design education in cultural context

Design Education in Cultural Context

Pradyumna VyasDirector

National Institute of Design, India UNESCO ‘09

India – a culturally diverse nation

It is probably the only country in the world where stone age and space age coexist even today!

• A more than 5000 year old civilization

• Population over 1.2 billion

• 17% of the world’s total population

• 325 languages are effectively used in India

• 35 states with different cultures, languages, customs & traditions

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Cultural Milieu of India

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The artisans & craftsmen - Creators of ProductsUtilitarian Decoration Socio-Cultural

Spiritual Ceremonial Religious

Objects of Veneration & Objects Venerated

Values reflected in the Life-Cycle of products

Human Values – Product ValuesUNESCO ‘09

Materials Shape Minds&Mind Shapes Products

Potter – pliable, adaptable, humble Blacksmith – rigid, specific, firm, male dominatedCarpenter - specific, not so rigidGoldsmith – preciseWeaver – methodical Farmers- sharing

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The Agrarian Ethos... the spirit of culture

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Indian Culture & Its Values

ToleranceAdaptabilitySharingEvolutionCelebrationTogetherness

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Family & its Values

Tolerance Adaptability Concern Sensitivity

Togetherness We – together

We Share what We Have

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Globalized Economy – Culture Loss

Speed Economical

QualityCompetitiveness

Service

The New Baggage

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Multiplicity - Replaceability - Replicability

Multiply - Mass production

Replace - Substitute Better Cheap

Dispose - Throw away – Dispense – No-use

Disassociation– association of the product with the organization, and brand

Industrial Ethos – Cultural Shift

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Product Imposition

Creates Imbalance

SocietyFamily

Individual

Lacks contextu

al relevance

Eco Concern – Energy Consumption and Depletion

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Societal balanceFamily balance

Individual balance

Product Creation

ContextualIngenuity

Eco & Resources – Balance

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50 Years of 'India Report' 1958...2008

After an in-depth study of Indian handicraft and industrial sectors, eminent designers from USA, Charles and Ray Eames said:‘ … the search of forms demands an investigation into values and qualities that Indians hold important to life.. and that there be close scrutiny of those elements that make up a standard of living’

1960s: Seeding Design in India21st Century: Creative Economy….Role of Design

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Quality of Life

Academic InstitutionNID

Catalyst of Change

Innovative Solutions

StructuredKnowledge

Tacit Knowledge

Craftsmen, Grassroot Innovators

GovernmentInstitution

Enhanced Design Knowledge

Improvement in Quality of

Life

Design Education in Cultural Context

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Role of Academic Institution

Design Education in a Cultural Context

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Design Education to Address the Issues of…Emphasis of Culture in /and design

Understanding local needs local solutions, local material to bring characteristics and identity

Identify characteristics of user -- individual and society– heterogeneity

Use of contemporary knowledge and technology

Sustain tradition and modernity

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Contemporary Adaptationof Heritage & Culture

Celebration of

Identity

UNESCO ‘09Garment by Rahul Mishra

UNESCO ‘09Garments designed by Rahul Mishra using traditional fabrics of Kerala

Integrationof TraditionalCrafts

Artisan Orientation

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Global Appeal

Garments Showcased at Australian Fashion Week 2007-08

UNESCO ‘09Collection of Rahul Mishra & Samar Firdos

• A Collaborative Initiative between India & South Africa to mark the centenary of Mahatma Gandhi’s independence movement

• To Rejuvenate the Village industries with an active integration of traditional crafts of both the countries

Confluence of Two Cultures

A Case Study

The Afrikhadi Project

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Research on

International Trends &Generating Design

Directions

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Design Intervention for Handloom Clusters – Tamil Nadu

Product Development & Diversification – Bamboo Crafts

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Culture as Inspiration

ArchitectureScriptsBeliefsMaterial cultureArts & CraftsTraditional Objects

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Titan’s Heritage Collection

Image Courtesy: Mr Abhijit Bansod, Titan Industries Ltd.

UNESCO ‘09Image Courtesy: Mr Abhijit Bansod, Titan Industries Ltd.

International Centre for Indian Crafts at NID

NID in collaboration with Development Commissioner, Handicrafts, Govt. of India has set up 'International Centre for Indian

Crafts' (ICIC) at NID campus for capacity building, design-technology orientation and skill up-gradation of artisans and craftsmen.

Proposes a “National Crafts University” in India for 11th Plan Period (2007-2012)

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Documentation: “Handbook of Handicrafts”

1st Volume consists of 600 Pages, Approx. 140-150 researchers involved, 6 Zones in India,102 Meta Clusters, 600 Craft Clusters, 600 Crafts in Locations, 3500 colour photographs & 140 maps UNESCO ‘09

Future: Art + Technology

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Shifting Paradigm: Design + Technology + ContextUNESCO ‘09

Streams of Wisdom

“Earth provides enough to satisfy every man’s need, but not any man’s greed” - M. K. Gandhi

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Thank you

Pradyumna VyasDirector

National Institute of DesignIndia

Email: pradyumna@nid.edu