Kari Korkman. Photo Chris Vidal.
Expectations are high as Helsinki and its neighboring cities are preparing for World Design Capital 2012. It is a unique opportunity and there will not be another chance, so the bar has to be set high. Mediocrity is not enough for an excellent result. We must acquire passion, vision and ability to carry things through in order to implement the strategies.
Unfortunately, Finns often seem to be satisfied with “OK” as long as the plans have been well made. Things happen along the way, which may prevent reaching the set goals. The tournament was lost because the players got the flu. The election was a flop because the opposition party got a surprising number of votes. The design year failed because there was not enough time.
The design hype hides a serious threat to the industry. This claim may sound irrational, but an effective advertising campaign is known to kill a new product if it makes the consumers try a novelty and the expectations are not fulfilled.
Let’s begin the planning of a design campaign from the basics. What is the product we are selling or what does the word design mean? The recipient of a message cannot understand the added value of the product if the product itself is shapeless. The theme of the World Design Capital 2012 gives designers a wide variety of ways to approach it. Embedding Design in Life takes us through life and it is hoped that the designers’ input will show in all human processes. The new phenomena of embedding is a generous offer to designers and suitable for dialog between professionals in the field. The message just has to be less complex.
The message also has to be true. The industry must introduce products that utilize the modern design concept. Authorities have to start implementing the principles of service design. The public’s opinion must be heard by city planners and architects. A greener human-centered environment must be built. New fashion and design success stories must emerge. This time OK is just not good enough.
This year the theme of the Helsinki Design Week is storytelling. Stories are remembered because they touch people. During the following days, we will have many opportunities to meet each other and tell stories. Maybe eventually we will find out what the connection is between design and all human processes. The official storyteller for the design week, writer KARI HOTAKAINEN puts it like this: “Life designed, I provided the material.”
Kari Korkman is the founder and director of the Helsinki Design Week.
Photo Chris Vidal
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Helsinki Design Week on 26 August–5 September 2010. See the complete schedule at www.helsinkidesignweek.com.
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