2009 Vol.6 Otis College of Art and Design Magazine OTIS COLLEGE IN THIS ISSUE: OF ART AND DESIGN (310) 665 6800 Can we Teach Creativity? • Green Design MAGAZINE www.otis.edu 2009 VOL.6 Misremembering the Future • Digitizing Naked Ladies PAID U.S. Postage Non-Profit Org Permit No. 427 Los Angeles, CA Otis College of Art and Design 9045 Lincoln Boulevard, Los Angeles, California 90045 FEATURE FEATUREFEATURE Thinkers, Communicators, and Integrators By Steve McAdam, Founding Chair, Product Design Over the last half century, mechanical functionality has been replaced by technological achievement, enabling designers to create things they could only once imagine. Change and opportunity go hand in hand, and it is very much in the spirit of Otis College to develop a new program to produce the hybrid designer for the 21st-century creative economy. In the fall of 2004, the Product Design (PD) Department began as restricted the creative, aesthetic and career potential of the student, a career-focused program with the mission to produce a new type and rarely brought forth creative designers of importance. At best, of product designer with vision, creativity, multidisciplinary design it produced skillful technicians or super elves, and not the creative skills, and the ability to integrate information, technology and busi- visionaries, strategic thinkers and design leaders who will lead ness strategies that address not only user needs but also complex, industry and fuel the creative economy. interconnected markets and industries. Product Design has enjoyed continuous growth of student The emphasis of the curriculum is on developing creative enrollment since it began five years ago with 12 students. There were Thinkers who are self-inspired and capable of generating lots of 80 students in 2008/09. The program boasts an average of over 87% ideas; creative Communicators who can effectively articulate their placement of its students in internship positions in furniture design, ideas in 2D, 3D, written, verbal, and multi-media presentation; and fashion accessories, consumer electronics, design consultancies, creative Integrators who can synthesize information, technology, shoe design, sports and medical equipment, home décor and enter- materials and methods, and business strategies to design with tainment. Graduates work for Apple, Guess, Wet Design, Disney intent and create innovative solutions that address cultural, social Consumer Products, Disney Imagineering, Inter-Pacific Corp., Nectar and marketplace needs. Design, Warner Brothers Consumer Products, Lanard Toys, Target, The curriculum shifts away from the conventional industrial and Anthropologie (among many others). Alumni have also entered design approach of specific-industry focus and the development of graduate school as far away as the Design Academy Eindhoven in specialized technical skills. Experience taught us that this approach the Netherlands and as near to home as Cal State Long Beach. ➤ We knew early on that we had the opportunity to create a unique program that leveraged the strengths of the type of student Otis attracts. These students use technology, but are not technicians or engineers; they are creators, artists and makers who thrive on diversity and engaging in design challenges. Designer: Designer: Designer: Shaun Redsar Nathan Woods David Lean OMAG 101 022 OMAG FEATURE FEATURE Ultimately, we’re striving to create an educational At no time in history have designers had the experience in the program that achieves parity with the range of technologies, materials and information global professional world, but also to expand product from which to create products. But thinking design beyond products and market imperatives. We train our students to research, develop and design about product design today means thinking products for 5, 10, 15 years into the future rather than beyond the product and recognizing the complex to become slaves of industry or trendsetters. issues of business, technology, sustainability and user experience. The program focuses on a holistic and simplified They work in wood, metal, ceramics, plastics bring design solutions and services to a rapidly The successful product designer of today approach to product design, and focuses on and fabrics and the process of object design and changing global market. Otis students took must be multifaceted like a diamond. the issues that are at the core of supporting user development. a university-level business and entrepreneurial The larger number of facets, the more experience and therefore likely to withstand In the junior year, students “interpret” the class and jointly participated in a real-world social forces, economic trends and technological world. Through sequential courses, they refine experience of forming a product, business and brilliantly it shines. This requires that invention over a long period of time. their studio skills to develop a personal vision, media plan for a small company. the Product Design curriculum must In the sophomore year, students “decon- creative practices and design methodology. Engagement with the corporate community struct” the world to focus on developing a Students develop multidisciplinary design skills is an essential part of the student’s development continually be assessed and enriched heightened sense of aesthetics. They learn to in two broad product categories: “soft-line” in the program. Corporate sponsors collaborate with educational opportunities and design with intent through the practice of non-durable products (fashion accessories, with faculty and students to identify the real-world multidisciplinary experiences applying the unifying principals of design and shoe design and home decor items) and design opportunity, define deliverables, deter- the aspects of color, surface texture and form. “hard-line” durable products (furniture design, mine resources, and evaluate design outcomes. that will better prepare our students consumer electronics, medical devices). The emphasis in each project is on innovation. to be the design leaders of the future. Throughout the sequence, issues of sustainable In a recent corporate-sponsored research project design are considered. for HRI, the intra-group think tank of Omron, In the senior year, students “revolutionize” students were challenged to project what will the world. The emphasis is on designing for the be the potential products and services needed future; preparing for their careers as profession- for society in 2025. als and developing a thesis project that reflects Where product design will go in the the culmination of their training. creative economy of the 21st century remains In fall of 2008, Otis product design students to be seen. Yet while many of the same ques- collaborated on a project with Loyola Marymount tions our students ask today about product University Business School’s Entrepreneurial design they will ask again as professionals, we Designer: Department, with the goal of creating a synthe- as a faculty feel confident that their answers Yoonah Bae sis of design and business to explore new to those questions will always reflect their own business models that will drive innovation and unique creative voice and vision. ● Designer: Designer: Designer: Designer: Jung Mi Na Arron Au da Silva Michelle Pak Maxine Wong “ The Otis/LMU project allowed students to experience an environment that approximates the reality of business and partnerships. They learned that integrating their design skills with the skills of negotiation and mutual respect refined their vision of how success in the future will be measured.” — Michael Kollins, Assistant Chair, Product Design Designer: Designer: Designer: Designer: Designer: Designer: Joon Han Lee Tyler Haggstrom Joon Han Lee Kevin Melchiorri Rebecca Reisman Judith Uribe OMAG 03 04 OMAG FEATURED COURSE FEATURED COURSE Christopher Paterno, Instructor Materials and Methods/ “ I believe that tactile qualities Green Design of a material inspire ideas and design more than book or By George Wolfe Internet research alone.” The Product Design student saunters along the library aisle, stopping to peruse the characteristics of green materials. She runs her fingertips along the cardboard shelf, the cellulose shelf, the copper shelf, and the cotton shelf, before hitting the Ds — dandelion?! She eyeballs the explorative display. Could she use the stems as part of a new composite building substance? Could she incorporate the flower’s ubiquitous yellow into a systemic design scheme? Devin Week, 100% wood surfboard; no resins or fiberglass She makes a beeline to the nearby research hub and quickly In the end, does going green really pay? Back in a boxy classroom, one of Paterno’s young conserva- “Sometimes, ending up with a question is as good as coming brings up a list of projects and resources related to dandelions Yes, but you’ll need to think of the whole system — how it’s tionistas presents his Powerpoint report on Earthships. He runs up with an answer,” adds Paterno, picking up on the exploration and other weedy raw materials. She likes what she sees and made, distributed and disposed. That means you’ll have to through the history of this anomalous species of predominantly through crits and research. “And sometimes changing the name prints out a few pages. She returns to the shelves, picks up the consider the environment, the economy and the consumer. Southwest living, and speaks to the gutsy, systemic approach can alter your approach. Instead of ‘chair,’ try starting with ‘rest- dandelion