Rebooting Design @ Design Journal

Taking place today is an even more radical merger: creative production in its most various forms of expressions – whether music, graphic design, architecture, object design, video, etc. – is supported by a single tool, the computer.

This universal instrument provides a bridge which connects these very different creative fields.

Publication Dutch Open @ The Design Journal, Volume 15 Issue 4, United Kingdom, December 2012

The Design Journal publishes thought-provoking work directly impacting design knowledge, leadership, and creative practice(s). It also aims to create an inclusive environment for design worldwide and for people at every stage of their careers. Today’s design and design research takes place globally, and The Design Journal is dedicated to equity and providing an international dialogue that qualitatively reflects the diversity of its community.
It is dynamic and directed at academics, professionals, and researchers concerned with all aspects of Design, its visual and interdisciplinary practices and new knowledge. It challenges assumptions and methods while being open-minded about design’s future. Its subject range covers Design as a collaborator, a policy, a product, a process, a service and a system. Individually, these may cover a wide range of topics drawn from the discipline, including (but not limited to) the established subject areas of Industrial Design, Architecture, Design Management, Design Education and Pedagogy, Textile and Fashion Design, and Communication Design to the newer areas of Design-Driven Entrepreneurship, Design with Business, Design with Health and Wellbeing, Design Policy, Design Thinking, Interaction Design, Service Design, Social Innovation, Transition Design and other emerging design disciplines.

For the Design Journal, an international, refereed journal covering all aspects of design, we wrote the article Rebooting (Dutch) Design on hybrid design for the special issue on Dutch Open design.

Abstract

The Netherlands Institute for Design and Fashion (Premsela), the Netherlands Architecture Institute (Nederlands Architectuurinstituut) and the institute responsible for digital culture (Virtueel Platform) are currently being subjected to a forced merger. The new – and as yet unnamed – institute that will result will be housed in the existing building of the (soon to be) former Netherlands Architecture Institute in Rotterdam.

In the global context, similarly, we are today witnessing the hybridization of design-related fields such as architecture, design and digital culture. The institute currently in planning in the Netherlands could constitute a hybrid design institute (our proposed working title), which will correspond to the merging of the design-related professions. It will hopefully provide an interdisciplinary platform and hybrid laboratory that will foster innovation. The forced merger, an element of current Dutch cultural policy, represents a unique opportunity for accelerating the design-related cultural industry. The rebooting and acceleration of this industry to meet the challenges of the post-industrial age could position the Netherlands at the forefront of cultural innovation.

This paper discusses the potential of a hybrid design institute and speculates on its program. The background of this discussion is the investigation of the new field which is emerging from the fusion of the design-related disciplines. In the context of this emergent hybrid field, we want to introduce the notion of hybrid design. Below, we map out and place in a broader context hybrid design as a new field, which addresses today’s cutting-edge design challenges. Hybrid design is more than its constituent parts (architecture, design, digital culture). Since this paper is appearing in The Design Journal (i.e. an international magazine read by design professionals), it takes the design perspective as its point of departure. An expanded version of this paper could provide a balanced account of the architectural and digital culture perspectives as well, but would not drastically alter its contents rather clarify it from additional points of view.

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