Towards WDC 2012: No talk, just design
Bryan Boyer. Photo Kaarle Hurtig.
Helsinki’s strategy for its year as World Design Capital could include a battle against zero-content terminology, says Helsinki-based designer-architect Bryan Boyer.
The words strategy, innovation and design are somewhat like global warming: concepts nullified by over-exposition, desensitizing the masses before they can even begin to glimpse at what’s behind the moniker. The Aalto University, national branding committee, the World Expo in Shanghai – and now Helsinki’s World Design Capital year in 2012 – are all touting both strategic innovation and innovative strategies. Design is everything – and for everyone. Can you keep up?
The challenge of any great project is to transform terminology into action and hope that people will notice and remember the actions rather than the words.
The Design Capital strategy for the greater metropolitan area will take form throughout the spring, and hopefully come summer we’ll see some inspiring glimpses of 2012. This summer will also mark the end of Aalto University’s first year, the report of Finland’s national brand committee will be released, and Shanghai’s Expo 2010 will be in full force. Milestones abound.
Helsinki’s design strategy has divided the different disciplines into six blocks: architecture, urban planning, interior design, sustainable design, industrial design and communications design.The division is supposed to get rid of the stereotype of design as elitist culture and products, which doesn’t portray the full range of design. Instead of individual objects, it’s more contemporary and important to imagine what an Aalto vase would be like as a service for the elderly – or what kind of immigration center would win the Red Dot design award?
Bryan Boyer. Photo Kaarle Hurtig.
From strategy to action
The dictionary definition of strategy is “the art of devising or employing plans toward a goal”. The best kind of strategy is one aiming towards direct action to win the war, as Sun Tzu said in his ancient classic The Art of War. The worst is one where you’re constantly planning what to plan next.
Designer-architect BRYAN BOYER, originally from California but now settled into Helsinki, is puzzled by the misuse of terminology. “Strategy often gets mixed up with planning. To be strategic, you have to also make difficult decisions and produce results,” ponders the Harvard graduate, who has been working on Sitra’s Helsinki Design Lab project since the fall of 2008.
Helsinki’s design strategy will face the ultimate test in 2012, when it should be evident to every citizen. “I’ve noticed that in Finland people feel like they need to promote things very actively. But when you start to do things – and do them well – the promotion will take care of itself,” Boyer phrases.
As an example, he reminds us of the renaissance of Helsinki’s dining culture a couple of years ago. Back then it was about making things happen – the buzz came afterwards. When the Eurovision song contest was held in Helsinki, people came up with a Eurovision-themed aerobics class in the park, a themed karaoke night and even a street masquerade. There was no talk about a Eurovision strategy, but there was an unspoken strategy, the city, the companies, YLE, citizens and tourists all saw that the most important thing was to go ahead, do and experience.
Time to experiment
Boyer says that Helsinki’s design is at its most interesting where people don’t speak of design. “In bathrooms and kitchens you remember that you’re in Finland, even if you’re at the finest design hotel. I wish that kind of honesty was more prevalent. For example, a dish drying cupboard is some of the greatest design I know,” Boyer says.
Boyer has found other urban favorites in the small red Café Regatta in Taivallahti and the villa cafe in Linnunlaulu, where cinnamon rolls and coffee are served without much fuss about design.
“Helsinki’s Design Capital year could be a year of experimentation. What if you made Uudenmaankatu into a pedestrianstreet, even just for a while? Or how about we see what happens if you give tax relief to all new cafe owners under 30,” Boyer suggests.
Boyer is fascinated by the tension between the coarse and the defined. “It’s cool how the urbanity ends so abruptly outside of the city center. I started to love Helsinki once I finally got to know people in their own homes,” Boyer describes his Helsinki.
One clear goal – and a positive challenge – in Helsinki’s innovative Design Capital strategy is to convey a people-first type of enthusiasm into doing and experiencing things together. Perhaps even without even mentioning the terms strategy, innovation and design. †
Text Simo Vassinen Photos Kaarle Hurtig Translation Jyri Paavilainen
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Helsinki was elected World Design Capital 2012 in November 2009. A series of articles in We Are Helsinki will detail Helsinki’s journey towards the design year 2012. www.wdc2012helsinki.fi
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