The design process as it is usually taught and applied at the beginning of the 21st century is concerned with goals, aims and targets. It is dealing with business and industry, target groups and financial targets. It is looking at the often “wicked” problems found in all areas of life. It is, in general, working with – or trying to work with – the world, its structures and problems, including its systems, its territories, its politics and power struggles. But is this the only way the design process can be approached?
Silicon Valley is perhaps the most iconic place narrative of the late 2oth century. Politicians in numerous countries including Malaysia, China and Saudi Arabia tried to copy the model, without much success. They didn’t get it right, because Silicon Valley was not about office space in glass-clad corporate headquarters. Silicon Valley was about a particular place at a particular time. It was a place in people’s heads rather than a place on the map.
James Flynn, the author and namesake of the Flynn effect, published a new paper investigating recent losses in worldwide IQ. Fewer and fewer people can think in terms of abstractions and develop their capacity for deductive logic and systematic planning. At the same time, according to the World Economic Forum, complex problem solving has become the foremost needed skill for the 4th Industrial Revolution.
Korea’s strength in the creative industries, together with the strength of their multinational brands, is regarded as a model by other Asian countries. How did this model come about?
The Korean Ministry of Trade, Energy and Industry was at the heart of Korea’s industrial and economic development efforts. It was initially modeled after the Japanese Ministry of International Trade and Industry (Tsusho sangyo sho or MITI), Japan’s central institution for industrial policy, research, investment and development. MITI supervised and led economic policy together with the Bank of Japan, the Economic planning agency and other ministries. Created after World War II in response to Japan’s problems with rising inflation and falling productivity, MITI was a supra-institution influencing all aspects of domestic and foreign economic policy, holding close ties to Japanese companies. Its advantages were largely organizational: Instead of disconnected units with differing agendas and different layers of red tape, MITI was one integrated organization with one goal.
In his 1957 book „Mythologies“, Roland Barthes analyses the Deesse (The nickname of the Citroen DS car, “goddess” in French) as a mythical object, and plastic as a mythical material. Plastic interests him because of its transformability, the metamorphoses it contains, being able to imitate everything. He finds it remarkable that plastics are given mythical names of Greek shepherds (Polystyrene, Polyvinyl) and writes: “The public waits in a long queue in order to witness the accomplishment of the magical operation par excellence: the transmutation of matter.”
Concepts and assumptions determine how an organisation and its environment are seen. When plotting a course of action, managers implicitly rely on them. These concepts are the foundation for both daily decision-making and long-term planning. Once concepts are taken for granted, they are held implicitly, possibly impeding innovation efforts. Leonard and Straus found that thinking style preferences are becoming “hardwired” into brains and reinforced over years of practices and self-selection. When, in the course of an organisational change, the new outlook does not conform with held assumptions, these concepts can be the reason why people are reluctant to change.
Whoo (后), the cosmetics brand designed by Mario Gagliardi, is now Korea’s most successful luxury brand, selected by the Seoul Economic Daily in 2017 (read more about its creation). The brand exceeded 100 billion Korean Won in annual sales in 2009, 200 billion Won in 2013, 400 billion Won in 2014, 800 billion Won in 2015, and annual sales exceeded 1 trillion Won last year. Whoo’s parent company LG Household & Health Care, part of LG Group, expects the annual sales of Whoo to surge to 1.6 trillion Won (US$ 1,4 billion) in 2017, making it the best-performing Korean luxury brand in history.
Designed at a time when Western cosmetics brands dominated the Asian market with narratives of Paris and New York, the brand was revolutionary in being the first cosmetics series to focus instead on Asian culture and history.
Company structures changed dramatically over the course of the last century. The structures and processes behind the production of goods evolved, and with these also the relationships of products and their users.
While the digital is explained in itself by computer science, important questions for the humanities – such as how the Digital affects human behaviour, or how it impacts society and economy – are outside its scope. Different disciplines have provided answers, but there has been no integrated concept bridging these insights.