`Korea will be the epicenter of global design innovation`

`Korea will be the epicenter of global design innovation`. April. 13, 2015 07:11. yhkang@donga.com.

“I believe that Korea will be the epicenter of world design in the future.”

Karim Rashid (55), a globally renowned industrial designer from Egypt, stressed in an email interview with the Dong-A Ilbo, by saying, “Korean companies have already overtaken Japanese ones in technology and they have good understanding on how design creates new market and brand loyalty.” Famous for vivid color and geometrical pattern, Mr. Rashid has made many collaboration with Korean companies such as Hyundai Motor (i40 Art Car), Aekyung (toothbrush), LG Hausys (marble) and Bando Engineering Construction (Street mall).

“More authority has to be granted to designers in order for `K-design` to lead the global design,” stressed Mr. Rashid. “While Korean firms have innovative technologies, they tend to have conservative and reliable approaches to designs. They decide what they want exactly from the first stage of product planning without giving room for changes. If a company is bureaucratic or doesn’t want to take risks, it only gets distant from consumers’ desire.”

From this perspective, he selected Paris Baguette as the most rememberable company that he has worked with. In 2010, the bakery company introduced capsule-shaped bottled water product called “O’EAU” and a beverage called “Juice” that featured a triangular-shaped container. “Paris Baguette asked me to design everything from product bottles, logos, product names and even taste. The company knew how design gives specific identity to its brand and how a company could communicate with general public with even a simple water bottle.”

He reckons that the importance of design will be only growing down the road. “In the future, people would rent or lease almost everything from cars and houses. They would want to “experience” for a short period of time without having possession of them. In the end, products that can provide new and needed experience will survive in the market.”

Mr. Rashid said, “In a rapidly changing industrial environment, design will play the role of both creating new markets and leading new technology, behavioral changes of consumers and social evolution.”