20 INTER NATIONAL DESIGN CAMP 13
Design to Play Camp Summary
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International students from all over the world
Content
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Companies Need Serious Play in order to get Serious Results By Mette Strømgaard Dalby The Campfire Meal Design & Play ARTICLES Play – to Create and to Live By Ann Charlotte Thorsted The iPhone: Anatomy of Play Value in Design By Alexander Manu Designing for Awesome LEGO Play By Anne Flemmert Jensen The Need for Play is Needed Everywhere By Jens Rottbøll Play to Design – Playful Make-Believe By Marieke Amalieh Bülow Exploring and exploiting experimentation for enterprise innovation: A 5X5X5 Approach By Michael Schrage
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PROJECTS
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Teachers and Facilitators Old Dogs – New Tricks LEGO Build the Change Eat & Play By Mette Thrane Frandsen Students Partners
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Published by
Austria, Canada, China, Czech Republic, Denmark, Finland, France, Germany, Great Britain, Hungary, India, Israel, Japan, Norway, Portugal, Slovenia, Sweden, South Africa, South Korea, The Netherlands, USA
INTERNATIONAL DESIGNCAMP2013
Design to Play
Play to Design
INTERNATIONAL DESIGNCAMP2013
INTERNATIONAL DESIGNCAMP2013 DESIGN TO PLAY / PLAY TO DESIGN First edition, first printing 2013 Editor in chief: Mette Strømgaard Dalby Editor: Marianne Baggesen Hilger Editorial staff: Mette Fersløv Schultz Project Manager D2i – Design to innovate: Karsten Bech Project Manager DesignCamp2013: Karen Feder Cover and layout: Oddfischlein Photos: Diana Lovring and Ditte Gjøde Published by Kolding School of Design ISBN: 978-87-90775-46-9 Paper: Amber Graphic, 300/170/80 gr. Printed at: BM Grafisk Copyright: Kolding School of Design Kolding School of Design Aagade 10 DK-6000 Kolding www.dskd.dk
International DesignCamp2013
D2i – Design to innovate www.design2innovate.dk All rights reserved Photographic, mechanical, digital or any other form of reproduction from this book is permitted only in accordance with the agreement between Copy-Dan and the Ministry of Education. Any other usage without the written consent of the publisher is prohibited by applicable Copyright Act. Exceptions to this are extracts for use in reviews and discussions. DesignCamp2013 was organised by Kolding School of Design and D2i – Design to innovate in collaboration with the LEGO Group.
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INTERNATIONAL DESIGNCAMP2013
Design to Play
PARTNER: Kolding Spildevand / Kolding Waste Water GROUP: Beayue Louie, Emily Carr University, Canada Birkir Gudmundsson, Kolding School of Design, Denmark Manabu Ariyoshi, Tama Art University, Japan Thomas Helmer, Kolding School of Design, Denmark
THEIR FILMS SHOW THAT IT'S POSSIBLE TO COMMUNICATE WHAT IT IS WE DO IN AN EXCELLENT WAY. WE INTEND TO STICK WITH THE CHARACTERS FROM THE FILM AND MAKE THEM A CENTRAL PART OF OUR COMMUNICATION.
Kolding Ecosystems A new corporate identity for Kolding Waste Water
THE CHALLENGE How might we change the public identity of Kolding Waste Water? THE CONCEPT Kolding Ecosystems aims to communicate the value and importance of the service that Kolding Waste Water (KWW) provides the citizens of Kolding Municipility. KWW is a key figure in keeping the municipality clean but the services it provides remain invisible to its customers: the citizens and companies of Kolding Municipality, who are not confronted with the consequences of creating waste and waste water. In short: Out of sight, out of mind. Yet, it is important that they recognise and understand how their actions affect the ecosystem they live in, as it is vital and needs to be handled with care. To get this message across, the group has suggested changing KWW’s identity to Kolding Ecosystems, to reflect the fact that KWW is in the business of living systems: recycling water and organic materials to safeguard public health and the environment. Waste water is the material they work with,
not what they do. To further implement this identity change – and educate the citizens of Kolding Municipality – the group has made a humorous animated film which tells people about KWW and the importance and weightiness of their work. In addition to the animated film, the group has also designed a new logo for Kolding Ecosystems. THE OUTCOME The challenge that KWW’s director, Per Holm, set the students on the first day of the DesignCamp was this: How can we convey what it is we do to the citizens and companies in Kolding Municipality? He left the camp with a unique animated film and a workable suggestion regarding a new identity for KWW.
Play to Design
Per Holm, Director of Kolding Waste Water
“We have been working for some time on rethinking our internal and external communications. In this context, the students’ input has been heaven sent. Their films show that it's possible to communicate what it is we do in an excellent way. We intend to stick with the characters from the film and make them a central part of our communication,” explains Holm. He hopes to be able to continue working with the students and also sees KWW as a possible participant for next year’s DesignCamp: “Definitely. It has been an extremely positive experience.”
“The students quickly grasped the essence of our challenge. They’ve put together a fantastic project that we can and will use. We’re thrilled!” KWW has already started working with the students to develop the concept.
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INTERNATIONAL DESIGNCAMP2013
INTERNATIONAL DESIGNCAMP2013
Design to Play
TWO INTENSE WEEKS OF DESIGNING WITH PEOPLE FROM ALL OVER THE WORLD. A CLOSED AND FOCUSED COCOON WHERE YOU CAN ‘TURN FROM A CATERPILLAR INTO A BUTTERFLY’. AND NEXT TO THAT A LOT OF FUN WITHIN OUR INTERNATIONAL ‘VILLAGE OF NATIONALITIES’!
Play to Design
INTERNATIONAL DESIGNCAMP2013
Students
Saskia Juliette Schoonebeek, Utrecht School of the Arts, The Netherlands
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Beayue Louie, Emily Carr University, Canada
Yarden Deddi, Bezalel Academy of Art and Design, Jerusalem, Israel
Robert Werner, Emily Carr University, Canada
Luo Peiyu, Tongji University, Shanghai, China
Megan Czaja, Pratt Institute, USA
Martina Hajny, Universität für angewandte Kunst Wien, Austria
Nadine Foik, Pratt Institute, USA
Ellen Rykkelid, AHO, Oslo, Norway
Jacob Theodore Horowitz, Case Western University, USA
Tamás Boldizsár, Moholy-Nagy University of Art and Design Budapest, Hungaria
Seshmitha Vedachalam, Case Western University, USA
Lukas Uliarczyk, Tomas Bata University, Czech Republic
Jared Gower, Greenside Design Center, South Africa
Thomas Helmer, Hochschule für Gestaltung Schwäbisch-Gmünd, Germany
Tanya Smit, Greenside Design Center, South Africa
Nina Delanovic, NFT, Ljubljana, Slovenia
Daniel Glazman, Bezalel Academy of Art & Design, Israel
Anne-Marie Gundelwein, Hochschule für angewandte Wissenschaften
Dana Ben Shalom, Bezalel Academy of Art & Design, Israel
Würzburg, Germany
Ruth Fogel, Bezalel Academy of Art & Design, Israel
Amanda Hoffner, HDK, Gothenburg, Sweden
Ruchika Vakkiyl Nambiar, Sristhi School of Art, Design and Technology, India
MinJi Kim, Rhode Island School of Design, USA/South Korea
Pramod Mangalore Pai, Sristhi School of Art, Design and Technology, India
Melana Bogdan, NFT, Ljubljana, Slovenia
Zhuoyan Qian, Tongji University, China
Kamilla Falkenberg-Knudsen, Kolding School of Design, Denmark
Yu Xia, Tongji University, China
Nanna Rosenfeldt-Olsen, Kolding School of Design, Denmark
Miyajima Chie, Tama Art University, Japan
Linnea Lykkegaard Laursen, Kolding School of Design, Denmark
Manabu Ariyoshi, Tama Art University, Japan
Niels Sylvester Rasmussen, Kolding School of Design, Denmark
Saskia Schoonebeek, Utrecht School of the Arts, The Netherlands
René Petersen, Kolding School of Design, Denmark
Sjoerd Mulder, Utrecht School of the Arts, The Netherlands
Lars Majlund Mørk, Kolding School of Design, Denmark
Anne Dieste, Pforzheim University, Germany
Rune Magelund Alexandersen, Kolding School of Design, Denmark
Natalie Morcinek, Pforzheim University, Germany
Rasmus Niklas Nørgaard Buhl, Kolding School of Design, Denmark
Jake Rich, Kingston University, Great Britain
Sylvester Agerbæk Hansen, Kolding School of Design, Denmark
Alice Forestan, Kingston University, Great Britain
Olav Kristoffer Markussen Johannessen, Kolding School of Design, Denmark
Mariana Negreiros, London College of Fashion, Great Britain
Denise Dyrvig Clemente Jørgensen, Kolding School of Design, Denmark
Sara Pignatelli, London College of Fashion, Great Britain
Bo Frøsig, Kolding School of Design, Denmark
Abir Iqbal Malik, Aalto University, Finland
Kasper Lundsfryd Pedersen, Kolding School of Design, Denmark
Tatyana Chuzhanova, Aalto University, Finland
Noémie Thomas, Kolding School of Design, Denmark
Xinyu Zhang, HDK, Sverige
Birkir Gudmundsson, Kolding School of Design, Denmark
Ana Filipa Gouveira Pardal, IADE, Portugal
Kirstine Gjerstad Mackeprang, Kolding School of Design, Denmark
Ines Catarina Teixeira Roque, IADE, Portugal
Anne Serup Grove, Kolding School of Design, Denmark
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INTERNATIONAL DESIGNCAMP2013
Design to Play
Partners
Local partners from all over the Region of Southern Denmark – and more
#01 Terrariet Vissenbjerg/ Terrarium Vissenbjerg Kirkehelle 5 5492 Vissenbjerg Fyn Morten Jørgensen
#05 Kolding Spildevand/ Kolding Waste Water Kolding Åpark 1, st. tv 6000 Kolding Per Holm
#09 Oplevelsesparken Universe/ Science Theme Park Universe Mads Patent Vej 1 6430 Nordborg Pia Bech Mathiesen
#02 Billund Kommune/ Billund Municipality Jorden Rundt 1 7200 Grindsted Heidi Sønderby
#06 LEGO Play Aastvej 1 7190 Billund Caroline S Hansen
#10 B&O Play Peter Bangs Vej 15 7600 Struer Jørgen Daucke
#03 Koldinghus Markdanersgade 11 6000 Kolding Nanna Ebert #04 Syddansk Universitet/ University of Southern Denmark Alsion 2 6400 Sønderborg Henrik Sproedt
#07 PLAYALIVE Platzvej 2 7100 Vejle Lau Kofoed Kierstein #08 LEGO Digital Solutions Havremarken 1 7190 Billund Eik Brandsgaard
#11 Kolding Cityforening/ Kolding City Association Helligkorsgade 5,2 6000 Kolding Mette Schumacher #12 Billund Lufthavn/ Billund Airport Passagerterminalen 10 7190 Billund Mette Frøkjær Hansen
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Play to Design Articles, Projects, Insights, and Inspiration
INTERNATIONAL DESIGNCAMP2013 International experts, hand-picked international design students, companies and experienced designers gathered at the International DesignCamp2013 ‘Play to Design / Design to Play’ to explore play within the context of design in order to investigate and develop design methods for integrating play in companies, processes, products and services.
The International DesignCamp2013 took place from 28 October – 8 November 2013 and was organised by Kolding School of Design and D2i – Design to innovate in collaboration with the LEGO Group.
Read more on designcamp2013.dskd.dk
Inspired by international speakers and focusing on why people need to play and how we motivate them and improve their terms for doing so, students and industry teamed up to work on specific challenges relating to ten Danish companies.
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Investing in your future