ddp design fair

Written by Gilhyung Lee (2021 DDP Design Fair Chief Director)

Communication is the evolution of media so what is important is which channel to use for delivering the experiential value based on the point of contact with consumers. It is also important to have a strategic communication that encourages a consumer’s behavior. 

The key elements of traditional analog communication were artistic, metaphor and conceptual while today’s communication is more about real, pataphor and experiential and intuitively moving one’s heart at once and bringing vivid imagination in front of us. It is necessary to have security codes and strategies that make the product’s invisible value visible and held in our hands. One of the ways to solve the consumer's lack of time, lack of interest and lack of trust in the digital age is to trigger a behavior based on intuition and create an experiential environment for consumers through technology.

Nowadays, designers apply Design Thinking instead of their intention, adopt appropriate technology, explore sensory experiences as much as possible, reinterpret things that are thrown away, combine light, space and futuristic elements, pay attention to leisure activities, the pleasure of relaxing, shared values, multi-functions for mobility and transformation and visualize everyday items based on crisis and security codes easily and simply in a playful way to play a role as a curator with multidisciplinary thinking.

The design in the era of the Fourth Industrial Revolution focuses on discovering the inconveniences in daily life based on the convergence of technology and humanity and solving problems from the user’s perspective. In addition, shared designs that add convenience and safety to our daily lives and offer a pleasant environment for everyone to realize the values of public design have been evolving into designs that solve social issues and lead a more sustainable life by going beyond the creation of new forms and objects to pursue a good and happy life and culture based on harmony and balance.

One of the roles of design is to speak publicly on social issues and propose solutions in preparation for the post-COVID “new normal”. In other words, I believe that "A good design is about doing something good.”