The Virginia Commonwealth University School of the Arts in Qatar, in partnership with the Ministry of Civil Service Affairs and Housing hosted day one of the Annual Tasmeem Design Conference.
The day began with a presentation given by trend forecaster Li Edelkoort. Edelkoort’s presentation discussed the concept of Branding. Edelkoort explained that the concept of branding must come from completely within, it’s an intimacy which then becomes known to the public. She used the example of a school and went on to explain that the curriculum of the school should be reflected on both the inside and the outside of the building.
“My vision for the next 10 to 15 years from now is that old and new will intimately blend and will become one. I believe that our relationship with nature is changing, we are now in awe of nature and have even become fearful of nature. Therefore we need to reflect nature in our buildings.” said Edelkoort.
Mario Gagliardi’s presentation was entitled Knowledge, Community and Design Connecting the Dots. In a press conference also held during the day he explained that his presentation focused on the importance of knowledge and how designers can approach the concept of a knowledge society.
“Knowledge is a rare hand-made good, info is a cheap commodity. Science is something we already have. Design is something more complicated, it is a way to envision what is not yet here” said Gagliardi.
Bruce Mau’s presentation was entitled An Incomplete Manifesto of Growth. It was a presentation consisting of 43 points explaining how growth can be both negative and positive and how one should take on things that we don’t know how to do.
“Go Deep. The deeper you go, the more you will find something of value. Don’t borrow Money. By maintaining financial control, we maintain creative control. Remember. Without memory innovation is only a novelty.” advised Mau.
During the afternoon a panel discussion was held with Li Edelkoort, Mario Gagliardi, Bruce Mau, Khaled Asfour, Qatari Architect Ibrahim Al Jaidah and Marketing and Media Manager for the Ministry of Civil Service Affairs and Housing Abdel Aziz Al Sulaiti. The panel addressed the question of how designers identify, interact with and influence decision-makers.
During the discussion Khaled Asfour explained his experience of decision makers in the Arab world. His view was that they are not decision makers. He said that there is usually a middle man or mediator who is making decisions on behalf of the managers.
Ibrahim Al Jaidah described the importance of identifying the decision makers, which he said are usually the policy makers of the community. “As a designer it is important to go through the decision makers, if we want to achieve our goals” said Al Jaidah.
He described an experience that he had back in the 1980s, at a time when it was taboo to introduce culture and heritage into design. During that time people were seeking modern designs. Al Jaidah told the audience about a presentation he gave regarding the design for what is now known as Al Dana Club, to the His Highness The Emir who, was at that time, the Crown Prince. His Highness was most pleased with the traditional design and encouraged Al Jaidah. This experience showed the importance of reaching the ultimate decision maker in the community.
“Make the best of the opportunities you have been given, believe in what you are doing. Who holds the position of the best graphic designer in Qatar? Who is the best graphic designer in the country? The chairs are empty and the positions are vacant.” Al Jaidah addressed the young designers in the community.
Tomorrow presentations will be given by Eva Maddox, Ruben and Isabel Toledo and Samia Rub.
In a format that is intended to facilitate dialogue, Tasmeem Doha 2006 view’s exceptional design work and discusses provocative design methodology. Building upon the foundation of the previous two conferences, Tasmeem Doha explores how design born of observation and engagement not only reflects and reinforces who we are and what we value, but also improves our level of health and welfare. In recognition of the developing relationship between design and the economy, the conference will examine how the design economy is replacing the information economy, providing designers a seat at the table of decision-makers.
Tasmeem Doha 2006 will include 12 international designers, presentations given by Qatar’s decision makers, design exhibitions and panel discussions. Participants will include practitioners, design professors and students from academic institutions and facilities throughout the world. For more information about the design conference please visit www.tasmeemdoha.info or call +974 492 7245.
About VCUQ:
VCUQ offers specialized programs in various design professions. Students have the opportunity of earning a Bachelor of Fine Arts degree in communication, fashion or interior design. A team of highly qualified professors provide rigorous curricula that prepare students to assume leadership roles in the professional field of their choice. VCUQ regularly organizes and hosts exhibitions, gallery events, world-class design conferences, and holds an annual fashion show. VCUQ is supported and funded by the Qatar Foundation. For more information please visit www.qatar.vcu.edu or call 0974 492- 7238.
About Qatar Foundation:
Qatar Foundation for Education houses VCUQ; it is a unique concept which has revolutionized education in the State of Qatar. It is a non-profit organization which was founded in 1995 by the Emir and Head of the State of Qatar, His Highness Sheikh Hamad Bin Khlaifa Al-Thani. The vision of Her Highness Sheikha Mozah bint Nasser Al Missned, the Chairperson of Qatar Foundation indicates the keenness of Qatar’s leadership in encouraging education among all levels among the citizenry. The Qatar Foundation has altogether changed the face of the education sector in the State of Qatar with first-class educational programs and organizations. For more information, please visit www.qf.org.qa .
