DeTao Model: Global Masters Design Shanghai’s Cultural Industry

2012-10-29 13:48:39

Source: http://newspaper.jfdaily.com/jfrb/html/2012-10/29/content_908586.htm

Wall of Fame of DeTao Masters in DeTao CCIC Building


By Ma Hailin & Lu Qiwen

This is the work by the Danish designer Professor Jacob Jensen, who is considered the national treasure of Denmark. That is the work by the founder of Frog Design Professor Esslinger. This is the work by the chief photographer of the National Geographic Professor Michael Yamashita. That is the original model of Hallelujah Mountain in Avatar.


Walking into the DeTao CCIC Building at Shanghai Institute of Visual Art you will feel as if you were visiting a cultural creative museum. Creative designs and cultural works seem to have vitalized everything in the building, crystallizing the unique life experience of the creators. What makes all this possible is DMH (DeTao Master Heritures), a forward-looking program that brings together global artists to Shanghai and fuels the boom of the cultural creative industry of Shanghai and China.


Professor Jacob Jensen continuing the Danish fairytale in China

Professor Timothy Jacob Jensen from Denmark has developed Jacob Jensen Design | DeTao Shanghai Studio in CCIC Building. You will be exposed to the atmosphere permeated with a Scandinavian flavor once stepping into the studio. The decoration within it is identical to the ones in Professor Jensen’s headquarters in Denmark. The same carpet, the same ceiling inlaid with red cubes, the spacious French sash, candles lined up on the table, and one side of a wall in the middle of the room still vacant for a fireplace to fit in.


The full position of the studio is occupied by the best-known design of Jacob Jensen Design | DeTao Shanghai , an average-looking plastic bowl. You can never overlook it, because it is the mixing bowl for the royal family of Denmark, used for making, for instance, salad. This is a classic design in Denmark as much as Coca Cola. Over 50 million of these bowls have been sold, 10 times the population of Denmark. 


Jacob Jensen may not be a household name in China, but it is in Denmark indeed. Timothy Jacob Jensen was born into a family of designers in Denmark. His father used to study industrial design and ran a design studio, bringing it to the ranks of the most well-established design firms in Denmark. In the design industry, the Jensen family is the founding father of minimalist design in the 20th century and the pioneer of hard-edge art. The works of Professor Jacob Jensen and his father are collected by the International Design Museum Munich, the Danish Museum of Art & Design and the Museum of Modern Art in New York.


During the past 50 years, Professor Jacob Jensen has won three industrial design awards in Denmark and is running the studio named after him established by his father in 1958. The studio is now more clearly positioned-- developing its brand. That is why it is being represented here in China.


During the past 50 years, Professor Jacob Jensen has won three industrial design awards in Denmark and is running the studio named after him established by his father in 1958. The studio is now more clearly positioned-- developing its brand. That is why it is being represented here in China.


During the past 50 years, Professor Jacob Jensen has won three industrial design awards in Denmark and is running the studio named after him established by his father in 1958. The studio is now more clearly positioned-- developing its brand. That is why it is being represented here in China.


Training Chinese Esslingers

Global leading strategic designer, god-father-like figure in industrial design, founder of the world renowned design firm Frog Design, the most influential American industrial designer since the 1930s, the most significant partner of Steve Jobs, definer of the Snow White design language of Apple, global strategic designer of Disney, Louis Vuitton, Lufthansa, Olympus, SAP, Samsung, Sony and Wega.

All these titles are shared by one individual, Professor Hartmut Esslinger. Lucky Strike Lifetime Award conferred on him by Raymond Loewy Foundation in 1990 best recaps his track record in industrial design. This award is presented annually to an individual selected from the world industrial design community recognizing the recipient’s professional achievement and the facilitating social or cultural role his works play for the human life.


Professor Esslinger is already at the vanguard of industrial design. He comes to China out of his commitment to his profession and his high expectations for China’s design industry. He has incorporated Frog Design in Shanghai and engaged in the local business there. He has introduced the world innovative design to China and is communicating his design philosophy to a larger audience. China promises the greatest potential for developing the design industry together with its largest team of designers. It is evolving from a manufacturer to an innovator. Professor Esslinger is hoping to universalize his innovative education and shape Esslinger-like talents for China’s design industry.


China is turning out the largest number of design majors and designers. However, Chinese designs are still stereotyped as knockoffs and downmarket products. It is more frustrating that quite a number of design majors end up upon graduation being exposed to an unbridgeable gap between the disciplinary knowledge they acquire in university and the real-world design sector. It is an issue worth pondering by the design community and the education world as for how to break through the crop circle of the Chinese design.


With the courage and wisdom to crack problems, Professor Esslinger has established his studio in DeTao CCIC Building, which went into operation a month ago. Walking into the studio of this legendary designer, you will be stricken by its distinctive design style. Hanging over every desk is not droplight but power outlet. Such is its unique style! What excites the international designers even more is that Professor Esslinger has shipped the latest 3D printer and other valuable equipment to Shanghai. No doubt, these design tools will help deliver the most excellent design and turn out China’s own Hartmut Esslinger. In addition, the studio has explicitly undertaken to engage in business counseling and help a large number of young Chinese entrepreneurs and start-ups. Perhaps, not only China’s Hartmut Esslinger but also China’s indigenous Frog Design will be in the making.


Master cluster: Fuelling innovation and development

Apart from Jacob Jensen Design | DeTao Shanghai and Esslinger studio that are already in operation in CCIC Building, other studios are awaiting their Masters pending inauguration. Professor Roger Christiansen, Director of Friends and DeTao Master of Cinematic Arts, Professor Yutaka Hikosaka, DeTao Master of Green Building Design, Professor Haim Dotan, DeTao Master of Pioneer Ecological Architect & Poet, Professor Tina Hart, DeTao Master of Landscape Design and Themed Environments, all of these cultural creative masters will have their studios in the building.


It is the DMH program that has brought together all these masters in Shanghai. DeTao is inviting global leading masters of all sectors in the cultural creative industry worldwide and launches studios for them in China to initiate projects. Over 100 professional leaders have been engaged in this program. They come from 24 countries, covering 17 industries and 57 sectors, claiming over 2000 awards of over 40 categories in their respective professions. They have built the DeTao Master cluster, promoting interdisciplinary cooperation.


President Zhu Tao of China Industrial Design Association appreciates DMH and regards it as a new model to navigate the path for China’s design education and media education and a bold attempt to train creative and innovative talents in art and media. According to DeTao’s Chairman, Mr. John Xia, it is the mission of DMH to spur corporate innovation and fuel economy, particularly the boom of cultural creative industry. Vice President Gao Guihua of Shanghai Institute of Visual Art believes that DMH will be training a large team of cultural creative talents, fueling the development of Shanghai’s cultural creative sector and securing favorable conditions for global leading masters. Blessed with the larger team of masters, this sector will grow increasingly industrialized and its industrial chain will be constantly developed.


The project of DeTao Masters is already making a difference in the sector. China Railway Construction Corporation and Shanghai Film Group have both inked agreements of all-round cooperation with DeTao. DeTao will be matching masters with corresponding market sectors and businesses and develop a new model to train globally competent interdisciplinary talents and fuel the growth of businesses. According to sources, other businesses in partnership with DeTao include Shanghai International Fashion Federation, Shanghai Opera House, Shanghai Phoenix Bicycle Corporation, Shanghai Boshiwa Group, Cifi Group, Shanghai Weisijia Landscape Engineering Corporation, Nantong Ironman Sports Equipment Corporation etc. Let’s wait and see what innovation these cultural creative masters will bring to their sector in Shanghai and China.