history of goglobal
DESCRIPTION
Lecture delivered at Tsinghua University, Beijing, China in April 2010 on IDE\'s collaborative interdisciplinary GoGlobal project history.TRANSCRIPT
The History of GoGlobal IDE’s Interna,onal Collabora,ve Interdisciplinary Design Project 2005-‐2009
GoGlobal Programme aims
• Postgraduate international cross cultural collaborations between industry and academia
• Explore themes of integration of product innovation with production, policy, social and economic factors
• Selection of developed and developing countries allowing a comparative assessment of results
GoGlobal
2005 China Product Urbanisation 2006 -7 Thailand Massclusivity 2007 China Post consumerism 2008 Japan Future of Food 2009 Ghana Design Enterprise
Teaching models
• China 2005: Fic,onal corpora,on
• Thailand 2006: Collabora,on & concept swapping
• China 2007: Socio cultural meta-‐themes
• Japan 2008: Cross cultural teaching teams
• Ghana 2009: CraM-‐themed cross cultural teams
GoGlobal China 2005 Project Gambei"
IDE + Tsinghua University
GoGlobal Thailand 2006�Massclusivity"IDE + Thai Creative Design Centre�
Aims:
• 21 RCA and 8 Thai designer collaborate.
• Design, manufacture and sell ʻMassclusiveʼ products.
• Thai national strategy for survival of craft making skills.
• Develop a modern Thai design language.
• Knowledge transfer & team working.
Outcomes:
• Case studies for TCDC to show how design helps business.
• Factories developed new making skills.
• Show how design can open new markets and create unique objects.
• Students see work in production.
• GoGlobal ideas proven by " production and sales."
Unexpected stuff:
• ʻConcept creepʼ - shared creative ownership & stronger concepts.
• Factory courtship. ʻTell us who you areʼ.
• Making RPʼs in London for factories who can only read objects.
• Consensus driven decision making process.
GoGlobal China 2007 Post-consumerism"
IDE + Tsinghua University
GoGlobal Japan 2008 The Future of Food"
IDE + Tsukuba University"
Marketplace Casino • More: is the product offering more func,onality or more quality than the compe,,on ?
• BeUer: is the product beUer than the compe,,on?
• Cheaper: is the product cheaper than the compe,,on ?
• Wow!: is the product very emo,onally desirable to the consumer?
Cecile Dartiguenave
GoGlobal Ghana 2009�e-Artisans"
IDE + Kwame Nkruma University of Science & Technology"
GoGlobal Ghana aims • Findings of other GoGlobal projects (Thailand 2006)
indicated the model could be more ambitious – design can bridge the policy to implementation gap
• Linking design (implementation) to policy (UNDP- United Nations Development Programme)
• Roll out a successful design enterprise programme to other African countries
• Sustainable wealth creation for developing economies with global distribution reach
World Map
World Map + Tropics
World Map Irradiance
World Map Irradiance + Tropics
World Map Rich-Poor Gap
World Map Rich-Poor Gap + Tropics
World Map Life Expectancy
World Map Life Expectancy + Tropics
GoGlobal Ghana Partnership Structure
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GoGlobal Ghana Project Phases Phase 1 Interdisciplinary collabora6ve crea6ve design studio Output-‐ Prototypes Progress – Completed May 2009
Phase 2 Establish the e-‐commerce, supply & distribu6on process Progress – Structure agreed, implementa,on required
Phase 3 Establish Hub Loca6on Progress – GoGlobal research Centre at KNUST agreed, Currently developing structure & funding routes
60 students, 10 days, 26 prototypes
GoGlobal Ghana products: Woven shoe, Ananse, Flower Vase, Paawopaa collectable toy, Adinkra game, Calabash speaker and Water filter
30 IDE & 30 KNUST students in collabora,ve interdisciplinary design teams
Cultural transfer in product design Cultural transfer too strong: Products not culturally ‘accessible’ to an export market
Cultural transfer too weak: Generic products Lack of regional iden6ty
Solu,on: Balance generated by interac6on between Ghanain and RCA students to moderate cultural design features
1. Cultural transfer – Material Culture (Material, techniques, processes etc.)
Product & Factors: Ahoma Woven Shoe – CraQ techniques, materials, customisa6on Calabash Vase – material resource, craQ skills, provenance
2. Cultural transfer – Behavioural (PaUerns of cultural and social behaviour, emo,ons)
Product & Factors: Adinkra Game – Based on tradi6onal symbols, game playing Pawopaa collectable toy – goods carrying, grasscuSer, hand craQ produc6on,
3. Cultural transfer – Philosophical (Ideas, concepts, beliefs etc.)
Product & Factors: Ananse Toy – tradi6onal spider story, carved figure, narra6ve construc6on, re-‐telling and sharing via digital methods.
The authors wish to acknowledge and thank the par6cipa6ng and suppor6ng organisa6ons for their enthusias6c support in GoGlobal Africa. All our academic par6cipants at KNUST. Bridget Kyerematen-‐Darko, execu6ve director of Aid to Ar6sans, and Professor Glenn Lewis for their wisdom and knowledge of Ghana and design, as well as the par6cipa6ng ar6sans. ShopAfrica53 / BSL for e-‐commerce aspects. Our long-‐term GoGlobal codeveloper: Garrick Jones (LSE). Advice and hos6ng of events: Edna Dos Santos and her colleagues at UNCTAD; the Bri6sh Council in the UK and Accra, Ghana. Founding co-‐partners for GoGlobal research: RMIT University Melbourne, Australia. Background research informa6on: Department of Trade and Industry, Accra, Ghana. Project funding: Engineering and Physical Science Research Council (EPSRC), UK. Project equipment: Tools for Self Reliance. Special independent researchers and tutors: Genna Wilkinson, Sally Haworth, Elisa Hudson, Nanice El Gammel.
Ques,ons