Preview (1993)

CM SM3N Design Renaissance: taking design into the next century Congress report: The spectacular Stacie setting for Design Renaissance was designed by Alex Gourlay, Head of Design, BBC Scotland and BBC Scenic Designer Russell Baxter. Designs on SPONSORS Design Renaissance received support from the following: SPONSORS Philips Corporate Design, The China External Trade Development Council (CETRA), Haworth UK Ltd, BT, BAA Pic, The Stichting IKEA Foundation, ICEP/Portuguese Trade & Tourism Office, Andrew Muirhead & Son Ltd. SUPPORTING COMPANIES Apple Computers, British Airways Pic, BBC Scodand, Business Design Group, Canon UK Ltd, Cochrane McGregor, Field and Lawn (Marquees) Ltd, Green Homan and Associates, Guppy Paper, HB Signs Ltd, Hille International, The IDI Exhibition, Earls Court, Isle of Skye Whisky, Kymmene UK Ltd, Letheby & Christopher Ltd, John McCormick, Pensord Press, Print Forum Ltd, Randak Design, Tony Walker Interiors, Westpoint Design Consultants, Winckworth & Pemberton, Wordsearch Ltd. The congress was also supported by the Glasgow Development Agency, in part­nership with Scottish Enterprise, Glasgow City Council and Strathclyde Region. Design Renaissance was organised by Design 1993 Ltd on behalf of the International Council of Graphic Design Associations (ICOGRADA), the International Council of Societies of Industrial Design (ICSID) and the International Federation of Interior Archi­­tects/lnterior Designers (IFI). L eading figures from industry and education debated the future of design education in the 21st century at a special one day symposium following the Design Renaissance congress. Again, the day featured calls for an increased political awareness from the designers of the future. Katherine McCoy, of the Cranbrook Academy of Art, made explicit the link between the job of the graphic designer and the political climate created by censorship and political correctness. The problem, she claims, lies with today's professionals: 'We have trained a profession that feels political or social concerns are either extraneous to our work or inappropriate', she commented. the future McCoy's rhetoric formed part of a day notable for calls for an aware, interdisciplinary treatment of design by educa­tional establishments. Environmental, social and political issues are as much an ingredient in design education as industrial liaison. The structure of the event, bringing together design specialists, and industrialists from companies including Fleming Thermodynamics, Linn Products and Ford, placed a heavy emphasis on the role of industry in informing design educators of its needs in graduates. But much comment revolved, in contrast, around the skills and problem solving techniques that design education brings into industry. Such approaches may in fact develop the truly wealth creating products of the future. According to product designer and Pentagram partner Kenneth Grange 'Surely the realities of meeting deadlines and bearing the frustration of prejudice and caution and the tedious marketplace will be harsh and real enough when you meet them'. The debate was well received by the audience of more than 200 delegates from across the globe. Opinions varied, but a clear consensus emerged regarding the need for the role of design education in the 21st century to be thoroughly re­examined, both by the design community, and by the eventual users and employers of design graduates. Politicisation, responsibility and new directions for urban design and technology emerged as top of the agenda for the 1,000+ participants at the Design Renaissance congress in Glasgow this September. There was widespread enthusiasm for the congress programme set up by Design 1993 Ltd (the organising company set up by the Chartered Society of Designers) and Congress Director Cherrill Scheer FCSD. As promised that programme formed a wide ranging discussion of the issues facing design in the political, cultural and economic climate of the late twentieth century. T he 1000 or so partici­pants constituted a truly international audience (including 32% from the UK, 34% from the rest of Europe, 17% from the Far East and Australia and 9% from North America - a total of more than 40 countries were represented). Glasgow fully justified its claim to be the leading meeting place for the world design profession as represented by international design organisations ICOGRADA, ICSID and IFI. But what did they say? With more than 100 speakers rather more was-said than any one delegate was able to take in. But all agreed on the importance of the opening addresses (from Stefano Marzano, Philips Corporate Design, Erskine Childers, United Nations and eco-design guru Victor Papanek) and the closing debate. Marzano in particular delivered a blistering polemic to the assembled audience. His theme - politicisation. Are designers doing enough to improve the quality of life? Not in the view of one of Europe's most influential industrial design figures. According to Marzano 'We need to become conscious of our political clout and signifi­cance. Design is a POLITICAL act. Every time we design a product we are making a statement about the direction the world will move in. The solutions we choose are political decisions, not design decisions. Political decisions are steps out into the global arena. We must become aware of our power'. If designers need to exploit political clout, it was reassuring to hear the message delivered by a speaker with undisputed clout in the industrial arena. Marzano's message was well complemented by Papanek's ever articulate emphasis on environment and responsibility and Childers' account of the post cold-war world we are designing for. Politics continued to dominate the proceedings. Later in the week Baroness Denton, representing the Department of Trade and Industry, received a far from rapturous reception from many delegates during a brief visit to the congress stage. On the other hand, as Derrick de Kerckhove of the McLuhan Program in Culture and Technology opined 'When the government takes an interest in design, its time to watch out'. Opinion was divided by the time of the final roundtable debate. Convincing govern­ments to pay more than lip service to good design remains a goal for some. But many had other priorities. The place of design in integrated manage­ment was addressed by a panel discussion led by Wally Olins with representatives of Rover, BT, AT&T and Digital, while Larry Keeley from strategic consultant Doblin Group gave a convincing demonstration of the strategic value of design in business development. While avoiding jargon, he nonetheless showed delegates the way to use the business vocabulary to best advantage. Other highlights? The role of design in the city came under pretty intense scrutiny, with views ranging from controver­sial French architect Jean Claude Garcias' rejection of design as a way forward to a socially balanced utopia to Glasgow Development Agency boss Stuart Gulliver's model of the 'city-as-project'. New technology was discussed both as driving force and as context for design in the future. Environmental responsibility remains a key issue. The

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