MA Applied Imagination Festival 2015 Programme

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 2

MA Applied Imagination

Festival 2015

www.appliedimaginationfestival.com

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 1

If you could take one action to transform what would it be?

MA Applied Imagination

Festival 2015 9 -10 December The Street — Central Saint Martins, Kings Cross

Welcome to MA Applied Imagination

Festival 2015 Through the application of our imaginations, human beings have always tried to effect change, whether it is entrepreneurial, environmental, political, scientiďŹ c or spiritual.

Join students and guests from different sectors as they come together to demonstrate how they are working to effect change in their world, whether it is by asking better questions of ourselves and those in power, acquiring new skills or pioneering a new approach.

MA Applied Imagination | Festival 2015

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 3

3

MA Applied Imagination | Festival 2015

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 4

This festival includes projects conceived and carried out by students on the MA Applied Imagination in the Creative Industries course, part of the Culture and Enterprise programme at Central Saint Martins.

Students will be presenting their project outcomes in the two Discourse Zones over the course of the festival.

MA Applied Imagination in the Creative Industries guides its students through the processes of being a change-maker, enabling them to harness their creativity to effect useful and meaningful change in the world.

Graduates of the course have progressed to a wide range of careers in creative and social entrepreneurship, government initiatives for the creative sector, curatorial and gallery work, as well as academic teaching and research.

The course currently has alumni working with The Design Council, Google, The Guardian, Transport for London, ASOS, China Central Television, Deloitte, Fitch and X-Box – as well as many other globally renowned organizations.

MA Applied Imagination is a one-year full-time or two-year part time multidisciplinary course. It teaches its students to be creative problem solvers, who are able to function in a wide variety of professional and entrepreneurial situations.

Richard Reynolds Acting Course Leader

4

F E

Floor plan – The Street

Discourse Zone1

Festival Entrance

The Scoop

Feral Zone Discourse Zone 2

MA Applied Imagination | Festival 2015

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 5

5

MA Applied Imagination | Festival 2015

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 6

Festival Schedule: Feral Zone Wednesday 9 December 2015 12.30

The Opening Ceremony: One Thousand Rose Petals Author and theatre director Christie Dickason declares the 2015 Festival open.

13:00 Soho Create Festival Launch Guest Speaker: Tom Harvey Soho Create Festival Chief Executive Tom Harvey will be formally launching the 2016 Soho Create Festival, and announcing a contest for students to win internships in leading Soho creative organizations.

14.00 Illy Coffee Masterclass Presented by Bar Temrini.

What better way to start the afternoon than with the perfect cup of coffee?

14.30 Mindshare ‘Huddle’ Workshop Guest Presenter: James Ratnarajah Global media agency Mindshare’s 'Huddles' are renowned throughout the creative industry. A Huddle is an opportunity to share your ideas and test them with like-minded professionals. James Ratnarajah and colleagues from Mindshare will be leading the first Huddle to be held at CSM. 15.30 Mindfulness Workshop Guest Facilitator: Garvey Harris Hypnotherapist and mindfulness trainer Garvey Harris leads an interactive workshop on the use of mindfulness as a tool in professional creative practice.

6

16.00 Seana Wilson: Body casting Presenter: Seana Wilson Seana is an MA Applied Imagination student and performance artist who creates fibreglass body casts in real time for all visitors to the Festival. The process encourages all those who take part to rediscover their body, and to take away a cast of yourself.

17.30 Public Debate: If you could take one action to transform your world, what would it be?

Guest Chair: Dr Lucy Kimbell Educator and author Dr Lucy Kimbell invites visitors, students, staff and special guests to debate the central theme of the Festival. What are the most important questions we are not asking – and can those questions be instrumental in effecting real and desirable change?

18.30 Panel Debate: Positive Peace: can art be a means of conflict resolution?

Guest Chair: Sebastian Krueger Award-winning TV journalist Sebastian Krueger interviews artist Heather Ackroyd, peace negotiator David Nyheim, and author/curator Professor Marina Wallace, whose joint project ‘Artrake: Art for Conflict Resolution’ dares to raise the question of the role art can play in bringing resolution to bitter, violent and apparently irreconcilable conflicts across the globe.

20.00 The Balloon Game Be ready to participate in an intervention by students from the MA Applied Imagination Course, which is thematically linked to the Positive Peace debate.

Festival Schedule: Feral Zone Thursday 10 December 2015 12.30 HarperCollins Creative Symposium Guest Chair: Ralph Barker Ralph Barker, MA Applied Imagination alumnus 2014, now works as a management trainee at HarperCollins.

He will chair a panel debate with authors from this world- renowned publishing house. The debate will focus on the creative process across arts and literature, including the debate around the book as an object.

14:00 Macondo Theatre Workshop Guest Facilitator: Silvia Mercuriali Silvia Mercuriali’s Macondo theatre workshops invite participants to forget about the distinction between performer and audience – and between actors and non-actors. Be ready to join in, and to re-examine your assumptions about yourself as a performer and/or spectator.

15.00 Skull Art Guest artist: Philip Levine Philip Levine has been using his head as a canvas for creativity since 2006, when he first began to go bald. Philip delivers a social message through his interventions, and has inspired many men, women and children to channel their problems in a positive way through creative expression.

15.00 Seana Wilson: Body casting Presenter: Seana Wilson The bodycasting workshop continues.

16.00 Food Black Box Facilitator: Akanksha Bonsra Akanksha Bonsra is an MA Applied Imagination student, and the Food Black Box project is an experiment to re-establish our connection with food by bringing to the fore aspects of eating that are normally taken for granted.

This is an interactive workshop for all the senses.

16:00 The Obstacle Race Presented by: Students from MA Criticism, Culture and Curation The Obstacle Race is a provocative and very participatory physical intervention. Be prepared to join in - and to impress the judges by the style with which you clear the obstacles.

18.00 Unpacking the Butterfly Chair: Richard Reynolds A caterpillar needs to die and be consumed before a butterfly can grow in its place: we cannot change the world without transforming ourselves. Join Richard Reynolds, Course Leader of MA Applied Imagination, in a debate with students, alumni and practitioners, about the meaning of transformative personal change – in education, and in professional practice. Guests include screenwriter and film director Sasha Damjanovski, Hollywood film producer Gary Kurtz and interdisciplinary designer Professor Dale Russell of the RCA.

MA Applied Imagination | Festival 2015

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 7

19.00 Festival Party Join students and guest speakers for the closing party.

7

MA Applied Imagination | Festival 2015

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 8

8

Festival Schedule: Discourse Zones Come along to open workshops, debates, presentations and events (15 minutes each) hosted by MA Applied Imagination students

Dec 9

Dec 10

Kaley Madden

15:00

13:00

16:15

Karntida Mahatchariyakul

15:15

13:15

12:30

16:30

Daniel JosĂŠ Malheiro Resende

15:30

13:30

12:45

16:45

Yiran Mo (Momo)

15:45

13:45

Tzu-Yu Hsu (Amao)

13:00

15:00

Madeeha Shahid Niazi

16:00

12:00

Yizhi Hu

13:15

15:15

Si Shen

16:15

12:15

Shen Jiang (Jansen)

13:30

15:30

Yi Su (Elsa)

16:30

12:30

Errin Kancal

13:45

15:45

Tingting Zhou

17:00

17:00

Zonglin Li

14:00

14:00

Bingyang Zhou (Arctic)

17:15

17:15

Xueru Li (Snow)

14:15

14:15

Yifan Zhou

17:30

17:30

Yizhou Li

17:45

17:45

Dec 9

Dec 10

Leyla Elman Qizi Akhundova

12:00

16:00

Nayla Ahmad M H Al-Mulla

12:15

Akanksha Baldev Bonsra Jad Chamas

Discourse Zone 1

Yu-Ling Lin (Annie)

14:30

14:30

Yuan Liu (Amy)

14:45

14:45

Dec 9

Dec 10

Andrea Patricia Molero Cuartin

15:00

13:00

16:15

Bujia Ni (Leo)

15:15

13:15

12:30

16:30

Arthit Ounpanwat

15:30

13:30

12:45

16:45

Andrew Ethan Persoff

15:45

13:45

Emilia-Ekaterini Koufas

13:00

15:00

Paula Carolina Velasquez Castillo

16:00

12:00

Barbara Lanzafame

13:15

15:15

Xiaowei Wang (Wednesday)

16:15

12:15

Cecilia Legarrea Sanchez De Tagle

13:30

15:30

Liya Ye

16:30

12:30

Yangfan Li (Mavis)

13:45

15:45

Weida Zhang (Aretha)

16:45

12:45

Xingyao Liu (Florence)

14:00

14:00

Gabby Edlin

17:00

17:00

Xiaojing Liu (Jean)

14:15

14:15

Paulina Jawor

17:15

17:15

Alexandre Lopes Maceno De Carvalho 14:30

14:30

Claire Rampen

17:30

17:30

Yi Luo

14:45

Robbie Smith

17:45

17:45

Seana Wilson

18:00

18:00

Dec 9

Dec 10

Tianyang Chen (Emily)

12:00

16:00

Kalayakorn Chertvudhakas (Claire)

12:15

Desheng Dai (Keita) Yuan Gao (Gloria)

Discourse Zone 2

14:45

MA Applied Imagination | Festival 2015

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 9

9

MA Applied Imagination | Festival 2015

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 10

10

MA Applied Imagination – Class of 2015 Leyla Elman Qizi Akhundova

12

Shen Jiang (Jansen)

24

Nayla Ahmad M H Al-Mulla

13

Errin Kancal

25

Akanksha Baldev Bonsra

14

Emilia-Ekaterini Koufas

26

Jad Chamas

15

Barbara Lanzafame

27

Tianyang Chen (Emily)

16

Ana Cecilia Legarrea Sanchez De Tagle

28

Kalayakorn Chertvudhakas (Claire)

17

Yangfan Li (Mavis)

29

Desheng Dai (Keita)

18

Zonglin Li

30

Gabby Edlin

19

Xueru Li (Snow)

31

Yuan Gao (Gloria)

20

Yizhou Li

32

Tzu-Yu Hsu (Amao)

21

Yu-Ling Lin (Annie)

33

Yizhi Hu

22

Yuan Liu (Amy)

34

Paulina Jawor

23

Xingyao Liu (Florence)

35

Xiaojing Liu (Jean)

36

Madeeha Shahid Niazi

48

Alexandre Lopes Maceno De Carvalho

37

Si Shen

49

Yi Luo

38

Robbie Smith

50

Kaley Madden

39

Yi Su (Elsa)

51

Karntida Mahatchariyakul

40

Paula Carolina Velasquez Castillo

52

Daniel JosĂŠ Malheiro Resende

41

Xiaowei Wang (Wednesday)

53

Yiran Mo (Momo)

42

Seana Wilson

54

Andrea Patricia Molero Cuartin

43

Liya Ye

55

Bujia Ni (Leo)

44

Weida Zhang (Aretha)

56

Arthit Ounpanwat

45

Tingting Zhou

57

Andrew Persoff

46

Bingyang Zhou (Arctic)

58

Claire Rampen

47

Yifan Zhou

59

MA Applied Imagination | Festival 2015

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 11

11

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 12

MA Applied Imagination | Festival 2015

Leyla Akhundova

How can art be a catalyst in highlighting societal problems and making people think about them?

The love of art and the inability to remain indifferent to the global and the societal problems of mankind lie at the roots of this question.

This creative team (‘Beautiful Minds’), aims to become an international movement, making revolutionary and provocative statements to highlight what we are concerned about in different parts of the world. We are keen to take an active role in the process of forming a new social consciousness, responding to the rapidly changing challenges of time.

12

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 13

MA Applied Imagination | Festival 2015

Nayla Al-Mulla

How can co-creation navigate the power dynamics when the relationship of those involved is inherently perceived as unequal?

This research project investigates and challenges the dynamic of unequal relationships in co-creation.

For example, those who possess education privileges, Western culture domination, or wealth, presume power over those who do not. Thus ‘collaboration’ in essence is a form of colonization where the powerful imposes his/her values and needs over the so-called ‘other,’ creating an ‘us’ vs ‘them’ relationship, evident in single ownership outcomes.

This research questions the validity of the accepted paradigm of power indicators today. It sets out to test the possibility and methodology of engaging in co-creation where all parties involved are equal on the creative field.

13

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 14

MA Applied Imagination | Festival 2015

Akanksha Bonsra akanksha.bonsra@gmail.com http://padlet.com/akanksha_bonsra/roundtableswithexperts

How can reected glare caused by glass and aluminium facades be transformed into a solution beneďŹ ting the city or society?

With urban skylines like that of London’s moving towards glass/aluminium skyscrapers, glares from these facades have turned the city into a reflective disco space. Instead of utilizing the light and heat, effort has been put on throwing it out, which in turn gets reflected again till it hits the streets.

This project is around this wasted energy and looks for a solution to help harness it, thus helping the city instead via a platform that brings experts from various fields together to work and create a better social urban environment.

14

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 15

MA Applied Imagination | Festival 2015

Jad Chamas

How can we create a sense of empathy through multi-sensory experiences?

Research into the degrees of political (humanitarian) activism in Western Europe and accumulative journalistic research into several catastrophic phenomena has been the foundation of this process.

Focusing on approaching this topic on an experiential level, this project explores how the events, mainly the Israeli occupation of Palestine and the injustices carried throughout its continuity can be communicated through a series of installations to capture the emotional and psychological experiences of those ‘over there’.

The installations aimed to evoke a sense of ‘closeness’, a connection between the viewer and the victim of the injustice. One of the interventions include ‘the rehearsal’, or a semi-improvised sonic performance revolving mainly around the sounds of war.

15

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 16

MA Applied Imagination | Festival 2015

Tianyang Chen (Emily) perfect.emilychan@gmail.com

How can a platform help people use fragmented time more easily and in a more interesting way?

We all live in fragmented time nowadays. It can be three minutes waiting in a queue, or five minutes waiting for a bus. But not everyone knows how to use such fragmented time. They feel bored.

This project involves creating a platform for smart phones, iPads and computers, for people to use when in this state of fragmented time – so they can use and enjoy this very characteristically modern experience.

16

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 17

MA Applied Imagination | Festival 2015

Kalayakorn Chertvudhakas (Claire) claire.chert@gmail.com

How can an immersive experience help children develop a positive attitude in the dark?

Darkness can increase human perception and imagination, as is shown by the work of Andrew Garrett Reece about dark retreats. Unfortunately, darkness is often interpreted nowadays as a negative term. I am interested in creating an immersive experience for children to develop a positive attitude towards the dark.

This project, 'Capital Of The Dark', helps us to think about the important distinction between being positive and being negative in the dark. Children experience the dark by using four senses (touch, smell, taste and hearing) instead of vision. The workshop builds children's confidence about darkness.

17

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 18

MA Applied Imagination | Festival 2015

Desheng Dai (Keita) Keitadai@yahoo.com

How can gay sexual psychology be applied in creating an advertising campaign for a luxury brand men’s underwear collection?

This project explores gay men’s sexual identity and psychology, by creating a new approach to presenting queer sexual identity in an advertising campaign for a luxury brand men’s underwear collection.

The outcome can be used as a strategy for creating a successful men’s underwear advertising campaign, for brands which never previously engaged with gay-themed advertising.

18

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 19

MA Applied Imagination | Festival 2015

Gabby Edlin hello@gabbyedlin.co.uk

How can character development in comedy be utilised to engage men in Feminism?

‘A Woman Walks Into A Bar’ Too many men feel excluded from the feminist movement.

In order for them to feel empowered to consume and create feminist content, they must first know what feminist content looks like when it’s for men, by men.

A Woman Walks Into A Bar is a mostly male filmmaking collective, making comedy shorts for men, about feminism, featuring (arguably) likeable lager louts, Grant and Joe.

19

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 20

MA Applied Imagination | Festival 2015

Yuan Gao (Gloria) 469929012@qq.com

How can technology allow people to participate in creative activities, in order to increase communication between people who should be close to each other?

Chinese students are easily influenced by their social environment. According to recent research, only 27ďź… of Chinese students choose their college major for themselves, while more than 60% of such decisions are made by parents.

There are many communication problems between people who should be close. My project aims to encourage people to exchange creative ideas and personal feelings – and to increase communication between family members and friends.

20

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 21

MA Applied Imagination | Festival 2015

Tzu-Yu Hsu (Amao)

Play and Future Thinking: How can play establish imagination of a future self?

To stimulate creativity, one must develop a childlike inclination for play and a childlike desire for recognition.

-Albert Einstein Play is not merely a child’s game; it is also a vital part of adulthood. Through play we learn how to transform emotionally difficult situations into manageable ones.

There is no creativity or innovation without play.

As a coach, my aim in this project is to provide adults with a series of interactive experiences within a transitional space. Different forms of play - including improvisation theatre games, hands-on play, and role-play games are adopted to enhance participants’ self-awareness and to trigger future thinking.

21

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 22

MA Applied Imagination | Festival 2015

Yizhi Hu yizhihu1122@gmail.com

How can colour therapies further support the stress management of those in the banking industries?

Colour is light of varying wavelengths. Each colour has its own particular wavelength and energy. Colour therapy can help to re-balance an individual by applying the appropriate colour to the body.

Colour therapy uses varying wavelengths to influence people’s mood, emotions, and sometimes even health.

Colours can also encourage our body’s own healing process. Stress is a key factor today with banking sector employees. Thus, the healing of this stressed community seems an appropriate use of colour therapy.

22

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 23

MA Applied Imagination | Festival 2015

Paulina Jawor

How can we address the stigma associated with anxieties and mental health and educate people on the subject?

One in four people in the UK alone suffer from a number of mental health issues. Campaigns for better communication and understanding of mental health disorders are gaining traction.

I created the Anxieteehee Comedy Festival as a platform to promote understanding, help sufferers and hopefully get rid of negative stigma associated with mental health.

23

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 24

MA Applied Imagination | Festival 2015

Shen Jiang (Jansen) jansendesign@hotmail.com www.jiangshendesign.weebly.com

How can we protect our personal information in this society of electronic surveillance?

The objective of this project is to probe the effects of new digital technologies on privacy and discuss whether it is possible to achieve total privacy while still getting benefits from technologies through critical and speculative design.

The result is a Privacy Wonderland which includes a collection of tools, installations and films to raise people’s awareness of how to protect their privacy and understand what the risks are. My project aims to ensure that individuals are prepared and educated for the brave new future, and can participate in creating a future which honours and respects personal privacy.

24

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 25

MA Applied Imagination | Festival 2015

Errin Kancal

How can an object inherently create human unity?

My research project investigates and challenges ‘the product’ to reveal its validity.

When qualitative observation of human behaviour associated to an artefact exposes a synthesis of patterns, the role an object plays in creating a shared result is questioned. The associated empowerment the object imbues, whether symbolic or organic, propels the object to an infinite state.

The focus of this study being a table, not for its form but for its fluid human interaction, served to question the shape of human organization, function and interpersonal order. Thereby, moving to test the possibility of how form can set a paradigm for purposeful design.

25

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 26

MA Applied Imagination | Festival 2015

Emilia-Ekaterini Koufas koufa.emilia@gmail.com

What are the intrinsic properties of collectible objects that make rarity valuable?

How is a pocket-sized guide able to help art collectors create a formula through questions, in order to expand their collection? This project focuses on assisting art collectors to ask themselves suitable and more felicitous questions about choosing the artworks they want to obtain, and then helping them plan a methodology to achieve this.

In today's art world the factors of name and price define value ̶ but why should there be such a connection? Collecting art ought to be more about creating your personal history, reflecting a part of one's reality through the selection of different pieces, and encouraging cultural diversity.

26

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 27

MA Applied Imagination | Festival 2015

Barbara Lanzafame b.lanza0000@gmail.com

How can creativity enhance awareness of in-house crop production as a conscious sustainable practice?

The topic of vertical farming and in-house crop production is explored from a creative perspective, in order to address awareness, generate discussion and deal with an alarming expected food shortage. The ‘Nature Owns the Present’ project aims to convey the message of cultivating and feeding as a collective conscious practice, instead of a passive consolidated behaviour.

Through an informed and experimental path, the intention is to open up dialogues to extend spaces of awareness between food, the traditional and new ways of cultivating systems, and our daily lifestyle.

27

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 28

MA Applied Imagination | Festival 2015

Ana Cecilia Legarrea Sanchez De Tagle

How can the introduction of a failure management system combat the current climate of self-enclosure?

‘Once upon a time, our problem was guilt: the feeling that you have made a mistake, with reference to something forbidden. This was felt as a stain on one’s character.

Today the question that hovers over your character is no longer that of how good you are, but of how capable you are, where capacity is measured in something like kilowatt hours – the raw capacity to make things happen.’

My project examines the dichotomy of failure and success in modern society. It focuses on what lies beneath the deep need to be the best in the eyes of a culture of performance, and how this constant search entails a form of disconnection from one’s true self. Consequently the Dichotomia Project aims to incentivise a reconnection with one’s true drivers.

28

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 29

MA Applied Imagination | Festival 2015

Yangfan Li (Mavis)

How can artists create awareness of homelessness by transforming newspaper waste?

What's the connection between forgotten homeless people and discarded newspapers? Exploring London life, I've noticed both subjects are left behind and commonly ignored. Because they have no value in terms of the mainstream society, they have been placed in a marginal context.

As an art student influenced by Buddhism, my philosophy informs me to develop love and kindness so that we can be like a true friend to all beings and that's why I believe the law of karma begins and ends in love. When you bring more love into any situation, you transform ‘bad karma’ into ‘good karma’. How can converting worthless newspaper to usefulness also help the homeless person?

Transforming newspaper waste to cultivate favourable conditions for the homeless and raise awareness of homelessness is the proposition.

29

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 30

MA Applied Imagination | Festival 2015

Zonglin Li

How can multi-sensory experiences build relations and enhance consumers’ brand loyalty through pop-up stores?

Research on the senses has shown that the sensory cues of sight, sound, smell, taste and touch can all affect our preferences, memories and choices (Krishna, 2010).

This project is all about exploring the influence of a multi-sensory intervention made in a pop-up store: can this approach enhance the consumer’s shopping experience?

My intervention involved designing a pop-up store featuring a multi-sensory environment, and observing and reflecting on the results.

30

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 31

MA Applied Imagination | Festival 2015

Xueru Li (Snow) lxr_xx@hotmail.com

How can design be used to create tangible objects for enduring memories?

This project involves building up a platform called ‘Memory Bank’, so that people can have objects that hold enduring memories, while designers simultaneously get inspiration for their work.

My project aims to use tangible objects for memory retrieval.

31

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 32

MA Applied Imagination | Festival 2015

Yizhou Li yizhuoli119@gmail.com

How can we promote the commercialization and marketization of Chinese literary films - underwriting the investment with guaranteed box office - and meanwhile maintain the level of cultural artistry?

In recent years, Chinese investment circles are paying much attention to cultural and creative industries, and this has had the effect of increasing the output of domestic films in China.

However, Chinese domestic films are facing opportunities and challenges. The content and quality of domestic films has been continuously reviled. Art films are finding it difficult to enter circuit cinema, or to be accepted by the public.

The aim of this project is to shoot a film based on the marriage issues of today’s young urban generation in China, thus finding a balance and linkage between art films and commercial films.

32

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 33

MA Applied Imagination | Festival 2015

Yu-Ling Lin (Annie)

How can interactive art help the public understand the differences between various cultures?

As we know, London is an international city. But even so, it’s possible frequently to have the experience of someone not knowing you, and misunderstanding your culture. For example, most people think that fortune cookies come from China, but actually thy originate from the USA. This project involves numbers of people who are interested in sharing their experience of cultural misunderstanding with others. The purpose is to decrease misunderstanding, and break down stereotypes. For my testing, I need people to co-operate and work with. I am building jigsaw puzzles, which can show the differences between various cultures.

33

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 34

MA Applied Imagination | Festival 2015

Yuan Liu (Amy) 18636035768@163.com

How can symbols from people's unconscious, found by drawing therapy, be applied to daily wear?

Unlike a traditional drawing therapy session, transforming the symbols from people's unconscious into clothing can be more concrete and lasting, combining therapy with the powerful personal and social identity-shaping power of fashion.

Symbols can be examined and referred to - both in real time and afterwards through memory - activating the healing function of symbols.

34

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 35

MA Applied Imagination | Festival 2015

Xingyao Liu (Florence) meteorflorence@gmail.com

How can creative activities enable communication and interaction between solo travellers?

This project aims to create several interactive platforms for travellers, to raise their awareness of travelling in an artistic and insightful way - instead of superficial one. With the guidance of one of the platforms, or travel toolkit, travellers are inspired to find a new perspective from their travel experience.

Travellers are involved in creative workshops in different surroundings, which directly engages them in rediscovering their travel experience and bettering the quality of their travel.

35

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 36

MA Applied Imagination | Festival 2015

Xiaojing Liu (Jean)

How can we help children in China to enhance their environmental protection consciousness using media technology?

Separate waste collection for recycling is a crucial problem in China. Therefore, educating children in environmental protection is extremely important. This project aims to find teaching methods that can raise the consciousness of children in China about environmental protection.

Traditional Chinese teaching methods do not seem adequate for this task. Interactive multimedia are therefore used instead, demonstrating and educating through visual, oral and kinaesthetic approaches.

36

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 37

MA Applied Imagination | Festival 2015

Alexandre Lopes Maceno De Carvalho lopesmaceno@gmail.com

How can personal information, gathered from wearable devices, be used responsibly in personalized advertising?

This project emphasizes responsible ways to collect and use data from wearable devices. These gadgets are on the rise and are expected to grow fivefold in four years (Cisco, 2015). They are the devices that get closest to consumers, existing within the innermost circles of personal life. They provide a plethora of valuable individualized information to third-party advertisers.

For these third-party advertisers, the ‘what’ and ‘how’ behind the use of this vast amount of data is the new challenge. Cultivating a trustworthy way to collect the data and a responsible way of implementing it in advertising will be necessary to develop brand loyalty. If personal information is misused, the customer will sense their privacy has been invaded, leaving them feeling vulnerable.

In the longer term, this will make customers question their loyalty to the brand, therefore undercutting the brand itself.

37

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 38

MA Applied Imagination | Festival 2015

Yi Luo

What is the future of the art museum?

Museums have been losing their power, with the reduction of government funding. Art works also have arguably become mere economic goods in the marketplace. This is the main problem today’s art ecology faces. Focusing on the mechanisms of power within the art world, my project examines the position of art museums in our future intellectual life, and proposes the art museum of tomorrow.

Museums as open source servers are emphasized.

By supplying an IT service to help artists extend their imagination, encouraging debate around the direction of artistic practice, inviting the public to become involved in art production, and encouraging art to cross over with other academic subjects, museums may once again drive the art world forward.

38

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 39

MA Applied Imagination | Festival 2015

Kaley Madden you@internetrehab.me www.internetrehab.me

How can we identify and address the increasingly disaffected attitude towards the way we engage with social media?

INTERNET REHAB: Through the dismantlement and privatisation of the authority functions of culture we have left ourselves vulnerable to the dogma of large tech corporations intervening to create manufactured social environments designed by ‘trust engineers’ and ‘choice architects’. These environments are, to quote Geert Lovink, ‘reanimated as a simulacrum of its own ability to create meaningful and lasting social relations’. The project, titled Internet Rehab, seeks to create multiple reflective scenarios for users to engage with to develop a more deliberate approach to social media. Ideally in the future these scenarios will become the foundation functions of an alternative interface that will satiate the appetite for an authentic relationship with the internet.

39

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 40

MA Applied Imagination | Festival 2015

Karntida Mahatchariyakul m_karntida@hotmail.com

How can knowledge of branding support sentimental value and counter the propaganda of consumption?

Using products is not only about function, but also about experiences, memories and feelings. This association infuses our identity and creates sentimental and meaningful value.

Using branding knowledge as a tool to counter propaganda can convince communities to behave differently and consider the economics of overconsumption, thus supporting meaningful and appropriate purchases. Debord states in The Society of the Spectacle (1967) that: ‘The reigning economic system is a vicious circle of isolation. Its technologies are based on isolation, and they contribute to that same isolation.

From automobiles to television, the goods that the spectacular system chooses to produce also serve it as weapons for constantly reinforcing the conditions that engender ‘lonely crowds’. Consumerism does not make our life easier, but causes confusion, stress, and wider gaps between communities.

40

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 41

MA Applied Imagination | Festival 2015

Daniel José Malheiro Resende danielmalheiro.r@gmail.com

How can the 'lost' generation start to care, and be transformed into critical thinkers?

‘We’re living in a world that is changing more quickly than ever before, so what we learn today might be obsolete tomorrow’ (Mitchel Resnick).

This project consists of a rescue process plan for my country, an intrinsic quality catalyst aiming to raise awareness to the current dynamic present and the importance of being lost, focusing on the demographics, superior education students/ recent graduates. ‘...he would come back to our degreeless and gradeless school, but with a difference. He'd no longer be a grademotivated person. He'd be a knowledge-motivated person. He would need no external pushing to learn.

His push would come from inside. He'd be a free man...

Motivation of this sort, once it catches hold, is a ferocious force,... the student would find himself’ (Robert M. Pirsig).

41

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 42

MA Applied Imagination | Festival 2015

Yiran Mo (Momo) yiranmo1024@gmail.com

How effective is design in assisting new arrivals from China to understand British cultural etiquettes?

As tourists from China increasingly travel to the UK, they have been stereotyped by some as displaying 'uncivilised behaviour'. This has damaged the image of the Chinese people.

My project aims to help new arrivals from China understand British cultural etiquettes in order to decrease such perceived misbehaviour and provide a better travel experience.

I believe that creative design can help deliver my project and can build better communication with my arget audiences.

42

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 43

MA Applied Imagination | Festival 2015

Andrea Patricia Molero Cuartin

How can the democratisation of art be achieved through the re-definition of spaces and the re-interpretation of artwork?

The current cultural status-quo has failed to create a meaningful connection between its institutions and society.

This project explores the possibility of closing the gap between them.

In building a museum with no-walls we can cheaply and effectively create a bridge between society and art through the use of interactive audio-visual media and the re-delimitation of public spaces.

If this project succeeds this art movement could facilitate a ‘tool-kit’ for the creation of an open-source museum, which serves as platform for the democratisation of art.

43

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 44

MA Applied Imagination | Festival 2015

Bujia Ni (Leo)

How can an installation give people more privacy and allow them to express themselves?

This project aims to simulate a private space for people to use, to address the problem of masking emotion or language barriers. The idea could also apply to new technology and produce a new product or a new environment for the same purpose.

I understand that this problem cannot be solved in a short time, so this project itself is an intervention between target audiences and their environment.

44

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 45

MA Applied Imagination | Festival 2015

Arthit Ounpanwat arthitov81@gmail.com

How can the British be aware when using the word ‘sorry’ as a prophylactic word?

The main purpose of this project is to raise awareness about when the British use the word ‘sorry’. I have noticed that they use this word to protect themselves, rather than apologising - and it annoys me.

I think I cannot change the way the British use this word because it is a social norm, so I just want to raise awareness instead. Although it seems like a small thing, if you look deep down into it, it can be linked to the idea of restorative justice - which might benefit many people.

45

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 46

MA Applied Imagination | Festival 2015

Andrew Persoff mail@andrewpersoff.net andrewpersoff.net

How can local transport systems bridge gaps to yield a fluid mobility for those with physical disabilities?

In the United Kingdom, over a quarter of disabled people say that they do not often have choice and control over their daily lives. Although London offers excellent transit connections and an efficient service, only 24 per cent of its Underground system is advertised as accessible. Issues arise with other modes such as the bus, black cabs, private services including Addison Lee, and schemes such as the Freedom Pass and Access to Work—making transit for disabled users highly fragmented and at times unreliable.

A service does not currently exist to bridge this gap—not only in London but in cities with severely limited transit offerings. This project proposes to create a private car hire system tailored to the needs of, and designed in conjunction with, mobility users.

46

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 47

MA Applied Imagination | Festival 2015

Claire Rampen claire.rampen@gmail.com

How can visual thinking lead to business insights for a better world?

‘Visual Census' is a tool that solicits and develops opinions about the role of business in building a better society. It aims to harness ‘the language of tomorrow's consumers’ to provide a platform for young citizens’ voices, while collecting rich insights into the consumer principles and habits of this generation.

Visual language and thinking techniques have been proven to shift habitual thinking patterns, and act as a catalyst for breakthroughs. In this sense, Visual Census has a dual impact: it educates businesses as to what the consumers of the future want, and it encourages the participants to explore the opinions they hold.

47

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 48

MA Applied Imagination | Festival 2015

Madeeha Shahid Niazi madiha_niazi_80@yahoo.com

How can visual metaphor be employed to externalize thoughts in an oppressive culture?

This project aims to explore the therapeutic value of visual metaphor and how it can be employed in creative therapies.

48

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 49

MA Applied Imagination | Festival 2015

Si Shen s.shen@sohu.com

How can a villainous brand image beneďŹ t a start-up in China?

Nowadays, Chinese people have become extremely passionate about creating their own companies and it is no longer tough to set up a new business in an internetrelated area. However, it is getting to be really tough to attract customers, when pretty much everyone can set up a new brand.

In order to make a new brand image outstanding and exceptional, I am trying to find an effective way to develop a brand image with the characteristics of villains. Adopting this new strategy, minority market participants would survive amongst fiercer competition when most brand images are identical and not attractive or individual enough to impress consumers.

49

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 50

MA Applied Imagination | Festival 2015

Robbie Smith www.shadowatlas.com

How can contrasting perspectives and knowledge networks inspire ventures that shape the future?

When looking back at some of the most revolutionary innovations of our time, it's clear that many were born out of cross-disciplinary collaboration and the assimilation of existing concepts and ideas.

In the words of Roger Sperry: 'Ideas cause ideas and help evolve new ideas. They interact with each other and with other mental forces in the same brain, in neighboring brains, and thanks to global communication, in far distant, foreign brains.'

SHADOW ATLAS embodies this notion by facilitating unconventional and unexpected creative collisions. It serves as a focal point for curious minds, a sandbox for the audacious, a catalyst for change. It's home to a collective of thinkers and makers, madly obsessed with the conceptualisation and realisation of meaningful ideas.

If you're fueled by curiosity, excited by the unknown and brave enough to address some of humanities greatest challenges join the movement.

50

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 51

MA Applied Imagination | Festival 2015

Yi Su (Elsa) suyide1990@hotmail.com

How can an interactive installation increase curiosity and knowledge about natural dyeing?

This project aims to create a medium to connect people and the natural dyeing process. This is in order to establish a new way of promoting natural dyeing.

The project takes advantage of people's childlike curiosity, thus re-motivating them to think actively and get close to this ancient technology. Having spread so far, the medium itself can be a carrier of diversified connections.

51

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 52

MA Applied Imagination | Festival 2015

Paula Carolina Velasquez Castillo carolinavelasquezc22@gmail.com

How can play be used as a catalyst to raise awareness about experiencing the aftermath of losing someone to suicide within the UK? This project emphasizes the importance of confronting the alarming statistic that there were 6,233 suicides registered in the UK in 2013 (Office for National Statistics, 2015).

Through my research I have adopted the position that medicine can no longer be the only field taking responsibility for bereavement and mental illness; it is imperative that society steps up to take a more proactive role in handling this cultural epidemic.

As a reaction to taking this position, I would like to draw attention to the use of play as a form of communication that cultivates a more effective way to share the experience of losing a loved one to suicide.

52

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 53

MA Applied Imagination | Festival 2015

Xiaowei Wang (Wednesday)

How can Chinese shadow puppetry be used to entertain children and inspire their creative abilities, thus supporting the preservation of a dying cultural heritage?

Chinese shadow puppetry is a tradition and cultural heritage which was once a popular public entertainment.

This project aims at transforming it into a modern phenomenon, through simpler materials and by raising awareness of the potential loss of culture and enjoyment.

The project also offers children educational tools to inspire their imagination and creative abilities through understanding and knowledge of this art form. It will also stimulate the development of Chinese shadow puppetry for children and adults.

53

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 54

MA Applied Imagination | Festival 2015

Seana Wilson seanawilson@hotmail.com

How can art help people love their bodies more?

My art intervention called: ‘I ™ My Body’ involves casting women’s bodies. The resulting cast is the artwork/artefact.

Simple and easy to make, it gives a person the opportunity to appreciate their real, three dimensional form.

An estimated four million women in Britain suffer from some form of eating disorder. Women’s anxiety about food and weight is linked to the objectifying effect of advertising in magazines, television, films, newspapers and social media that ensures women are viewing their bodies through an inaccurate lens which is two dimensional and influenced by constantly comparing their bodies to a white, western, consumer ideal. Creating a new narrative about feminist issues through the language of visual art, I make participatory installations to instigate discourse about sexuality, ageing, body politics and gender.

54

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 55

MA Applied Imagination | Festival 2015

Liya Ye

How can interactive technology provide a more personalized relationship between film and the digital space?

Millennials, aged 18-35 – who grew up with digital technology – are the generation most affected by physical to digital transitions. For example, with the increase in online choice, many are having difficulty in choosing a film to watch.

My project explores a new film selection method – using emotion as an extension of the existing logical system.

Using colour as the bridge between film content and the audience’s emotion, this method conveys the feeling of a film without revealing the actual plot.

55

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 56

MA Applied Imagination | Festival 2015

Weida Zhang (Aretha) aretha1217@gmail.com

How can ďŹ lmmakers use strategies of busking to engage with audiences?

Nowadays, many young directors have no chance to show their works in commercial cinemas. We might see these low-budget films in other places, such as cafĂŠs and small theatres. Unlike in professional cinemas, people will be easily distracted in these places.

Busking has its own features, which can be used to engage audiences. Buskers catch people’s attention in an unexpected way. I want to add some elements of busking during film projection to make more people get involved in films. In this way, audiences will have a better understanding of the film and also have a more enjoyable experience. Young directors will also have a more effective way to promote their works.

56

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 57

MA Applied Imagination | Festival 2015

Tingting Zhou luckyting.zhou@gmail.com

How can product design support makeup artistry education, for an ever-growing and more diverse population?

Applying makeup is a technique that needs practice. For makeup students, research suggests that although they can practice on the live models which are provided by their school or on other students in the class, this may be not enough for an international city such as London.

Professional makeup artists need to have worked on diverse skin, colours, types and or shapes to meet the diversity of clients in such a city.

This project aims to redesign the manikin head to support students in a globalised professional practice which offers a variety of types of skin tones, for people practicing at home (or elsewhere), without the need to find suitable models.

57

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 58

MA Applied Imagination | Festival 2015

Bingyang Zhou 591420685@qq.com

How can the arts enable the exploration of teenage identity to empower 'self' within the Chinese school day?

This project aims to encourage Chinese adolescents in middle school to explore identity and a sense of 'self'.

Forming identity is an important process during puberty.

However - under the stressful exam-oriented education when, where and how do teenagers find space and support to explore, think and express themselves? Using design and performance as tools, teenagers will be provided with opportunities within the school environment.

Peer engagement and interactive practices can support individuality in the journey to adulthood, shifting Chinese school culture and encouraging a holistic approach to education and wellbeing.

58

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 59

MA Applied Imagination | Festival 2015

Yifan Zhou

How can one use musicals to adjust sentiments during a minor depression disorder?

This project aims to use musicals to help those with minor depressive disorders to escape from the ‘prison’ they have built. A musical has two main elements: the music and the storyline. These elements work together. I am investigating a kind of wave music, which will achieve a frequency that affects the brain.

The music itself will have a soft melody and a certain rhythm. The storyline will suggest and guide the listener into a specific situation. These two main elements will work on the subject and suggest to them how to escape their prison of depression.

59

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 60

60

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:09 Page 61

Thanks...

Thank you to all the guest speakers, artists, students, and course team who have given their energy, creativity and time into the festival

Programme Design: Richie Manu www.richiemanu.com Andrew Persoff www.andrewpersoff.net Spatial Design for festival: Katrina Felice www.katrinafelice.com Programme Print: Metro Printing www.metroprinting.co.uk

Drink sponsors

61

MAAI-Festival-Programme-2015:Layout 1 20/11/2015 15:08 Page 1

MA Applied Imagination 2015

Central Saint Martins, Granary Building, 1 Granary Square, King's Cross, London N1C 4AA Telephone: 020 7514 7000 路 www.arts.ac.uk