Design Policies and Danish Design
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Transcript of Design Policies and Danish Design
DESIGN POLICIES AND DANISH DESIGN
N O RT H E R N P E R S P E C T I V E : A M A N I F E STO
JA N UA RY, 2 0 1 6
01 DESIGN POLICIES
“...there is a marked correlation between the use of design and the economic performance of companies and subsequent macroeconomic growth.” (Danish Business Authority, 2003).
2
DESIGN AND COMPETITIVENESS
•by spotting where knowledge is absent (“Information asymmetry”)
•by spotting weaknesses in intellectual property protection (“Knowledge spillovers”)
•by integrating “positive externalities” into planning
•by spotting where communication is blocked (“System failures”)
3
MAXIMIZING DESIGN OUTPUT
4
POLICY TOOL: DESIGN SYSTEM
PromotionEd
ucat
ion
Support
desi
gner
s +
man
ager
s
public
businesses
DESIGN POLICY
5
DESIGN POLICIES
•1958, Charles and Ray Eames: The Indian Report
•1960s to 1992, Japan, 22,000 designers trained as a result of the creation of a designer workforce
•1993, South Korea, five year national design policy
•2002, New Zealand Institute of Economic Research plots design against competitiveness using WEF data
•2003, 2006, 2008, etc. Global Design Watch by Finland’s DESIGNIUM
•2011: 17 of the 27 EU member states had explicitly included design in national policy
6
NATIONAL DESIGN POLICY
•Peter Dröll of the European Commission: “by 2020, design is a fully acknowledged, well-known, well-recognised element of innovation policy across Europe.”
37
DESIGN POLICY
02
DANES AND DESIGN
DESIGN IN A NORDIC COUNTRY
•Originates from a nordic designers show that traveled the US and Canada, 1954 to 1957.
•Beautiful, simple, clean designs, inspired by nature and the northern climate, accessible and available to all, with an emphasis on enjoying the domestic environment. —-> Nordic ideals of a democratic welfare state
9
“SCANDINAVIAN”DESIGN
•Comparatively late industrialisation at the end of the nineteenth century, not eroding the craft skills base
•Strong tradition of craftsman’s Guilds.
•Close interaction between designer and craftsman to produce high quality products suitable for industrial production.
• Ellen Key (1849-1926) : “Beauty for all”, “when the beautiful is as cheap as the ugly, only then can beauty for all become a reality.’ —-> Linking beauty and moral good.
•1919 Gregor Paulsson: Vackrare Vardagsvara (“More Beautiful Things for Everyday Use”), ——> IKEA!
10
“SCANDINAVIAN”DESIGN
11
Before the 1950s:
•Viking age: Looking for better land
•Close to the sea
•Close proximity of the most dynamic nations of sixteenth-century Europe (UK, Netherlands, Germany)
•Turn of the century: High rate of literacy helps development and spread of technology
•Agriculture based until the 1950s, where it transitioned to industrial exports
DANISH DESIGN: IT ’S THE ECONOMY STUPID.
From 1950s to today:
• 5,5 million people
•No“Resource curse” and “Dutch disease”in Denmark
•1960s: welfare state (The worlds largest public sector (30% of the entire workforce on a full-time basis) is financed by the world's highest taxes.)
•Membership of unions in Denmark is very common, comprising around 80 percent of the work-force.
•industrial production/manufactured goods 73.3%
•3.1% of its gross domestic product from renewable (clean) energy technology and energy efficiency
•oil and natural gas in the North Sea developed in the 70s -80s , ranked 32th the world among net exporters of crude oil (Canada is 5th).
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DANISH DESIGN: IT ’S THE ECONOMY STUPID.
DA N I S H D E S I G N S
Sydney Opera House | Jørn Utzon
The Egg | Arne Jacobsen
Panton chair | Verner Panton
Series 7 chair | Arne Jacobsne
Lego
DA N I S H D E S I G N S
tulip chair | eero saarinen
DA N I S H D E S I G N S
Ball Chair | Eero Aarnio
DA N I S H D E S I G N S
Stelton Vacuum Jug | Erik Magnussen
Beolit 39 | Bang & Olufsen
The PH lamp | Paul Henningsen
DA N I S H D E S I G N S
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1. To express the purity, freshness, simplicity and ethics we wish to associate with our region. 2. To reflect the changing of the seasons in the meals we make. 3. To base our cooking on ingredients and produce whose characteristics are particularly excellent in our climates, landscapes and waters. 4. To combine the demand for good taste with modern knowledge of health and well-being. 5. To promote Nordic products and the variety of Nordic producers – and to spread the word about their underlying cultures. 6. To promote animal welfare and a sound production process in our seas, on our farmland and in the wild. 7. To develop potentially new applications of traditional Nordic food products. 8. To combine the best in Nordic cookery and culinary traditions with impulses from abroad. 9. To combine local self-sufficiency with regional sharing of high-quality products. 10. To join forces with consumer representatives, other cooking craftsmen, agriculture, the fishing, food , retail and wholesale industries, researchers, teachers, politicians and authorities on this project for the benefit and advantage of everyone in the Nordic countries.
MANIFESTO FOR THE NEW NORDIC CUISINE
Shorter body copy is great here and some bullet points for some extra oomph.
• Lorem ipsum dolor sit amet
• Consectetur adipiscing elit.
• Suspendisse vitae elit nisi.
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NOMA
This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.
20
ONE COLUMN TITLE, BODY AND IMAGE.
DANISH CO-HOUSING•1968, Gudmand-Hoyer, “The Missing Link between Utopia and the Dated One-Family House
•Private home entered around shared facilities
•Shared facilities: kitchen, garden, dining room, laundry, child care facilities, offices, internet access, guest rooms, and recreational features.
•Shared activities: cooking, dining, child care, gardening, and governance of the community.
DANISH DESIGN LADDER DANISH DESIGN CENTRE (DDC), 2003
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STAGE&12:&NO&DESIGN
STAGE 4: DESIGN AS STRATEGY
Design is a key strategic means of encouraging innovation
Design is integral to the development process
Design is only relevant in terms of style
Design plays no role in product/service development
STAGE 3: DESIGN AS PROCESS
STAGE 2: DESIGN AS STYLING
STAGE 1: NO DESIGN
•Relative lack of natural resources
•Strong tradition of craftsmanship
•Nordic ideals of a democratic welfare state.
•Geographical location
•It’s the economy stupid!
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SOME UNDERLYING FACTORS FOR DESIGN EXCELLENCE IN DENMARK
DESIGN POLICY AROUND THE WORLD (SEE 2011)
STAGE&12:&NO&DESIGN
STAGE 4: POLICY VISION FOR STRATEGIC DESIGN
Denmark / Finland / UK / European Union/ South Korea
Estonia / Spain / Singapore / Sweden
Canada / Belgium/ Czech Republic / France / Italy/
Hungaria / Lithuania / Luxembourg / Malta / Netherlands
STAGE 4: POLICY VISION FOR SERVICE DESIGN
STAGE 2: POLICY VISION FOR INDUSTRIAL DESIGN
STAGE 1: NO POLICY VISION FOR DESIGN
THANK YOU.
25
MORE STUFF
This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.
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EXPORTS: DENMARK 1962
This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.
27
EXPORTS: DENMARK 2013
This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.
28
EXPORTS: CANADA 1962
This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.
29
EXPORTS: CANADA 2013
This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.
30
EXPORTS: JAPAN 1962
This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.
31
EXPORTS: JAPAN 2013
38
ANOTHER DESIGN SYSTEM
DESIGN CENTRES, ASSOCIATIONS
& CLUSTERSDESIGN
INVESTMENT
(PRIVATE
& PUBLIC)
DES
IGN
SU
PPO
RT
DESIGN CENTRES,
ASSOCIATIONS
& CLUSTERS
RESERACH &
NOWLEDGE TRANSFER
DESIG
N
EDU
CATIO
N
PROFE
SSIO
NNAL
DESIG
N SEC
TOR
POLICY, GOVERNANCE & REGULATION
DESIGN FUNDING
SUPPLY DEMAND
FUNDING SOURCES
POLICY AND COORDINATION DESIGN PROMOTION
DESIGN EDUCATION
PROFESSIONAL ASSOCIATIONS
BUSINESS SUPPORT
RESEARCH & DEVELOPMENT
National Design SystemQuebec (as of 2012)
Graphic Designers Society of Quebec
Association of landscape
architects of Quebec
APDIQAssociation of
Industrial designers of
Quebec
Order of Architects of Quebec
Conseil de créateurs de
mode du Québec
Université de
Montréal - Mosaic
Centre interuniver-
sitaire (CIRAIG)
Institut de développement
de produits (IDP)Mission design
Université de Montréal - Faculté de l'aménage
ment
McGill University
Order of Urbanists of Quebec
National Research Council of Canada
Fédération canadienne des municipalités
Union des municipalités du Québec (UMQ)
Ville de Québec
Association des centres locaux
de développement
Regional&6&level
Ministère des Finances et de l'Économie (MFE)
Quebec Strategy for
Research and Innovation
Province&6&level&
City of Montreal
Bureau du Design
City6&level&
Ministry of Culture, Communications, and Feminine condition
Canadian Intellectual Property Office
Industry Canada
Federal&6&level
Ministère des Affaires Municipales
Développement économique Canada Academy
of Arts and
Design
UQAM + Centre de Design
Concordia’s Design and
Computation Arts
QUEBEC’S DESIGN SYSTEM (2012)
BUT WAIT PHIL, WHAT IS DESIGN ANYWAY???
•as functional creation (sectorial approach, WEF) :advertising, architecture, the art and antiques market, crafts, product design, fashion, software and computer services, etc.
•as process: “establishing requirements, defining alternatives, validating and selecting solutions” (Hatchuel)
•as problem-solving: “addressing ill-structured problems” (Simon)
36
THE PROBLEM WITH DESIGN
Growth Competitiven
ess Index ranking
Company spending on
R&D
Nature of competitive advantage
Value chain breadth
Capacity for innovation
Production process
sophistication
Extent of marketing
Degree of customer
orientation
Design Average
Design Ranking
USA 2 5.6 5.5 5.4 5.5 5.9 6.4 5.7 5.71 5
Germany 7 5.8 6.4 6.2 5.9 6.4 5.8 5.6 6.01 3
Denmark 5 5 5.5 6.1 5.6 5.3 5.9 5.8 5.7 6
Canada 9 4.2 3.6 4.1 4.4 5.3 5.6 5.5 4.67 23
DESIGN AND GROWTH COMPETITIVENESS INDEXES
Global Design Watch 2010, WEF 2010
Apollo is a full-service creative music studio. We believe that music is cultural currency. Our crew of top-tier musicians, senior producers and technicians collaborate with leading creative minds in the industry to create work that actually connects people to brands.
39
ABOUT US
42
WHERE WE WORK
Montreal
Toronto
New York
Los Angeles
Europe
43
WHO WE WORK WITH
40
WHAT WE DO.
ORIGINAL MUSIC
Our roster of real-deal artists-composers and producers-runs deep.
CREATIVE AUDIO POST
Technical excellence. Creative council. Flawless
execution.
SONIC BRANDING
Unique, own-able sound signatures for brands.
TALENT SERVICES
Our network of top-tier talent around the world is our
superpower.
41
RESEARCH & L ICENSING
Our music supervisors get it, and then they clear it.
APOLLO MUSIC STORE
Top-shelf, pre-cleared tracks on our web licensing
platform.
CUSTOM SOLUTIONS
Adaptable services for awesome new era creative.
STUDIO SERVICES
•Voice casting and directing
•English and French language adaptation
•Source Connect™ certified studios)
• ISDN aptX™ recording (EDnet affiliator)
•Virtual reality recording and mixing (VR)
•Simultaneous recording sessions
•5.1 Surround™ and stereo mixing
•Closed captioning and subtitling
•Extreme Reach™ distribution
•Telecaster approval
•HDCAM SR mastering and QC
The stage is set. Yasiin Bey (aka Mos Def) is in the ring. Niels Shoe Meulman tattoos the mat with his signature calligraffiti. The muted
cheers from the crowd and a subtle track make way for the rhythms of the verse.
• MUSIC SUPERVISION • MUSIC COMPOSITION • ARTIST LIAISON • ON SET SUPERVISION • SOUND DESIGN
44
LOUIS VUITTON
TRIBUTE TO MUHAMMAD ALI OGILVY PARIS
Toronto may not have as long or storied a history in basketball as other cities, but the Raptors are working on it. This epic anthem spot uses powerful words to appeal
to the head and heart while the sound design pumps it full of adrenaline.
• MUSIC SUPERVISION • MUSIC COMPOSITION • CASTING • VOICE DIRECTION • SOUND DESIGN • STADIUM AUDIO DESIGN
45
THE TORONTO RAPTORS
#WETHENORTH SID LEE
This celebrated Virtual Reality experience puts the user inside Patrick Watson's private studio while he sits at his piano and sings his latest release. We collaborated
with filmmakers Felix & Paul after getting our hands on an early OR prototype to create the immersive VR experience. We devised the 360° Binaural Sound which
recreates the way the human ear hears sound.
• 360° BINAURAL SOUND • SOUND DESIGN
46
OCULUS RIFT
STRANGERS: AN ENCOUNTER WITH PATRICK WATSON FELIX & PAUL STUDIOS + APOLLO STUDIOS
History has proven that not just anyone should be entrusted to sing the American national anthem (ahem.) Alongside our friends over at 1One Productions, we arranged
for New York City based artist Ingrid Michaelson to provide stunning vocals.
• MUSIC SUPERVISION • ARTIST LIAISON • MUSIC PRODUCTION • SOUND DESIGN
48
CLEAR CHANNEL
4TH OF JULY TAXI
Our sound design had to capture the sheer wonder a crowd feels when watching Messi do his thing. We licensed the right track to bring
home the end message that was very deftly delivered by the commentator.
• MUSIC SUPERVISION • MUSIC LICENSING • SOUND DESIGN
49
ADIDAS
MESSI SID LEE