The  History  of  GoGlobal  IDE’s  Interna,onal  Collabora,ve  Interdisciplinary  Design  Project  2005-­‐2009  

GoGlobal Programme aims

•  Postgraduate international cross cultural collaborations between industry and academia

•  Explore themes of integration of product innovation with production, policy, social and economic factors

•  Selection of developed and developing countries allowing a comparative assessment of results

GoGlobal

2005  China Product Urbanisation 2006 -7 Thailand Massclusivity 2007 China Post consumerism 2008 Japan Future of Food 2009 Ghana Design Enterprise

Teaching  models  

•  China  2005:        Fic,onal  corpora,on  

•  Thailand  2006:      Collabora,on  &  concept  swapping  

•  China  2007:      Socio  cultural  meta-­‐themes    

•  Japan  2008:      Cross  cultural  teaching  teams    

•  Ghana  2009:    CraM-­‐themed  cross  cultural  teams    

GoGlobal China 2005  Project Gambei"

IDE + Tsinghua University  

GoGlobal Thailand 2006�Massclusivity"IDE + Thai Creative Design Centre�

Aims:

• 21 RCA and 8 Thai designer collaborate.

• Design, manufacture and sell ʻMassclusiveʼ products.

• Thai national strategy for survival of craft making skills.

• Develop a modern Thai design language.

• Knowledge transfer & team working.  

Outcomes:

• Case studies for TCDC to show how design helps business.

• Factories developed new making skills.

• Show how design can open new markets and create unique objects.

• Students see work in production.

• GoGlobal ideas proven by " production and sales."

Unexpected stuff:

• ʻConcept creepʼ - shared creative ownership & stronger concepts.

• Factory courtship. ʻTell us who you areʼ.

• Making RPʼs in London for factories who can only read objects.

• Consensus driven decision making process.

GoGlobal China 2007  Post-consumerism"

IDE + Tsinghua University  

GoGlobal Japan 2008  The Future of Food"

IDE + Tsukuba University"

Marketplace  Casino  •  More:  is  the  product  offering  more  func,onality  or  more  quality  than  the  compe,,on  ?  

•  BeUer:  is  the  product  beUer  than  the  compe,,on?  

•  Cheaper:  is  the  product  cheaper  than  the  compe,,on  ?  

•  Wow!:  is  the  product  very  emo,onally  desirable  to  the  consumer?  

Cecile Dartiguenave

GoGlobal Ghana 2009�e-Artisans"

IDE + Kwame Nkruma University of Science & Technology"

GoGlobal Ghana aims •  Findings of other GoGlobal projects (Thailand 2006)

indicated the model could be more ambitious – design can bridge the policy to implementation gap

•  Linking design (implementation) to policy (UNDP- United Nations Development Programme)

•  Roll out a successful design enterprise programme to other African countries

•  Sustainable wealth creation for developing economies with global distribution reach

World Map

World Map + Tropics

World Map Irradiance

World Map Irradiance + Tropics

World Map Rich-Poor Gap

World Map Rich-Poor Gap + Tropics

World Map Life Expectancy

World Map Life Expectancy + Tropics

GoGlobal Ghana Partnership Structure

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GoGlobal  Ghana  Project  Phases  Phase  1    Interdisciplinary  collabora6ve  crea6ve  design  studio  Output-­‐  Prototypes  Progress  –  Completed  May  2009  

Phase  2    Establish  the  e-­‐commerce,  supply  &  distribu6on  process  Progress  –  Structure  agreed,  implementa,on  required  

Phase  3    Establish  Hub  Loca6on  Progress  –  GoGlobal  research  Centre  at  KNUST  agreed,  Currently  developing  structure  &  funding  routes  

60  students,  10  days,  26  prototypes  

GoGlobal  Ghana  products:  Woven  shoe,  Ananse,  Flower  Vase,  Paawopaa  collectable  toy,  Adinkra  game,  Calabash  speaker  and  Water  filter  

30  IDE  &  30  KNUST  students  in  collabora,ve  interdisciplinary  design  teams  

Cultural  transfer  in  product  design  Cultural  transfer  too  strong:  Products  not  culturally  ‘accessible’  to  an  export  market  

Cultural  transfer  too  weak:  Generic  products  Lack  of  regional  iden6ty  

Solu,on:  Balance  generated  by  interac6on  between  Ghanain  and  RCA  students  to  moderate  cultural  design  features  

1.  Cultural  transfer  –  Material  Culture  (Material,  techniques,  processes  etc.)  

Product  &  Factors:  Ahoma  Woven  Shoe  –  CraQ  techniques,  materials,  customisa6on  Calabash  Vase  –  material  resource,  craQ  skills,  provenance    

2.  Cultural  transfer  –  Behavioural  (PaUerns  of  cultural  and  social  behaviour,  emo,ons)  

Product  &  Factors:  Adinkra  Game  –  Based  on  tradi6onal  symbols,  game  playing  Pawopaa  collectable  toy  –  goods  carrying,  grasscuSer,  hand  craQ  produc6on,    

3.  Cultural  transfer  –  Philosophical  (Ideas,  concepts,  beliefs  etc.)  

Product  &  Factors:  Ananse  Toy  –  tradi6onal  spider  story,  carved  figure,  narra6ve  construc6on,  re-­‐telling  and  sharing  via  digital  methods.    

The  authors  wish  to  acknowledge  and  thank  the  par6cipa6ng  and  suppor6ng  organisa6ons  for  their  enthusias6c  support  in  GoGlobal  Africa.  All  our  academic  par6cipants  at  KNUST.  Bridget  Kyerematen-­‐Darko,  execu6ve  director  of  Aid  to  Ar6sans,  and  Professor  Glenn  Lewis  for  their  wisdom  and  knowledge  of  Ghana  and  design,  as  well  as  the  par6cipa6ng  ar6sans.  ShopAfrica53  /  BSL  for  e-­‐commerce  aspects.  Our  long-­‐term  GoGlobal  codeveloper:  Garrick  Jones  (LSE).  Advice  and  hos6ng  of  events:  Edna  Dos  Santos  and  her  colleagues  at  UNCTAD;  the  Bri6sh  Council  in  the  UK  and  Accra,  Ghana.  Founding  co-­‐partners  for  GoGlobal  research:  RMIT  University  Melbourne,  Australia.  Background  research  informa6on:  Department  of  Trade  and  Industry,  Accra,  Ghana.  Project  funding:  Engineering  and  Physical  Science  Research  Council  (EPSRC),  UK.  Project  equipment:  Tools  for  Self  Reliance.  Special  independent  researchers  and  tutors:  Genna  Wilkinson,  Sally  Haworth,  Elisa  Hudson,  Nanice  El  Gammel.  

Ques,ons