History Of GoGlobal


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Lecture delivered at Tsinghua University, Beijing, China in April 2010 on IDE\'s collaborative interdisciplinary GoGlobal project history.

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History Of GoGlobal

  1. 1. The  History  of  GoGlobal   IDE’s  Interna,onal  Collabora,ve  Interdisciplinary  Design  Project  2005-­‐2009  
  2. 2. 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
  3. 3. GoGlobal 2005  China Product Urbanisation 2006 -7 Thailand Massclusivity 2007 China Post consumerism 2008 Japan Future of Food 2009 Ghana Design Enterprise
  4. 4. 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    
  5. 5. GoGlobal China 2005   Project Gambei" IDE + Tsinghua University  
  6. 6. GoGlobal Thailand 2006 Massclusivity" IDE + Thai Creative Design Centre
  7. 7. Aims:
 • 21 RCA and 8 Thai designer 
 • Design, manufacture and sell 
 ʻMassclusiveʼ products.
 • Thai national strategy for 
 survival of craft making skills.
 • Develop a modern Thai design 
   • Knowledge transfer & team 
  8. 8. 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 
 • Students see work in 
 • GoGlobal ideas proven by "
 production and sales."
  9. 9. 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 
 • Consensus driven decision 
 making process.

  10. 10. GoGlobal China 2007   Post-consumerism" IDE + Tsinghua University  
  11. 11. GoGlobal Japan 2008   The Future of Food" IDE + Tsukuba University"
  12. 12. 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?  
  13. 13. Cecile Dartiguenave
  14. 14. GoGlobal Ghana 2009 e-Artisans" IDE + Kwame Nkruma University of Science & Technology"
  15. 15. 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
  16. 16. World Map
  17. 17. World Map + Tropics
  18. 18. World Map Irradiance
  19. 19. World Map Irradiance + Tropics
  20. 20. World Map Rich-Poor Gap
  21. 21. World Map Rich-Poor Gap + Tropics
  22. 22. World Map Life Expectancy
  23. 23. World Map Life Expectancy + Tropics
  24. 24. GoGlobal Ghana Partnership Structure b on   ni ’ n’’ r,   Iv raI, ni   n’n i n   n   nn’ d s Erbs   Iv raI, n i T a r n   n   g i   i g ba, ’I r n   ns I a I   T   n’n i   rn b on   , nrE n nv r Fg : : r d : as   I     rI, abt t ’i I   i r n   Ion   ,nn’a ,n   0 ns s r   ’I   t r a   g’n Iao ag ’n ’ Ia, bon   ga br t i s   , rI a
  25. 25. Tools for self reliance
  26. 26. 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  
  27. 27. 60  students,  10  days,  26  prototypes   30  IDE  &  30  KNUST  students  in  collabora,ve  interdisciplinary  design  teams   GoGlobal  Ghana  products:  Woven  shoe,  Ananse,  Flower  Vase,  Paawopaa  collectable  toy,  Adinkra  game,  Calabash  speaker  and  Water  filter  
  28. 28. 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  
  29. 29. 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    
  30. 30. 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,    
  31. 31. 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.    
  32. 32. Ques,ons   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.