Design Thinking
Launch Dumbar Design College
Stephan Saaltink
Preface
During the official opening of Studio Dumbar China’s new
office in Shanghai, four parties: the Shanghai Creative
Center, t...
Speech 20.10.2009
As a introduction I prepared a small         lifetime of Jan Tsjichold modernism did       At WDKA in 85 we started a fres...
New York (1950)
Branding (since 1996)
Atlantic (1961)
Origin of design education (1919)
Paradox
Opposite thinking (since 1970)
Lateral thinking
Parallel thinking
Creative thinking
Witty thinking
Design thinking

Out of the box
Development of idea’s (since 1985)
Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University)
           Prepatory School
           2...
Let’s meet
Let’s meet
Let’s connect
Let’s meet
Let’s connect
Let’s share
Curriculum development
------------------------------------------------------------------------------------------
Dumbar Design College
Powered b...
which is validated by the Dutch-Flemish Accreditation Organisation (NVAO) and
the Dutch Quality Agency (NQA).
Although a D...
Dumbar Design College (powered by Willem de Kooning Academy)
2010-2011 first draft 20091205/SK

Y    M      W    D        ...
Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University)
   Calendar 2010-2011 first draft 200912...
2008—2009


                                                                                                      2.   3. ...
Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University)
           Prepatory school: first year
...
Dumbar Design College
Powered by Willem de Kooning Academy Rotterdam University
Prepatory School


-----------------------...
What is the difference between an idea and a concept?
When are all those ideas becoming a real concept?
(What is the diffe...
basic digital photography
This course provides students with an introduction to digital photography. The class will
cover ...
WDKA equivalent: Studieloopbaancoaching


--------------------------------------------------------------------------------...
contextually, both immediately and over the long term.
This process involves the interplay between design and business str...
typography
Typography is strongly linked to language, cq the roman alphabet. The course is divided
in four parts:
1. word ...
personal, and professional life. Students will share and develop best practices for topics
such as time management, motiva...
strategy
A strategy is a plan of action designed to achieve a particular goal. ‘Strategy’ has
military connotations, becau...
emphasis is placed on conceptual thinking and execution, including consistency,
refinement and detail of design .
All key-...
LANGUAGE


english (2)
Ability to write and speak with conciseness and clarity to effectively communicate
within the indus...
Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University)
           Prepatory School
           2...
Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University)
           Prepatory School
           2...
Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University)
           Prepatory School
           2...
Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University)
           Prepatory School
           2...
Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University)
                          Prepatory Scho...
Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University)
                          Prepatory Scho...
Design Thinking Revisited
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Design Thinking Revisited

  1. 1. Design Thinking Launch Dumbar Design College Stephan Saaltink
  2. 2. Preface
  3. 3. During the official opening of Studio Dumbar China’s new office in Shanghai, four parties: the Shanghai Creative Center, the Willem De Kooning Academy, Studio Dumbar China and Michel de Boer, presented a declaration of intent for the start up of a new design educational program in Shanghai and Rotterdam. The declaration was signed in the presence of Mark Harbers, Deputy Mayor and Alderman Economy, Port and Environment of Rotterdam. Initiator Michel de Boer gathered these parties to stimulate the Chinese design educational program and build a bridge between the Dutch design educational curriculum and the well-known phenomenon ‘Dutch Design’.
  4. 4. Speech 20.10.2009
  5. 5. As a introduction I prepared a small lifetime of Jan Tsjichold modernism did At WDKA in 85 we started a fresh rather presentation . . . cross traditional formalism in the end. succesfull course for ALL our first year This PARADOX has proven to be rather students called ‘ideeontwikkeling’ You are looking to Willem de Kooning in his important in Dutch design history as you [translated studio in New York. Born in Rotterdam De may spot in this two different number as the development of ideas]. Kooning became one of the most important stamps: at the left Jan van Krimpen, to the That’s why it is NOT spectucular to develop American abstract expressionist. right Wim Crouwel. a curriculum in which the theory of Lateral In 1996 we accepted De Koonings name – Since 1970 opposit to the well known thinking is connected with the practice of by the way it should be translated as KING analytic-if-then-zero-onebased kind of Concepting. But it fits nicely with an article – to create a new brand for a fast growing LOGIC a totally different way of thinking in a current issue of Business Week under Rotterdam based art & design institute with was presented for the first time by Edward the heading ‘China’s new focus on design’. a strong international ambition. de Bono, who introduced Lateral thinking. I quote ‘Now the central government is This is me and my brothers on our way to developing a design policy to help China the US, tracing Willem de Kooning. In those To be honest, in my opinion, designers move beyond a manufacturing economy days people were transferred long distance need and should combine both ways of and SLOWLY by luxury steamboats. In that (sometimes referred as) right and left forward in implementing cross-disciplinary different world the attention of people was brained thinking. education and bridging left- and attracted by strong visual language. right-brained thinking. As in other sectors, De Kooning, I and many others passed the Some examples of witty thinking: schools are beginning to train a new wave statue of Liberty in the end. of design managers “with Chinese Afterwards I did not become an artist but a • One of our students, Marjolein characteristics” who can apply design designer. Stormezand, wanted to occupy her baby thinking in a context that fits China's while preparing a meal . . . commercial and political landscape.’ Of course anybody who is researching the • Typical Dutch design. Senz umbrella will short history of design education will bump resist every storm . . . Let’s meet into Bauhaus. The influence of this first • One of my favorite artists: PANAMARENKO. Let’s connect design institute with a coherent curriculum • The origin of all cycling plans: the white Let’s share has been beyond borders. PROVO bike. But please realize that even during the • Apple = colorfull and innovative . . . Bauhaus era overall design was not • Cassandre used the speed of Paris metro totalitarian. For example in the exceptional ‘to project’ a simple stop motion animation Thank you
  6. 6. New York (1950)
  7. 7. Branding (since 1996)
  8. 8. Atlantic (1961)
  9. 9. Origin of design education (1919)
  10. 10. Paradox
  11. 11. Opposite thinking (since 1970)
  12. 12. Lateral thinking Parallel thinking Creative thinking Witty thinking Design thinking Out of the box
  13. 13. Development of idea’s (since 1985)
  14. 14. Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University) Prepatory School 2D 3D First year, first semester Code Theorie ECTS Lecturer Teaching hrs Clock hrs Theory Art History 3 2 Lateral thinking 2 4 Practise Concepting 2 Conceptual drawing 4 4 2D3D Design 2 4 Dutch Mystery Project 2 Skills Grammar of the visual 4 4 Digital tools and techniques 2 2 Basic Photography 2 2 The Latin alphabet 2 2 Language English (1) 2 2 Coaching The profession 1 2 SL-coaching 1 Pass 1 — Total 30 28 30.6.2009/WDKA/SK
  15. 15. Let’s meet
  16. 16. Let’s meet Let’s connect
  17. 17. Let’s meet Let’s connect Let’s share
  18. 18. Curriculum development
  19. 19. ------------------------------------------------------------------------------------------ Dumbar Design College Powered by Willem de Kooning Academy Rotterdam University Mission Concept 20091214 Third draft – version 2.0 ------------------------------------------------------------------------------------------ introduction Dumbar Design College – powered by Willem de Kooning Academy Rotterdam University – is a private iniative that will introduce the very best of two Dutch famous brands into China. This alliance combines a long tradition in Dutch design and education. Studio Dumbar, founded in 1977, is a leading, internationally orientated design agency specialised in corporate identity, and designing the public domain. For more than ten years, the agency has worked on several design projects in Asia. By 2005, Studio Dumbar China was established in Shanghai. Willem de Kooning Academy – since 1857 – is a well-known modern art & design institute with approximately 1,750 students. They all share the talent to produce creative ideas and innovative solutions. Willem de Kooning Academy collaborates with several international design institutions, especially in China. Among others, the academy exchanges students and works on a number of projects with Fashion Institute Donghua University and Tongji University (in Shanghai) and the China Central Academy of Fine Art (in Beijing). mission Dumbar Design College – powered by Willem de Kooning Academy Rotterdam University – provides high quality education which is: • accessible (value for students and parents); • personal (attention for individual students and their personal development); • inspiring (high profile tutors and challenging projects); • effective (strong boost to talents and career prospects). At DDC, we prepare our Chinese undergraduate students for a course in Europe at Willem de Kooning Academy Rotterdam University. The Academy offers courses in: Advertising, Graphic Design, Illustration, Interior Design, and Product Design. After four years of study – two years in China and two years in the Netherlands – students acquire a professional degree (bachelor of design)
  20. 20. which is validated by the Dutch-Flemish Accreditation Organisation (NVAO) and the Dutch Quality Agency (NQA). Although a Dutch bachelor degree might mark the beginning of a design career in China, it is in fact the gateway to all master programmes of European Universities. Dumbar Design College also offers a number of certificate programmes such as a Pre-master and a Fast Track Advanced Programme challenging young Chinese professionals who want to go ‘beyond’ their studies: spur their skills and challenge their creativity, triggered by professional, intensive design training. To achieve its mission Dumbar Design College – powered by Willem de Kooning Academy Rotterdam University: • delivers a fresh and new curriculum, which is based upon those competences that are essential to all designers; • offers a course with a global and multicultural perspective, featuring both Chinese and European tutors; • will reduce ‘the culture-gap’ when studying ‘abroad’ by special prepatory classes ‘at home’: language (English & the Latin alphabet) and conceptual (design) thinking; • will present a number of Mystery Projects in which we will encourage students to research cross-overs in small teams; • introduces special individual coaching to optimise study and professionalise students’ orientation; • provides practice-based study with special focus on individual talents and future careers; • is consulting the Chinese design profession, since we want to connect our students with the local Chinese industry; • will share actual and up-to-date expertise and knowledge concerning design in general; • is a platform for European design and will promote global cross-cultural design; • will introduce designers from East and West to exchange views and explore new ideas and methods; • is a research centre because knowledge and practice are linked; • is managed in an open and efficient manner; • will aim all effort at tutors and students to feel at home and flourish; • yet will also return value to its shareholders by being profitable; • will help to enhance the strenght of design in China; • fosters quality in all aspects of programmes and services.
  21. 21. Dumbar Design College (powered by Willem de Kooning Academy) 2010-2011 first draft 20091205/SK Y M W D First year Prep School 2010 08 34 m 23 35 m 30 Assignment & intro 01 09 36 m 06 02 01 01 37 m 13 03 02 02 38 m 20 w 22 Mid Autumn Day 04 03 03 39 m 27 f 01 National Day(s) 05 04 04 10 40 m 04 06 05 05 41 m 11 s 16 07 06 06 42 m 18 Mystery Project 08 43 m 25 In between +/– 09 07 11 44 m 01 Excursion 10 45 m 08 11 01 08 46 m 15 12 02 09 47 m 22 13 03 10 48 m 29 14 04 11 12 49 m 06 15 05 12 50 m 13 16 06 13 51 m 20 s 26 X-mas Mystery Project 17 2011 52 m 27 s 01 New Year Day 01 01 m 03 Presentations 18 14 01 s 08 Open house 02 m 10 FIRST MARK 19 03 m 17 Spring Festival 04 m 24 05 m 31 02 06 m 07 s 13 Lunar New Year 07 m 14 08 m 21 Start second half 01 01 01 09 m 29 02 02 02 03 10 m 07 03 03 03 11 m 14 04 04 04 12 m 21 05 05 05 13 m 28 06 06 06 04 14 m 04 t 05 Tomb Sweeping Day 07 07 07 15 m 11 Mystery Project 08 16 m 18 In between +/– 09 08 17 m 25 s 01 May Day 10 01 09 05 18 m 02 11 02 10 19 m 09 12 03 11 20 m 16 13 04 12 21 m 23 14 05 13 22 m 30 15 06 14 06 23 m 06 16 07 15 24 m 13 t 16 Dragon Boat Mystery Project 17 25 m 20 Presentations 18 16 26 m 27 FINAL MARK 19 07 27 m 04 01 34 m 23 08 08 35 m 30 Assignment & intro 01
  22. 22. Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University) Calendar 2010-2011 first draft 20091205/SK 2010 2011 8 9 10 11 12 01 02 03 04 05 06 07 08 A S O N D J F M A M J J A 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 34 ma 30 06 13 20 27 04 11 18 25 01 08 15 22 29 06 13 20 27 03 10 17 24 31 07 14 21 28 07 14 21 28 04 11 18 25 02 09 16 23 30 06 13 20 27 04 23 di 31 07 14 21 28 05 12 19 26 02 09 16 23 30 07 14 21 28 04 11 18 25 01 08 15 22 01 08 15 22 29 05 12 19 26 03 10 17 24 31 07 14 21 28 05 24 wo 01 08 15 22 29 06 13 20 27 03 10 17 24 01 08 15 22 29 05 12 19 26 02 09 16 23 02 09 16 23 30 06 13 20 27 04 11 18 25 01 08 15 22 29 06 25 do 02 09 16 23 30 07 14 21 28 04 11 18 25 02 09 16 23 30 06 13 20 27 03 10 17 24 03 10 17 24 31 07 14 21 28 05 12 19 26 02 09 16 23 30 07 26 vr 03 10 17 24 01 08 15 22 29 05 12 19 26 03 10 17 24 31 07 14 21 28 04 11 18 25 04 11 18 25 01 08 15 22 29 06 13 20 27 03 10 17 24 01 08 27 za 04 11 18 25 02 09 16 23 30 06 13 20 27 04 11 18 25 01 08 15 22 29 05 12 19 26 05 12 19 26 02 09 16 23 30 07 14 21 28 04 11 18 25 02 09 28 zo 05 12 19 26 03 10 17 24 31 07 14 21 28 05 12 19 26 02 09 16 23 30 06 13 20 27 06 13 20 27 03 10 17 24 01 08 15 22 29 05 12 19 26 03 10 29 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 01 02 03 04 05 06 01 02 03 04 05 06 01 02 03 04 05 06 07 01 02 03 04 05 06 07 W W W W D 35 Start first half 01 Presentations 24 Mystery project 2010 38 22 Mid-autumn day 35 Assignment 01 Open house 25 Presentations 39 01 National day 42 Mystery project 02 FIRST MARKS 26 FINAL MARKS 41 16 Duanwu festival 43 In between 03 Spring festival 27 Summer holliday 51 26 X-mas 44 Excursion 08 Start second half 2011 06 13 Lunar New Year 51 Mystery project 15 Mystery project 14 05 Thomb sweeping day 52 X-mas holliday 16 In between 17 01 May day 24 16 Dragon boat festival
  23. 23. 2008—2009 2. 3. 5. 6. 8. 06 13 26 33 46 66 33 4. 66 33 7. 66 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 1 9 10 1 2 3 4 5 6 7 8 66 33 2 66 33 4 66 66 33 66 33 66 25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 2 9 16 23 27 9 16 23 30 6 3 7 3 13 20 27 4 11 18 25 1 7 8 15 22 29 6 13 20 27 3 10 17 24 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 20 (5 ) 10 8 (9 ) 1 8 26 8 31 9 9 2 20 18 10 8 3 9 1 1 9 15 3 9 15 3 4 19—20 5 5 6 3 7-8
  24. 24. Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University) Prepatory school: first year Tutors & hours (draft 20091206/SK) Look at: curriculum, course scheme and planning 2010-2011 first year hours ects [1] course sem 1 sem 2 class A class B sub hrs (2)class C total hrs (3) 2 Art history E1 W1 2 2 4 2 6 2 Lateral thinking W1 W2 2 2 4 2 6 2 Concepting W1 W2 2 2 4 2 6 4 Conceptual drawing E2 E1 4 4 8 4 12 4 2D3D Design W2 W3 4 4 8 4 12 1 Dutch Mystery Project G 1/2 G 3/4 4x1 wk 4x1 wk 4x1 wk 4 Grammar of the visual W3 E2 4 4 8 4 12 2 Digital tools & techniques E3 E3 2 2 4 2 6 2 Basis photography E4 E4 2 2 4 2 6 2 The Latin alphabet W4 W4 2 2 4 2 6 2 English W5 W5 2 2 4 2 6 2 The profession/coaching E5 E5 2 2 4 2 6 1 Pass 30 Total parttime tutors per sem 10 10 Total hours (ex Mystery Project) 28 28 56 28 84 Ratio parttimers east : west 5:5 5:5 1 week guest per sem (1 class) 2 2 Total guest per class a year 4 4 8 4 12 number of hours parttime tutors 1 class 2 classes 3 classes [1] Values ects-table reshuffled: 4 2 4 2 4 2 duration lesson (hours) the mystery project is on its one east west 4 6 4 6 4 6 number of lessons in 4 or 2 hours 16 12 32 24 48 36 total hours per number of classes 4 6 4 6 4 6 10 parttime tutors 4 8 12 number of hours (4-hrs-lesson-tutor) 2 4 6 number of hours (2-hrs-lesson-tutor)
  25. 25. Dumbar Design College Powered by Willem de Kooning Academy Rotterdam University Prepatory School ----------------------------------------------------------------------------------------- First year 2D3D THEORY art history This class presents a critical study of the major movements in Western fine art in context with society and culture. From the nineteenth century to the present including Post-Impressionism, Expressionism, Fauvism, Art Nouveau, Cubism, Futurism, Dadaism, Surrealism, Abstract Expressionism, Minimalism, Pop Art, Performance Art, and Post-Modernism. ECTS: 3 WDKA related: Kunst- & Cultuurgeschiedenis lateral thinking There are two kinds of thinking – vertical and lateral. Most of us are educated to think vertically, to go from one logical step to the next, moving all the time towards the one correct solution of out problem. We are not usually educated to be creative, to generate idea after idea . . . Lateral thinking is closely related to creativity. But whereas creativity is too often only the description of a result lateral thinking is the description of a process. Lateral thinking is concerned with the generation of new ideas. There is a curious notion that new ideas have to do with technical invention. This is a very minor aspect of the matter. New ideas are the stuff of change and progress in every field from science to art, from politics to personal happiness. Lateral thinking is also concerned with breaking out of the concept prisons of old ideas. This lead to changes in attitude and approach; to looking in a different way at things which always been looked at in the same way. Liberation from old ideas and the stimulation of new ones are twin aspects of lateral thinking. [1] ECTS: 2 WDKA related: Ideeontwikkeling, Creatief schrijven PRACTISE concepting This course is linked with Lateral thinking. In fact Concepting is the practical counterpart of the first. Since we generated idea after idea, how do we select the best? What is bright, new, fresh?
  26. 26. What is the difference between an idea and a concept? When are all those ideas becoming a real concept? (What is the difference between clustering and synthesizing ideas?) When should we start visualising? And what about Strategy and Consistency? ECTS: 2 WDKA related: Copy and concepting, Marketing conceptual drawing This course is the in-between of Drawing, Concepting and Design. Students learn the quick sketch drawing skills and techniques that most designers use to grab big ideas and convey concepts to convince colleagues and clients or instruct others. ECTS: 4 WDKA related: Tekenen, Visualiseren en presenteren 2d3d design The course examines the key principles of design and shows how these also underlie much of what we know of art, mathematics and science. During the course teams of students are stimulated to research and experiment. Special interest in the chain: analysing, arranging, designing, presenting and producing. All key-projects are completed by a DD-visiting-guest [2]. ECTS: 2 + 2 WDKA related: Ontwerpen SKILLS grammar of the visual This basic course is a general introduction to composition, color, materials and three- dimensional form that will familiarize students with techniques, concepts, and formal relationships that are considered fundamental to all visual expression. Of course ‘nature’ will be a reference while studying basic elements and the grammar of the visual. ECTS: 4 WDKA related: Beeldstudie, Kleur en vorm digital tools and techniques (1) The course starts with an introduction to Apple MacIntosh and OS X, exploring the interface and getting used to this powerfull tool. As soon as possible the basic Adobe CS bundle will be examined and the software (Acrobat, Illustrator, Photoshop, InDesign) is thoroughly studied. Classroom demonstrations focus on maximum utilization of each of the program’s tools and capabilities with stress upon the program appropriate to the nature and scope of the assignment at hand. ECTS: 2 WDKA equivalent: Software-instructie
  27. 27. basic digital photography This course provides students with an introduction to digital photography. The class will cover basic digital camera controls, lighting, composition, and sequence. Of course shooting, selecting, image editing and desktop printing will be discussed during all assignments. ECTS: 2 WDKA equivalent: Fotografie (basis) the latin alphabet Chinese students also should get familiar with roman lettering. The course is partly theoretical and partly practical (hands on). Subjects are: 1. the development of writing (writing the humanistic minuscule), 2. the history of printing (typeface classification and terminology), 3. classical letter forms (drawing and sketching), and 4. type designers (latest innovations). ECTS: 2 WDKA related: Cultuurgeschiedenis, Taal en teken LANGUAGE english (1) This is an intensive course in English as a second language that introduces students to basic listening, speaking and – finally – instructing. Classes grammar, writing, pronunciation, reading and oral presentation relevant to the field of design. Cross- cultural communication skills are also introduced. This course is partly offered online. ECTS: 2 WDKA related: none COACHING the profession A quick tour, with the help of guests, introducing the different design professions once more. 2D: Advertising, Illustration, Graphic Design. 3D: Interior Design, Lifestyle & Design, Product Design, and Fashion Design. ECTS: 1 WDKA related: Beroepsoriëntatie sl-coaching The coach provides strategies and individual support for excelling in your academic, personal, and professional life. Students will share and develop best practices for topics such as time management, motivation, project planning, career development, and effective communication. Throughout the semester, emphasis will be placed on immediately applying learned principles to your outside activities, including classes, studying and jobs. ECTS: 1
  28. 28. WDKA equivalent: Studieloopbaancoaching ----------------------------------------------------------------------------------------- Second year 2D THEORY design history This course chronicles pertinent movements, events and people that have defined Design. The long-standing debate between design as craft versus design for mass production is presented in the context of design movements. This course begins with early mechanization and the industrial revolution, then follows the social ramifications of historic periods and their influence on contemporary design. Special emphasis is placed on the West-European glory years of the 30’s and 40’s, the Asian avant garde years of the 70’s and 80’s, and todays international design awareness. ECTS: 3 WDKA related: Vakgeschiedenis east meet west ‘[...] Your culture (whoever you are) is as important as our culture (whoever we are). [...] We want to know what you’re doing over there (wherever you are), and we’re pretty sure you want to know what we’re doing here (wherever we are)’ (Tibor Kalman, Colors 1, 1991). This course explores cross-cultural design by inviting guest-lecturers from all over the world who have been crossing borders by profession. ECTS: 3 WDKA related: Cultuurgeschiedenis communication Communication is a process of transferring information from one source to another. From a professional field perspective, ‘communication’ means mass media publishing. To communicate as effective as possible is one of the core businesses of design. The principles of communication and media therefore should be studied especially ‘because the recent shifts in media technology and usage have radically blurred the boundaries between personal communication and mass media’ [3]. ECTS: 2 WDKA related: Marketing & Strategie strategy A strategy is a plan of action designed to achieve a particular goal. ‘Strategy’ has military connotations, because it is derived from the Greek word for army. Design strategy is a discipline which helps to determine what?, why? and how? to create and produce. Possibly Design strategy will introduce opportunities to innovate
  29. 29. contextually, both immediately and over the long term. This process involves the interplay between design and business strategy, forming a systematic approach which may provide a context for design. Design strategy will provide a goal and will constrain consistency. The approach has proved useful for companies in a variety of strategic scenarios. By (SWOT) assessment students will research: • what’s going on in the market? • what’s the history, the current situation? • what are the major trends in the market? • what's the future looking like? • what about the product, the competitors and consumer attitudes? Finally students will produce an advice – presenting the most significant opportunities or problems – which by then may be the starting point for conceptual design. PRACTISE concepting This course is linked with Strategy. In fact Concepting starts were the first stops. Since we generated idea after idea, how do we select the best? What is a bright, unique, authentic, and innovating concept which might guide and customize design knowing the specific assignment? ECTS: 2 WDKA related: Copy and concepting, Marketing sketching & presenting ‘Change your tools, it may free your thinking. (...) Instead, do your layouts in watercolours, charcoal, pencils, fountain pens with real ink. Use decorating paints and brushes. Blow up minuscule layouts, whatever you can think of. It is not a solution, but it does open up the mind and it’s fun.’ [4] This course will focus on analog and digital sketching techniques and will train students presenting work with confidence and conviction. ECTS: 4 WDKA related: Tekenen, Visualiseren en presenteren 2d design Each course students work on four projects, which refer to the different 2D design disciplines: advertising, graphic design, illustration, and multimedia design. For instance: a campaign, a corporate identity, a magazine cover, and a website. Strong emphasis is placed on conceptual thinking and execution, including consistency, refinement and detail of design . All key-projects are started by a DD-visiting-guest [2]. ECTS: 2 + 2 WDKA related: Ontwerpen
  30. 30. typography Typography is strongly linked to language, cq the roman alphabet. The course is divided in four parts: 1. word (call for), 2. sentence (poetry), 3. paragraph (instruction), 4. page (short story). The main subject of study is: the alphabet, character, contrast, rhythm, inside/outside, black and white, kerning, word space, spacing, measure, proportions, the typographic rules, et cetera. SKILLS imaging This course is designed as a concept visual communication and visualization class. Its primary focus is to create an understanding of the power of image. It is all about context and content, also about meaning and significance. The course is mainly practical and research-driven, although for instance the work of John Haertfield (19.6.1891–26.4.1968) will be discussed. ECTS: 4 WDKA related: Beeldstudie, Grafisch ontwerpen, Project magazine, Illustratie digital tools and techniques (2) Digital tools and techniques TWO has the WorldWideWeb as main subject. Introducing Adobe CS plus, while the software (Dreamweaver and Flash) will be thoroughly studied. Emphasis will be placed on information hierarchy, user experience, graphical interface, navigation strategies, site development and site architecture. Classroom demonstrations focus on maximum utilization of each of the program’s tools and capabilities with stress upon the program appropriate to the nature and scope of the assignment at hand. ECTS: 2 WDKA equivalent: Software-instructie LANGUAGE english (2) Ability to write and speak with conciseness and clarity to effectively communicate within the industry of their major in English on an advanced level. This course is partly offered online. ECTS: 2 WDKA related: none COACHING sl-coaching The coach provides strategies and individual support for excelling in your academic,
  31. 31. personal, and professional life. Students will share and develop best practices for topics such as time management, motivation, project planning, career development, and effective communication. Throughout the semester, emphasis will be placed on immediately applying learned principles to your outside activities, including classes, studying and jobs. ECTS: 1 WDKA equivalent: Studieloopbaancoaching ----------------------------------------------------------------------------------------- Second year 3D THEORY design history This course chronicles pertinent movements, events and people that have defined design. The long-standing debate between design as craft versus design for mass production is presented in the context of design movements. This course begins with early mechanization and the industrial revolution, then follows the social ramifications of historic periods and their influence on contemporary design. Special emphasis is placed on the West-European glory years of the 30’s and 40’s, the Asian avant garde years of the 70’s and 80’s, and todays international design awareness. ECTS: 3 WDKA related: Vakgeschiedenis east meet west ‘[...] Your culture (whoever you are) is as important as our culture (whoever we are). [...] We want to know what you’re doing over there (wherever you are), and we’re pretty sure you want to know what we’re doing here (wherever we are)’ (Tibor Kalman, Colors 1, 1991). This course explores cross-cultural design by inviting guest-lecturers from all over the world who have been crossing borders by profession. ECTS: 3 WDKA related: Cultuurgeschiedenis communication Communication is a process of transferring information from one source to another. From a professional field perspective, ‘communication’ means mass media publishing. To communicate as effective as possible is one of the core businesses of design. The principles of communication and media therefore should be studied especially ‘because the recent shifts in media technology and usage have radically blurred the boundaries between personal communication and mass media’ [3]. ECTS: 2 WDKA related: Marketing & Strategie
  32. 32. strategy A strategy is a plan of action designed to achieve a particular goal. ‘Strategy’ has military connotations, because it is derived from the Greek word for army. Design strategy is a discipline which helps to determine what?, why? and how? to create and produce. Possibly Design strategy will introduce opportunities to innovate contextually, both immediately and over the long term. This process involves the interplay between design and business strategy, forming a systematic approach which may provide a context for design. Design strategy will provide a goal and will constrain consistency. The approach has proved useful for companies in a variety of strategic scenarios. By (SWOT) assessment students will research: • what’s going on in the market? • what’s the history, the current situation? • what are the major trends in the market? • what's the future looking like? • what about the product, the competitors and consumer attitudes? Finally students will produce an advice – presenting the most significant opportunities or problems – which by then may be the starting point for conceptual design. PRACTISE concepting This course is linked with Strategy. In fact Concepting starts were the first stops. Since we generated idea after idea, how do we select the best? What is a bright, unique, authentic, and innovating concept which might guide and customize design knowing the specific assignment? ECTS: 2 WDKA related: Copy and concepting, Marketing sketching & presenting ‘Change your tools, it may free your thinking. (...) Instead, do your layouts in watercolours, charcoal, pencils, fountain pens with real ink. Use decorating paints and brushes. Blow up minuscule layouts, whatever you can think of. It is not a solution, but it does open up the mind and it’s fun.’ [4] This course will focus on analog and digital sketching techniques and will train students presenting work with confidence and conviction. ECTS: 4 WDKA related: Tekenen, Visualiseren en presenteren 3d design Each course students work on four projects, which refer to the different 2D design disciplines: advertising, graphic design, illustration, and multimedia design. For instance: a campaign, a corporate identity, a magazine cover, and a website. Strong
  33. 33. emphasis is placed on conceptual thinking and execution, including consistency, refinement and detail of design . All key-projects are started by a DD-visiting-guest [2]. ECTS: 2 + 2 WDKA related: Ontwerpen modeling (1) This half year course introduces students to quick mock-up techniques, moldmaking and casting techniques, and painting and finishing techniques. Quality and craftmanship will be stressed. Students will be exposed to materials such as wood, plastic and foam. Shop safety and etiquette will be covered. ECTS: 2 WDKA related: Model en maquette, Werkplaatsinstructie modeling (2) During this half year course students will gain an understanding of the steps to produce 3D visualizations using the computer. Students will render their own designs using 3D Max and Vectorworks using textures, lighting and shadow casting. ECTS: 2 WDKA related: Model en maquette, Software-instructie SKILLS the grammar of construction Is everything chaos and chance, or is there order? This course is a study in the geometry of life and construction in nature. It is about proportion and the five universal shapes (circle, square, triangle, cross and spiral), the golden section and the platonic solids. Sometimes referred to as ‘harmonic deconstruction’, geometric analysis is a valuable tool in assisting the scholar in the ability to understand the critical role geometry has in the creation of works of art and design. ECTS: 2 WDKA related: Vormstudie digital tools and techniques (2) Digital tools and techniques TWO has the WorldWideWeb as main subject. Introducing Adobe CS plus, while the software (Dreamweaver and Flash) will be thoroughly studied. Emphasis will be placed on information hierarchy, user experience, graphical interface, navigation strategies, site development and site architecture. Classroom demonstrations focus on maximum utilization of each of the program’s tools and capabilities with stress upon the program appropriate to the nature and scope of the assignment at hand. ECTS: 2 WDKA equivalent: Software-instructie
  34. 34. LANGUAGE english (2) Ability to write and speak with conciseness and clarity to effectively communicate within the industry of their major in English on an advanced level. This course is partly offered online. ECTS: 2 WDKA related: none COACHING sl-coaching The coach provides strategies and individual support for excelling in your academic, personal, and professional life. Students will share and develop best practices for topics such as time management, motivation, project planning, career development, and effective communication. Throughout the semester, emphasis will be placed on immediately applying learned principles to your outside activities, including classes, studying and jobs. ECTS: 1 WDKA equivalent: Studieloopbaancoaching ----------------------------------------------------------------------------------------- Noten [1] Edward de Bono, Lateral thinking. Creativity step by step (1970) [2] Dutch designers recruited by Willem de Kooning Academy [3] Florian Cramer, Snake ritual and switching circuits. The blurring lines between mass and personal communication ‘old’ and ‘new’ media (2009) [4] Paul Aren, It’s not how good you are, it’s how good you want to be (Phaidon)
  35. 35. Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University) Prepatory School 2D 3D First year, first semester Code Theorie ECTS Lecturer Nationality Teaching hrs Clock hrs Theory Art History 3 CN 2 Lateral thinking 2 CN 4 Practise Concepting 2 EUR Conceptual drawing 4 EUR 4 2D3D Design 2 CN 4 Dutch Mystery Project 2 NL (one week) Skills Grammar of the visual 4 CN 4 Digital tools and techniques 2 CN 2 Basic Photography 2 CN 2 The Latin alphabet 2 EUR 2 Language English (1) 2 EN 2 Coaching The profession 1 CN 2 SL-coaching 1 CN Pass 1 — Total 30 28 30.6.2009/WDKA/SK 30.6.2
  36. 36. Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University) Prepatory School 2D 3D First year, second semester Code Theorie ECTS Lecturer Nationality Teaching hrs Clock hrs Theory Art History 3 CN 2 Lateral thinking 2 CN 4 Practise Conecpting 2 EUR Conceptual drawing 4 EUR 4 2D3D Design 2 CN 4 Dutch Mystery Project 2 NL (one week) Skills Grammar of the visual 4 CN 4 Digital tools and techniques 2 CN 2 Basic photography 2 CN 2 The Latin Alphabet 2 EUR 2 Language English (1) 2 EN 2 Coaching The profession 1 CN 2 SL-coaching 1 CN Pass 1 — Total 30 28 30.6.2009/WDKA/SK 30.6.2
  37. 37. Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University) Prepatory School 2D Second year, third semester Code Theorie ECTS Lecturer Nationality Teaching hrs Clock hrs Theory Design History 3 CN 2 Theory East meet West 3 WORLD 2 Communication 2 CN 2 Practise Concepting 2 EUR 4 Practise Sketching &presenting 2 CN 2D design 2 CN 4 Dutch Mystery Project 2 NL (one week) Typography 4 EUR 4 Skills Imaging 4 CN 2 Skills Digital tools & techniques (2) 2 CN 4 Language English 2 EN 2 Language Coaching SL-coaching 2 CN 2 Coaching Total 30 28 30.6.2009/WDKA/SK 30.6.2
  38. 38. Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University) Prepatory School 2D Second year, fourth semester Code Theorie ECTS Lecturer Nationality Teaching hrs Clock hrs Theory Design History 3 CN 2 Theory East meet West 3 WORLD 2 Strategy 2 CN 2 Practise Concepting 2 EUR 4 Practise Scetching/presenting 2 CN 2D Design 2 CN 4 Dutch Mystery Project 2 NL (one week) Typography 4 EUR 4 Skills Imaging 4 CN 2 Skills Digital tools & techniques (2) 2 CN 4 Language English 2 EN 2 Language Coaching SL-coaching 1 CN 2 Coaching FINAL 1 — Total 30 28 30.6.2009/WDKA/SK 30.6.2
  39. 39. Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University) Prepatory School 3D Second year, third semester Code Theorie ECTS Lecturer Nationality Teaching hrs Clock hrs Theory Design History 3 CN 2 East meet West 3 Only guests WORLD 2 Communication 2 CN 2 Practise Concepting 2 EUR 4 Sketching & presenting 2 CN 3D design 2 CN 4 Dutch Mystery Project 2 NL (one week) Modelling (1) 4 ASIA 4 Skills The grammar of construction 4 CN 4 Digital tools & techniques (2) 2 CN 2 Language English 2 EN 2 Coaching SL-coaching 2 CN 2 Total 30 28 2009/WDKA/SK 30.6.2009/WDKA/SK
  40. 40. Dumbar Design College (powered by Willem de Kooning Academy Rotterdam University) Prepatory School 3D Second year, fourth semester Code Theorie ECTS Lecturer Nationality Teaching hrs Clock hrs Theory Design History 3 CN 2 East meet West 3 Only guests WORLD 2 Strategy 2 CN 2 Practise Concepting 2 EUR 4 Scetching/presenting 2 CN 3D Design 2 CN 4 Dutch Mystery Project 2 NL (one week) Modelling (2) 4 ASIA 4 Skills The Grammar of Construction 4 CN 4 Digital tools & techniques (2) 2 CN 2 Language English 2 EN 2 Coaching SL-coaching 1 CN 2 FINAL 1 Total 30 28 2009/WDKA/SK 30.6.2009/WDKA/SK

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