Agenda The Experience
Demystifying Experience Design: For Better Business…Better Capitals?
TYPE Future Capitals Council
LOCATION Meeting Quarter 1
DATE Wednesday, January 14, 2009 
TIME 08:30 AM - 11:00 AM 
Mirko Tattarini, Creative Director, Lagos Design Studios
Public Sector: 
 - Rodrigo Rodriguez, Chairman, ISIA Florence, Ministry of University & Research, Italy
 - Giuseppe Furlanis, President, National Council for High Education on Art and Music, Italy
 - Dr. Roberto Morese, Secretary, National Council for Artistic and Music Education, Ministry of University, Education and Research, Italy
Private Sector: 
 - Uwe R. Brückner, Architect & Director, Atelier Brückner
 - Alexander Von Vegesack, Founding Director, Vitra Design Museum
 - Remo Perna, President, Centro Progettazioen Moda
 - Chris Rainier, National Geographic Fellow & Photojournalist

H.E James Alix Michel 

Republic of Seychelles

Today's economic crisis is revealing key weaknesses of the outdated design disciplines of the 20th century spanning key industries such as automotive, energy, urban planning, social spaces, and public education. This session conducts a revelatory examination of how the spread of new design forms enabled by technology is changing the way we create products and deliver experiences. Design is challenged to rethink itself and designers must assume new roles and commit themselves to developing solutions leading to a sustainable future. In this context, this new form of experience based design offers a way to reach citizens, customers and visitors more effectively and memorably and aware of the issues of the global context. Experience based design and design issuing centers also attract more tourists and inward investment by using innovative ideas from humanities, science, technology and the arts. This is creating major opportunities for better business by bringing in global designers and design across all parts of society from aesthetic city architecture, to semantic industrial design, to the info-sphere of brands and advertising. 

This session answers the following questions: 

  • What is experience design? And what is the role of the individual, the group, and the organization in a world where experience design is possible?
  • Why must experience design put the environment and human-centered collaboration at the center of inventing new products and services? 
  • How will experience design thinking and actions develop a new breed of designers, inventive industries and creative regions in which the creators involve the people they want to create for?
  • What is the role of experience design in advancing the creative competitiveness of Future Capitals?


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