These slides are from a lecture I did on design policy, with a focus on Danish design. It was presented as part of an undergraduate nordic design seminar at Concordia University. 2016.

1. DESIGN POLICIES AND
DANISH DESIGN
NORTHERN PERSPECTIVE : A MANIFESTO
JANUARY, 2016

2. 01 DESIGN POLICIES
“...there is a marked correlation between the use of design and the
economic performance of companies and subsequent macroeconomic
growth.”
(Danish Business Authority, 2003).

3. 2
DESIGN AND
COMPETITIVENESS

4. •by spotting where knowledge is absent (“Information asymmetry”)
•by spotting weaknesses in intellectual property protection (“Knowledge
spillovers”)
•by integrating “positive externalities” into planning
•by spotting where communication is blocked (“System failures”)
3
MAXIMIZING DESIGN OUTPUT

5. 4
POLICY TOOL:
DESIGN SYSTEM
Promotion
Education
Support
designers+managers
public
businesses
DESIGN
POLICY

6. 5
DESIGN POLICIES
•1958, Charles and Ray Eames: The Indian Report

7. •1960s to 1992, Japan, 22,000 designers
trained as a result of the creation of a
designer workforce
•1993, South Korea, five year national
design policy
•2002, New Zealand Institute of Economic
Research plots design against
competitiveness using WEF data
•2003, 2006, 2008, etc. Global Design
Watch by Finland’s DESIGNIUM
•2011: 17 of the 27 EU member states had
explicitly included design in national policy
6
NATIONAL
DESIGN POLICY

8. •Peter Dröll of the European Commission:
“by 2020, design is a fully acknowledged,
well-known, well-recognised element of
innovation policy across Europe.”
37
DESIGN POLICY

9. 02
DANES AND DESIGN
DESIGN IN A NORDIC COUNTRY

10. •Originates from a nordic designers show
that traveled the US and Canada, 1954 to
1957.
•Beautiful, simple, clean designs, inspired
by nature and the northern climate,
accessible and available to all, with an
emphasis on enjoying the domestic
environment. —-> Nordic ideals of a
democratic welfare state
9
“SCANDINAVIAN”
DESIGN

11. •Comparatively late industrialisation at the end of the
nineteenth century, not eroding the craft skills base
•Strong tradition of craftsman’s Guilds.
•Close interaction between designer and craftsman to
produce high quality products suitable for industrial
production.
• Ellen Key (1849-1926) : “Beauty for all”, “when the
beautiful is as cheap as the ugly, only then can
beauty for all become a reality.’ —-> Linking beauty
and moral good.
•1919 Gregor Paulsson: Vackrare Vardagsvara (“More
Beautiful Things for Everyday Use”), ——> IKEA!
10
“SCANDINAVIAN”
DESIGN

12. 11
Before the 1950s:
•Viking age: Looking for better land
•Close to the sea
•Close proximity of the most dynamic
nations of sixteenth-century Europe (UK,
Netherlands, Germany)
•Turn of the century: High rate of literacy
helps development and spread of
technology
•Agriculture based until the 1950s, where it
transitioned to industrial exports
DANISH DESIGN:
IT’S THE ECONOMY
STUPID.

13. From 1950s to today:
• 5,5 million people
•No“Resource curse” and “Dutch disease”in Denmark
•1960s: welfare state (The worlds largest public sector
(30% of the entire workforce on a full-time basis) is
financed by the world's highest taxes.)
•Membership of unions in Denmark is very common,
comprising around 80 percent of the work-force.
•industrial production/manufactured goods 73.3%
•3.1% of its gross domestic product from renewable
(clean) energy technology and energy efficiency
•oil and natural gas in the North Sea developed in the
70s -80s , ranked 32th the world among net exporters
of crude oil (Canada is 5th).
12
DANISH DESIGN:
IT’S THE ECONOMY
STUPID.

14. DANISH DESIGNS
Sydney Opera House | Jørn Utzon

15. The Egg | Arne Jacobsen
Panton chair | Verner Panton
Series 7 chair | Arne Jacobsne
Lego
DANISH DESIGNS

16. tulip chair | eero saarinen
DANISH DESIGNS

17. Ball Chair | Eero Aarnio
DANISH DESIGNS

18. Stelton Vacuum Jug | Erik Magnussen
Beolit 39 | Bang & Olufsen
The PH lamp | Paul Henningsen
DANISH DESIGNS

19. 18
1. To express the purity, freshness, simplicity and ethics we wish to associate with our region.
2. To reflect the changing of the seasons in the meals we make.
3. To base our cooking on ingredients and produce whose characteristics are particularly excellent in our
climates, landscapes and waters.
4. To combine the demand for good taste with modern knowledge of health and well-being.
5. To promote Nordic products and the variety of Nordic producers – and to spread the word about their
underlying cultures.
6. To promote animal welfare and a sound production process in our seas, on our farmland and in the wild.
7. To develop potentially new applications of traditional Nordic food products.
8. To combine the best in Nordic cookery and culinary traditions with impulses from abroad.
9. To combine local self-sufficiency with regional sharing of high-quality products.
10. To join forces with consumer representatives, other cooking craftsmen, agriculture, the fishing, food , retail
and wholesale industries, researchers, teachers, politicians and authorities on this project for the benefit and
advantage of everyone in the Nordic countries.
MANIFESTO FOR THE NEW NORDIC CUISINE

20. Shorter body copy is great here and
some bullet points for some extra
oomph.
• Lorem ipsum dolor sit amet
• Consectetur adipiscing elit.
• Suspendisse vitae elit nisi.
19
NOMA

21. This is a versatile layout that can
accommodate medium sized content as
well as simple one liners. It’s pretty hard to
mess this one up guys.
20
ONE COLUMN
TITLE, BODY AND
IMAGE.
DANISH CO-HOUSING
•1968, Gudmand-Hoyer, “The Missing Link between Utopia and the Dated
One-Family House
•Private home entered around shared facilities
•Shared facilities: kitchen, garden, dining room, laundry, child care
facilities, offices, internet access, guest rooms, and recreational features.
•Shared activities: cooking, dining, child care, gardening, and governance
of the community.

22. DANISH DESIGN LADDER
DANISH DESIGN CENTRE (DDC), 2003
21
STAGE&12:&
NO&DESIGN
STAGE 4:
DESIGN AS STRATEGY
Design is a key
strategic means of
encouraging
innovation
Design is integral
to the
development
process
Design is only
relevant in terms
of style
Design plays no role
in product/service
development
STAGE 3:
DESIGN AS PROCESS
STAGE 2:
DESIGN AS STYLING
STAGE 1:
NO DESIGN

23. •Relative lack of natural resources
•Strong tradition of craftsmanship
•Nordic ideals of a democratic welfare state.
•Geographical location
•It’s the economy stupid!
22
SOME
UNDERLYING
FACTORS FOR
DESIGN
EXCELLENCE
IN DENMARK

24. DESIGN POLICY
AROUND THE WORLD
(SEE 2011)
STAGE&12:&
NO&DESIGN
STAGE 4:
POLICY VISION FOR
STRATEGIC DESIGN
Denmark / Finland / UK /
European Union/ South
Korea
Estonia / Spain /
Singapore / Sweden
Canada / Belgium/ Czech
Republic / France / Italy/
Hungaria / Lithuania /
Luxembourg /
Malta / Netherlands
STAGE 4:
POLICY VISION FOR
SERVICE DESIGN
STAGE 2:
POLICY VISION FOR
INDUSTRIAL DESIGN
STAGE 1:
NO POLICY VISION
FOR DESIGN

25. THANK YOU.

26. 25
MORE STUFF

27. This is a versatile layout that can
accommodate medium sized content as
well as simple one liners. It’s pretty hard to
mess this one up guys.
26
EXPORTS:
DENMARK
1962

28. This is a versatile layout that can
accommodate medium sized content as
well as simple one liners. It’s pretty hard to
mess this one up guys.
27
EXPORTS:
DENMARK
2013

29. This is a versatile layout that can
accommodate medium sized content as
well as simple one liners. It’s pretty hard to
mess this one up guys.
28
EXPORTS:
CANADA
1962

30. This is a versatile layout that can
accommodate medium sized content as
well as simple one liners. It’s pretty hard to
mess this one up guys.
29
EXPORTS:
CANADA
2013

31. This is a versatile layout that can
accommodate medium sized content as
well as simple one liners. It’s pretty hard to
mess this one up guys.
30
EXPORTS:
JAPAN
1962

32. This is a versatile layout that can
accommodate medium sized content as
well as simple one liners. It’s pretty hard to
mess this one up guys.
31
EXPORTS:
JAPAN
2013

33. 38
ANOTHER DESIGN
SYSTEM
DESIGN CENTRES,
ASSOCIATIONS
& CLUSTERS
DESIGN
INVESTM
ENT
(PRIVATE
&
PUBLIC)
DESIGNSUPPORT
DESIGN CENTRES,
ASSOCIATIONS
& CLUSTERS
RESERACH &
NOWLEDGE
TRANSFER
DESIGN
EDUCATIONPROFESSIONNAL
DESIGN
SECTOR
POLICY,
GOVERNANCE
& REGULATION
DESIGN
FUNDING
SUPPLY DEMAND

34. FUNDING SOURCES
POLICY AND COORDINATION DESIGN PROMOTION
DESIGN EDUCATION
PROFESSIONAL ASSOCIATIONS
BUSINESS SUPPORT
RESEARCH & DEVELOPMENT
National Design System
Quebec (as of 2012)
Graphic
Designers
Society of
Quebec
Association of
landscape
architects of
Quebec
APDIQ
Association of
Industrial
designers of
Quebec
Order of
Architects
of Quebec
Conseil de
créateurs de
mode du
Québec
Université
de
Montréal -
Mosaic
Centre
interuniver-
sitaire
(CIRAIG)
Institut de
développement
de produits (IDP)
Mission
design
Université
de Montréal
- Faculté de
l'aménage
ment
McGill
University
Order of
Urbanists
of Quebec
National
Research
Council of
Canada
Fédération canadienne
des municipalités
Union des municipalités
du Québec (UMQ)
Ville de Québec
Association des
centres locaux
de
développement
Regional&6&level
Ministère des Finances et
de l'Économie (MFE)
Quebec
Strategy for
Research and
Innovation
Province&6&level&
City of Montreal
Bureau du
Design
City6&level&
Ministry of Culture,
Communications, and
Feminine condition
Canadian
Intellectual
Property
Office
Industry
Canada
Federal&6&level
Ministère des Affaires
Municipales
Développement
économique Canada Academy
of Arts
and
Design
UQAM +
Centre de
Design
Concordia’s
Design and
Computation
Arts
QUEBEC’S
DESIGN
SYSTEM
(2012)

35. BUT WAIT PHIL, WHAT IS
DESIGN ANYWAY???

36. •as functional creation (sectorial
approach, WEF) :advertising, architecture,
the art and antiques market, crafts,
product design, fashion, software and
computer services, etc.
•as process: “establishing requirements,
defining alternatives, validating and
selecting solutions” (Hatchuel)
•as problem-solving: “addressing ill-
structured problems” (Simon)
36
THE PROBLEM
WITH DESIGN

37. Growth
Competitiven
ess Index
ranking
Company
spending on
R&D
Nature of
competitive
advantage
Value chain
breadth
Capacity for
innovation
Production
process
sophisticatio
n
Extent of
marketing
Degree of
customer
orientation
Design
Average
Design
Ranking
USA 2 5.6 5.5 5.4 5.5 5.9 6.4 5.7 5.71 5
Germany 7 5.8 6.4 6.2 5.9 6.4 5.8 5.6 6.01 3
Denmark 5 5 5.5 6.1 5.6 5.3 5.9 5.8 5.7 6
Canada 9 4.2 3.6 4.1 4.4 5.3 5.6 5.5 4.67 23
DESIGN AND GROWTH
COMPETITIVENESS INDEXES
Global Design Watch 2010, WEF 2010

38. Apollo is a full-service creative music
studio. We believe that music is cultural
currency. Our crew of top-tier musicians,
senior producers and technicians
collaborate with leading creative minds in
the industry to create work that actually
connects people to brands.
39
ABOUT US

39. 42
WHERE WE WORK
Montreal
Toronto
New York
Los Angeles
Europe

40. 43
WHO WE
WORK WITH

41. 40
WHAT WE DO.
ORIGINAL MUSIC
Our roster of real-deal
artists-composers and
producers-runs deep.
CREATIVE AUDIO
POST
Technical excellence.
Creative council. Flawless
execution.
SONIC BRANDING
Unique, own-able sound
signatures for brands.
TALENT SERVICES
Our network of top-tier talent
around the world is our
superpower.

42. 41
RESEARCH &
LICENSING
Our music supervisors get it,
and then they clear it.
APOLLO MUSIC
STORE
Top-shelf, pre-cleared tracks
on our web licensing
platform.
CUSTOM
SOLUTIONS
Adaptable services for
awesome new era creative.
STUDIO SERVICES
•Voice casting and directing
•English and French
language adaptation
•Source Connect™ certified
studios)
•ISDN aptX™ recording
(EDnet affiliator)
•Virtual reality recording and
mixing (VR)
•Simultaneous recording
sessions
•5.1 Surround™ and stereo
mixing
•Closed captioning and
subtitling
•Extreme Reach™
distribution
•Telecaster approval
•HDCAM SR mastering and
QC

43. The stage is set. Yasiin Bey (aka
Mos Def) is in the ring. Niels Shoe
Meulman tattoos the mat with his
signature calligraffiti. The muted
cheers from the crowd and a subtle
track make way for the rhythms of
the verse.
• MUSIC SUPERVISION
• MUSIC COMPOSITION
• ARTIST LIAISON
• ON SET SUPERVISION
• SOUND DESIGN
44
LOUIS VUITTON
TRIBUTE TO
MUHAMMAD ALI
OGILVY PARIS

44. Toronto may not have as long or
storied a history in basketball as
other cities, but the Raptors are
working on it. This epic anthem
spot uses powerful words to appeal
to the head and heart while the
sound design pumps it full of
adrenaline.
• MUSIC SUPERVISION
• MUSIC COMPOSITION
• CASTING
• VOICE DIRECTION
• SOUND DESIGN
• STADIUM AUDIO DESIGN
45
THE TORONTO RAPTORS
#WETHENORTH
SID LEE

45. This celebrated Virtual Reality
experience puts the user inside
Patrick Watson's private studio
while he sits at his piano and sings
his latest release. We collaborated
with filmmakers Felix & Paul after
getting our hands on an early OR
prototype to create the immersive
VR experience. We devised the
360° Binaural Sound which
recreates the way the human ear
hears sound.
• 360° BINAURAL SOUND
• SOUND DESIGN
46
OCULUS RIFT
STRANGERS: AN
ENCOUNTER WITH
PATRICK WATSON
FELIX & PAUL STUDIOS + APOLLO
STUDIOS

46. History has proven that not just
anyone should be entrusted to sing
the American national anthem
(ahem.) Alongside our friends over
at 1One Productions, we arranged
for New York City based artist Ingrid
Michaelson to provide stunning
vocals.
• MUSIC SUPERVISION
• ARTIST LIAISON
• MUSIC PRODUCTION
• SOUND DESIGN
48
CLEAR CHANNEL
4TH OF JULY
TAXI

47. Our sound design had to capture
the sheer wonder a crowd feels
when watching Messi do his thing.
We licensed the right track to bring
home the end message that was
very deftly delivered by the
commentator.
• MUSIC SUPERVISION
• MUSIC LICENSING
• SOUND DESIGN
49
ADIDAS
MESSI
SID LEE