Design:
vertical & horizontal growth
conference

28 october 2020

SPBSTU-DAY

ABOUT

With the Cumulus vision to actively promote exchange of knowledge and design experience on a global and interdisciplinary scale, three Russian schools from St.Petersburg and Moscow – Peter the Great St. Petersburg Polytechnic University, St. Petersburg University, and HSE Art And Design School (National Research University ‘Higher School of Economics’) have joined their efforts to host an online conference in collaboration with Cumulus.

’Design: Vertical & Horizontal Growth’ will be a precursor to the official annual Cumulus Conference. Postponed due to COVID-19, this will now take place in Moscow and St.Petersburg in June 2022. Since staying connected is critical in the on-going COVID-reality, three Russian universities decided to make participation free of charge. The conference will be held in digital format in October 2020.

'Design: Vertical and Horizontal Growth' aims to encouraging the Cumulus community to express their opinions on the role of design as a humanizing practice in the context of multidirectional development complicated by the COVID pandemic.

We invite the participants to explore issues surrounding the design community's involvement in the innovation process. How can design thinking help society overcome its fear of, and resistance to the main challenges of our time? In what ways could we bridge the gap between traditional living patterns and the changes rapidly occurring in all areas of society today?

We need a communicative model that would smooth over the differences between the horizontal and the vertical processes.

The perpendicular development vectors – x and y – shape the space of interpretation, aims and objectives of design. The horizontal vector represents cultural values and the conventional lifestyle; this is an area of social comfort. The vertical vector represents innovations that destroy the familiar way of life. Our discussion focuses on design as a practice of searching for areas of growth, support and balance, which make it possible to reconcile the traditional way of life and cultural values with the innovative approach to solving problems arising in society.

The three-day conference will run from 28 to 30 October 2020. Each day will be covering one of the conference’s tracks: Future Human, Creative Industry, Inter-action. Each host (SpbU, SpbPU, HSE) will be responsible for one track. This approach will present a diverse Russian art and design academic community eager to exchange ideas with colleagues worldwide.

‘Design: Vertical and Horizontal Growth’ invites participants to develop a map of relevant research in the field of design within the following reference frames:

Design:
vertical & horizontal growth
conference

SPBSTU-DAY

ABOUT

With the Cumulus vision to actively promote exchange of knowledge and design experience on a global and interdisciplinary scale, three Russian schools from St.Petersburg and Moscow – Peter the Great St. Petersburg Polytechnic University, St. Petersburg University, and HSE Art And Design School (National Research University ‘Higher School of Economics’) have joined their efforts to host an online conference in collaboration with Cumulus.

’Design: Vertical & Horizontal Growth’ will be a precursor to the official annual Cumulus Conference. Postponed due to COVID-19, this will now take place in Moscow and St.Petersburg in June 2022. Since staying connected is critical in the on-going COVID-reality, three Russian universities decided to make participation free of charge. The conference will be held in digital format in October 2020.

'Design: Vertical and Horizontal Growth' aims to encouraging the Cumulus community to express their opinions on the role of design as a humanizing practice in the context of multidirectional development complicated by the COVID pandemic.

We invite the participants to explore issues surrounding the design community's involvement in the innovation process. How can design thinking help society overcome its fear of, and resistance to the main challenges of our time? In what ways could we bridge the gap between traditional living patterns and the changes rapidly occurring in all areas of society today?

We need a communicative model that would smooth over the differences between the horizontal and the vertical processes.

The perpendicular development vectors – x and y – shape the space of interpretation, aims and objectives of design. The horizontal vector represents cultural values and the conventional lifestyle; this is an area of social comfort. The vertical vector represents innovations that destroy the familiar way of life. Our discussion focuses on design as a practice of searching for areas of growth, support and balance, which make it possible to reconcile the traditional way of life and cultural values with the innovative approach to solving problems arising in society.

The three-day conference will run from 28 to 30 October 2020. Each day will be covering one of the conference’s tracks: Future Human, Creative Industry, Inter-action. Each host (SpbU, SpbPU, HSE) will be responsible for one track. This approach will present a diverse Russian art and design academic community eager to exchange ideas with colleagues worldwide.

‘Design: Vertical and Horizontal Growth’ invites participants to develop a map of relevant research in the field of design within the following reference frames:

CREATIVE INDUSTRY

For over two decades the term ‘creative industry’ has been widely used to designate an ever growing diversity of economic activities. Creativity as such is an essential human feature necessary for inspiring innovative development of every industry and science. Should design be a universal instrument capable of embracing the whole range of human activities, or should it just focus on ‘creative industries’ as they are defi ned today? How does the projectoriented approach of the industry influence design thinking? And what should contemporary art and design schools be teaching?

Keynote speakers

Ksenia Diodorova

is the co-founder and art director of the multimedia storytelling bureau Gonzo Design since 2006. Having a background in communicative design and visual anthropology, Diodorova is using research together with branding tools and conceptual thinking in her work field. The mixture of artistic and documentary expression means helps the Gonzo team to discover human rights topics in an aesthetic and delicate way, to reach deep engagement of the audience and provoke open dialogue on social and cultural issues. Gonzo projects are often cross-platform and exist in different formats, both digital and physical, like books, exhibitions or installations.

Read more...
1/ Jury Member of Digital Storytelling Contest of WorldPressPhoto 2020
2/ Author of methodology "Multimedia design strategies to work with sensitive topics: guideline for prevention of domestic violence" (Client: United Nations)
3/ Managing expert of "Communication strategy for prevention of radicalization in Central Asia" (Client: Internews)

Henrique Pessoa Pereira Alves

PhD, teaches Landscape Architecture at the Politecnico of Milan. He has collaborated with the postgraduate course Green Design in Urban Spaces at the Faculty of Agriculture of the University of Milan and with the Master of Landscape Architecture at the Faculty of Architecture of the IUAV University of Venice. He directed landscape workshops in Tuscany for the European Institute of Design and organized landscape travel-studies in Spain, Sardinia, Portugal and France. He lectured, participated in debates and workshops at universities and institutes in Italy, Brazil, Canada, Germany, Russia, Mexico and Switzerland. He is a member of the editorial board of the journal "Paisagem e Meio Ambiente" of the University of São Paulo and author of numerous international publications. He has participated in several international competitions and has projects in Italy, Brazil, France and Switzerland.

Professor Michael Krohn

Industrial Designer/Researcher/Lecturer
Zurich University of the Arts
Professor Michael Krohn holds a position as head of the “Center for Sustainability” at the Zurich University of the Arts. Furthermore, he is responsible for Internationalisation of the Design Department, he is lecturing and publishing about design topics.

Raed more...
Professor Michael Krohn has a practical background in Industrial Design and Design Engineering. His academic interests were always drawn by research, education and innovation. Combining experiences from the design practice with academic development led to different positions at the Zurich University of the Arts since 1992. After developing the Media Lab, several research projects and later as head of the Industrial Design programme, he received the opportunity to structure the design education for future challenges. Integrating research in the curricula, use of digital media, and finally develop a completely new Master of Arts in Design programme were the next important steps. Prof. Michael Krohn was one of the responsible persons that reorganized the Design Department in the last decade to cope future challenges that would focus on scientific-, sustainable- and technological aspects rather than on arts and crafts. A long list of research projects, scientific- and popular publications in different media proof the success of his research and education activities. As member of the CUMULUS Executive Board II, III and VII, Michael Krohn gathered global experiences and built his network in the world of design.

Moderator

Vikenty Gryaznov

Associate Professor of the Industrial design department at Stieglitz academy of Art & Design Graduated Strate College Designers (Paris), Promo 2008. Creative director at Gryaznovdesign.

Guests

Dmitry Mareev

Graduated from SPbSPU (specialty "industrial design") in 2011.
Co-founder and Creative Director of FORMA Industrial Design Studio
Chairman of the Industrial Design section of the St. Petersburg Union of Designers
Red Dot Award Winnerwww.forma.com.ru

PROGRAM

The conference program You can download here

Program of the day

Opening of the Conference

Eija Salmi (Cumulus Association), Alexander Kobyshev and Grigorii Svetnik (Peter’s the Great Saint-Petersburg Polytechnic University, Russia)

Plenary Session

Ksenia Diodorova (Russia)
Design as a Tool for Humanism

If we talk about the design of the future we should probably think of it as the design of attitude and relations more than the design of products. How to provide social innovations or promote and protect human rights through visual communication? Where does creativity meet tolerance, empathy, and inclusion?

Michael Krohn (Switzerland)
Shifting design education towards creative Industries?

This article explains why the so-called "creative industries" are not the main purpose that design education should follow. It provides a critical look at current design education and attempts to compare the relevance of the creative industries with other design-related areas, achievements and values. It discusses whether the creative industries are the future workplace for design and how we can promote quality and nurture talent for future challenges.

Henrique Pessoa Pereira Alves (Italy)
Creative Landscape?

The aim of the speech is to present some reflections about the landscape practice within the discussion on creative industry. The main question landscape design is invited to answer today, in the context of a ‘fourth’ industrial revolution, regards which basic human needs are to be fulfilled by landscape actions. Are these needs the same we have known through precedent ages? Has the creative industry’s era completely modified them into something different from what humankind has till now experienced? Should landscape architects change their engagement with society from what was thought to be her or his function during the twentieth century? The changes of the urban form and the way of life implies that the same notion of landscape can now assume a more central role in the design of the contemporary city in a period of creative industry.

Discussion panel

Michael Krohn (Zurich University of the Arts, Switzerland), Ksenia Diodorova (co-founder of Gonzo Design Studio, Russia), Henrique Pessoa Pereira Alves (Politecnico di Milano, Italy) and Dmitry Mareev (co-founder and creative director of FORMA design studio). Moderator Vikenty Gryaznov (Stieglitz academy of Art & Design).

Papers Presentation, discussions

Ellen Zhu

(Visual Communication Department, Tsinghua University, China)

Rudrajit Bose & Surojit Bose

(Lifestyle Accessories Department, United world Institute of Design, Karnavati University, India)

Ma Fernanda Márquez Culebra

(Architecture and Habitat Sciences Department, Universidad de Monterrey, Mexico)

Fan Chen

(College of Design and Innovation, Tongji University, China)

Rahul Bhattacharya

(School of Communication, United world Institute of Design, India)

Timothy Karoleff

(Industrial Design Department, University of Louisiana at Lafayette, USA)

Irina Tarasova & Ekaterina Kolesnikova

(Architecture Department, Ural State University of Architecture and Art, Russia)

Mike Oustamanolakis

(Academy of Visual Arts, Hong Kong Baptist University, Hong Kong)

Margherita Tufarelli

(DIDA Department of Architecture, University of Florence, Italy)

Closure of the Conference Day

Closure of the Conference Day. Grigorii Svetnik (Peter’s the Great Saint-Petersburg Polytechnic University, Russia) and Vikenty Gryaznov (Stieglitz academy of Art & Design)

Opening of the Conference

11:00-11:15am

Eija Salmi (Cumulus Association), Alexander Kobyshev and Grigorii Svetnik (Peter’s the Great Saint-Petersburg Polytechnic University, Russia)

Plenary Session

11:20-11:40am
Ksenia Diodorova (Russia)
Design as a Tool for Humanism

If we talk about the design of the future we should probably think of it as the design of attitude and relations more than the design of products. How to provide social innovations or promote and protect human rights through visual communication? Where does creativity meet tolerance, empathy, and inclusion?

11:40-12:00am
Michael Krohn (Switzerland)
Shifting design education towards creative Industries?

This article explains why the so-called "creative industries" are not the main purpose that design education should follow. It provides a critical look at current design education and attempts to compare the relevance of the creative industries with other design-related areas, achievements and values. It discusses whether the creative industries are the future workplace for design and how we can promote quality and nurture talent for future challenges.

12:00-12:20pm
Henrique Pessoa Pereira Alves (Italy)
Creative Landscape?

The aim of the speech is to present some reflections about the landscape practice within the discussion on creative industry. The main question landscape design is invited to answer today, in the context of a ‘fourth’ industrial revolution, regards which basic human needs are to be fulfilled by landscape actions. Are these needs the same we have known through precedent ages? Has the creative industry’s era completely modified them into something different from what humankind has till now experienced? Should landscape architects change their engagement with society from what was thought to be her or his function during the twentieth century? The changes of the urban form and the way of life implies that the same notion of landscape can now assume a more central role in the design of the contemporary city in a period of creative industry.

Discussion panel

12:20-13:00pm

Michael Krohn (Zurich University of the Arts, Switzerland), Ksenia Diodorova (co-founder of Gonzo Design Studio, Russia), Henrique Pessoa Pereira Alves (Politecnico di Milano, Italy) and Dmitry Mareev (co-founder and creative director of FORMA design studio). Moderator Vikenty Gryaznov (Stieglitz academy of Art & Design).

Papers Presentation, discussions

13:00-13:15pm
Ellen Zhu (Visual Communication Department, Tsinghua University, China)

13:15-13:30pm
Rudrajit Bose & Surojit Bose (Lifestyle Accessories Department, United world Institute of Design, Karnavati University, India)

13:30-13:45pm
Ma Fernanda Márquez Culebra (Architecture and Habitat Sciences Department, Universidad de Monterrey, Mexico)

13:45-14:00pm
Fan Chen (College of Design and Innovation, Tongji University, China)

14:00-14:15pm
Rahul Bhattacharya (School of Communication, United world Institute of Design, India)

14:15-14:30pm
Timothy Karoleff (Industrial Design Department, University of Louisiana at Lafayette, USA)

14:30-14:45pm
Irina Tarasova & Ekaterina Kolesnikova (Architecture Department, Ural State University of Architecture and Art, Russia)

14:45-15:00pm
Mike Oustamanolakis (Academy of Visual Arts, Hong Kong Baptist University, Hong Kong)

15:00-15:15pm
Margherita Tufarelli (DIDA Department of Architecture, University of Florence, Italy)

Closure of the Conference Day

15:15-15:30pm

Closure of the Conference Day. Grigorii Svetnik (Peter’s the Great Saint-Petersburg Polytechnic University, Russia) and Vikenty Gryaznov (Stieglitz academy of Art & Design)

SUBMISSION

Camera-ready Full Paper Submission

Following notification of acceptance, full papers should be submitted according to a template, which will be provided to the Authors. The length of the full paper should not exceed 4,000 words (excluding references) and follow the APA publication style for in-text citation and reference lists (www.apastyle.org). At this stage, files should be submitted in both the MSWord (.doc or .docx) and PDF versions. Other formats are not accepted. At this stage, the paper should include the name(s) and the affiliation of the author(s). Please keep the size of each file less than 2Mb (including your illustrations) and use a file name beginning with the principal author’s last name, followed by the name of the track (e.g.:Smith_Interaction.doc). Papers that are not presented at the online meeting will be excluded from the official proceedings. Therefore, it is required that at least one of the authors attend the online meeting to present the paper.

Copywrite

By submitting papers for publication in the conference proceedings, authors give their consent for publication of their work and assign the copyright of the submitted papers to the conference host. The authors’ traditional rights will not be infringed by assigning copyright in this manner, as the authors retain the right to re-use the content of the papers.

Camera-ready Full Paper Submission

Deadline: 20 November 2020

Following notification of acceptance, full papers should be submitted according to a template, which will be provided to the Authors. The length of the full paper should not exceed 4,000 words (excluding references) and follow the APA publication style for in-text citation and reference lists (www.apastyle.org). At this stage, files should be submitted in both the MSWord (.doc or .docx) and PDF versions. Other formats are not accepted. At this stage, the paper should include the name(s) and the affiliation of the author(s). Please keep the size of each file less than 2Mb (including your illustrations) and use a file name beginning with the principal author’s last name, followed by the name of the track (e.g.:Smith_Interaction.doc). Papers that are not presented at the online meeting will be excluded from the official proceedings. Therefore, it is required that at least one of the authors attend the online meeting to present the paper.

Copywrite

By submitting papers for publication in the conference proceedings, authors give their consent for publication of their work and assign the copyright of the submitted papers to the conference host. The authors’ traditional rights will not be infringed by assigning copyright in this manner, as the authors retain the right to re-use the content of the papers.

REGISTRATION

To register for the event, please, follow the link

Registration is free of charge.

Partners

The ’Design: Vertical & Horizontal Growth’ Conference is organized in partnership with Peter the Great St. Petersburg Polytechnic University and Saint-Petersburg University in collaboration with Cumulus.

28.10.2020

Future Human

Hosted by HSE Art and Design School (National Research University 'Higher School of Economics', Moscow)
Site of HSE Art and Design Schools

30.10.2020

Inter-action

Hosted by Saint-Petersburg University
Site of St. Petersburg University

Cumulus

Cumulus is the only global association to serve art and design education and research. It is a forum for partnership and transfer of knowledge and best practices.
Cumulus consists currently of 340 members from 61 countries.
Learn more on Site of Cumulus Association