The International Council of Societies of Industrial Design (Icsid) is a global organisation that assists the development of the design profession worldwide. Its aim is to increase the social acceptance of design through promoting its outstanding achievements. At present Icsid has four Hungarian member organisations: the Hungarian Design Council, the Association of Hungarian Fine and Applied Artists, the Moholy-Nagy University of Art and Design, and the University of West Hungary.
The board of Icsid - with its members from the United States, India, Taiwan, Korea, Chile, Japan, Great Britain and Hungary (represented by Judit Várhelyi of the Hungarian Design Council) - organise four meetings annually, the next one of which is to be held in Budapest on 15-17 May. Paola Zini, representing Torino, World Design Capital (WDC) 2008, is also invited to the meeting, which will take place behind closed doors, to give an account of the results of the series of WDC events in 2008. Invited by the Hungarian Design Council, a number of Icsid members from Central Eastern Europe will send delegates to Budapest, who will meet the board on the second day of the meeting for a professional discussion.
As an accompanying event to the meeting, Mark Breitenberg, Vice-president of Icsid and Provost at the California College of the Arts, and designer Martin Darbyshire will host a day devoted to design, entitled What Is Design Worth? in the Auditorium of the Moholy-Nagy University of Art and Design (1121 Budapest, Zugligeti utca 9-25) on 15 May from 10 am.
Prof. Martin Darbyshire In his presentation entitled Using design to be different and making that difference meaningful, he will explore different approaches to creating meaning through both innovation and design. Examples from Tangerine and the work of others will be cited as case studies.
Dr. Mark Breitenberg In his presentation entitled Educational Partnerships: Profession, Community, Academy, he will talk about three different kinds of educational partnerships that are critically important to design education today: with companies, in the form of sponsored studios; with non-profits, to develop the humanitarian opportunities of design; and with different schools, in order to build interdisciplinary collaboration. Case studies will be developed from his work as Dean at Art Center College and in his current role as Provost at California College of the Arts.
Both presentations will be in English.
About the presenters:
Prof. Martin Darbyshire
For twenty years, Martin Darbyshire has been a driving force behind the design phenomenon that is tangerine. As co-founder of the company, he has led tangerine to 27 international design awards and headed the inhouse team that created British Airways iconic 'Club World' seat - the world's first fully flat bed in business class.
Martin now travels the world to work directly with the marketing and design heads of global companies. He has a deep understanding of what makes businesses tick and how strategic design can contribute to their success.
His expertise has also seen Martin invited to lecture around the world, most recently at the UK/China Business Summit in Beijing attended by the Prime Minister Gordon Brown.
A Visiting Professor at the world-renowned Central St Martin's College of Art and Design in London, Martin is as passionate about what he calls "tangible ingenuity" in design as he is about surfing off the coast of Northern Spain.
tangerine has a total of 20 staff and offices in London, UK, and Seoul, South Korea.
We work in insight research, innovation strategy, design strategy and design, for clients that are retailers, service providers and manufacturers. We are currently working with clients in East Asia including Fujitsu, LG Electronics, Nikon, Samsung E&C, Toshiba and Wistron, as well as two of China's major brands.
Prof. Mark Breitenberg
Mark Breitenberg recently became the Provost at California College of the Arts in San Francisco and Oakland, California. He is also the President-elect of the International Council of Societies of Industrial Design (Icsid). He holds a Ph.D in Literature and Critical Theory and a Master's in English Literature from the University of California, San Diego. As the Dean at Art Center College of Design, he created a new curriculum uniquely designed to lead and support the studio programs based on the transdisciplinary fusion of liberal arts and sciences and studio practices. He also created an across-the-college design research program, a new science curriculum with professors from Cal Tech and the Jet Propulsion Lab, and a new business curriculum, including Art Center's collaborative exchange with the INSEAD MBA programs in Fountainbleau, France and Singapore. As a professor of literature at Swarthmore College, he wrote Anxious Masculinity (Cambridge University Press), which analyzes masculine identity in the works of Shakespeare and his contemporaries. His literary writings also include many articles on literary history, critical theory, gender and sexuality and Reformation poetics. Dr. Breitenberg's writing and speaking on design and design education address issues such as: the interdisciplinary studio, design thinking, human-centered research, narrative and the creative process. He is a frequent speaker at design conferences and events around the world.