"Design aesthetics" creates life aesthetics

Alessandro, the artistic director of Milan Design Week in Italy, walked into the Master Lecture Hall of Home Town to talk about "Design Aesthetics". The following is the transcript (transcript, with deletions):

This is my second time in Nankang. Here, I am not simply selling designs, but designing together with young designers. The era of product design has passed, but it is about the creation of style. We are very lucky to have provided an excellent and perfect platform to bring out the real design. We can design rules and regulations and set up a framework to allow everyone to express themselves freely. Nowadays, there are many outstanding young designers, and they must also feel their own heavy responsibility. Design is not only a job, design must first be beautiful and then have commercial value. Nankang Furniture is a good platform. We develop together and bring good design to the world.

Many people have misunderstandings about Chinese furniture. We can let the world know that Chinese designers also have their own designs, which cannot be copied. We have our own culture, and we should regard Nankang Furniture Town as incubator. Brand building is very difficult, but we can do it well. The projects we are doing now are not just words. We are working in the small town of Nankang to help companies quickly find solutions and bring the world's cutting-edge concepts and designs. Go here. In this laboratory, we will plan short-term and long-term exchanges for everyone, and the best design brands will serve us.

Now let’s take a look at a previously designed plan (a design plan for a wine cellar for an Italian owner).

Today's design is no longer just about designing products, but also integrating more things, such as food culture, etc., and more things must be integrated. Designers work for businesses.

All designs must start from the root. This winery has not made fundamental changes and follows its own structure. What we display is not the product, but the style, a style that cannot be copied by others. lifestyle. The winery is about creating a theater, a style, and a way of life. As designers, we think more than companies because we serve companies.

As far as design is concerned, the inherent style must be followed, but some bold attempts can be made. The core of the winery is the core design of winemaking. A house with wine barrels as an element is better. Integrated into nature. What we see as the magic of design is that you can connect your company with more business through design. Designers need to have a broader vision. Before we design each product, we must set the general direction, and then inspire subsequent designs based on the corresponding original design elements, but the style is unified. The initial stage of my design must be based on where we are doing it as the prerequisite background. For example, if it is placed in nature, it must follow the laws of nature. I won many awards for this design.

As a designer, there are many things that I can do. I want to be recognized. The simplest and most primitive thing is to follow the laws of natural development and adapt to its design, rather than going against it. Follow the path. The projects we are working on now will definitely become international benchmarks in the future. We are designing a style, and more fashionable diets and paying attention to the beautiful things in life are a great era of cross-border development.

Every designer has inspiration. I made the design based on my own life experience and experience. In addition, pay more attention to other things besides furniture, observe more, and live carefully.

We are now in Nankang Laboratory, not simply designing furniture, but designing style. Instead of going abroad to study, foreign countries come to us to learn our style. Our era in China is a very good era for designers, because our requirements for beautiful things are getting higher and higher. Designers are a very good profession, and they must be done with heart and love. With this heart and love, We can definitely make the best design.

I strongly believe that we and designers can integrate Chinese design and bring Chinese design to a new level.

Question 1: What is the crux of Nankang’s furniture design?

Answer, we lack content style, we only have furniture, and only furniture will have problems. Only by expanding peripherals and expanding content can we bring new ones (my understanding: opening to new fields can Can bring more opportunities and a situation where a hundred flowers bloom).

Enterprises need designers to help find this uniqueness. They must first have a regional style and guaranteed quality, and then use studios to help.

Question 2: Consumers tend to be younger. Based on online sales platforms such as Alibaba, can sales and promotion be used as design elements? Is it to make a clear space in terms of style and so on?

Answer: You must pay attention to the data. This is a studio participated by the Nakang government (the studio that is now established). Pay attention to who is buying furniture and what are the trends? There is a display area in the studio, which will provide a lot of inspiration for design. All consumer groups are getting younger, and data can show a trend. We can't just design according to our own ideas, but find the market trend and the intersection of integration. In addition to this, we can also determine a few styles so that they can be produced and developed in a factory. This takes time and the support of the government. Next time, it will definitely get better and better.

We have an Italian team that is good at forming such a system that can serve us. We share three important words:

1. Love

2. Enthusiasm

3. Authenticity

Do things with a young mentality.

Question 4: How to present the beauty you see into your products to form a style?

Answer: This is a very good question. Beauty is very important, but it must be functional, they go together. A designer is not just a designer, you can find that the role of a designer is to combine beauty and functionality.

Question 5: I am a children's designer. Children are the consumers of children's furniture, and parents pay for it. I would like to ask whether the design should be done from the perspective of children or parents?

Answer: This is a very good question. First of all, we must be curious. As a starting point, what would you do if you were a parent? If I were a parent, what would I consider when buying a bed for my children? Functionality will be the first key factor to consider.

(Zhong) Western design is a fusion, while Chinese design has its own style and its own brand, so we must develop the habit of unifying the style.

Question: How to find the point of integrating Chinese and Western elements and apply it into practice?

Answer: Of course the culture will be different, but the industry developed in Nankang is not purely Chinese style, but fusion. It turns out that the fashion industry attaches great importance to fusion. No matter which industry the design is in, Chinese style All are most popular. When I put Chinese elements into my products, they will be well received. I have accepted Chinese culture. We want to say that Nankang is not a traditional Chinese element, but a new Chinese element, integrating foreign elements into Chinese brands as elements of modern China. Good designers should learn more from well-known designers, and only then will they have new ideas of their own.

Question: How does design aesthetics balance people’s lives?

Answer: Italians love life very much. They don’t like excitement. The Milan Furniture Fair is an advertising effect. After watching it, if you don’t integrate and save it, you will be even more confused and confused. . Therefore, you need to be directional, know what you need, and know how to select. The Milan Furniture Fair is very directional. This is the world's top furniture show. During that period, people from all over the world will come to watch it, it is just a show.

A revolutionary designer, in addition to basic skills, must be able to produce quickly, not make repeated modifications, and be connected with the factory. Whether it can be applied in production is a measure of whether a designer can generate value. , once again, we need to determine the style of Nankang first, package the enterprise, and quickly find solutions in the studio.

Q: How to seize the current fashion trends?

Answer: This is a very good question. Companies that do popular surveys will cooperate. We can observe it ourselves, with curiosity. There must be certain rules in fashion. A designer is a People who are good at catching fashion trends. If you are such a designer, you will definitely be a very good designer.

Q: As teachers, what can we do to support young designers’ growth?

Answer: If it were me, I would suggest that you ask every once in a while: "What is the purpose of doing this?"

Try to maintain and ensure the same style, direction, avoid rushing beyond this range.

Accept all kinds of diversified cultural knowledge, but designers only have one direction. If the style is too divergent, your head will explode.

Chinese style and foreign style are not good or bad, but the problem is that quantity still wins. The problem with Nankang furniture is that quantity still wins and there is no ingenuity, so we need to slow down. In addition, furniture can be said to be products, but the difference between excellent brands lies in the details, because details must make all small details and parts perfect.

After we inspected Nankang’s furniture, we found that it can be roughly classified into a style that can satisfy most companies. Companies can choose to go for certification and development, and have their own choices. .

This is the first time I have met such a top designer, and I feel so honored and grateful. I sigh that this platform is really good, with so many learning opportunities.

The world has never lacked opportunities, but what it lacks is prepared young people. Indeed.

Regarding design, it has always been a direction that I particularly yearn for, a dream. After listening to the teacher's class this time, I really had a sudden enlightenment. I followed the trend, followed the laws of nature, and did not act against nature. That's it, keep going deeper. With your heart and love, you can definitely make great designs.

What can you do that is not like this?

Many times, we walk on the same road for too long, thinking that the direction is specialization, precision, and depth, but in fact, it becomes narrower and narrower. How important it is to stay aware of life (stop sleepwalking).

Please keep two treasures:

1. A soft, open and accepting heart. Stones are hard and non-absorbent; sponges are soft and absorbent and have open pores.

2. Start the "engine", will is the key to open all doors.

Work and life have always been closely related rather than separate. Let work contribute to our lives and create beauty; let life be different because of work.

In this way, life and death can continue!