DESIGN POLICIES AND DANISH DESIGN

N O RT H E R N P E R S P E C T I V E : A M A N I F E STO

JA N UA RY, 2 0 1 6

01 DESIGN POLICIES

“...there is a marked correlation between the use of design and the economic performance of companies and subsequent macroeconomic growth.” (Danish Business Authority, 2003).

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DESIGN AND COMPETITIVENESS

•by spotting where knowledge is absent (“Information asymmetry”)

•by spotting weaknesses in intellectual property protection (“Knowledge spillovers”)

•by integrating “positive externalities” into planning

•by spotting where communication is blocked (“System failures”)

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MAXIMIZING DESIGN OUTPUT

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POLICY TOOL: DESIGN SYSTEM

PromotionEd

ucat

ion

Support

desi

gner

s +

man

ager

s

public

businesses

DESIGN POLICY

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DESIGN POLICIES

•1958, Charles and Ray Eames: The Indian Report

•1960s to 1992, Japan, 22,000 designers trained as a result of the creation of a designer workforce

•1993, South Korea, five year national design policy

•2002, New Zealand Institute of Economic Research plots design against competitiveness using WEF data

•2003, 2006, 2008, etc. Global Design Watch by Finland’s DESIGNIUM

•2011: 17 of the 27 EU member states had explicitly included design in national policy

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NATIONAL DESIGN POLICY

•Peter Dröll of the European Commission: “by 2020, design is a fully acknowledged, well-known, well-recognised element of innovation policy across Europe.”

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DESIGN POLICY

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DANES AND DESIGN

DESIGN IN A NORDIC COUNTRY

•Originates from a nordic designers show that traveled the US and Canada, 1954 to 1957.

•Beautiful, simple, clean designs, inspired by nature and the northern climate, accessible and available to all, with an emphasis on enjoying the domestic environment. —-> Nordic ideals of a democratic welfare state

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“SCANDINAVIAN”DESIGN

•Comparatively late industrialisation at the end of the nineteenth century, not eroding the craft skills base

•Strong tradition of craftsman’s Guilds.

•Close interaction between designer and craftsman to produce high quality products suitable for industrial production.

• Ellen Key (1849-1926) : “Beauty for all”, “when the beautiful is as cheap as the ugly, only then can beauty for all become a reality.’ —-> Linking beauty and moral good.

•1919 Gregor Paulsson: Vackrare Vardagsvara (“More Beautiful Things for Everyday Use”), ——> IKEA!

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“SCANDINAVIAN”DESIGN

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Before the 1950s:

•Viking age: Looking for better land

•Close to the sea

•Close proximity of the most dynamic nations of sixteenth-century Europe (UK, Netherlands, Germany)

•Turn of the century: High rate of literacy helps development and spread of technology

•Agriculture based until the 1950s, where it transitioned to industrial exports

DANISH DESIGN: IT ’S THE ECONOMY STUPID.

From 1950s to today:

• 5,5 million people

•No“Resource curse” and “Dutch disease”in Denmark

•1960s: welfare state (The worlds largest public sector (30% of the entire workforce on a full-time basis) is financed by the world's highest taxes.)

•Membership of unions in Denmark is very common, comprising around 80 percent of the work-force.

•industrial production/manufactured goods 73.3%

•3.1% of its gross domestic product from renewable (clean) energy technology and energy efficiency

•oil and natural gas in the North Sea developed in the 70s -80s , ranked 32th the world among net exporters of crude oil (Canada is 5th).

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DANISH DESIGN: IT ’S THE ECONOMY STUPID.

DA N I S H D E S I G N S

Sydney Opera House | Jørn Utzon

The Egg | Arne Jacobsen

Panton chair | Verner Panton

Series 7 chair | Arne Jacobsne

Lego

DA N I S H D E S I G N S

tulip chair | eero saarinen

DA N I S H D E S I G N S

Ball Chair | Eero Aarnio

DA N I S H D E S I G N S

Stelton Vacuum Jug | Erik Magnussen

Beolit 39 | Bang & Olufsen

The PH lamp | Paul Henningsen

DA N I S H D E S I G N S

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1. To express the purity, freshness, simplicity and ethics we wish to associate with our region. 2. To reflect the changing of the seasons in the meals we make. 3. To base our cooking on ingredients and produce whose characteristics are particularly excellent in our climates, landscapes and waters. 4. To combine the demand for good taste with modern knowledge of health and well-being. 5. To promote Nordic products and the variety of Nordic producers – and to spread the word about their underlying cultures. 6. To promote animal welfare and a sound production process in our seas, on our farmland and in the wild. 7. To develop potentially new applications of traditional Nordic food products. 8. To combine the best in Nordic cookery and culinary traditions with impulses from abroad. 9. To combine local self-sufficiency with regional sharing of high-quality products.   10. To join forces with consumer representatives, other cooking craftsmen, agriculture, the fishing, food , retail and wholesale industries, researchers, teachers, politicians and authorities on this project for the benefit and advantage of everyone in the Nordic countries.

MANIFESTO FOR THE NEW NORDIC CUISINE

Shorter body copy is great here and some bullet points for some extra oomph.

• Lorem ipsum dolor sit amet

• Consectetur adipiscing elit.

• Suspendisse vitae elit nisi.

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NOMA

This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.

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ONE COLUMN TITLE, BODY AND IMAGE.

DANISH CO-HOUSING•1968, Gudmand-Hoyer, “The Missing Link between Utopia and the Dated One-Family House

•Private home entered around shared facilities

•Shared facilities: kitchen, garden, dining room, laundry, child care facilities, offices, internet access, guest rooms, and recreational features.

•Shared activities: cooking, dining, child care, gardening, and governance of the community.

DANISH DESIGN LADDER DANISH DESIGN CENTRE (DDC), 2003

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STAGE&12:&NO&DESIGN

STAGE 4: DESIGN AS STRATEGY

Design is a key strategic means of encouraging innovation

Design is integral to the development process

Design is only relevant in terms of style

Design plays no role in product/service development

STAGE 3: DESIGN AS PROCESS

STAGE 2: DESIGN AS STYLING

STAGE 1: NO DESIGN

•Relative lack of natural resources

•Strong tradition of craftsmanship

•Nordic ideals of a democratic welfare state.

•Geographical location

•It’s the economy stupid!

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SOME UNDERLYING FACTORS FOR DESIGN EXCELLENCE IN DENMARK

DESIGN POLICY AROUND THE WORLD (SEE 2011)

STAGE&12:&NO&DESIGN

STAGE 4: POLICY VISION FOR STRATEGIC DESIGN

Denmark / Finland / UK / European Union/ South Korea

Estonia / Spain / Singapore / Sweden

Canada / Belgium/ Czech Republic / France / Italy/

Hungaria / Lithuania / Luxembourg /  Malta / Netherlands

STAGE 4: POLICY VISION FOR SERVICE DESIGN

STAGE 2: POLICY VISION FOR INDUSTRIAL DESIGN

STAGE 1: NO POLICY VISION FOR DESIGN

THANK YOU.

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MORE STUFF

This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.

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EXPORTS: DENMARK 1962

This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.

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EXPORTS: DENMARK 2013

This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.

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EXPORTS: CANADA 1962

This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.

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EXPORTS: CANADA 2013

This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.

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EXPORTS: JAPAN 1962

This is a versatile layout that can accommodate medium sized content as well as simple one liners. It’s pretty hard to mess this one up guys.

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EXPORTS: JAPAN 2013

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ANOTHER DESIGN SYSTEM

DESIGN CENTRES, ASSOCIATIONS

& CLUSTERSDESIGN

INVESTMENT

(PRIVATE

& PUBLIC)

DES

IGN

SU

PPO

RT

DESIGN CENTRES,

ASSOCIATIONS

& CLUSTERS

RESERACH &

NOWLEDGE TRANSFER

DESIG

N

EDU

CATIO

N

PROFE

SSIO

NNAL

DESIG

N SEC

TOR

POLICY, GOVERNANCE & REGULATION

DESIGN FUNDING

SUPPLY DEMAND

FUNDING SOURCES

POLICY AND COORDINATION DESIGN PROMOTION

DESIGN EDUCATION

PROFESSIONAL ASSOCIATIONS

BUSINESS SUPPORT

RESEARCH & DEVELOPMENT

National Design SystemQuebec (as of 2012)

Graphic Designers Society of Quebec

Association of landscape

architects of Quebec

APDIQAssociation of

Industrial designers of

Quebec

Order of Architects of Quebec

Conseil de créateurs de

mode du Québec

Université de

Montréal - Mosaic

Centre interuniver-

sitaire (CIRAIG)

Institut de développement

de produits (IDP)Mission design

Université de Montréal - Faculté de l'aménage

ment

McGill University

Order of Urbanists of Quebec

National Research Council of Canada 

Fédération canadienne des municipalités

Union des municipalités du Québec (UMQ)

Ville de Québec

Association des centres locaux

de développement 

Regional&6&level

Ministère des Finances et de l'Économie (MFE)

Quebec Strategy for

Research and Innovation 

Province&6&level&

City of Montreal

Bureau du Design

City6&level&

Ministry of Culture, Communications, and Feminine condition

Canadian Intellectual Property Office

Industry Canada

Federal&6&level

Ministère des Affaires Municipales

Développement économique Canada Academy

of Arts and

Design

UQAM + Centre de Design

Concordia’s Design and

Computation Arts

QUEBEC’S DESIGN SYSTEM (2012)

BUT WAIT PHIL, WHAT IS DESIGN ANYWAY???

•as functional creation (sectorial approach, WEF) :advertising, architecture, the art and antiques market, crafts, product design, fashion, software and computer services, etc.

•as process: “establishing requirements, defining alternatives, validating and selecting solutions” (Hatchuel)

•as problem-solving: “addressing ill-structured problems” (Simon)

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THE PROBLEM WITH DESIGN

Growth Competitiven

ess Index ranking

Company spending on

R&D

Nature of competitive advantage

Value chain breadth

Capacity for innovation

Production process

sophistication

Extent of marketing

Degree of customer

orientation

Design Average

Design Ranking

USA 2 5.6 5.5 5.4 5.5 5.9 6.4 5.7 5.71 5

Germany 7 5.8 6.4 6.2 5.9 6.4 5.8 5.6 6.01 3

Denmark 5 5 5.5 6.1 5.6 5.3 5.9 5.8 5.7 6

Canada 9 4.2 3.6 4.1 4.4 5.3 5.6 5.5 4.67 23

DESIGN AND GROWTH COMPETITIVENESS INDEXES

Global Design Watch 2010, WEF 2010

Apollo is a full-service creative music studio. We believe that music is cultural currency. Our crew of top-tier musicians, senior producers and technicians collaborate with leading creative minds in the industry to create work that actually connects people to brands.

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ABOUT US

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WHERE WE WORK

Montreal

Toronto

New York

Los Angeles

Europe

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WHO WE WORK WITH

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WHAT WE DO.

ORIGINAL MUSIC

Our roster of real-deal artists-composers and producers-runs deep.

CREATIVE AUDIO POST

Technical excellence. Creative council. Flawless

execution.

SONIC BRANDING

Unique, own-able sound signatures for brands.

TALENT SERVICES

Our network of top-tier talent around the world is our

superpower.

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RESEARCH & L ICENSING

Our music supervisors get it, and then they clear it.

APOLLO MUSIC STORE

Top-shelf, pre-cleared tracks on our web licensing

platform.

CUSTOM SOLUTIONS

Adaptable services for awesome new era creative.

STUDIO SERVICES

•Voice casting and directing

•English and French language adaptation

•Source Connect™ certified studios)

• ISDN aptX™ recording (EDnet affiliator)

•Virtual reality recording and mixing (VR)

•Simultaneous recording sessions

•5.1 Surround™ and stereo mixing

•Closed captioning and subtitling

•Extreme Reach™ distribution

•Telecaster approval

•HDCAM SR mastering and QC

The stage is set. Yasiin Bey (aka Mos Def) is in the ring. Niels Shoe Meulman tattoos the mat with his signature calligraffiti. The muted

cheers from the crowd and a subtle track make way for the rhythms of the verse.

• MUSIC SUPERVISION • MUSIC COMPOSITION • ARTIST LIAISON • ON SET SUPERVISION • SOUND DESIGN

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LOUIS VUITTON

TRIBUTE TO MUHAMMAD ALI OGILVY PARIS

Toronto may not have as long or storied a history in basketball as other cities, but the Raptors are working on it. This epic anthem spot uses powerful words to appeal

to the head and heart while the sound design pumps it full of adrenaline.

• MUSIC SUPERVISION • MUSIC COMPOSITION • CASTING • VOICE DIRECTION • SOUND DESIGN • STADIUM AUDIO DESIGN

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THE TORONTO RAPTORS

#WETHENORTH SID LEE

This celebrated Virtual Reality experience puts the user inside Patrick Watson's private studio while he sits at his piano and sings his latest release. We collaborated

with filmmakers Felix & Paul after getting our hands on an early OR prototype to create the immersive VR experience. We devised the 360° Binaural Sound which

recreates the way the human ear hears sound.

• 360° BINAURAL SOUND • SOUND DESIGN

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OCULUS RIFT

STRANGERS: AN ENCOUNTER WITH PATRICK WATSON FELIX & PAUL STUDIOS + APOLLO STUDIOS

History has proven that not just anyone should be entrusted to sing the American national anthem (ahem.) Alongside our friends over at 1One Productions, we arranged

for New York City based artist Ingrid Michaelson to provide stunning vocals.

• MUSIC SUPERVISION • ARTIST LIAISON • MUSIC PRODUCTION • SOUND DESIGN

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CLEAR CHANNEL

4TH OF JULY TAXI

Our sound design had to capture the sheer wonder a crowd feels when watching Messi do his thing. We licensed the right track to bring

home the end message that was very deftly delivered by the commentator.

• MUSIC SUPERVISION • MUSIC LICENSING • SOUND DESIGN

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ADIDAS

MESSI SID LEE