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The future of design lies in embracing technology today while retaining the human essence of creativity. Creative minds must blend cutting-edge tools with emotional intelligence to craft user-centric experiences. Multidisciplinary collaboration, data-driven insights and sustainable thinking are expected to shape innovative yet meaningful design solutions.
At the 5th edition of the BW Future of Design Summit 2024, industry experts discussed the various nuances of future creativity.
Mobility Today
Ajay Jain, Head of Global Design Strategy at Tata Motors, unveiled the company's visionary approach to redefining mobility in the years leading up to 2030 and beyond at the summit.
Emphasising the multidisciplinary nature of automotive design, Jain stated, “We combine the architecture of vehicles with the art and fashion of projecting what taste people will have in the future and then, within the organisation, act as the brand's custodians.”
He underscored the profound impact of electrification and connectivity on vehicle design, enabling new expressions of sculpture and lighting. “By taking away all the engines and the mechanics of the vehicle, we're able to put a focus on the interior,” Jain explained, highlighting the growing importance of creating immersive and enjoyable mobility experiences.
He acknowledged India's changing demographics, noting a rising desire for personalised vehicles. He stressed upon the importance of car interiors resembling home and office comfort.
Leading Design
V Sunil, Design Thinker, Brand Architect, Co-Founder, Motherland, Founding Trustee, Kochi Biennale Foundation shared insights from his illustrious career in advertising and brand building. Reflecting on his work for IndiGo Airlines, he said, “We literally looked at each touchpoint of what the passengers actually go through and all the pain points when we started work.”
He discussed the ‘Make in India’ campaign, which he described as ‘almost like an industry revolution’. He emphasised the power of design, stating, “Can design influence a project like this? Can it influence the soft power of the country? Can it influence cultural diplomacy? In my view, yes, it can. But, with the right partnership and right collaborations.”
Through his case studies, Sunil showcased how design can transcend traditional boundaries and shape cultural narratives, ultimately becoming 'a pop culture milestone' when executed with strategic partnerships and collaborations.
Principles Of Good Design
Lulu Raghavan, VP, APAC and MD India at Landor, shared her vision for the future of design. She emphasised the need for inclusivity, multi-sensorial experiences and sustainability.
Calling for immersive and human-centric design, she said, “Every brand should think about sustainability, not as regulation, but something that can create competitive advantage.”
Raghavan highlighted Landor's work, including the ‘(Access)ories’ platform for inclusive design and the rebranding of the Milan opera, which created a multi-sensorial experience.
“While technology has democratised good design that connects to business strategy and is brought to life across touchpoints is still not easy to produce,” she advised designers, emphasising the need for curation skills and embracing the shift to digital and virtual.
Mentorship And Creativity
Aditya Bhat, Head of Jio Creative Labs, emphasised the critical role of mentoring young minds and talent at the summit. “Hiring the right talent is one of the biggest challenges. We have to work with young minds, groom them to come up with ideas, concepts and strategies,” he said.
During his conversation, he shared the vision of Jio Creative Labs in nurturing young talent in the creative industry.
Along with this, he shed light on his past campaigns, stressing the importance of consumer perception over creative beliefs for marketing success.
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