President 2009-2011 “Our hope is that the legacy of this first IDA Congress will be to consolidate and clarify the voice of design, and improve its ability to be heard and understood.” – Russell Kennedy, Icograda President 2009-2011
“Non-design professional speakers will delve into those five topics and expect responses from panelists with design-related backgrounds,” says Chang. This is the real essence of the theme of this year—‘Design at the Edges’, which evolved from the initial concept of ‘Fusion’ and more than a hundred other ideas. Action always speaks louder than words. In the afternoon, eight carefully-mapped routes await exploration by the participating guests. “Each team signed up for the Design Exploration will be able to see the real Taiwan under the guidance of local designers,” Chang says. “It’s really a huge challenge to host such a grand event,” especially the need to communicate with and coordinate each participating unit, he notes. Chang and his staff have spared no effort making the summit flawless and expect to “pass down something from the event.”
Taipei 101 Address: No. 7, Sec. 5, Xinyi Rd., Xinyi Dist., Taipei City, Taiwan How to get there: MRT City Hall Station What’s special: The 508-meter-high Taipei 101 is the second tallest building in the world after Dubai Tower. It offers a wide range of attractions including the world’s largest vibration damper, weighing 660 metric tons, at the 89F Indoor Observatory. Down below, Taipei 101 Mall boasts the world’s leading brands in luxury items, promising customers a wonderful shopping experience.
National Chiang Kai-shek Memorial Hall Address: No. 21, Zhongshan S. Rd., Zhongzheng Dist., Taipei City, Taiwan How to get there: MRT C. K.S. Memorial Hall Station What’s special: The site occupies an area of 250,000 square meters, including the C. K.S. building as well as the National Theater and Concert Hall.
Tamsui Old Street Address: In the neighborhood of Zhongzheng Rd., Zhongjian St., and Qingshui St., Tamsui Dist., New Taipei City, Taiwan How to get there: MRT Tamsui Station What’s special: Visitors can seek relief from the bustling downtown scene here by enjoying the famous view at Fisherman’s Wharf, as well as the ancient sites and art spaces nearby.
National Palace Museum Address: No. 221, Sec. 2, Zhishan Rd., Shilin Dist., Taipei City, Taiwan How to get there: MRT Shilin Station What’s special: National Palace Museum houses the finest collection of art and treasures from over 5,000 years of Chinese history.
“I invite you to engage with us, to participate in, and together, to be inspired by and pursue these conversations at the edge of design.” – Shashi Caan, IFI President 2009-2011
Lungshan Temple
“This day has finally come.” —Leslie Chan, Creative Director of Leslie Chan Design Co., Ltd. “Let Taiwan be seen.”—Wen-shin Wang, General Manager of MUJI.tw Co., Ltd. “Creativity is a universal language.”—Go-ji Lin, Fashion Director of GOJI LIN Design. “A design that can solve problems is a good design.”—Jack Yang, Vice President of Graphic Design Association of the Republic of China. “A good design is simple, clear and straight to the heart.”—Yvonne Syau, Program Manager of HP. “A good design makes people comfortable.” — Ling-Hung Shih, Professor at National Taiwan Normal University, Department of Fine Arts. “If a design involves environmental protection, energy saving and green life, it has greater educational value.” —Smith Yeh, Project manager of Lianhwa Foods Corp.
Taipei Fine Arts Museum
Address: No. 211, Guangzhou St., Wanhua Dist., Taipei City, Taiwan How to get there: MRT Lungshan Temple Station What’s special: Lungshan Temple is one of Taipei’s most historically significant temples. It features exquisite wood sculptures, a pair of bronze dragon poles in the front hall and four pairs of dragon poles in the middle hall, and remains an active center of worship for people from all over Taiwan and overseas.
Address: No.181, Sec. 3, Zhongshan N. Rd., Zhongshan Dist., Taipei City, Taiwan How to get there: MRT Yuanshan Station What’s special: Opened to the public December 24, 1983, the Taipei Fine Arts Museum was the first modern museum in Taiwan. It showcases ongoing exhibitions of post-1940 artistic works including photography, oil paintings, sketches, metal works and digital graphics throughout the year.
15 brain October 24,2011
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Masters at Work – A glorious contest in designing event posters The production of posters for this year’s IDA Congress was in itself a contest between master designers from all over the world. Organizers invited over 200 designers from 22 countries to submit designs. They received 94 different designs and from those, after careful consideration, they chose 4 to become the 4 posters for the Congress, each one a masterpiece. The theme of the IDA Congress taking place October 24 to 26 is “Design at the Edges”. The design of 82-year-old Kazumasa Nagai, who himself is a national treasure to Japan, uses his longestablished technique of geometrical shapes and lines to construct a picture of two personified birds, their bodies overlapping with each other, symbolizing designers of varying fields meeting in Taipei. The design incorporates a childlike innocence that at the same time possesses both depth and appeal. The care shown in the depiction of feathers leaves a deep impression of the master’s attention to detail. A second poster was also designed by a Japanese
designer, Watanabe Katsunori, who has received various awards in Japan, the US and Europe. His design utilizes the event name, “IDA”, and morphs it into a creative work. The design centers on the curve of the letter “D” and creates three-dimensional texture on a two-dimensional surface. The work integrates graphic design, industrial design and architecture, giving off a very technological feeling. German designer Helmut Langer believes design starts with interaction between people. He thus uses the five colors of the Olympic circles to represent the five major continents and symbolize the harmonious interaction of all humanity. The image is that of a human face, the blue eye also being the Earth, watching over the whole world through the eyes of design. The rising spiral at the center of the poster tells us that modern designs should be sustainable and resource saving. The poster of Taiwanese designer Chen chintong shows strong oriental colors, using an ori-
ental red as the ground and a Chinese calligraphy technique to display the theme of the Congress in Chinese characters “ 交 鋒 ” (meaning confrontation or conflict). The three patches of color at the top of the poster symbolize designers in three major fields: graphic, interior and industrial. The design is rich in creative energy. Finally, the main poster of the Congress designed by Taiwanese designer Leslie Chan is a black ground which depicts a night sky lit up by fireworks. The flames of the fireworks are the same colors as the logo of the Congress, red and yellow, creating a dazzling contrast. The design straightforwardly expresses the idea that the suggestion of “confrontation” between designers both within fields and across different fields is meant to stimulate even better and more stunning bursts of creativity.
Posters of the Masters – A top of the field showdown Selected from international submissions, 4 posters for the 2011 International Design Congress are high in artistic quality. The masters of graphic design behind these 4 posters are:
Kazumasa Nagai
Watanabe Katsunori
Helmut Langer
Chen chin-tong
Born in Osaka, Japan, 1929
Teaches design at Nagoya University
Member of the Board of the International
Chairman of the Japan Design Committee
Winner of various awards in Japan, the U.S.
Council of Graphic Design Associations
Vice president of Taiwan Graphic Design Association
Awarded the Japan Achievement Award in Art
and Europe
Appointed Honorary Professor by Nagoya
Creative Director at Magic Creative Co., Ltd
Style: hand-drawn pictures of animals and
Graphic Design Festivals of Chaumont and
University
Winner of Taiwan Design Award
plants and nature, Ukiyo-e
Warsaw
Created many multicultural and global com munications projects of international significa-
(meaning “pictures of the floating world”)
tion for several UN organizations including UNESCO, UNEP, UNFCCC, UNISDR
Facts about Taiwan
Numbers talk
Population: 23 million
Taipei stood out among 19 cities representing 13 countries to win the right to host the 2011 IDA Congress Oct. 24-26.
Exhibition and Taiwan Design Museum --- are taking place at the Songshan Cultural & Creative Park from Sept. 30 to Oct. 30.
The Congress is expected to attract 1,200 designers from Taiwan and overseas and will showcase a total of 6,000 design-related works.
Two more events titled “Design Exchanges” and “Design Creativity” will run Oct. 22-30 at the Nangang Exhibition Hall and TWTC Exhibition Hall 1 respectively.
Ten exhibits --- the Theme Exhibition, International Industrial Design Exhibition, International Interior Design Exhibition, International Graphic Design Exhibition, International Craft Design Exhibition, Interdisciplinary Creative Works on Asia’s Cultural Creativity Exhibition, Golden Pin Design Exhibition, Glory of Taiwan Design Exhibition, Design Players
A total of 57 companies, 50 design houses, 26 schools and institutes of design and 42 design-related organizations from 18 countries are taking part in the 2011 Taipei World Design Expo.
Area: 36,000 square kilometers Ethnic Groups: Min-nan 70% / Hakka 15% / Waishengren (mainlanders) 13% / Indigenous 2% Language: Mandarin / Taiwanese / Hakka / Indigenous Languages Religion: Buddhism / Taoism / Christianity / Islam Unemployment rate: 4.45% Economic Growth Rate: 4.81% GDP: US$20,629 (per person) GNP: US$21,280 (per person) Computer Penetration Rate: 88.0% Internet connection rate: 82.8% International design awards: 1,071
The number of visitors for the 2011 Taipei World Design Expo from Sept. 30 to Oct. 30 is expected to reach 500,000.
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Esko Aho shares experiences in combining vision, execution
Day 2
Oct.25 Tues.
09:30-10:25 Keynote Session / The Internet / Cloud computing, Connectivity, and Client D evices: Vir tual Revolution of the Internet 10:40-12:05 Keynote Session / Biotechnology / The Green Revolution and Genetic Engineering: A Design for Hunger and Ecological Disruption 12:05-12:30 IIFI Announcement 13:40-15:10 Parallel Sessions Design Salon C1, C2 Education Conference C1, C2, C3 Design Practice C Regional Report C Design Exploration C1, C2, C3, C4, C5 15:30-17:00
By Yali Chen
Esko Aho, Prime Minister of Finland from 1991 to 1995, presented a lecture through video conferencing in the first keynote session of the 2011 IDA Congress in Taipei. The topic of his speech was modeling the experience of Northern Europe to drive sustainable economic development of nations. “Vision, execution and leadership are critical for governments and businesses,” Aho said. “Vision without execution is a daydream, and execution without vision is a nightmare.” With a long and distinguished career in public service, Aho joined Nokia in 2008 to serve as Executive Vice President of the Corporate Relations and Responsibility Department. He has also overseen the company’s global policies and activities in sustainable development and social responsibility. Later in 2000 he joined Harvard University as a lecturer. Nokia is well-known for its mobile revolution. Aho said that the earliest cell phones were heavy and bulky, but in 1987 Nokia launched the Mobira Cityman – the first handheld mobile phone for NMT
2011 IDA CONGRESS TAIPEI NEWSLETTER VOL.1
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networks. This handset product successfully entered the global market of mobile technology, Aho noted, adding that Nokia has witnessed huge changes in the mobile revolution over the past three decades. “Tech design lies in our DNA. We need designers’ support to integrate vision and execution and to help create new schools, hospitals and health care systems,” Aho said. To summarize his lecture, Aho quoted Steve Jobs as saying that technology alone is not enough, it is technology married with the liberal arts, married with the humanities, that yields the results that makes our hearts sing. Kohei Nishiyama of Japan worked as moderator for the first keynote session of the 2011 IDA Congress in Taipei. The founder of CUUSOO.com won the Japanese Good Design Award in 2001, serving as a judge on the Good Design Award committee from 2002. He is also a member of the international selection committee for the 2014 designation of the World Design Capital (WDC) by Icsid. Other panelists included Emily Campbell, the first head of design and architecture for the British Council Arts Group whose critical expertise in design has enhanced Britain’s international reputation for creativity, Nila R. Leiserowitz, Managing Director of Gensler who is renowned for her workplace design innovation, and Valerie Jacobs, Vice President and Group Director for LPK Trends who is an experienced design forecaster focusing on the development of trend analysis for client brands.
Design Salon D1, D2 Education Conference D1, D2, D3 Design Practice D Regional Report D 18:30-21:30 Culture Night / Location: National Palace Museum, Zhishan Garden
The photo shows the welcome party last night. Guests were treated to a Chinese dinner buffet and performance by Musou Band in the Plaza of the National Chiang Kai-shek Cultural Center. After the dinner, guests could choose what to enjoy: a performance by Ju Percussion Group in the National Concert Hall, or a production by U-theater in the National Theater. (Photo courtesy of Brain Magazine)
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Original Digital Story Books from Taiwan Your One
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Design empowers people and stirs economic development
Design Exploration A1
Design Captain : Agua Chou Agua Chou, Founder of AGUA Design and Originator of the City Yeast Project, specializes in design innovation and marketing plans. She developed the ‘World Concept Design,’ which aims to improve quality of life and make contributions to society. By Psyche Cho
Design can help people become more resourceful and self-reliant, said Emily Campbell, Director of Design for the Royal Society for the Encouragement of Arts, Manufactures and Commerce (RSA) yesterday in the Design Salons A2 session under the theme of economic development. “We’ve known how professional designs can help people, from transportation to living appliances,” said Campbell, following that up with the question, “Instead of designing beautiful resources, can designers help people be more resourceful?” Campbell clarified that she is not talking about bringing everybody into the trade, but rather making it possible for designers’ works to be better distributed and shared by the general public. The RSA has launched projects so that nondesigners can experience the charm of design. We learn through the program that “design can give people more control over their future,” said Campbell, who once served as the first Head of Design & Architecture of the British Council Arts Group. Through involvement in such projects, partici-
pants learn to see the world differently as a designer instead of as a consumer. Other speakers in the session included Kenya Hara, who is hailed as a leading design personality in Japan and is the Representative of Nippon Design Center, Inc., as well as the art director of MUJI. Hara shared his ideas for design in industry and presented slides covering his vision for a house. M s . M a d e l i n e Le s t e r, p as t P r e s i d e n t o f International Federation Architects / Designers (IFI) in Australia, in turn guided the audience in looking at the potential benefits brought forth by the design industry from a global perspective. She pointed out that ‘design is a key strategic driver’ and ‘sustainability, along with culture and economic value, enhances community well-being.’ In conclusion, moderator Lee Yong-ping, President of Taipei Culture Foundation, said that in recent years, Taiwan products have transited from ‘Made in Taiwan’ to ‘Designed in Taiwan’. She attributed the positive change to the rising of social awareness by saying that “it has helped to transform Taiwan from a global factory into a design hub even though we are a young and small country.”
Tour of 100-year-old Dadaocheng area in Taipei The Dadaocheng area lies in the Datong District of Taipei City. Sitting next to the Danshui River, this area is home to several historic buildings in Taiwan – the Bao-an Temple, Taipei Xiahai City God Temple and Wang’s Tea Shop. Also not to be missed is a visit to Dihua Street Market, where Taipei residents throng to buy dried foods, nuts and snacks during the Lunar New Year holidays.
Design Exploration A2
Young designers explore ideas in A1 By Yali Chen
On the first day of the 2011 IDA Congress in Taipei, six teams from colleges in Taiwan shared the ideas and concepts behind their design projects. These team members include students from the Department of Industrial Design, Da Yeh University; the Department of Interior Design, China University of Technology; the Department of Architecture, National Cheng Kung University; the Department of Industrial Design, National Cheng Kung University; the Department and Graduate School of Visual Communication Design, National Yunlin University of Science & Technology; and the Department of Applied Arts and Department of Textiles and Clothing, Fu Jen Catholic University. Led by German-based designer Isabell Anhalt, the first team from Da Yeh University visited the Taiwan Handicraft Museum where a mixture of traditional and modern craftsmanship is on display. In a video clip, they used tea pots, ceremonies, cards and journals as well as the process of tea-making to present Taiwanese tea culture. With the help of Mark Lintott, Founder of the UK-based Mark Lintott Design (MLD), the second team from China University of Technology
was divided into three groups to visit Tainan, Changhua’s Lukang, and Taipei’s Monga (now Wanhua District). These three areas boast a broad representation of Taiwan’s temples, historical buildings and traditional cultures. Lintott said that paper-making in Lukang and paper-folding in Monga are useful media for young designers to create their works. Through their visits to the three spots, the students learned how to integrate Taiwanese cultures into Western materials. The third team from National Cheng Kung University explored the interaction of dancing and architecture as well as the relationship between body movements and space. Trying some of Tainan’s snack foods, a fourth team from the same university incorporated creative concepts for dining utensils into modern design and life. The fifth team from National Yunlin University of Science & Technology visited a local town – Xiluo, which is well-known for its rice, soy sauce, bowl rice cakes, braised foods, glove puppetry and Mazu temples. The sixth team from Fu Jen Catholic University presented their concepts for fashion design for an aging population.
Design Captain: Rosalie Huang Rosalie Huang, Creative Director of Rostyle Production House, has worked in the fashion industry for more than two decades. In recent years she has devoted herself to promoting design platforms in a bid to help Taiwan’s young creative designers showcase their works on the world stage.
Cultural immersion into historical buildings The Zhongshan District of Taipei City features many artistic landmarks including the Xingtian Temple, Grand Hotel, Taipei Story House, SPOT Taipei Film House, the Taipei Fine Arts Museum, and the Museum of Contemporary Art. These spots are all key markers in the development of Taipei’s architecture, culture and arts in the history of modern Taiwan.
14 brain October 25,2011
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Designers seek a balance between economic development and sustainable design
By Yali Chen
Chen Wen-long of Taiwan, Nila R. Leiserowitz of the US and Robert L. Peters of Canada delivered speeches at the Design Salon B1 on the first day of the 2011 IDA Congress in Taipei. They discussed how designers try to maintain a balance between economic development and sustainable design. A specialist in industrial design and winner of many awards in design circles, Chen works as CEO of Taiwan-based Nova Design Co., which has
become one of the largest independent design consultancies in the Greater China area. Chen said that since its founding in 1988, Nova Design has worked with SYM Taiwan – one of the most popular brands of scooters and motorcycles in the country. After developing many famous products that won over local consumers, they used their successful business model to enter the scooter market in Vietnam. In 1984 China opened its door to international
carmakers including Volkswagen. Chinese people grew richer thanks to the period of strong economic growth from 1990 to 2010. Robust demand for high-end products also attracted many global design brands to tap into the Chinese market. But lower-income consumers such as farmers, who account for 80 percent of China’s population, cannot afford high-end products like iPhones. Chen suggests that designers from Taiwan, China and other countries take the strong potential for lowerend products into consideration in this and other markets. Active in global design consulting, Peters served as President of Icograda from 2001 to 2003. “Good design is good business,” he said, adding that companies should take more responsibility for promoting sustainable design. The lifelong humanist also believes that a huge amount of environmental damage has been caused by people seeking a convenient lifestyle and using too many plastic products. “I counted 7 different plastic elements in my lunch bag. It’s unbelievable,” Peters said. “Designers need to think about a better way to create an eco-friendly and sustainable future.” He added: “Do more with less.”
Design Exploration A3
Exchanges of intriguing ideas excite young designers By Psyche Cho
Ordinary objects and venues in Taiwan showed that they can be totally different in the eyes of young designers from around the world as participants presented the outcome from the five-day Young Designers Workshop yesterday in the Young Designers Sharing session. In the workshop conducted under the theme of “The Fashion Night Market,” students brainstormed to make Shida Night Market, a place in which traditional and modern styles co-exist, fashionable in their own way. First, project leader Victor Ermoli, Dean, School of Design, Savannah College of Art and Design, US, asked students to leave the classroom to carry out a more thorough observation of the night market environment. They carefully inspected the lanes and alleys in the neighborhood, and did an analysis of the streets, gender percentage of consumers, visiting times and motives. Then each group came up with different wild ideas, with one group re-formulating the neighboring landscape and mapping out venues for gatherings, performances and other leisure for the younger generation. One team reshaped signposts to give directions
to fashion shopping areas and called for providing services such as food delivery. Another group designed a device which enables people to locate friends in the crowded night market. The Modern Crafts & Design Workshop, on the other hand, targeted its efforts at integrating traditional craftsmanship with cultural content, noted participating students from the Department of Crafts & Design at National Taiwan University of Art. Tea and ceramics, two items sufficiently infused with Taiwan flavor, were chosen as their theme for the exercise. Divided into several groups, participants began by sharing life experiences, and explored daily utensils to explore the possibilities for reinterpreting their functions. Obtaining their initial ideas through this process, they then moved on to the step of pattern design. “They made paper models, as it is a quick approach to get a 3D shape,” said John Arndt, Assistant Professor in the Product Design Program of the University of Oregon. Taiwanese students experimented with materials as they joined plastic and ceramics to make a tea pot, while Singapore students then focused on mobility and portability as they considered the quality values of the younger generation.
Design Captain : Rock Wang Rock Wang, Principal Designer of Qiao Design, received his master’s degree from the Design Academy Eindhoven in the Netherlands and has worked as a design manager for Zoe Design, Do Design, Dell, The One and Tittot. His design centers on lifestyle products.
The living fossils of Taiwanese industry The streets lying just to the north of Taipei Railway Station include Taiyuan Rd., Jenjou St., Huayin St., Hengxia St. and Sha-de Rd. Wholesale stores that have operated in these street for 25,2011 brain October decades sell a wide variety of materials that13 Taiwan’s industrial designers use in their creative work. These materials include metal, plastic, wood and foam products as well as fabrics, accessories, leather goods and hardware.
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Green revolution for a fuller future
By Psyche Cho
Ecological farming will lead to more food production, better food security, improved public health and richer biodiversity, said Vandana Shiva, a speaker in the keynote session Biotechnology yesterday. “We can design food and agriculture systems differently,” said Shiva, a philosopher, environmental activist and also one of the founders of Indian-based Navdanya (Nine Seeds) International. Under the theme of The Green Revolution and Genetic Engineering-Design for Hunger and Ecological Disruption, Shiva addressed how to design agriculture in a greener approach. Biotechnology is an interesting term, said Shiva, “because bio means life while technology refers to transforming life.” She pointed out that the complexity of living systems allows self-organization, which
shows diversity. That is a quality that genetic engineering doesn’t possess, and the technology may thus result in negative consequences such as hunger crises and pollution of the soil, water and other materials. “You can change genes, but you can’t change the plant,” said the scientist. She warned that “the ownership of the planet by future generations has been taken away.” In response, panelist Susan Szenasy, Chief Editor of Metropolis Magazine in the US, suggested that people step back from technology and “think about how we use it, instead of following it.” “Designers have enormous power to decide how people use a product and space,” said Szenasy, calling for designers to think more when doing their job. It’s time to change, she said. Anthony Dunne, a partner in Dunne + Raby in UK and also a professor and head of the Design Interactions department at the Royal College of Art in London, on the other hand, encouraged designers to get involved in the biotechnology field and exposed design students to the field. “Designers should take more responsibility as independent professionals and think radically about design education today,” concluded Dunne.
Day 3
Oct.26 Wed.
09:00-10:25 Keynote Session / Urbanism / Shaping Cities through Urban Design Strategies 10:40-12:05 Keynote Session / International Migration / International Migration: By Design? 12:05-12:30 Icsid Announcement 13:40-15:10 Parallel Sessions Design Salon E1, E2 Education Conference E1, E2, E3 Design Practice E Design Education Symposium 15:30-15:45 Introduction to 2013 IDA Congress 15:45-16:15 Closing Ceremony 18:30-21:30 Taipei Night / Location: EXPO Dome
Barry Lam: Design for humanity in the era of disruptive innovation By Yali Chen
Barry Lam, Chairman of Taiwan-based Quanta Computer Inc., delivered a talk in the second keynote session of the 2011 IDA Congress in Taipei. Over the past few years he has devoted himself to promoting interaction in the digital economy, culture and humanity. In his speech, Lam started with the example of music players. In 1979 Sony introduced the Walkman – the world’s first mobile music player, but it was replaced by the iPod and iTunes launched by Apple in 2001. Citing another example of evolution in electronic equipment from black and white TV to color TV, cable TV, satellite TV, digital TV and HDTV to streaming TV, Lam said, “The development of technology is beyond our imagination. How do we change to survive in the era of disruptive innovation?” “Only Generation ‘C’ can survive in the hyperconnected world,” he said, adding that the people in this new emerging generation are connected, communicating, computerized, content-centered and community-oriented. “Growing up in the world of Google, Facebook, Twitter and Amazon, they are Homo Interneticus and netizens, not Homo sapiens or citizens.” 2011 IDA CONGRESS TAIPEI NEWSLETTER VOL.3
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The photo shows people standing in front of the Culture Night poster last night. (Photo courtesy of Brain Magazine)
But disruptive innovation does not always succeed. Lam believes that innovators need to embrace failure, fear success, think out of the box, see things differently and think of humanity. He called Steve Jobs a humanistic engineer. “The road to success is paved with a thousand tiny failures. Jobs went wrong very often, but he learned from failure and took risks,” Lam said. “He also cared about designing for humanity.” The Director of User Experience at Siemens Corporate Research in Princeton, New Jersey, Ruth Soenius, agreed that design is not just about technology or the Internet, but about humanity. “It’s a big challenge for future designers to connect culture and context. But keep it simple in every way, because users like simple products,” she said. So how do people live a simple and better life? Lam noted: “Go back to nature and humanity.”
2013 IDA Congress in Istanbul, Turkey Istanbul, Turkey, has been unveiled by the International Design Alliance (IDA) as the host city for the 2013 IDA Congress. The city was selected unanimously by the IDA Executive Committee based on the strength of its bid, led by Istanbul Technical University (ITU). “With more than 3,000 years of history, Istanbul is a crossroads for culture, finance and industry,” Icsid President Mark Breitenberg says, adding that the IDA Executive Committee was impressed by ITU’s lively bid presentation and the weaving of this north/south, east/west intersection into a compelling theme – Design Dialects. “It is significant that we will meet in Istanbul,” says Shashi Caan, IFI President.
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The Cloud 3D Exhibition Hall www.i-me-i-world.com/e-demo/
Introduction Location: Nangang World Trade Center Exhibition Hall (4th floor) Cost: Free Booth: Digital District Exhibition Date: 10/22 ~ 10/30, from 10:00 to 18:00 Exhibits: cloud e-bookshelves
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E Digital Content Area
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Three designers share remarkable projects in interior design
Design Exploration C1 Design Captain : Kuo Ying-chao Kuo Ying-chao, a principal in Bio-architecture Formosana, Taiwan, shows a dedicated concern for green building. His design projects include the Pavilion of the Future and Angel Life Pavilion for the 2010 Taipei International Flora Exposition, and the Beitou Branch of the Taipei Public Library.
Northern Urban BoundaryContemporary Modern Times and Nature The tour covers the Five Dime Restaurant, which is famed for its wood construction and femininity by the owner; Bishan Temple, where visitors can overlook the Taipei Basin; and BaiShi Lake, a recreational agricultural area that reflects the changing landscape and interaction between humans and nature.
Design Exploration C2 Design Captain : Yu-jui Chou
By Yali Chen
Amid bursts of laughter from the audience at Design Practice C on the second day of the 2011 IDA Congress in Taipei, Marten Claesson of Sweden, Tama Duffy Day of the US and Danny Venlet of Belgium presented remarkable slides and photos of their projects in the discipline of architecture and interior design. Claesso founded Claesson Koivisto Rune Architects with Eero Koivisto and Ola Rune in Stockholm in 1995. They started as an architectural office but soon branched into the field of architecture and design. Claesso said that last year they designed the W101 lamp for the Swedish lighting company Wästberg. Developed using advanced LED technology, the eco-friendly lamp was made of paper. He noted: “Paper is a very amazing material. We were ready to use the paper lamp in our architecture because recycling is our top priority now.” Named by Healthcare Design Magazine as one of the 25 most influential people in healthcare design, Tama Duffy Day highlighted the impor-
tance of generative space – a place including social space and physical environment that can improve health care services and the quality of life. She cited her interior design project for the Arlington Free Clinic in Virginia as an example to support her theory. The clinic is committed to providing access to high-quality health care services for low-income, uninsured people in the community. “It’s a very low-budget project, but we created an acceptable plan because our client had great vision,” she said, adding that their client hoped to create a space that cares for people. The importance of nature and sunlight played a big role in their design. Patients feel less pain when they are assigned to sunnier rooms, according to their research. The Belgian designer’s works are infused with the laidback and freewheeling spirit of Australia. Venlet has used the shapes of a magnet, ice cube and cage in creations ranging from mobile office chairs and ice-coolers to showers for libraries, private mansions, bars and showrooms.
Creative approach helps Thailand economy prosper By Psyche Cho
Thailand’s creative industry accounts for 12% of the country’s GDP, contributing significantly to the nation’s economy, said Kittiratana Pitipanich of the Design & Creative Business Development Director of Thailand Creative and Design Center (TCDC), during the Regional Report Session C yesterday. Pitipanich’s comments aroused exclamations of surprise from the audience, and he attributed the remarkable figure to substantial support from the government. “The Thai government has realized that a creative economy is the only way to survive, the only way to go,” he said. TCDC is run in a method that reaches out to everyone, making sure that the government, designers and ordinary people all understand what we’re doing, Pitipanich said. Thailand’s design power is demonstrated in various approaches from themes to material. In this vigorous atmosphere, bamboo is used to make chairs; silk cocoons can become a lamp; and the country’s political conflict has been turned into a colorful time-line graphic by the hand of designers. “It shows that local inspiration is everywhere,”
he noted. In answering a question from the audience on how TCDC helps designers to be seen, the director said that “we have established an online community in which designers are listed along with their expertise, making sure we connect with people.” Meanwhile, Raymund Königk, National Council Member of the South African Institute of the Interior Design Professions delved into the question of ‘what is an appropriate form of professionalism for interior design?’ by taking the South African approach as a model. Königk reached conclusions like ‘interior design may develop its own, autonomous, discrete professional body’ and ‘protect the title (designations). At the end of the session, Moderator Ralph Wiegmann, Managing Director of iF International Forum Design GmbH, thanked all the speakers for presenting different pictures to the eyes of the audience. The stimulating introductions depict different situations in each country and give us a chance to “listen to another part of the world,” said Wiegmann.
Yu-jui Chou, Principal of KEV Design Studio, founded in 2008 in Taiwan. His creations range from high-tech electronics to hand-made crafts, and he is a frequent winner of international awards, including the iF, red dot, IDEA and others.
Life among the Streets and Lanes In an age of rapid urbanization, Taipei has become a temple of modern society crammed with tall buildings and fast living. If you slow pace a step or two, however, and turn into the lanes and alleys of the city, you will discovers and enjoyable stroll full of pleasant surprises. The tour will guide participants to Yongkang Street and Treasure Hill Village.
Design Exploration C3 Design Captain : HW Wei & ASUS Design Center
HW Wei is the Senior Director of the System Produc t Design Depar tment at ASUSTek Computer Inc. in Taiwan. With offices in Taipei, Singapore and Shanghai, the Center is the inhouse design group for the company, adhering to the design philosophy of ‘Start with People.
The Living Circle of ASUS Designers The route includes a visit to ASUS’s Design Studio in Beitou, where the company’s designers will give a tour around ASUS Headquarters and a party arranged for guests to exchange ideas on design. Then visitors will enjoy a bike trip along the bank of the Tamsui River to appreciate the beauty of a sunset in Tamsui.
The photo shows guests of 2011 IDA Congress Taipei enjoying more than 20 Taiwan snacks during yesterday’s Culture Night. (Photo courtesy of Brain Magazine)
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Designers use tech tools to create new works
By Yali Chen
Peter Zec of Germany, Eric Schuldenfrei of the US and Huang I-ju of Taiwan gave speeches at the Design Salon D1 on the second day of the 2011 IDA Congress in Taipei. Zec has served since May 2001as President of red dot GmbH & Co. KG in Germany. In his speech, he started off with a comic strip featuring a father and his son to show how the Internet changed the way people learn, communicate, socialize and listen to music.
“Sometimes new things happen by accident,” Zec said, recommending that audiences read the fantastic book, The Black Swan, if they want to understand how innovation works. The official website of Vitra Design Museum in Weil am Rhein, Germany, also provides many new ideas, dimensions and aspects of design, said Zec, who served as the IDA chairman from 2006 to 2007. A specialist in the field of urbanism, architecture and art, Schuldenfrei founded ESKYIU with Marisa Yiu in New York in 2005. Two years later they opened a Hong Kong office. To show how technology and ideas impact on individuals, Schuldenfrei has built different platforms on the web for communication and public debates. He also collected initial concepts and images by asking people to post their messages and photos on Facebook or Flickr. The Hong Kong-based designer cited their project – BYOB (Bring Your Own Biennale) – as an example to provide an open platform for dialogue. Through the exchange of ideas, those participating in this plan can generate new models and paradigms that present the creative cultural practice of architecture, art and urbanism. Huang founded the Big Bright Room Co. in Taipei in 2004. For many years he has worked with artists and art groups from here and overseas. With Huang’s help, well-known Taiwanese illustrator Jimmy Liao held an exhibition in 2009. Huang’s company also took charge of the design project for the Welcome Party which took place on the first night of the Taipei IDA Congress.
When humanity meets technology : a diverse ‘bio-technology’ By Psyche Cho
Human encounters with technology can take on the form of a diverse ‘bio-technology,’ and design professionals exchanged their ideas on the subject in the Design Salons Session D2 Bio-technology yesterday. Cory Kidd, CEO & founder of intuitive Automata, has extensive experience in humanrobot interaction and has been developing novel technology for healthcare applications for the last 10 years. He approached the subject through diverse perspectives and shared some of his major findings with the audience. One finding was that robots are more engaging than characters on screen from the perspective of basic psychology of interaction. From the aspect of importance of physical presence, Kidd’s survey found that information delivered by a robot is seen as more credible and informative. “This is human psychology,” said Kidd, adding that “face to face interaction carries the strong power of technology.” Looking from the benefits perspective, Kidd drew the conclusion that in terms of medical benefits, the companionship of a robot proves to be engaging over time; the robot is seen as trustworthy and credible, and as an intuitive interface for the user. Where technical benefits are concerned, results show that a robot is more connected, through either wifi or a cell network; its hub can connect to many devices; and it serves as a platform for many appli-
cations. Speaker Deborah Patton, Executive Director of the US’ Applied Brilliance, offers consulting services to promote innovation and creativity in companies and organizations. She suggested that designers push boundaries and stretch creativity through a holistic, systemsthinking approach. “Transform ideas to life events to serve people,” she concluded. Mark Armstrong, Director of the Blue Sky Design Group, whose design programs include medical equipment, talked about the fusion of design and science in a hearing aid. From color to compact design, product reliability and packing, the product clearly demonstrates how humanitarianism can affect technology. “Technology changes human condition and is can also be highly profitable,” he concluded.
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Design Captain:Hung-Shu Kao Hung-Shu Kao, Principal and also the leading architect in Atelier Construction de I’Espace (A.C.E.), specializes in home space design, public space design and performing art space design. His works include the Executive Yuan Official Residence, Avant-Garde Theatre and others.
People, Culture and Creativity— Life in Miniature of Individual Styles This tour covers the Zhongshan District, starting from Zhongshan MRT Station for a stroll along Nanjing W. Road and Zhongshan N. Road. The area reflects the idea of aesthetics in practice, accommodating a wide variety of unique shops and creative brands.
Design Exploration C5
Design Captain: Ken-tsai Lee Ken-tsai Lee is the Creative Director of Ken-Tsai Lee Design Studio. During his pursuit of a design career in New York, Lee was invited to be on the jury for the NY Ads Festival and was named as one of 100 internationally renowned designers by Phaidon.
The Multi-cultural Red House The route will begin in the Ximen District, where participants will be shown the Taipei Cinema Park, Red House, and the Creative Workshop inside the historic building. Then the tour goes on to explore places such as the Riverside area that demonstrate the multi-cultural characteristics of this part of Taipei. brain October 26,2011 13
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