PDF 4.7MB - GKデザイン機構
Contents
1.2. TAR F ZLI GK is to open our minds Then we will be able to approach the minds of Indian people Today Hinduism is in the mainstream and the country
3. 2002 2004 JICA ODA
4. China Asia and design Kenji Ekuan Chinese made products are sweeping across Japan While considering that Japanese products excel in design we have come to find few Japanese products in shops I can see that Japanese manufacturers are all in a flurry It is not time for them to look on the reality with folded arms As a proverb says If you want to shoot the general shoot his horse we need to study the characteristics of China and the Chinese making imitations but we should examine why it has become such a country It is easy to c
5. 20 20
6. OK distinctive of a socialist country that governmental agencies always take the initiative In some cases however private corporations and governmental agencies work together by allowing high rank government officials to become the This is somewhat different from the Japanese people s president of a private corporation notion of government led development Although the government takes the initiative the call for
7. 20 1989 1989 DRMU MENDA EN GM CU NE
8. A hr GK restrooms kiosks information poles street furniture and signboards were designed The Beijing Institute of Architectural Design amp Research was in charge of representing Chinese history and culture while GK Sekkei took responsibility for the main design concept presenting China s innovativeness ecological methodology and the whole syst
9. world The Japanese basically have the nature to accept different cultures As western culture was Japanized in the 19th century in Japan China is going through the same process right now China accepted cultures from the Western Regions far in the past and now it is accepting western culture It may take a thousand years for the newly imported culture to become fused with the host culture It is interesting to imagine what kind of culture people in China will be enjoying 1000 years from now Even so the Chinese flavor will never be vanished Basically Chinese people also have the character to receive foreign cultures The same thing is true with Korea A
10. televised as you may recall Not only the media of Japan and the world I think but scholars as well made a mistake in viewing China There was a mood that the rule of the Communist Party would collapse and China would be democratized Yet neither has happened Many expressed an observation that the economic growth of the country would be delayed by 5 to 10 years In fact the economic growth of China particularly since 1992 has been remarkable Why were these mistakes made I can see three reasons One is commercialism in the media Particularly for television casters sensationalize to make news more attractive The world of only right and wrong was made up making students an
11. gt developed As China did not go through such experiences civil freedom and a political system based on civil freedom did not develop Another notable point is the nature of control of a polit
12. conducted a survey of Chinese names of foreign automobile manufacturers We found that motorcars that carried their names in Chinese characters were all good translations VW Hyndai Peugeot Mazda Good names do not guarantee good sales but well selling products certainly carry good Chinese names Now following Suntory and Mazda Sapporo and other Japanese companies have applied good Chinese brand names and the localization process appears to be on the move among Japanese companies to redress their bad reputation for lacking consideration to Chinese consumers Cheng Rong GK Shanghai
13. EM 1989
14. GK GK Report No 14 27 GK QHG GK GK YMAC YMAC Yamaha Motor Asian Center GK 1 3 4 5 6 7 8 9 l l 12 13 14 15 16 17 18 19 20 21 22 am 2005 2005 JVC 2005 2006 2005 2000
15. 5 R amp D development GK Shanghai was established in the megalopolis of Shanghai as an independent design firm targeting the entire Chinese market the first firm in China with the name GK 23 Shanghai Shanghai is one of the largest cities in China ranking with Beijing and Hong Kong Its population of registered residents exceeds 1 4 million It has long been a modern style city as some of its area had been leased to other countries before World War II and has long been a trade and information exchange center In the past two decades the Yangtze River Delta which embraces Shanghai has developed into a huge indust
16. 2002 3 to the Mao Zedong period the range of control by the Party has been reduced One factor in the background is the spread of Internet use Various kinds of information go around which the Party can hardly control Another factor is the market economy China stepped forward into the
17. oHm t7 2lt57255 VlUc CcCIl l2 ORHXOTRIBZE2UTPIES AZ lAa 48665 6055 Ld Truth Goodness and Beauty of Design Kenji Ekuan 13 To future Sun We k ung Why is the Journey to the West now As one of the attendants to Xuan zang on his pilgrimage to India for Buddhist scriptures Sun We k ung Monkey King makes full use of his superpower called 72 changes He rides on clouds manipulates a magic stick and creates many copies of himself using hair from his body to make sport of various enemies Having overcome 81 major and minor difficulties the group finally arrived India and Xuan zang is given 5 0
18. RW 4 DONE I technologies they tend to be reluctant to invest the state of the art technologies to products meant for the Chinese market The quality of their products is very high but there is a gap in specifications between products for China and those for the rest of the world This evaluation is not more than an image they have for Japanese made products However it illustrates the fact that despite Japanese corporations ability to convey the quality of their products they are not successful at impressing their value through brand name images Compared to companies from Europe an
19. 10 10 QHG GK GK GK CE9D od GK Shanghai New operation base of the GK Group in China Michio Kinoshita GK Design Shanghai Inc began its services in August 2004 It is the third design firm that GK has made its invested in Ten years before this GK established Qingdao HaiGao Design amp Mfg Co Ltd OHO as a joint venture with the Haier Group followed by Qingdao HaiRiGaoke Model Co Ltd OHRO product designs and the management of company QHG has mainly been engaged in image for the pa
20. 2005 20 Aes 2004 Creation of brand names in Chinese characters in China Cheng Rong It has been over a quarter century since China put the Reform and Liberation Policy into action and many major multinational corporations have made inroads into the Chinese market According to Marshal McLuhan a US scholar we are living in a Global Village easily
21. 5 2 6 104E EE 1992
22. 1989 4 Contemporary China in historical perspective Tatsuo Yamada professor The University of the Air People say that China has changed lately The media also give news in this line and we are directed to think in that way However in order to say that China has changed we should compare the China of today with China before the change and identify what has changed and what has not Recognizing these facts will help us foresee how China would change in the
23. 2 in Southeast Asia had been developed in a direction different from that of Japan Maintaining simplicity and versatility mopeds in this region were required to have sporty designs in order to satisfy market demand With the help of the advanced two stroke engine mopeds which used to be nothing more than a basic transportation device now came to have various sporty features Underbone frame mopeds such as cub used to have a simple horizontal structure and lines for daily use After conducting a market research survey in Thailand Indonesia and Malaysia Yamaha Motor Co introduced a model with a two stroke engine called Sports 110SS This model was designed in the same manner as normal size motorcycles in developed countries and its main concept was sporty amp aggressive to differentiate it from products made by competitors This model had downforce lines and side panels that were integrated with other parts These features were already in fashion in the category of large sized super sport motorcycles on HUUSI marulna danund
24. WOTE amp LDTR FORD MAZDA
25. 90 in Shanghai in 2010 with the largest scale ever As such the city is presenting the image of an advanced city symbolizing the growth and internationalization of China Among other coastal cities Shanghai is noted as an information center Consumers in Shanghai are keen to new things and are eager to buy new products Many foreign manufacturers use this city for market testing of their merchandise Over the past several years major Japanese manufacturers have established their R amp D and design bases here to conduct market researches in China China is called the factory of the world yet the position of Shanghai as an information center in East Asia comparable to Singapore Hong Kong and Tokyo is certainly promised Design in Chinese society The Chinese market is still immature as far as product development is concerned This is the essential part of design but it is not too much to say that China is in its infancy For over 20 years
26. Honda regardless of their actual brands In Malaysia mopeds are called cubchai In Japan mopeds are mostly used as business tools for delivering food newspapers and mails Popularity for personal motor vehicle in small engine category has shifted into scooters with continuously variable transmission known as CVT Recently mopeds in industrialized countries seem to have no room for improvement in terms of design except for minor improvements to upgrade driving performance In contrast mopeds in Southeast Asian countries became more than merely a means of transportation After being widely used they gained an element of status symbol and their exterior designs had been evolved accordingly Under such circumstances a category of small motorcycles emerged featuring sporty function and design Leg shields were removed from these sports mopeds which is considered one of the most important components of the underbone frame type motorcycles Fuelled by the prosperity of its economy mopeds
27. 1997 engines is relatively poor and required separate feeding of oil Thus mopeds with a two stroke engine that had been one of the most popular and profitable products suffered a sudden recession of sales In most ASEAN countries the concept of family income rules over personal income of each member of the family Young members of a family do not always feel comfortable with being selfish and purchasing motorcycles with high performance with fancy designs of their choice At that time the governments in ASEAN countries started to pay attention to pollution prevention policies including exhaust gas restriction according to the world standards As a result the change to four stroke engine in the region was further accelerated Yamaha Motor Co and other rival manufacturers set out to develop mopeds equipped with a four stroke engine and released them into the market Honda which had a long experience and reputation in four stroke engines further consolidated
28. 1995 2 1998 2003 2 10 2
29. strong message towards the future Environment that helps visitors imagine China s 5000 year history Expression of Technology that reflects innovativeness of China at present Realization of an ecology oriented urban environment International Exchange Device The Olympic Green will be a huge stage created to encourage people with different languages and cultures to interact There will be facilities and instruments of human scale to help enhance the values of respective areas and to support the activities of people who gather here Human oriented universal functions Catalyst to encourage interaction among people In accordance with the above design concept the entire landscape plan was prepared The street along the Central Axis plazas information booths 18 GK Report No 14
30. public space an idea that cannot be permitted That students and intellectuals sought democratization meant that groups that would not obey the Communist Party had emerged The third aspect is top down control In China the leader or a group of leaders of the Communist Party should lead the reform and a bottom up reform by citizens cannot be allowed Therefore when students demanded democratization leaders of the government came out to say that political stability was of the utmost importance and did not recognize their political demand Any reform must be implemented under the leadership of the Communist Party or the government This is the ground for the Party to suppress student movements I call this principle of Party leadership vicarious execution Why does historical continuity continue Just looking into the Tiananmen Incident alone specific elements in Chinese politics such as an identity crisis exclusive rule and top down leadership can be found Why was continuity in place through warlord period in the early 20th century the Guomindang period and the Communist Party period There are several reasons One China appeared to have been unified in the early 20th century
31. WEB TATTOO glocal global local GK
32. in the center surrounded by bureaucrats who governed the people Outside people were barbarous foreigners Peripheral regions such as Tibet and the Uighur province were included as parts of China but they were highly independent and the people there were allowed to maintain their cultures religions and social structures as long as they pledged loyalty to the emperor They were governed under a loose ruling system Then the country became the People s Republic of China and a modern nation state The feature of a nation state is that the central power reaches uniformly to local regions For example a consumption tax of Japan is uniformly imposed If the People s Republic of China were to rule the country in the same way Tibetans and Uighur across the country be it in Tokyo Kagoshima or Hokkaido people would apprehend that their traditional cultures and religions might be violated In today s China identity as a nation state and the traditional identity held during the past Chinese Empire are coexisting We should clearly note that the People s Republic of China has applied military force many times in regions where the two identities were entangled The second aspect is the autocratic and
33. sod mE 150
34. 2 due ERE GK e a 21 Tianjin City Hai He Jizhao Bridge Competition Proposal to consider a bridge as a new device for cities in the 21st century year 2010 Tianjin City Hai He Jizhao Bridge Competition This is a competition dealing with the 250 meter long bridge over the Hai He river that runs through the city center of Tianjin Four companies from Japan Germany Canada and Spain were nominated to enter The city of Tianjin is located 200 kilometers south of Beijing Investment is being accumulated as a part of the central government s policy to develop the city into a large business center after Shanghai Chongqing and Shenzhen The renovation of Tianjin railway station and surrounding areas began soon after the construction of the express railway connecting it with Beijing in one hour was completed The new Jizhao Bridge will become an important symbol of the city redevelopment project when completed The proposal by GK Sekkei is to create a double deck bridge to allow the upper deck for
35. ER AWA to see China on the verge of democratization Seen from the basic political Structure it was clear that the regime of the Communist Party would not collapse Why It is because few peasants joined the move Peasants around that time were beneficiaries of the reform and liberation policy of the Party Unless peasants rise against the government the military troops will not move in support of the opposition because the great majority of servicemen are from the peasant class The third reason and which is the main theme of today s lecture was the failure to look at the historical continuity in Chinese politics Then what does historical continuity in politics mean and how does it appear in the Tiananmen Incident Three aspects that represent historical continuity in Chinese politics Historical continuity in Chinese poitics in the 20th century will be reflected on from three aspects taking the Tiananmen Incident in 1989 as an example One aspect is the problem of identity This means that Chinese people consider themselves as Chinese or that Chinese people perceive China as China to which they entertain a
36. GK 2006 SDA Earth Clock in Kobe Airport The image of Earth Clock is projected on the Black and white patterns on the surface of the earth created by the difference of diurnal and lunar periodicity The shade of the sundial differs all the year round because of the inclined axis of the earth second floor wall of the departure lobby of Kobe Airport This clock demonstrates time created by the relations between the sun and the earth and is the symbol of the airport that was opened in February of 2006 This symbol shows the flow of time to the sequence of nature and encourages society to co exist with the environment GK Tech supplied the basic plan and designed the system to present the new clock in a public space Earth Clock won the SDA award 2006 client
37. further prefer products made according to Chinese specifications In the future expectations will be placed on products originally developed in China Design services across genres The term design in its Chinese translation is closer to the English term than the Japanese interpretation implying aesthetic appearances The Chinese term for design contains the meaning of technical or mechanical architecture Therefore design services in China are required to cover more design genres Being located in Shanghai we will offer services in industrial design graphic design and environmental design and will be involved in research study planning and product mechanism design After the rapid development of the economy desires for cultural maturity and a comfortable life will follow With its rich cultural heritage and philosophies Chinese people will seek their own design styles We will be pleased to make a little contribution to help their pursuit Michio Kinoshita president GK Shanghai GK Report No 14 11 GK
38. affiliation to the World Trade Organization WTO imported products no longer attract consumers favors Along with the enhancement of China s manufacturing quality level as the worlds production base consumers began to have a cool eye toward brand names Now is the time when consumer friendly impressive and trustful corporate images are favored This tendency is clearer in Shanghai a city spearheading the country s economic reform Difficulty in applying Chinese characters to brand names The Chinese character system with a history of longer than 3300 years is a unique culture Chinese characters are monosyllabic with a pictographic nature and each letter has its own meaning and by combining different letters different words and phrases are expressed In order to apply Chinese characters to foreign brands one of the following four methods is used 1 nonliteral translation 2 transliteration 3 nonliteral translation transliteration and 4 GK Report No 14 13 pr ERR UY rut 2 27 VW AS zh GM p
39. 1986 OI 1995 ASEAN was essential for competitive products Pressure from the outside world and the need to survive international competition compelled changes to their design concepts Their design skills howev
40. Design GK GKE ID 3 Members of GK Shanghai Kinoshita at the center in the front GK 66 2604 200041
41. create projects rather than creating products On the other hand some local industries in Japan are making the best use of Asian design ability to cut cost and to maintain high quality An era of cooperation and competition seems to have started between Japan and other Asian countries Hisaya Shimizu Director GK Design Group m
42. LBD JR MESNEENE P NF ae IE IE BF AF Akihabara UDX Environmental Design Akihabara UDX designed the environment of the building by Design Soken Hiroshima and GK Tech was opened on March 9 2006 Its purpose is to create a unique urban culture in Akibahara while further pushing forward Akihabara s spirit of innovativeness Akihabara Cultural Generator was applied as the key concept and various sorts Above Monument of a wind turbine Windmill generator with a revolving vertical axle Electricity
43. in the market by introducing new four stroke mopeds with sporty features However consumers preferred economical models and their preference caused the sporty moped market to shrink in the end The mainstream of mopeds thus shifted back to standard models Signs of Changes new era of youth and mopeds Changes occurred among the younger generation who loved to customize the most expensive models of each category of motorcycles Motorcycles were certainly the main focus of their lives and those people were leaders of the market But this type of young people gradually has disappeared Instead another type of young generation emerged who considered mopeds as fashionable articles This lifestyle is globally prevailing among present day youth whose first priority is whether they can gain popularity among their friends of opposite sex They always talk about fashion music and the latest movies They gather at gigantic shopping malls GK Report No 14 21 x
44. E 4 Z E GKs 2008 8 29 1159ha 2 000 26 2006 1 18 NR KAA OU ie A new venture by GK Sekkei Environmental design in China Kazumasa Minami GK Sekkei Inc began to work on the landscape design project in the Central District of Shenzhen in 1997 followed by the Renminnan District Redevelopment Project
45. 25 GK VW GKE HYUNDAI PEUGEOT GK Bx OD The logo of that GK Shanghai designed GK Report No 14 15 mj K 1997
46. 20006 5 8 ge ctu Hirobo Live Factory Hirobo Co is well known for its radio controlled helicopters The new factory named Live Factory was opened in Fuchu city Hiroshima prefecture on May 8 2006 Design Soken Hiroshima the firm that designed a radio controlled car Dricon also designed the factory As the design intended to create an open factory visitors are able to observe people at work through glass windows It
47. ODA Development and promotion of design in Asia Hisaya Shimizu Asian countries such as China and Vietnam have become indispensable partners for the manufacturing industry in Japan Asian countries help Japanese businesses to reduce costs and expand oversea markets Japan on the other hand provides people in Asian countries with employment and technology transfer Learning technologies from developed countries is crucial for Asian countries to strengthen their manufacturing industries which is the key for further development In addition the importance of design has been recognized in those countries in order for them to be competent in creating new products and also to become more competitive in the market Some countries in Asia regard upgrading their design level as a task that the entire nation must tackle It is rather difficult to learn about the design situation in Asia because the media rarely discusses it while technology issues are more 24 GK Report No 14 10
48. TW 2005 100 500 200 TAAT increased by 1 million in number compared to the sales of the
49. frequently covered I was fortunate to take part in a nationwide research on upgrading design in Vietnam as a member of an Official Development Assistance ODA project sponsored by Japan International Cooperation Agency JICA from 2002 to 2004 I participated in the team as a person in charge of design to study on plans to promote local industries for local development in Vietnam in charge of design ODA by Japan is normally geared to infrastructure development Except for a 10 year project intended to develop design competence in Indonesia it is rare for design to be included in the master plan for the development of locally based industries The following is a report on the status of design in Vietnam observed through my experience Design in Vietnam Vietnamese people have a keen interest in the design of everyday articles because of their craft industry heritage Everyday items with traditional design can be seen everywhere in town City V3 streets are full of antique shops and art galleries selling lacquer pai
50. precisely simplified to meet the favor of the Chinese Complicated Indian decorative forms were simplified The facial expressions of Buddha images Later Buddhism and Buddha images influenced by Chinese arrived in Japan through the Korean peninsula It was the year of 552 Even if China made copy products flood the current Japanese market it is were totally turned into Chinese faces hardly considered that all these products will be replaced by genuine Chinese products China has a huge population ten times larger than Japan and embraces a wide range of different cultures We the Japanese can hardly have a clear picture of its vastness of land and ethnical and cultural diversity Being situated on the east of the Asian continent Japanese culture has been considered to be unique since the publication of the Travels of Marco Polo completed 1299 China received influence from the west in the past but now it is influenced from the east by Japan Japanese products were exported to China and they are retouched in Chinese ways and making inroads into the Japanese market Thinking this way we should not get angry It is important that we should maintain our advanced positions in technology and the superiority of products and design Japan went through the modernization process for 150 years The speed of the process was admired by the we
51. amp Sails are the motif for designing stations Above is a photo of a station connected with a local bus route for Bus and Ride TT M NL Station Gallery Each station has a gallery space with different displays Local graphic designers responded to a competition to depict local history and culture nr 1 kl bd il Mk APETA Above Skyboy Gallery Left Interior of the factory seen through its glass windows Below Exhibition of history bE amp Above A complete view Left and below Restaurant and the gallery French restaurant with an exhibition of model planes Project News
52. 2003 2005 2005 2003 2003 Hera 1996 Mirepa 2000 the HUE 2005 1998 1996 23 NEODIO 2006 24 1998 25 LTA SMRT MRT 2002 LRT 2003 QB QB 2003 26 27
53. Above left Pieces of china made in Bat Trang near Hanoi Above right Traditional basket vendors are still common in Hanoi Below left Woodwork produced in Hue a village in the center of Vietnam These pieces are exported to Japan and used as a part of a wall partition Below right Embroidery from a handicraft village in Hatai Province near Hanoi The products are exported to France 2 027 Distribution of the handicraft villages There are 2 027 villages that are known to produce traditional art crafts ZL Hue No of Craft Villages ES more than 50 30 49 EJ 10 29 IE less than 10 eR Ho Chi Minh HX
54. Competition of Beijing Olympic Green Concept Planning for Environmental Facilities GK RUE ji pul H ET KIOSK ra fl SA EV r aaa LowE _ Bib xt Human Green High tech kiosk cafe
55. Y toll 0K Kawamura Gishi Gait Solution Design The Gait solution is a short leg brace produced by the Kawamura Gishi Artificial Limb Co Ltd This device is designed based on the latest gait analysis Using a compact oil pressure dumper the gadget enables a smooth walking action that corrects abnormal gait caused by hemiplegia GK Dynamics was in charge of the design for this db Rear entry system to ease foot entry in which a user does not have to lift his her foot The form created with a
56. GK VI TOYAMA CREATIVE LINE c SDA Toyama Light Rail Toyama Light Rail Co began its operations on April 29 2006 This quasi public corporation took over the railway service that had been operated by West Japan Railway A group of designers was assigned to work on this project to establish a new GK Sekkei supervised the whole process and des
57. 1985 8 12 JAL123 41 GK GK Japan Airlines Safety Promotion Center Japan Airlines opened its Safety Promotion Center in Haneda Airport in April 2006 This center was Above Vertical tail wreckage Left Pressure bulkhead wreckage Below Panels showing the sequence of the accident actions of the people involved and the location chart of the wreckage Visitors can learn about mechanism and causes of the accident founded to draw the attention of its staff members about the importance of safe operation Its exhibit room is also open to the public The 41 remaining pieces of the wreckage of the JAL 123 plane that crashed onto Mt Osutaka in Gunma prefecture are exhibited inside GK Industrial Design and GK Sekkei were commissioned to design the exhibition
58. plating also invaded the world of mopeds Trendy visual patterns such as digital graphic effects on websites and tattoo images also gained popularity as elements of exterior design for mopeds The motorcycle market in ASEAN countries is unique in that mopeds are leading items Therefore motorcycle makers always need to watch the latest design fads in those countries On the other hand young people in this region are keen to global trends and will be more greatly affected by them in the future Motorcycle designers need to follow global trends blend them with their brand images and introduce their products to the local market to help create a local trend In other words the task of motorcycle designers is to create a Glocal Trend thinking globally yet designing their products locally at the same time Tatsuhiko Sakai Assistant director GK Dynamics Nouvo Advanced Edition 115cc 4stroke CVT EG Infeneon Z above Nouvo Advanced Edition 115cc 4stroke CVT EG as a show model for Bangkok International Motor Show below Infeneon Z as a show model GK Report No 14 23 mx
59. Editor s Note After establishing QHG and GK Shanghai we have come to interact with the Chinese staff members of these offices They do not represent the China that we see through the media but instead give us hints to know how Chinese people feel and see things We realized the importance of having direct communication through working together More than 30 years have passed since GK opened its first overseas office and now the president of GK Design International in the United States is an American Local GK staff members are our colleagues with whom we suu the Se of GK which extends beyond differences in nationality and culture They ar whom we can ame time precious agents through arn about their country an I realized this fact afresh by ei GK GK GK GK GK GK GK GK Design International Inc Los Angeles Atlanta GK Design Europe bv Amsterdam GK Design Group GK Design Group Inc GK Industrial Design Inc GK Sekkei Inc GK Graphics Inc GK Dynamics Inc GK Tech Inc GK Kyoto Inc
60. 3mx 3 m 3mx1 5m T kiosk Eco module system kiosk Above Pillars in Central Axis showing Human Green High tech the slogan of the Beijing Olympic Games Center left Small architecture module system Small architectural pieces such as kiosks and street cafes encouraging visitor interaction consist of small units of 3 meters by 3 meters or 3 meters by 1 5 meters Various functions are combined to serve individual purposes Below left Kiosk Eco module system Kiosks are used as information booths rest areas information and rest booths shops and cafeterias The roof is made of transparent panels in which a solar power generator
61. GK YMAC ca GK Dynamics Bangkok in L AC YMAC Yamaha Motor Asian Center nbo Ho Chi Min SRI LANKA A PORE 28 29 30 31 32 33 34 28 p mm Nouvo Advanced Edition 2006 XI Limited Version 2005 125ZR 46 Limited Edition 2005 Scorpio Z 2005 Nouvo RC Edition 2002 Sniper 2006 Gladiator JA Special 2006 INDONESIA GK Report No 14 LS D 17 Guangenogu _ En Li A UNEI GK Design Group in Asia G Oingdao HaiGao Design amp Mfg GK Shanghai OQ GK Dynamics Bangkok in YMAC YMAC Yamaha MotorAsian Center GK Projects in Asia China 1 3 Haier Refrigerators 2005 4 5 Haier Washing Machines 2005 6 7 Haier Air Conditioners 2005 8 Haier Plasma TV 2005 9 11 Beijing NiceCare Food Packages 2006 Beijing China 12 Sony Explora Science Holo Wall 2000 Tianjin China 13 Teda Library Interior Sign Furniture and Landscape 2003 Qingdao China 14 Haier Brand Logo 2005 15 Haier Showroom at Headquarters 2005 Guangzhou China 16 Guangzhou International Convention and Exhibition Center Sign 2003 17 Guangzhou Baiyun International Airport Sign 2003 Korea 18 Pacific Corporation Cosmetics Series for Women Hera 1996
62. GG GK GK GK X GK certainly bring the company and its staff higher competence in presentation design and communication skills During our initial period GK Design led by Chairperson Ekuan was an ever winning creation group lt is a mission for the next generation staff to keep winning in domestic and international competitions to make an even stronger appeal as a world class brand design firm Projects in China sometimes come with certain risks We need to make bold yet elaborate researches and develop our judgment to find good clients to work with Kazumasa Minami vice president GK Sekkei GK Report No 14 19
63. CVT Creating a Glocal Trend Continuous evolution of mopeds in Southeast Asia Tatsuhiko Sakai It was in 1995 that I started to be fully involved in designing motorcycles for Yamaha Motor Co geared to the Southeast Asian market at first specifically for Thailand and Malaysia I was then assigned to be fully in charge of ASEAN countries in 1998 and stayed in Thailand for two years from 2003 The main focus of this article is to discuss the current situations in motorcycle design in Southeast Asian countries based on my experience Motorcycles in Southeast Asia The type of motorcycles widely used in the region is different from those that are currently popular in Europe and Japan Mopeds with an underbone frame known as cub are the highest selling in those countries They are the basic means of transportation in this region In Vietnam all mopeds are called 20 GK Report No 14
64. ERDI E KAN mr eb Sm ER a ER A m AA DE ZJ p VER 5 Tfj vu HORZ a ESSA General Motors is an example of 1 nonliteral translation Sony is that of 2 transliteration and amp A amp Nestle is that of 3 XK AN transliteration new meaning nonliteral translation transliteration PJH HJ Coca Cola is that of 4 transliteration new meaning and is reputed as the best Chinese application The original name of C
65. WAA E 2004 11 15 GK o 52 1938 E been carried on even today People in these emerging classes will hold important power to change the future of China Then will the control of Communist Party be collapsed It is not that simple I have forecasted that China would enter a transition period from 2010 to 2020 The GDP of China in 2000 was around US 1 000 and it is estimated to rise to US 2 000 by 2010 Empirically speaking it is when GDP reaches US 2 000 that the politics of a country undergo great changes It is probable therefore that the Chinese political scene will begin to change around 2010 By then new social classes will occupy larger portions They naturally demand greater freedom i
66. LE aoe
67. Design promotion model A chart for the design promotion concept presented to the government of Vietnam Design Council and Design Promotion Center constitute the Design Promotion System Governmental agencies ides LP 0 1 2 E 9655774 vii mE SLE S Sr S2 Left A design process chart used in the seminar Above right Design seminar in Ho Chi Minh City Below right Hanoi Industrial Fine Arts Universit
68. China has been promoting its industrialization GK G
69. Design Soken Hiroshima Inc GK Design International Inc GK Report No 14 2006 9 EE TAR GK T 171 0033 3 30 14 Phone 03 3983 4131 Fax 03 3985 7780 URL http www gk design co jp GK Keport No 14 Issued September 2006 Publisher Atsushi Ishiyama Executive Editor Syuya Kaneko Chief Editor Kiyoharu Fujimoto Editor Isao Tezuka Tadashi Matsumoto Translator Chine Hayashi Published by GK Design Group Inc 3 30 14 Takada Toshima ku Tokyo 171 0033 J apan compilii For b report Los Angeles Atlanta Phone 81 3 3983 1134 9 Isao Tez lt E P GK Desig Europe bv Amsterdam Deme 81 3 995 77 L ud Qingdao Hi ai DIT e T i i p www ek de L ji CB 1 1 a NW P M TNT LE aj j I1 I mA i j Y Ta La y Wt Hu E E pi d EI di um r d ik i ms T T 1 E i 13m c E i n 1 xr x am i b Lesser ur io Eu 1 d 5 e E F F Faife E A S uk gt dta E 1 a id i XE zm x EM i a r i Li 4 E aed itm zd z L EI 7h 1 E e ai E ji n P n E ch
70. through traffic and the lower deck for bicycles and other slow speed local traffic Pedestrians use the special path that overhangs above the river in between the two decks This path will also have a mini theater and capsule type showcases in which local businesses can put up advertisements fees of which will cover the maintenance costs of the bridge This bridge will not only serve as a symbol of Tianjin of the 21st century but as a new business model as well This proposal was chosen as the final candidate and GK Sekkei signed the copyright contract with the city The location of the bridge and the timing of the construction are under examination Meaning of competition for GK Sekkei Backed by the 53 year history of the GK Design Group and its world class brand value GK Sekkei is fighting tough battles with other design firms of the world in the Chinese design market Winning difficult competitions will GK K GK 53
71. 2 2010 2006 4 GK GK 8 5 23 6 NM dii odd ei dian political problems between the two countries Under such circumstances GK Sekkei became the first Japanese company to win the Special Award in this competition for designing facilities for the Beijing Olympics 2010 Shanghai Expo Central Park Design Competition At the end of April 2006 the opening of this international competition was announced GK Sekkei applied for it in partnership with Shanghai Tongji University and a landscape design firm from Germany The GK consortium was selected as one of the eight finalists and signed a contract with the organizer An interim presentation was held on May 23 followed by the final presentation on June 22 and now we are waiting for the final result World class a
72. 2 Bc WEB onBlbee 329mwYy L2 OB C3E They regularly check w
73. carried out since 2004 and Japan ranked third in number after Europe and the USA This survey says that corporate images and brand images are the most important in the elements to measure corporate impact on consumers It is inferred that the brand impact of Japanese and Japanese affiliated corporations is quite low in China Other surveys also indicate that except for a few companies Chinese consumer images of the brand of Japanese and affiliated companies and their products are lower than other western brands The causes for this Chinese reaction in contrast to the worldwide reputation of Japanese products may be found in the history and cultural characteristics of China Chinese consumers are considered culturally sensitive and tend to desire that our culture should be understood and respected In China where world competitors began to compete for strength in the market after China s 3300
74. in 1997 The crisis halted the economic growth of the region and seriously affected the motorcycle market as well Being economical became the key factor in selecting mopeds The fuel efficiency of two stroke e For VIUA Tulgo eru FOT 2 ISPORTS 110SS L nm C W 1980
75. 19 Pacific Corporation Cosmetics for Men Mirepa 2000 20 Amore Pacific Suppliment the Hue 2005 21 Samsung Electronics Home Phone for Korean Market 1998 22 Japan Tupperware Rice Dispenser 1996 Taiwan 23 Neodio Flash Media Player 2006 Malaysia 24 Kuala Lumpur International Airport Sign 1998 Corporated with Kisho Kurokawa Architect amp Associates Singapore 25 Kawasaki Heavy Industries MRT Singapore Subway for LTA SMRT 2002 26 Mitsbishi Heavy Industries Crystal Mover Senkang Pungol LRT 2003 27 OB Net OB Shell in Singapore Changi International Airport 2003 Yamaha Motor Motorcycle Projects Thailand Malaysia Indonesia Vietnam Philippines India 28 Thailand Nouvo Advanced Edition 2006 29 Thailand X1 Limited Version 2005 30 Malaysia 125ZR 46 Limited Edition 2005 31 Indonesia Scorpio Z 2005 32 Vietnam Nouvo RC Edition 2002 33 Philippines Sniper 2006 34 India Gladiator JA Special 2006 GK Report No 14 29 Project News 2006 4 29 JR GK
76. Liv Lit on T us fee the building of The Kansai Electric Power Co Inc WA Des LJ rn REE BFE TT T PPP PPP UM NN wwwwwwv CERRI Y YEY Ei mm a E m WW Bii WWWWNW NN HDDDEEE BEE BBEERE LLS HH 2 A Li 1 LI dl E ru Fr E am i LJ P E DONE E x i LEIEE Liv Lit the illumination system on the roof of WN ww T M 1 The Kansai Electric Power Co Inc building TTTTTTTTT Liv Lit is an interactive illumination system placed DLLLSLILLLLELLLLLO M LJ LI EH on the top of the head office of The Kansai Electric Power Co Inc at Nakanoshima Osaka This cwm pom EN newly invented urban illumination system reflects surrounding environmental changes When the wind alters its direction and the light also changes GK Tech was in charge of engineering and programming this system This project won the Design Award for Light and Lighting 2006 http www liv litjpip Photo Ryota Atarashi LPA Liv lit developed by The Kansai Electric Power Co Inc Nikken Sekkei Lighting Planners Associates Living World GK Report No 14 33 Project News 2006 4
77. diverse ethnic groups who live in different regions speaking their own languages although standard Chinese is understood thanks to the spread of TV Because of differences in cultural background people s likings for design also vary Take buildings for example unlike buildings in Tokyo with moderate look alike designs individual buildings are designed to be conspicuous and competing for their eye catching styles colors and decorations As a result the cityscapes of large cities in China are spectacular A design that one can boast about is an important factor in the Chinese market Until recently Japanese manufacturers exported old models to China and were not active in investing in response to consumer desires there But now that TV and the Internet are wide spread and people can obtain information from other countries Chinese consumers demands for high edge technologies and design have mounted They GK pe LXGcZzAoye LOL EV
78. future By taking the Tiananmen Incident as a yardstick I would like to discuss changes unchanged aspects continuity and potential changes in politics in China Misled view on the Tiananmen Incident How did the Tiananmen Incident occur In April 1989 Hu Yaobang former General Secretary of the Chinese Communist Party died Hu was considered a sympathizer or a promoter of the democratization of the country Students and intellectuals in favor of democratization began to take to the streets demanding the reevaluation of Hu Yaobang who was considered to have promoted the democratization process It happened that President Gorbachev who had promoted democratization in the USSR was visiting China at that time which further stimulated youth to take part in demonstrations Thus the scale of each demonstration became greater every time The Chinese government placed a certain district of Beijing under martial law On June 3 and 4 military troops intervened to suppress the gathering of students in the square The scenes were 6 GK Report No 14 6 3 4
79. has a gallery space called Skyboy Gallery where model planes are exhibited The factory is designed to demonstrate the pleasure of creation to its visitors It also has a hall where local citizens can get together as well as an authentic French restaurant The factory is located on a hilltop and visitors can enjoy a nice view of the sky and the city and the feeling of openness 1 16 WAVE Hirobo s 1 16 scale radio controll car Doricon designed by Desgin Soken Hiroshima Aimed at car buffs this design made drift control an industry standard GK Report No 14 31 Project News UDX 2006 3 9 GK UDX 2 Akihabara Cultural Generator
80. is used for illuminating the windmill itself Left Pavement using patterns of an integrated circuit Below left Pedestrians deck for visitors coming from the train station of electronic scenes were created both inside and outside of the building A monument representing a wind turbine pavement patterns imitating an image of an integrated circuit an information gate using light emitting diodes LEDs and the display of numbers embedded on the facade along the JR railway tracks are just a few of the examples From the pedestrians decks connected with the train station to minor details such as street signs and lighting fixtures a total environmental design is applied LED JR Above Information gate using LEDs Right Blinking facade along the Yamanote line railways impresses passengers in the train 32 GK Report No 14 Project News 2006 2 2
81. market economy but the Party cannot step into it The government under the Communist Party will not crumble but the Party s influence on society has become smaller The greatest problem for the Party is how to reflect the people s voices into its policies The elections under the parliamentary system were yet to be adopted for democratization I name liberalization to the process of reflecting people s voices to policy making without institutionalizing the decision making process Democratization must accompany the institutionalization of the decision making process In this sense liberalization is taking place in present China I published an article right before the Tiananmen Incident in 1989 It touched upon the future course of the control of the Communist Party In this paper I stated that if the Party were to survive in the changing Chinese society it should incorporate emerging social forces and that by so doing the Party would transform itself into a form able to sustain its existence Since China began its inroad into the market economy a grasp of capitalists began to hold power Without listening to their voices the Party will not be able to retain its power In 2002 when Jiang Zemin resigned as Secretary General of the Party he announced that the Party would represent three sectors of Chinese society He said that the Party would represent not only workers and peasants but also entrepreneurs and emerging technical exper
82. obtain products and information from the Consumers today can other side of the globe The success of brands is measured not by the degree of spread in the domestic market but also in the international market In the following the present situation of global brands in China today and in particular the localization of Japanese brands will be discussed Image of global brands in China In the survey of the top 20 influential global corporations operating in China for 2005 Matsushita and Sony were included from Japan WTO from a joint survey by China CBN China International Intellectech Corp and Horizon Research Consultancy Group which has been
83. of India has a polytheistic culture Peoples except for those in the Middle East have the nature to accept other cultures People in countries in the Middle East have strength coming from Islam monotheism Monotheism is apt not to accept other faith Christianity is alike The followers of only one god can hardly get along together It may be one of the reasons that fierce struggles still continue between them The essential thing is to maintain peace The key for peace is to accept others mutually On the base of mutual acceptance regional or national characteristics should be expressed Otherwise the cultural interest of Asian countries will be lost To design it is important that we first learn the cultures of different regions in Asia and expand our imagination Kenji Ekuan Chairperson GK Design Group GK Report No 14 b
84. sense of belonging Students around 1989 when the Tiananmen Incident occurred said that they had affection for the old China with its long history and tradition but that they have lost their affection for the China of today This is an identity crisis so to say China in reality means the People s Republic of China the Communist Party and socialism They expressed that they had no sense of belonging to such China In a broader historic framework Chinese people had maintained an identity called Sinocentrism for the past centuries In traditional China the emperor was 19
85. the Pure Land in the west However in Asia today people actively move from east to west and from west to east People and objects meet and interact and mutually influence to develop new cultures Asia tomorrow will continue to be the crossroad of cultures and civilizations and a melting pot to create global culture 1 wish there always would be Sun We k ungs Zhu Bajies and Shu Wujungs who will be inventing futuristic tools so that the creation of dogu or tools and instruments will be ceaselessly carried over I would like to expect the Sun We k ungs of the future to give shape to ever expanding human dreams GK Report No 14 35 si ea QHG GK Ea tOASawui EU UE ET GK 30 DEMNM EL oou Vel BLA Z3 BEEUXwxxY K GK
86. 48 volumes of scriptures When Su We k ung is too despotic Xuan zang says a magic spell to tighten his golden crown to check his behavior Other attendants Shu Wujung Sandy and Zhu Baojie Pigsy also manipulate their tools and fight against phantoms that attack the group one after another With absolutely delightful fighting scenes the story of the Journey to the West always gives us excitement It is an excellent historical fable in which readers can leave their familiar animals and phantoms with the realization of their dreams Human desire for superpower is an underlying theme of this story The tools that Sun We k ung and his fellow animals manipulated are the embodiments of human dreams for advanced tools created with the pick of latest technology Their tools are the crystallization of human efforts making the most of the dynamics of civilizations and attaining the climax of culture The Journey to the West is a story to seek a philosophy for humans from a country in the east and bring it to a country in the west In contrast the Travels of Marco Polo is a story of traveling from west to east pursuing human possibilities Needless to say we are accustomed to the geographic perception to call the eastern region from ancient Greece and Rome Near East the area at the crossroad of Europe and Asia Middle East and the present East Asia Far East In Japan as Buddhism had come from China and India the Japanese entertained a longing for
87. 86 21 5116 0663 FAX 86 21 5116 0669 http www gkshanghai com E mail info gkshanghai com GK Design Shanghai Inc Room 2604 Keen Plaza 66 North Shaanxi Road Shanghai China 200041 Tel 86 21 51160663 Fax 86 21 51160669 http www gkshanghai com E mail info gkshanghai com 1 Tu EER biori Yera Finds IS 12 GK Report No 14 2957 GKE GK Keen Plaza Building in which GK Shanghai is housed ig
88. GK Report rr EOE T T e 4 e dm Zi E Jw GK Design Group LI 1 AEE u egRo R E WE GK in Asia MAP mw Project News E E41 5 Pra 13 i ASI a MR S MIT E m UDX T r NE IENA l LJ z Column LAM E XH i P4 J a 2 GK Report No 14 Environmental design in China Kazumasa Minami _ Creating a Glocal Trend Continuous evolution of mopeds in Southeast Asia Tatsuhiko Sakai Development and promotion of design in Asia Hisaya Shimizu GK in Asia MAP Project News Toyama Light Rail a Hirobo Live Factory ja Akihabara UDX Environmental Design Earth Clock in Kobe Airport Liv Lit the illumination system on the roof of The Kansai Electric Power Co Inc building Japan Airlines Safety Promotion Center Kawamura Gishi Gait Solution Design wa Column _ Truth Goodness and Beauty of Design Kenji Ekuan E a E P ass G
89. Guangzhou Convention Center Sign System Project Guangzhou Baiyun International Airport Sign System Project Redevelopment Project of the Dashalan District in Beijing the interior and landscape design for the Tianjin Library and the showroom design of the Haier Head Office in Qingdao projects have already been completed and are highly These commissioned to GK Sekkei as a result of Some of these reputed projects were winning many international design competitions The following is a report on some of these recent international competitions in China 16 GK Report No 14 Renminnan District Redevelopment Project in Shenzhen m me nn a c y Ta Ta i m e s eg eg S un Mg e m aene Paca e Ure ji 0 1 4 M JM MU Arum RN A total design was made considering harmony between newly built streets and plazas and old buildings in the area Competition of Beijing Olympic Green Concept Planning for Environmental Facilities GK Sekkei joint group won the Special Award The Beijing Olympic Games will be held in August of 2008 The Planning Committee of Chinese Beijing commissioned by the government organized th
90. ITE Wa T 1 Dc NES Ai 8 8 bi dw Eos Mrs INAR yae 0 235645 5 GK Haier QHG 10 2004 GK GK GK ems GK Sm Ob 12195 a The cover photo is a view of the do
91. K Shanghai city viewed from the GK Shanghai Office High rise buildings with unique designs give a unique silhouette to the city mainly through technology transfer from foreign manufacturers and Chinese industries are now about to develop techniques and technologies of All kinds of brand imitations and copied software programs are flooding the market their own Copyright protection policies and relevant laws may be in place in principle but are not sufficiently implemented or enforced Only some years have passed since some universities established Design Faculty Social recognition of design is low Graduates from design faculties are not always employed in design related workplaces There is even an estimate that as many as 90 percent of graduates from product design programs are currently working outside their specialty Manufacturers and developers in China do not give high or adequate evaluation to design services Considering however that industries in China have progressed faster than industries in Japan and Korea it will not take a long time before design services will reach the international level particularly in a big city like Shanghai Diversity and originality China has an extraordinarily wide land area and large population The population consists of
92. Kobe Airport Terminal co Ltd design A Kuryu Architect amp Associates Living World 1070 v by GK 2006 X E Touch the Light 2005 12 1 5km 1 100 Touch the Light event Participatory event held in December 2005 By touching a 1 100 scale miniature model of the Liv Lit on the top of Umeda Sky Building located 1 5 kilometers away the hand movement is Ulli TM LI iik mian simultaneously projected colorfully on the
93. NFL D 1 tum iii mi m T br mom rr m um m na mr wa LE hs T gt
94. but it was not actually unified The central government was not able to collect taxes from people uniformly In other words the central power did not permeate nationwide A nation state is established in the process of a democratic revolution in which nationwide unification civil freedom or economic growth can be ensured or 8 GK Report No 14 OT
95. concept Give reinforcement at necessary portions and maintain the body with the minimum movement allows users to wear any kinds of shoes without changing their shoe sizes device and won a Red Dot Design Award in Germany 34 GK Report No 14 Column 13
96. d America that are eager to apply attractive Chinese brand names Japanese corporations are obstinate about using their own names in Japanese pronunciation or Japanese style expressions Japan is closer to China in terms of culture and Japan uses Chinese characters Even though the two nations have a long history of exchange and as a result have commonalities in culture and letters we should understand that Chinese and Japanese have different cultures Using Japanese EIE A MEE brand names in Japanese style Chinese characters may give a negative connotation to the Chinese Not a few Japanese corporations advertise their companies and products using their Japanese style Chinese c
97. d intellectuals friends and the suppressing government and military foes The images of tanks rushing into demonstrators in the Tiananmen Square were televised with a message telling According to a student leader several thousand students appear to have been killed Based on the image and message the world enforced sanctions on China However a review of the film that showed the whole picture of what happened in the square on these days has proved that no one was killed in the square The media directed their lenses and microphones only to the students side and did not take the whole picture or analyze why the government and military intervened in the demonstration The second reason was that rational thinking was not applied to politics this case When the direction of politics is in question it is important to assess what level of power politics is going on between the establishment and challengers At that time the movement of students was highly praised and a mood was created
98. e first locally produced underbone frame type moped was a model named Mate that was produced in Indonesia in 1971 VOLLE COET Sports Moped New forms of underbone frame type mopeds in Southeast Asia Advent of a new young generation with a new set of values Attempt to create a new set of values responding to market reform Ar Nouvo ra EO Automatic Moped Yamaha s newly introduced automatic mopeds integrating the moped style and an automatic engine Nouvo Second launched in Vietnam and Thailand in 2004 mua TI iaces GERE n5 Sporty Moped Yamaha s new sporty model X 1 featuring two headlights expected to create a new category of mopeds launched in Thailand in 2003 Fa HENA e 4
99. e international competition of Beijing Olympic Green Concept Planning for Environmental Facilities that covers The deadline of the competition was on January 18 of 2006 Twenty an area of 1159ha six companies were selected from among more than 2000 entries In March 2006 the joint design proposal by GK Sekkei Beijing Institute of Architectural Design amp Research and Beijing Jiang Wang won the Special Award Besides this Special Award there were two First Award and three Second Award winners The Beijing Olympic Green is located in the north of the Beijing Central Axis Line and forms the historical heritage line connecting the Palace Tiananmen and Tiantai Park The Olympic Green will be the center of the areas where Olympic games are held The most important facilities for the games such as the Main National Stadium National Swimming Center and Convention Center are located nearby The Olympic Green will become an important historical landmark and will be remembered by the citizens long after the Olympics The prospectus In conjunction with the Olympic slogan One world One Dream and the key concept of Balance and Integration the following themes were conceived Harmony between history and future The Olympic Green will become a new threshold of Beijing and will become a legacy for the nation s future Its design must reflect the philosophical heritage from the past and offer a
100. ebsites to become well informed and own a cellular phone to communicate with others They share the same kind of characteristics with the new generation in the United States known as Generation Y Mopeds are a convenient means of transportation for them but are not commodities that are worth sacrificing something else They tend to choose mopeds with reliable four stroke engine at average or below average prices Changes of lifestyle among the younger generation thus affected the moped market In Japan motorcycle booms among young people shifted from owning a replica of a racing motorbike in earlier days to the current large cylinder TW scooters I find some similarity in these two cases of transition Worldwide influence creation of Glocal Trend After the sound recovery from the currency crisis motorcycle sales are once again picking up in ASEAN countries Sales in Indonesia in 2005 22 GK Report No 14 N 1970 F1X Mate 1971 1980 1990 KFK WA Wa UONI Sound evolution of underbone frame type mopeds in Southeast Asia 2000 NORA DE mh ny 1966 Mate 1971 Underbone frame type moped Yamaha Motor Co began its local production of motorcycles in Southeast Asia in Thailand in 1966 Th
101. een a central city for southern Vietnam and has a well developed capitalistic economic structure Expectations for elevating the local design level are high among graphic and interior designers in order to respond to aggressive investment from foreign countries This demand is attracting foreign designers and Vietnamese entrepreneurs who have studied abroad and they are gradually contributing to the increase of the potential for local design skills Influence from Asia on Japanese design As if responding to the progress of design promotion activities in Asia Japan also promotes design under the Ministry of Economy Trade and Industry Japan is trying to differentiate itself from other Asian countries because it can no longer ignore the rising new talents in its rivals in Asia Stronger emphasis is now placed on training producer type designers with abilities to
102. em for creation Beijing Jiang Wang was engaged in the coordination of the two agencies from the two countries including translation between Chinese and Japanese The basic designing for the whole project is in progress at the moment An approval for releasing the result of competition to the public was granted when Mr Zhang Guo Vice Director of the Beijing Institute of Architectural Design amp Research officially handed the certificate to GK The official certificate of the award arrived only on May 31 two months after the competition result was announced in March due to difficult 5 31 3 GK 5 31
103. er did not sufficiently catch up with the change and manufacturers often copied other popular items or produced imitations of traditional artwork However increasing numbers of Vietnamese people began to understand that designing is an integral part of creating industrial products The experience of manufacturing products as commissioned by foreign designers or buyers was one of the factors that made this happen Promoting design Promoting design in Vietnam includes practical human resource training to be able to develop products that would help the economy grow in the competitive global market Governmental agencies are trying to promote design techniques through training programs and also by altering the nation s distribution system It is a feature GK Report No 14 25 mw
104. exclusive rule by the Party The Communist Party of China extremely dislikes the presence of other independent political or social forces In our society there is a space between general citizens and the government which is called a public space It is where citizens can enjoy freedom in speech and belief without interference by the government We can For the Communist Party in China it implies that there will be independent forces in the establish organizations for public speech or religious organizations GK Report No 14 7
105. fter being strongly influenced by China earlier in its history Korea closed its doors to western culture in its modernization process However after World War II the country opened its doors wide to western culture The Koreans innately share the nature of accepting foreign cultures Countries in Southeast Asia are all alike They all share the bottom layer of readiness to accept foreign culture on which cultures of individual communities are overlaid Hence apparent differences We need to study these cultures of individual communities to create designs catering to their cultures With more than one billion people India maintains its unique culture Yet India too has accumulated western and Asian influences As it has a firm foundation of Buddhism Hinduism and other indigenous cultures the culture of India is immeasurably profound Because of its complicated mixture it may be difficult for Japanese designers to approach the culture of India The only way
106. haracters It is nonsense just like Korean companies advertising their products in Hangul in Japan A word which has a good meaning in Japanese or which is neutral in Japanese may imply a negative meaning in China In the past the advertisement board of a Japanese spectacles manufacturer was put up in China s top shopping street The name was No jiri and the Chinese characters for it was field and buttocks and the letter for buttocks caused a sensation In Japanese ichiban means Number One but it does not make that sense in Chinese Kirin Brewery s Ichiban Shibori first pressing Beer may be interpreted as after having pressed the raw material by Chinese consumers therefore they changed it to When GK Shanghai was assigned to develop the logo for a joint venture of a Chinese company and Mazda Motors we p Pay H JET 2N AYTA EDS UV LYA 5 B AS Pie det ui vum S m B A Z7 p EU SEEK
107. ical party In Japan any party does not control any particular areas or any troops of the self defense forces But in China not only the Communist Party but also the warlords and the Guomindang had areas and military troops under its control If there were a conflict between political parties they would fight for their areas of control with their own military troops If an opposing power comes to rise it will mean a fight for life or death Even though the number of opposing students was only a million the Party considered them as dangerous elements causing a riot and suppressed them by mobilizing troops The exercise of military force at that time was inevitably linked with China s political structure As this point of power dynamics was neglected misleading observations were made that democratization would proceed and the Communist Party led regime would collapse In China there is no common institutional framework for solving political conflicts something like a parliamentary system In the parliament political conflicts are solved through bargaining negotiations elections and other non military means In China the mechanism has not been institutionalized as yet This is clearly different from Japan Transition period of China We have seen China in its historical continuity Then won t China change It is changing It has been said that the Communist Party is the dictator Comparing
108. igned stations and other service tram service facilities while GK Industrial Design was responsible for designing cars Design Soken Hiroshima participated as well in advertisement and publicity plans Shimazu Environmental Graphics in Toyama also took part in the project with the visual identification VI plan Toyama Creative Line was applied as the concept for the project which aimed to create a new landscape in the area while rediscovering and recreating local heritage and values It also aimed to encourage local people to create a new style of living Therefore citizens and local private corporations were encouraged to take part in the project A similar railway service in the prefecture Manyo Ai Tram is enjoying popularity The Toyama Light Rail will serve the local public by providing convenience and energy for invigorating the local area This design project won the SDA Grand Prix for 2006 30 GK Report No 14 TEE i r m T1 t i el a m mn 1 E T E D E E LH tail a KAO EM X ZUIEAZ BRUAM E 7 The white used as the base color of the train represents the snow capped Tateyama Mountains Each of the seven cars has additional colors and provides a colorful change to the local landscape
109. is embedded They are innovative and environmentally conscious at the same time They make the best of sunshine in the winter while providing shade in the summer Natural energy such as solar wind and geothermal energy is used as much as possible GK Report No 14 17 GK 2008 ARA IONE WORLD ONE DREAM Balance and integration
110. its status 2 2 Ioco Yu Quoc b E BU 4 4 4
111. n society It is at this time when the ground to discuss political democratization will be prepared Finally the issue of Taiwan must be referred to There is no precondition for the solution of the issue now Taiwanese people do not like China as it is today because of its political system rather than the economic system When China is further liberated and finally democratized there may emerge a mood that the Taiwanese government would be prepared to commence political dialogues if not for the unification of the two If Taiwan were too hasty to declare its Therefore I suggest to both Chinese and Taiwanese that they should wait several years and see what will happen from 2010 to 2020 independence it might prompt China to exercise military force Tatsuo Yamada professor The University of the Air from a memorial lecture at the 52nd Anniversary of the GK Design Group on November 15 2004 GK Report No 14 9 GK AT BU 2004 8 EZS Ya A ER NH y GK 1994 QHG 10 GK QHRG 3 QHG
112. ntings Their sensitivity for design must have been developed as part of the social and cultural passed down in each community Their traditional design concept however is changing because of the government s open door economic policy and the rapid economic growth that has followed After the Vietnam War ended the doi moi reform policy was employed in 1986 Diplomatic normalization with the United States was attained in 1995 followed by affiliation to the ASEAN As foreign investments and support to Vietnam began to pour in the county s economy had to face the big swell from the Free World while still maintaining its socialist regime They realized that they in order to develop the country they needed to create products that can survive in the tough international market The country that had once enjoyed barter trade with other socialist countries was thrown into the competitiveness of the global market in a short period of time They realized that good design
113. oca Cola does not have an implication of tastiness and pleasure that the Chinese brand name has The essence of the brand is expressed superbly in the Chinese characters that have given additional value to the products This is the most interesting point and also the most difficult point about giving a brand name in Chinese characters to an existing brand name The brand name in Chinese however greatly affects the establishment of the brand identity in China Present status of Japanese affiliated brands The general evaluation of Japanese products among the Chinese consumers is Even though excellent in J apanese manufacturers are 14 GK Report No 14 lt ED VW K ES
114. olo Sports mopeds emphasizind features by removing leg shieldsn sporty the world market at that time Other moped makers soon introduced a similar model and a variety of sporty mopeds were launched one after another In the late 1980s the system of annual design change was applied to the moped category as well Minor and full changes of design in a shorter time span became equally common A factor behind this is the rapid economic success in these countries following Japan s bubble economy Drastic changes in the moped market and the currency crisis following the collapse of the ASEAN bubble economy The motorcycle market that had enjoyed continuous prosperity had to face a crucial moment at the time of the currency crisis of ASEAN countries
115. previous year and reached the 5 million level More than 2 million motorcycles were sold in Thailand This trend is expected to continue Manufacturers of a wide variety of products in developed countries began to keep an eye on the strong economy of this region and started taking aggressive approaches to make inroads into the ASEAN market Cellular phone makers like Nokia Sony Erickson and Samsung now release new models in those countries simultaneously as in Europe Sportswear brands such as Nike and Adidas and a casual fashion brand Levis always open their shops each time a large shopping mall is established Fads among young people are always generated in big cities filled with products reflecting the newest global trends Once the latest trend is set it spreads to local areas at a much higher speed than in the past Design for mopeds is not an exception Mopeds today feature many of the design elements which are used for super sport motorcycles in Europe Chrome
116. rchitects and landscape design firms from around the world always enter such competitions in China This tendency is expected to continue at least until the SUB ZER SbrPRERIO T val 2010 250m 4 200km 1 GK pestis MAU Mi 2 rs PH I iei ihi in JH P Edi WORRIES dee
117. rent company Haier Group Over the dozen years of its operations we have witnessed the economic growth of China gain increased momentum During this decade we have been busily occupied with revising the corporate brand image and designing products to catch up with the rapid expansion of the activities Over the decade the Haier Group has become the top manufacturer of of the Haier Group household appliances in China To respond to its growth OHG also has entered a new phase of 10 GK Report No 14 1400 20 tw RB 2010
118. rial park competing with the Canton River Delta and has attracted great amounts of foreign investment Greater Shanghai is often called the head of a dragon likening the river to a gigantic dragon and it is actually spearheading the growth of Asia s dragon Following the Olympic Games in Beijing in 2008 the World Exposition is going to be held GK Fifi 20
119. riticize that China is a country of Japan from the Yayoi period 1st 3rd centuries imitated the culture of Sui 581 618 and Tang 618 907 China Then blending them with indigenous Shinto and animistic culture the Japanese created our own culture characterized with simplicity It is illustrated in the architecture of the Ise Shrine or Katsura Rikyu during the Hakuho period 645 710 period of the cultural and art history certainly were the imitations of the images in Sui and Tang China In the Heian period 795 1192 the figures of the Buddha changed as a result of the cultural fusion with animism Buddha images were carved in simple figures that the It is also true with paintings and craft art Buddha images created Japanese favor The same thing can be said for Sui and Tang culture Buddhism was conveyed from India through the Western Regions to China when the culture of the Tang dynasty was at its prime Buddhism was transformed or more 4 GK Report No 14 552
120. st Japan has accepted foreign cultures from Asia since the Hakuho period and from western countries in modern times Japan has survived the difficult period after World War II again incorporating western cultures As a result excellent Japanized products have swept the
121. their geographical closeness it is all the more necessary to become careful to understand the culture of each country and region GK Report No 14 3 KAE
122. ts and intellectuals This policy has 2010 2020 GDP 2000 1 000 2010 2 000 GDP 2 000 SECUS Qao oue Ded inis MEM MM dada INN EX Laut 2010 2020
123. upgrading design standards is of business generated by the necessity corporations The Promotion Center for Investment and Foreign Trade in Ho Chi Minh City deserves mentioning as an example This center coordinates with local universities and provides business corporations with assistance in developing while new products giving educational sessions for designers I once organized a design seminar in collaboration with the center as a part of the activities of the ODA The participants were enthusiastic and asked for further assistance in various projects by which I could see their motivation for design promotion 26 GK Report No 14 a 4 er Aa b 3
124. wntown district of Shanghai taken from the GK Shanghai Office Modern high rise buildings are s as in other cities in Japan and other countries However the view of Sha sta Mine 1 in rows just somehow different from others Buildings with different shapes NI ope other in uniqueness and offering Chinese flavors in concert are reflecting the city s unique silhouette against the evening sky For the Japanese China and other countries in Asia are sources of exoticism At the same time we can find the common roots of various aspects of life such as religious belief characters for writing food and so on These communalities and similarities sometimes cause us to overlook minor differences which may result in misunderstanding and subjective assumptions We consider things in Europe and other regions which are geographically away from Japan on the premise that they are different But we forget about this when we see things in Asia and in particular in neighboring countries More than a decadelhas passed since GK established Qingdao HaiGao Design Mfg Co Ltd OHG a joint venture with Haier Group in Qingdao and in 2004 GK Shanghai was established GK Sekkei is committed to work on a number of environmental projects in China GK Dynamics has its designers reside in Bangkok to design motorcycles for countries in Southeast Asia GK s design activities are expanding in Asia a region of great diversity in culture Because of
125. y Industrial design is taught under the system imported from the former East Germany Zr REN PO Left Embroidery that was made by minority people under the instruction of a local NPO Above rightbelow right Samples of Japanese lacquer artwork made by Vietnamese people under the guidance of Japanese designers ODA This kind of government oriented projects can be effective only when close attention is paid to the needs of local private companies Ho Chi Minh City has long b
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