Singapore Design Festival 2007

Synopsis:

As the practice of design in the 21st century moves from object and surface design to interaction and experience design, the rich tradition of Asian design assumes a new relevance. The Asian Way of design is a treasure trove capable of revitalising modern design and giving it a much needed depth. From expressing the essence of an idea to creating multiple meanings simultaneously; from giving visible form to the most profound concepts, to creating successful mind-to-mind communication; from symbolic gestures and rituals to creation of imaginary worlds visualised in full detail; the methods and procedures of the Asian Way create experiences with great energy, richness and refinement. The appeal of Asian design comes from these.

The Asian Way of Design will present the basic principles and philosophies of Asian design thought: creation of Universally Understood Form Messages; the Systems approach to design and planning of Design Programmes; designing to generate Planned Emotional Responses to engage and involve audiences; and creating Powerful and Energetic Sensory Experiences using classical form languages.

Selected examples of contemporary work from leading designers from Asia will illustrate the application of the Asian Way in the emerging design context.