design education in cultural context pradyumna vyas director national institute of design, india...
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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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