Following David Pearson's lecture we returned once again to Duke Street for 'The Culture and Business of Good Design' – an event organised by Richard Denyer of Norwich University College of the Arts and Lucy Marks of Norfolk Network.
Tonight's guest speaker was international design critic Alice Rawsthorn who was joined later by an industry panel featuring packaging design guru Nick Farrow (Farrows), product designer Alastair Kingsland (Minima), Head of Design School Hilary Carlisle (NUCA) and Tim Lynch, Marketing Services Manager of Britvic. And the chair in charge of the tea party was brand purposer Simon Middleton - so in all, a rum bunch to feed our brains.
Alice knew her stuff. Opening with an image which featured football hooligans throwing plastic chairs, she declared that the public's broadest understanding of good design was the chair – as we can all judge if it is comfortable, attractive to the eye or merely functional. Or getting straight to the point, ask how ethical is its design – unfortunately for the bruised and battered chairs thrown by the boys on the terraces, these products are indestructible and will be massed in landfill for thousands of years.
The technology industry is driven by the new and the innovative, creating a need for products which are arguably inessential (it reminded me of a great Paul Weller comment that before mobiles we used to manage, now everyone has to have one). But times change and we grow to rely on these new products, but where do they go when they die? This grim reality was defined by an image of a rubbish tip of computer hard drives and monitors – once desirable but now lifeless and resistant to decay. However, Alice likes the iphone as it bundles several products into one and reduces space when it's tossed into the twilight zone of disposal. Whether it's a chair or a sleek iphone, brands of the future will have to design and manufacture their products with a clear conscience.
Printed graphics weren't touched on, but it brought to mind the latest Bernard Matthews campaign which is endevouring to restore consumer confidence after being savaged by Jamie Oliver and his loathing of turkey twizzlers. You can clearly see that they are trying to communicate a message which is considering health, taste and even employee pride. They've even re-branded as Bernard Matthew Farms to make it more rural and green. Still makes me wonder if they've improved their farming methods though.
After having to decide whether a honey comb vase or a chair made from ice was the most efficient (the bees won Studio fans), Alice had another surprise up her tailored sleeve. Have you heard the one about the car made of fabric? I hadn't but here it was, created by BMW and it's a real marvel. Its fabric skin, reminicient of an ancient World War One bi-plane is stretched over a light weight frame, the engine accessed via a clean line similar to a surgical incision. So it's renewable, dent proof but what about safety? Great concept though. I would love to know what my engineering client Active Technologies makes of it.
You now know that the theme was responsibility not recession. As a delegate later said, 'we've heard enough about that'. But I think there is another event there which could discuss the importance of design and delivering a clients message effectively when times are tight. And celebrates great work and client product and service too.
It was an enjoyable evening, and thought provoking stuff for students, design professionals, and the Norfolk Network members – all representative of a variety of industries – everyone was buzzing in the reception area afterwards. Plus, it was great seeing Alice Rawsthorn – she has superb taste in shoes you know.
More events like this please.
For more information on Norfolk Network and future events, click here.
Plus Studio recommends Alice's blog, here it is.
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