Hong Kong–a metropolis for finance, technology, fashion and design. It’s a place that’s bursting at the seams with progressive people and a rich culture, as well as reshaping the idea of the future in many aspects. It’s also the place that hosts the annual Business of Design Week (BODW), which brings together the world’s most influential design leaders to inspire an audience’s creative and technical approaches to design. BODW 2015 was held from November 30Â to December 5.
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For BODW, design has no limitations on geographical regions or industries. Everything from fashion to product design and architecture to automotive was discussed during the symposium’s week-long events. Thought-leaders and innovators from brands including Coca-Cola, Kickstarter, Moleskine and PwC, among many others, contributed their knowledge and foresight of how design greatly impacts business. According to Mr. Victor Lo, chairman of the board of directors for Hong Kong Design Council (HKDC), speakers were chosen “not just by their names, but also by their influence, and all moderators are carefully selected.†Additionally, countries such as Switzerland, Barcelona, Malaysia, Canada, and Italy were represented, which enhanced the global prospective and conversation about design theory and influence.
Since its inception in 2002, BODW
has been aimed towards challenging design trends, teaching businesses how to incorporate creative and technical design ideas into their overall business model, and engaging with people from around the world to exhibit how art knows no languages, cultural boundaries or political agendas. The attendees of BODW represents many areas of business from actual designers (graphic and architectural) to technology innovators and philanthropists. For the attendees, design is the common ground for their discussions, but everyone brings their own perspective on how the global economy is shaped from the ideas of what’s next in design.Twenty percent of the audience for BODW is composed of students at various levels of their education. This demographic shows that younger minds are paying very close attention to design and business and are very interested in participating in the conversation. BODW presents opportunities for these students, who are eager to re-design the world according to their ideas of the future, but more importantly, the symposium provides them with guidance and education on the right way to pursue their ideas of design. “Millennials should build both the left and right brain [in terms of understanding design]. [A lot] could get lost in education … learning by doing is the only way to do this. [With design] either you’ll fail a lot or learn a lot, fail fast or learn fast,†says David Butler, VP innovation and entrepreneurship for Coca-Cola.
Another demographic was represented at BODW–women. Women in design (beyond fashion) appears to be a well-kept secret. However at BODW, not only were women on various panels, they also represented the heads of companies, which showcased their leadership abilities as well as their influence on global design. It’s not always easy for women to hold high positions at mega brands, especially at globally-attended events such as BODW, but people like Maria Sebregondi, VP brand equity and communication for Moleskine, are shattering those notions. “It’s not easy being in my position. It was difficult being the only woman. I was the only woman on the board until this year, now there’s two. In Italy it’s not so easy, period, as a woman to get ahead. Strongly follow your passion. Follow your dreams. You can’t count on any other kind of leverage. Collaboration with other women is very important.â€
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“As a designer you gotta push yourself to be better than you were from the last design. You gotta love what you do. Some things can
be taught, but you can’t teach good taste. Some things, like creativity, just come natural. You can’t teach it,†says another designing woman, Chelsia Lau, chief designer, strategic concepts group at Ford Motor Company. Lau notes her passion for design, along with an incredible team of dedicated designers, as what contributes to Ford Motor Company’s continuous advancement and ingenuity for their cars. More importantly, Lau attributes femininity to the company’s progressive design elements. “No one knows better the needs of a vehicle than a female. We are more sensitive to the style…how it feels. Being a female doesn’t equate to designing or having a pink car.â€BODW has grown from 2,195 attendees to over 120,000 attendees over the course of thirteen years. This statistic shows that the symposium is not only very influential, but that design is a significant factor in various global economies. It also shows that design is not a trend; it’s a very serious industry and concept that molds businesses into brands and builds longevity for those brands.
In addition to the week-long panels and events, the DFA (Design for Asia) Awards, held as a gala during BODW, highlighted five global design categories: the DFA Lifetime Achievement Award, the DFA Design Leadership Award,
the DFA World’s Outstanding Chinese Designer, the DFA Design for Asia Awards, and the DFA Hong Kong Young Design Talent Award. The awards celebrated companies or individuals who have used design to transcend cultures and restrictions with creativity, functionality, and advanced design knowledge. “The DFA Awards is not just an annual design event for Asia — it has evolved into an influential discussion platform for Asia and international designers alike. Together, we can create world-changing design in Asia and for Asia, yet also for all,†said Freeman Lau, vice chairman of HKDC’s board of directors.In a very fast-paced world, where our thoughts swiftly change and people become interested in things, first by its aesthetic appeal, design is critical in keeping consumers engaged with products–from houses to cars and household goods to fashion. BODW is keeping up with the conversation and the direction that design is headed. It will be very interesting to see what concepts and design schemes come about from this year’s BODW attendees and how the world will react to them. To learn more about BODW, visit www.BODW.com.
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