Design for Business
2-3 April 2004
At Lume Media Centre
The status of design
has always been a difficult question. In todays rapidly moving world this question
has become ever harder to answer. In one view, in order to justify design as
good design, one must be aware of the context and surrounding environment at
the particular time, since time is an important factor in determining the value
What is “good design” then? Does one have to go to a museum to see the “good
designs” of the past, or is it possible to see the “good designs” of today somewhere?
This question is difficult for both, businesses and museums; it is, however,
a question both of them are keen to answer.
It is difficult to pick out good design from the avalanche of information
and products that we meet everyday, but nevertheless, businesses and museums
have to do it in order to survive. Businesses need to follow the latest trends
and changes in consumer behaviour, where as museums need to follow what type
of design companies are endorsing, in order to create interesting contemporary
exhibitions and to expand their collections.
One could argue, however, that this is no longer the case. The roles have been
reversed. Companies now follow museums and examine their contemporary exhibitions
and collections; the influence of the retro cannot be underestimated. Museums,
on the other hand, follow the general public more closely and try to pick out
the trends and new styles directly from different subcultures before big corporations
feed them to the mass market. Brand name design is no longer the cutting edge
of design; not for the museum and not for the consumer.
The question that arises is how can museums and businesses work together in
scanning today’s society and can they find synergy benefits? Is it meaningful
for these two entities to work on their separate fields, or is there a common
goal that will benefit not only them, but design in general?
Day 1 - Design For Business
9.00 - 9.45 Registration
9.45 - 10.00 Marianne Aav, Design
Museum - Words of Welcome
10.00 - 10.45
Ph.D. Mika Pantzar, National Consumer Research Center
a consumer commodity - design in a consumer commodity
This lecture looks at the recent developments of Finnish leisure products,
such as heart rate meters (Polar), wrist computers (Suunto), mobile phones
(Nokia) and walking stick (Exel). In all these areas there has been a strong
emphasis on design. All these products have been or are currently at the
verge of mass market. It will be seen whether firms like Suunto and Polar,
for instance, make a similar breakthrough as happened to Nokia in the mid
11.00 - 11.30
Eero Miettinen, Nokia
classics or consumer goods?
Is it possible to
create classics born out of our creations? Is there a mechanism, or is this
random like? What is the time scope for classics to born, what about relatively
young businesses like mobile phones? Best consumer products, classics or
cult objects? Classics vs. volumes, is popularity a hinder for products
to become classics? Elitism, marginality, are they good business? These
questions and many more, are not going to be answered, but rather set as
provocation for debate, that hopefully is going to continue eternally.
11.45 - 12.15
fusion. MELTING POT has to do with the simmering, the mixing of contamination
verifiable in a determined entity. POP brings us back to the sense of the
communication, to the synthesis of a dynamic use of language, to the empathic
rapport with diffused cultures. MELTING POP is the multi-form synthesis
of a communication disposition of linguistic fusions. MELTING POP is a combination
of visual art and other creative languages.
12.30 - 14.00
14.00 - 14.30 Jan Van Mol, Ad!dict Creative Lab
branding in the WETM™ generation
Paper from the Fu[rni]ture Creative X-Ray©
In this day and
age, brands should rethink what and how they are doing; not just because
of the current weak economic situation, but also as a condition sine qua
non to run a brand beyond the coincidental production of objects and services.
That makes the processes about communicating, marketing, designing and branding
a complex and difficult task. Jan Van Mol is looking, researching, questioning,
praising and criticizing the way brands are using or lacking a creative,
coherent, and honest approach towards the consumer. This creative, coherent
and honest approach of branding is explained by getting the process even
further: people, icons, media politicians, all have similar branding techniques.
14.45 - 15.30
15.30 - 16.00 Dirk Imschoot, Imschoot publishing
A story about street
fashion with a general and personal vision, but most of all a story of freedom.
16.00 - 16.30
18.00 - 20.00 Cocktails and buffet dinner at Design
Day 2 - Design For History
9.00 - 9.45
9.45 - 10.00 Marianne Aav, Design
Museum - Words of Welcome
10.00 - 10.45 Paola Antonelli, MoMA (video presentation)
only exists in a design collection of a museum?
Video presentation of the design collection of the Museum of Modern Art
in New York. The presentation sheds light to the design collection of MoMA
and the way it is kept up to date and acquisitions to the collection are
11.00 - 11.30 Prof. Peter Zec, Design Zentrum
in Germany and their Communicational Goals
The lecture will give an overview on the role and aim of design museums
in Germany. The focus lay on how they master the challenge between design
business and culture. The museums to examine are: die Neue Sammlung in Munich,
Vitra Design Museum in Berlin, Museum für angewandte Kunst in Frankfurt,
Deutsches Architekturmuseum in Frankfurt and red dot design museum in Essen.
11.45 - 12.15 Prof. Catherine McDermott, Kingston
Somewhere Else: defining cultural diversity and national identity in 21st
Century British Design
This lecture will identify new British design and how UK designers are responding
to the changing 21st century world and taking us Somewhere Totally Else,
the intriguing title of 1968 essay by the legendary UK critic Peter Reyner
Banham, cleverly referencing a Pop culture that also knew a thing about
imagining the future.
12.30 - 14.00 Lunch break
14.00 - 14.30 Prof. Yrjö Sotamaa, UIAH
Design vs. Good Design - the Educational Point of View
Scandinavian design has traditionally emphasised timelessness and functionality.
Its ideal has been the development of beautiful everyday life. Design has
become the competitive tool between industries and nations and as its ideal
the creation of experiences and a limitless world. Design is spreading everywhere
and it can be seen as the cultural skin of our environment. How should schools
and museums react to this change? Are the traditional values of Scandinavian
14.45 - 15.30 Coffee
15.30 - 16.00 Marianne Aav, Design Museum
The lecture will focus on the "Great National Program" of Finnish
decorative arts and design, and the role of the Design Museum as a collector
and a forum for international design.
16.00 - 16.30 Closing discussion
Please note! Details of the timetable and topics are subject to change without
any further notice.
The seminar is free of charge.
For more information about the conference, its full schedule and registration
please contact the following address:
Fax. +358-(0)9-6220 5455
Tel. +358-(0)9-622 540 (only between 8 am and 11 am on weekdays)