Modern New Zealand design
culture is precedented from globalization rather then the New Zealand heritage.
Globalisation was a new concept that developed since the middle of last
century and has accelerated in the last 25 years. This evolution of change has
seen to increase interdependence between
the global societies (McLennan, McManus &
Spoonley, 2010) and in my opinion; it is precedential and influential on the
modern design industry in our country. The New Zealand design culture has
benefitted from globalization, as it is a positive precedent for helping the
design culture and industries onto the world stage with technology advances,
the internet, marketing opportunities and mass production manufacturing.
Throughout the world, New Zealand has been associated with commodities such as
wool and wood for decades and this positively enhances our clean, green, out door
positive stereotype that enhance the marketing and influences on the design
industry. Globalisation plays a huge part in world today; this is due to
international trade and the subsequent influences on the economy and advancing
technologies also play a big part in the design industry. Manufacturing, mass
production, the internet, computer based technologies and the global markets
are just some factors that make globalisation a major section of the modern
design culture.
I feel that design has its only visual language
that shouldn’t be isolated to separate counties and cultures and globalization
has provided and will continue to provide a positive way to break language
barriers across our developed world. It is a positive benefit in bringing the
global design together, to extend technologies and future design paths. Mass production manufacturing processes were
developed in the early 1900’s and at that time, most factories where located in
the country where the product was designed in, such as America and the United
Kingdom. Over time this pattern has changed and today most of the worlds design
products are mass-produced in China and India (Bryson & Rusten, 2010). This
change has evolved due to cheaper labour and the space and resources to produce
a wide variety of products in the Asian counties. When discussing the
progression of change towards globalization, Van Deursen (1995) said that as
the manufacturing of design changed from domestic
to international to multinational to full globalization; the changes in product
perceptions must also have the ability to communicate to the broad
international consumer mix.
Global manufacturing is seen to have been used
to increase global value chains, to increase the rate of technology extraction,
to increase the acknowledgment in people and skills and to move to a low-carbon
economy (Bryson & Rusten, 2010). Within this I consider that technologies are also always advancing and in the global design industry
companies need to be aware of the new technologies entering the market and know
how it could either benefit or affect their companies. In the modern design
culture the new technology of 3D printing is a growing part on modern designs
and designers are faced with considering how to make new ways to incorporate
this new technology. The Internet is a large part of modern design
globalization as most information is accessible all over the world and with
this designs published and showcased on the internet can be easily used as
precedents for global designers. Prior to the Internet with very accessible
information and international concepts, New Zealand based designers were not so
influenced by designers in foreign countries. Without such a high speed
internet based communication that is available these days, there wasn’t such a
vast and broad based selection of design projects and plans available as part of
the precedents that local designers can now develop their work from.
In modern design marketing emphasizes the Global
Market, Bryson and Rusten (2010) indicated that even though design is the main
role in the product and the consumption; marketing and brand creation is how a
brand creates and manipulates customer demand not the design of the product. I
consider that this concept needs to be a paramount factor in the design culture
of New Zealand. Globalization means that
we now live in a thoroughly interconnected world, this means that what happens
in other parts of our world, has a deeper and faster impact on what happens at
‘home’ than previously. With this interconnected world and constant and greater
international influences via the Internet on how we design; globalization is
seen to even blur the boundaries between ‘home’ and ‘elsewhere’ (McLennan,
McManus & Spoonley, 2010)
Design is such a broad industry with a wide
variety of specialties, which include computer fields linked with graphic or
game design, electronics linked with lighting or constructing 3D printing
devisers, through to workshop tools such as lathes, routers and laser cutters.
Industrial design includes ergonomics, product performance, aesthetics and the
relationship between the product and the consumer (Bryson & Rusten,
2010). I consider that today’s design culture is influenced by both past
examples of global designs and our countries’ culture. New Zealand is known for
its kiwi ingenuity and innovative thinking; we also take pride in our clean green
image. But as New Zealand is still seen as a relatively ‘new country’ we are
more open to adopting other cultures and designs into our work. New Zealand is
a multi cultural country integrating a lot of European and Pacific customs and
social norms into our culture. In the design industry we use our New Zealand
commodities to help promote our designs such as New Zealand woods and merino wool
to create our high-end design products even though the designs themselves have
be adapted from past precedents of global designs.
As part of the research for this assignment I have considered the
history of design from Greek Neo Classism, Italian Renaissances, Art Nouveau,
Bauhaus, Art Deco and Pop Art. These designs did not originate in New Zealand
but in my opinion they still all interrelate and act as precedents for the New
Zealand design culture. When considering the Greek designs such as Acropolis and their temples these were built around 500BC,
which was thousands of years before people settled in New Zealand. However, I
think that they are an example in history where people copied and developed
designs from these monumental architectural buildings, and these can be seen in
the design of buildings and monuments throughout our country. These simple
geometric designs are still incorporated today throughout the developed world
due to the strength and aesthetics these design appeal. Archeologist have found
clay bowls and plates from ancient Greece dating back to around 100BC still
similar shapes and sizes that are used today, it shows how some “classic”
designs haven’t changed over time, but the using new materials has developed as
technologies have advanced.
Over time styles have developed
and changed around the world. In my opinion these changes have been due to
social and economic changes in the different cultures and sub-cultures and this
has influenced the appearance and technique used to make the design. Examples
of these are the Bauhaus design, which is reflecting, in pre-war Germany or how
the Pop Art reflected the changes in social norms, protocol and freedom. Like
most aspects of the developed world, design is ever changing with the
expression on the world and the sub cultures of the designers.
Taylor (2010) stated in a New
Zealand Herald interview
"Understanding the different historical elements that are built
into something gives you different references to choose from when you are
deciding how to use it - whether it is a piece of furniture, a textile or
whatever" (cited Telford, 2010) I have noticed that some small things in
the New Zealand design culture that most people wouldn’t even notice are a form
of globalization: An example of this is
with “Citta Designs”, a New Zealand furniture and home wear design store, that
seasonally brings out a new line of products that have been inspired by a
different part of the world such as Greece, India or New York. Mixing the New
Zealand design culture with other cultures of the world through imaging,
colours, textiles and patterns (Citta, 2014). This mix of cultures targets the
New Zealand market which helps indicated the multi cultural aesthetic of the
New Zealander perspective.
I consider that most New Zealand designs aren’t
based on historical references, but they are more seen as novelty art pieces.
In my opinion this is because design based around New Zealand heritage wouldn’t
have a high chance of being showcased on a global scale. As noted before
marketing plays a large roll in the global market of design; even though this
could cause some controversy within the design industry this does need to be a
factor of consideration as marketing doesn’t identify the designers of the
product, but the brand behind the product. This market and brand focus is the
way the modern world is currently organised
as the economy and income are deemed essential, and seen as a higher focus than
who designed the item or concept in the more economically developed countries.
“We now have an economy powered by human creativity, in virtually every
industry, from automobile to fashion, food products, and information
technologies itself, the winners in the long run are those who can create and
keep creating” (Florida, 2002: 5).
New Zealand still has its own
style in design but it still looks to globalization for input on where and how to
move forward and analyzing how other countries are finding new ways to push the
boundaries and create attention. As out lined previously we are known for using
our commodities for creating our design for example the ZESPRI and Scion spife
that is made from bio plastic material that incorporates kiwifruit residues,
this is not only a new breakthrough material but it help represents the
positive stereotype that New Zealand is ‘Clean and Green’ by making
environmentally friendly deposable spife (The ZESPRI biospife, 2013). While in
fashion design, New Zealand designers are using merino wool as material, helping
to promote the New Zealand sheep and wool industry as a world-renowned diverse
fabric with such companies as “Ice Breaker”. The design of these clothes may be
similar designs to other global outdoor and sport clothing brands, but its advantage
on the global market is the use of New Zealand merino wool (Icebreaker,
2014).
Design and other Visual Media
should enhance and promote the idea of globalization in their communication; as
they have their own language that can be expressed between different countries,
cultures and languages, as there are no verbal barriers with design as it is an
interesting mix of different materials, aesthetics, manufacturing types and
product purposes that are used as communication. Through globalization it increases
interdependence between the global societies. As part of this assignment I have
considered websites that share designs on its database such as the Shapeways
Market Place where different users can upload their 3D printable files onto the
database and other users can pay for them to be printed. This process is a
positive outlook on the benefits of globalization and one aspect as to how the Internet
can help countries with language barriers communicate through design. Shapeways
is a company that allows people from all over the world to upload their 3D
printable designs and offer 12 different material options such as sandstone,
plastic and sterling silver to print your designs (Shapeways, 2014). Companies
like Shapeways help demonstrate the positive effects on globalization in the
design culture as anyone around the world can use the facilities and can see
what other users have produced and subsequently extend their personal design
concepts and projects. When considering a New Zealand company SketchChair I
learnt that this organization has created a website that allows people the
independence to design a digitally fabricated chair to fit their personal
ergonomics and personal preference. (SketchChair, 2011), this is another
example of positive globalization in the New Zealand design culture.
Globalization is such a dominant
focus and integral aspect in the modern developed world and it is only
increasing with the use of new technologies and the creation of new internet
interacting sites and in my opinion this brings people from all over the world
closer. Current New Zealand designers are more influenced by the global market
with the high-speed access of information on the Internet than previous
generations that were more influenced by verbal communication, photos, books or
television. Future designers will have an even greater influence from
globalization as the technology is further developed and I consider that this
will be a more influential precedent in design throughout the future decades.
New Zealand is a multicultural society and seen as a “new country” when
compared with European or Chinese cultures. With this limited wealth of
heritage in the design culture the introduction and subsequent growth in
globalization over the last 25 years, this has been very influential for New
Zealand designers and added to how we promote our designs the global market. I
consider that this has enhanced New Zealand branding internationally and added
to our economy. I believe that the New Zealand design culture should continue
to embrace globalization as a way of advancing knowledge and extend the
limitations on a global scale, as it provides a wonderful medium to connect
with other countries where language is not a hindrance and the various aspects
of each culture contributes to the precedents for our future designs.
Bryson, J. R., 1963, & Rusten,
G. (2010). Industrial design, competition
and globalization. Basingstoke, UK; New York: Palgrave Macmillan.
Citta Design. (2014). Our story. Retrieved from http://www.cittadesign.com/our-story
Florida, R. (2002). The Rise of the Creative Class and how it’s
Transforming
Work, Leisure, Community and Everyday Life. Basic Books, New York.
Icebreaker. (2014). Icebreaker New
Zealand merino wool clothing and apparel. Retrieved from
http://nz.icebreaker.com
McLennan, G., McManus, R., Spoonley, P., (2010). Exploring Society (3rd ed.). Auckland, New Zealand.
Pearson.
Sciences Learning. (2013, May 20). The
ZESPRI biospife. Retrieved from http://www.sciencelearn.org.nz/Innovation/Innovation-Stories/Biospife/Articles/The-ZESPRI-biospife
Shapeways. (2014). About us.
Retrieved from http://www.shapeways.com/about?li=footer
SketchChair. (2011). About Us.
Retrieved from http://www.sketchchair.cc/about.php
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Van Deursen, G. (1995). The globalization of design. Appliance
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