4 days, 120 keynote speakers, 170+ courses to share, 30,000 square meters of exhibition space, 300 brand trend content, 1,000 trendy IP limited debuts, 100+ industry resources ...... From the "carbonated beverage meeting" within Alibaba Design more than a decade ago to the well-known industry forum Ucan, which has gradually expanded its influence; from the Alibaba Design Week in 2021 to the newly upgraded U Design Week in 2022, for how to "design". From the Alibaba Design week in 2021 to the new and upgraded U Design Week in 2022, the exhibition has been a great success in terms of "more than design" and how to make "professional" and "commercial" design. U Design Week has given its own methodology on how to "more than design" and how to make "professional", "business" and "industry" integrate and link with each other.
In this regard, Art & Design Magazine interviewed Gao Feng, Vice General Manager of Alibaba Design Division, Yu Yan (Qi), the curator of U Design Week, and Jiang Yulin (Yuxuan), the curator of Tide Play, to talk with them about U Design Week's "Future Design" under the proposition of "More than Design". methodology".
The infinite possibilities of "U"
According to Gao Feng, this year's U Design Week is divided into three sections: Ucan Design Forum, Usee Trend Art and Design Exhibition, and Uwin Design Industry Accelerator. The highlights of the three sections are different, Ucan Design Forum gathered 120 industry experts and 170+ courses to share; Usee Trendy Art and Design Exhibition brought together for the first time a domestic non-profit art museum, a joint solo exhibition of GUCCI and artist Trevor Andrews, master tide play IP, local art trend players and public welfare trend IP, and even in this year's exhibition The newly launched Uwin Design Industry Accelerator this year directly connects emerging design projects with investors for face-to-face exchanges, directly breaking the traditional drawbacks of the past; even this year, U Design Week also held a closed-door meeting forum of major art and design universities. Even this year, U Design Week held a closed-door meeting forum of major art and design universities, in order to "cover all design fields and design disciplines to communicate together and discuss how to move from "Made in China" to "Created in China", and at the same time, hope to have a perfect business logic that can benefit everyone." Gao Feng said.
"U Design Week will not just focus on one vertical field, the 'U' that comes from the 'Carbonated Beverage Club' represents the infinite possibilities of the future, and we can add more to the 'U We can add more diversified and inclusive contents to the 'U'. We hope that in the future, it can become a place for new ideas to be voiced, a platform for artists and designers to create, a gathering place for quality resources, and a place for designers to connect directly to business." Gao Feng said.
Art section under the "new industry"
As the largest section of this year's U Design Week, this year's Usee Trend Art and Design Exhibition has created a new exhibition format that is similar in size to an art fair, but different from a traditional art fair. Qi, the curator in charge of the trendy art section, comes from the art industry. After years of accumulation and research in the industry, Qi hopes to use Usee Design Week as a platform and driver to make some new attempts in the ecological environment of the art industry. "Education" is the first highlight proposed by Aki. "Because many C-segment audiences may not have a high level of understanding of this piece, many institutions and galleries actually play an educational role here." Qi cited the example of the "China Power" pavilion, in which an entire exhibition is devoted to understanding "printmaking", including not only the production process of printmaking, but also the paper and ink used in printmaking, the artists and works collaborated in the current exhibition. The exhibition will allow the audience to understand the whole process from the birth to the development of a kind of artwork. In addition, many art museums were invited to the exhibition, such as the Shanghai Museum of Contemporary Art, the Ullens Center for Contemporary Art, and the Hao Art Museum. "These museums, which do not appear in traditional art fairs, also appeared in front of the audience in a breakthrough manner and in a more "grounded" manner.
"At the same time, it is actually very difficult for these large institutions and operators to appear shoulder-to-shoulder at the same exhibition site. Putting them together and letting them see how the whole industry is developing, and then bringing out their best contents to learn from each other is also the new situation we hope to see in this year's exhibition." Aki added. For example, the joint solo exhibition of GUCCI and artist Trevor Andrews is also the first time that an international-level artist is invited to the exhibition site. The linkage of top art IP + international luxury brands has attracted an endless stream of fans, and is the best example of art and business crossing borders.
The sustainability of the "Trendy Play" section
The curator in charge of this exhibition is a veteran hip-hop player himself, who visited 17 hip-hop brand studios, designers and institutions in China at the beginning of the planning. "We are more to consider for the future development of the whole industry ecology, can use this exhibition to solve the pain points and problems of the whole industry ecology, rather than simply be a selling yard." Fishery Xuan cited the example of MOMO PLANET: "Last year Zou Da Orange's tide play brand MOMO PLANET exhibition only a few square meters, this year he increased the area to 100 square meters, the concept of the brand's fifth anniversary is also integrated into their exhibition this year. Because in the last year, there are many brands approached him to do cross-border cooperation projects. Here you can not only solidify the brands' respective private domain traffic, but also pull the verticals together horizontally so that brands can cooperate more across borders and achieve win-win or multi-win."
In addition, the tide play section also deliberately added the "public welfare" section. In recent years, the trendy game has increasingly become one of the things that most young people like. Because of the large audience, the public welfare into the tide play is also in recent years fishing Xuan doing things. Fishery Xuan cited the example of the "Asian Elephant" project. "For example, MOMO PLANET will be a very hot IP and the protection of the Asian elephant public welfare project to do a combination. For example, the shape of the ears of Asian elephants and African elephants are completely different, the ears of Asian elephants are pointed, in the process of creation, the director of this trendy brand will constantly adjust the ears and trunk of Asian elephants and other details. The product launch will drive his fans to pay attention to the Asian elephant project, and also donate 5%-10% of the product sales to the Asian elephant conservation base." This use of commercial means to do public welfare is also a new way of thinking that this exhibition hopes to bring to the audience.
At the time of this article's deadline, the Uwin Design Industry Accelerator section has selected more than 20 rookie projects from the four tracks of new consumption, corporate services, technology, and design and art, making good projects win prettier through industry resource matching, high-frequency exposure, and digital service access.
At the same time, it also gives an expectation for the future, expecting that in the future, "professional", "business" and "industry" can be more linked, more integrated and more exciting.
Article Source:艺术与设计
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