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Science and Art of Design: Review on the 9th Oriental Design Forum in 2023

Organizing Committee of the Oriental Design Forum

Abstract: The integration of science and art can promote innovative changes in design theory and practice. On September 23, 2023, the 9th Oriental Design Forum and the Establishment Conference of the International Society for Design Science Shanghai Representative Office, jointly hosted by Shanghai Jiao Tong University, the International Society for Design Science , and the Shanghai Art Master’s Education Guidance Committee, were held to explore the science and art of design, and create innovative design logic, design systems, and design methods. The forum invites experts and scholars from both domestic and international academia and industry to express their opinions, exchange ideas, and discuss topics such as the science and art of design, design innovation and its relationship  with the international economic and trade investment, design trend insights, and the cultivation of young rural designers.

Keywords:oriental design; science and art of design; oriental design forum

Figure 1.The 9th Oriental Design Forum and the Establishment Conference of the International Society for Design Science Shanghai Representative Office

On September 23,2023,  the 9th Oriental Design Forum and the Establishment Conference of the International Society for Design Science Shanghai Representative Office with the theme of  “Science and Art of Design ” were held successfully in the Tsung Dao LEE Library at Shanghai Jiao Tong University (SJTU). This conference was jointly organized by Shanghai Jiao Tong University, the International Society for Design Science (ISDS), and the Shanghai Art Master’s Education Guidance Committee. It was hosted by the School of Design, SJTU, the International Center for Innovation and Design, SJTU (ICID-SJTU), and the International Society for Design Science Shanghai Representative Office and its co-organizers included Tsung Dao LEE Library of Shanghai Jiao Tong University, Lian Xi Xiang Ju  (Shanghai) Cultural Development Co., Ltd. and Suzhou Huashun Digital Technology Co., Ltd..This conference also received strong support from the Shanghai Hongqiao International Central Business District,  the Communist Youth League Shanghai municipal Party committee as well as the Jinshan District Committee.

Figure 2. Prof.Zhou Wuzhong, president of ISDS presided over the conference

Figure 3. Ms. Zhang Dandan, Secretary of the Party committee from the School of Design, SJTU, delivered a welcome speech

Ms. Zhang Dandan, Secretary of the Party Committee from the School of Design at Shanghai Jiao Tong University, delivered a welcome speech on behalf of the organizers. In her speech, she pointed out that design is an important driving force for innovation. The latest version of the “Catalogue of Graduate Education Disciplines (2022)” includes the first-level discipline of design into the newly established interdisciplinary category, and the integration of science and art is the largest interdisciplinary intersection. Shanghai Jiao Tong University has an academic tradition of integrating science and art. The reason why this Oriental Design Forum focuses on “design of science and art” is precisely to promote a revolution in design theory and practice in this era of breakthrough innovation, creating an innovative design logic, design system, and design methods. Since its establishment in 2015, the Oriental Design Forum has been held once a year, focusing on design theory and serving the national economy and people’s livelihood. So far, it has successfully held 8 times, of which 7 consecutive forum have been approved by the Department of International Cooperation and Exchange of China’s Ministry of Eduation as international conferences, and have been recognized by the Humanities and Social Sciences Department of SJTU as the university’s “High-end Academic Conference on Humanities and Social Sciences”, It has achieved its original goal of being an international, academic, professional, cutting-edge, and open high-end forum.

Figure 4. Xie Wei, director of the Registration Office of the Overseas Non-Governmental Organization Management Office of the Shanghai Public Security Bureau delivered a speech

Xie Wei, director of the Registration Office of the Overseas Non-Governmental Organization Management Office of the Shanghai Public Security Bureau, delivered a speech at the establishment conference of the International Society for Design Science Shanghai Representative Office and attended the unveiling ceremony for the Shanghai representative office.

Figure 5. The  unveiling ceremony for the International Society for Design Science Shanghai Representative Office

At the opening ceremony, the third International Design Education Achievement Award ceremony was held and the official website of the International Society for Design Science Shanghai Representative Office (http://www.isds.org.cn) was launched.

Figure 6. The third International Design Education Achievement Award

Figure 7. Prof. Frank Hartmann was posthumously awarded the International Design Education Achievement Award

Prof. Miyazaki Kiyoshi, former Vice President of Chiba University in Japan, and  Prof. Wang Shouzhi from Art Center College of Design, USA and School of Creative and Art at Shanghai Tech University, were awarded the third International Design Education Achievement Award. Both of them delivered speeches through videos. In view of the outstanding achievements of Prof. Frank Hartmann, who was the former senator and former dean of the School of Design, and chairman of the Academic Committee of the Weimar Bauhaus University President Association, in the field of innovative research on artistic expression, especially his outstanding contributions to promoting art and design education in China and Germany, ISDS decided to posthumously award him the International Design Education Achievement Award. As Prof. Hartmann’s previous PhD student, ,Prof. Chen Pu from Hamburg University of Applied Sciences in Germany, introduced Prof. Hartmann’s life and academic contributions through a video.

1 Keynote Forum 1: Science and Art of Design

Figure 8. Associate Prof. Wen Xiaojing, director of the department of design, SJTU presided over the keynote forum themed on “Science and Art of Design”

Figure 9. Li Xinwan, executive director of  Tsung Dao LEE Library, SJTU delivered a speech

Li Xinwan, executive director of Tsung Dao LEE Library at Shanghai Jiao Tong University, noted in his speech “Mr. Tsung Dao LEE’s Thoughts and Emotions on Science and Art” that Mr. LEE often said that science and art are two sides of a coin, and their common foundation is human creativity. Mr.LEE pioneered the history of Chinese people winning the Nobel Prize in Physics. He was also a pioneer in promoting the development of China’s science and education, as well as a wise messenger advocating the integration of science and art. The speech vividly showcased the charming world of integrating science and art, as well as Mr. LEE’s exploration path on this. On the occasion of the 10th anniversary of the establishment of the Tsung Dao LEE Science and Art Lecture Fund, the speech demonstrated the process of building a science and art exchange platform, showcasing the creative collision between science and art over the past decade and the fruitful achievements in supporting talent cultivation.

Figure 10. Prof.Shan Shilian from the Department of Cultural Industry Mangement, SJTU delivered a speech

Shan Shilian, distinguished professor and director of the Department of Cultural Industry Management at Shanghai Jiao Tong University, gave a keynote speech titled “Observation and Reflection on the Development Status of China’s Cultural and Tourism Industry“. He explained the connotation, nature, and ideals of the cultural and tourism industry in the background of the new era, the new generation (born after 2000), new life, and new policies, emphasizing that the cultural and tourism industry is a new form of an industry, a new way of life, and a new spiritual pursuit; Analyzed the three structural elements of cultural capital, creative talent, and spatiotemporal landscape in this industry; Finally, he reflected on its current situation from four aspects: maintaining the cultural character of the cultural and tourism industry, handling the relationship between supply side structural reform and demand side management to effectively attract consumers such as Generation Z, discovering and inventing a “sense of locality” to avoid homogenization and standardization, and adhering to the principle of simultaneous development and protection to protect the human and natural ecological environment.

Figure 11. Prof.Zhang Hepeng from School of Physics and Astronomy, SJTU delivered a speech

Zhang Hepeng, as the Young Changjiang Scholar from the Ministry of Education and the professor at the School of Astronomy and Physics of Shanghai Jiao Tong University, gave a keynote speech on “Simple Rules and Complex Phenomena“. He used examples from the fields of physics and mathematics to illustrate the relationship between simple rules and complex phenomena. Specific examples included fractal patterns such as Koch snowflakes and Mandelbrot sets, critical phase transitions in the Ising model, speckle patterns in the reaction-diffusion equation, and collective behavior in the bird flock model. These examples fully illustrate that when multiple simple individuals interact with each other, unexpected and complex phenomena may arise that individuals do not possess, thus establishing a bridge from simplicity to complexity and providing new ideas for design.

2 Keynote Forum 2: Design Innovation and the International Economic and Trade Investment

Figure 12. Post-doc Xu Yuanyuan, director assistant of the International Center for Innovation and Design, SJTU  presided over the keynote forum themed on “Design Innovation and the International Economic and Trade Investment

Figure 13. Qu Qiuping, former general manager from Haitong Securities Co., Ltd.  delivered a speech

Qu Qiuping, former general manager of Haitong Securities, gave a keynote speech on “Service Innovation in the Wealth Management Market and Insights into Investor Demand“. He said that in recent years, with the rapid development of China’s economy and the improvement of people’s income levels, residents have continuously awakened their awareness of investment and wealth management, and the demand for wealth management has experienced explosive growth. The customer group has also shown a trend of continuous growth and diversification. The goal of high-quality economic development and common prosperity in the new era has injected new connotations into wealth management, while also endowing the wealth managers with new missions. Qu Qiuping shared his personal thoughts from the following dimensions: comprehensiveness, completeness, diversity and innovation of the financial services , flexibility and convenience of wealth management channels, and personalization and differentiation of wealth management solutions. He believed that wealth management institutions must quickly respond to and adapt to changes in customer needs, and develop more comprehensive, professional, customized, and differentiated wealth management services.

Figure 14. Fan Yong, dean of Asia Institute Art& Finance delivered a speech

Fan Yong, dean of the Asia Institute Art& Finance gave a speech on “Art Finance: The Innovative Core of Aesthetic Economy“. Hegel once said, “The highest rational action is aesthetic action”.  In 1972, the Convention for the Protection of the World Cultural and Natural Heritage first linked the concepts of natural conservation and cultural heritage conservation, recognizing the ways in which humans interact with nature and the basic need to maintain a balance between the two. This also provided guarantees for the protection and sustainable development of the cultural and spiritual wealth of all humanity. From the economy of agricultural shortage to the economy of industrial surplus, and then to the rise of spiritual consumption in the post industrial era, aesthetics both at home and abroad have constantly changed with the development of rural and urban areas. The practice cases of art finance empowering rural revitalization and urban renewal innovation are very rich both domestically and internationally! In the future, aesthetics will become the innovative core of social development!

    Figure 15. Xu Zhengbiao, chiarman of Zhongshi Panda Holdings Co., Ltd. delivered a speech

Xu Zhengbiao, Chairman of Zhongshi Panda Holdings Co., Ltd. delivered a speech on “A Creative Methodology for Cultural and Creative IPs Based on the Logic of Intellectual Property Rights Confirmation and Protection“. Once any creative IP wants to realize its value in the commercial field, it cannot do without the confirmation of intellectual property rights and the rigorous design of the rights chain. Therefore, preparing for intellectual property protection in the early stage of creativity is crucial for the industrialization and commercial value realization of IP in the later stage. Therefore, “Chinese Panda” ’s goal of obtaining strong protection of intellectual property rights had been already clear  in its early stage of design. From 2012 to 2014, the design process took a total of two years, during which multiple samples were drawn and overturned repeatedly. The design fully utilized the cultural power of Chinese cultural elements such as Tai Chi and ink painting. After the completion of the Chinese Panda design, it took three years of intellectual property protection before it was finally released. As of now, “Chinese Panda” obtained a copyright certificate from the National Copyright Administration and obtained copyrights from 177 countries and regions. In the creative process, even if pandas are painted to the life, they are only portraits of pandas, with limited commercial expansion, unable to form their own characteristics and recognition, and unable to establish a unique relationship with copyright holders, making it difficult to obtain intellectual property protection. From Chinese Panda’s successful experience: in the perspective of intellectual property protection, cultural and creative creation needs to have originality, distinctiveness, and directionality at the same time. The creation and operation cooperation of Chinese excellent traditional cultural elements IP and cultural overseas brands need to be carried out under the top-level design of intellectual property.

3 Keynote Forum 3: Design Trend Insights

Figure 16. Kong Fanqiang, deputy director from ICID-SJTU and deputy secretary general of ISDS presided over the keynote forum themed on “Design Trend Insights”

Figure 17. Prof. Zhang Zhan, chairman of Shanghai Promotion Center for City of Design delivered a speech

Prof. Zhang Zhan, Chairman of the Shanghai Promotion Center for City of Design, gave a keynote speech titled “Outlook for Building Shanghai into a world-class Design City“. He said that since Shanghai joined the UNESCO Creative City Network in 2010 and was awarded the title of “City of Design”, the creative and design industries have flourished. Looking back at the process and achievements of the construction of Shanghai as a city of design and the development of the creative design industry over the past decade, Shanghai has gathered various social forces to jointly promote the construction of city of design and create a good creative atmosphere. Looking ahead to the future, Shanghai will comprehensively promote the empowerment of design for high-quality economic development, high-quality living of citizens, and efficient urban governance, enhance industrial core competitiveness, enhance urban soft power, build future innovative development advantages, and vigorously promote it as a world-class “City of Design”.

Figure 18. Cai Qingqing, senior partner of Tang Consulting and vice president of ISDS-Meta delivered a speech

Cai Qingqing, Senior Partner of Shanghai Tang Consulting and Vice President of ISDS Meta delivered a speech on “Experience Price Ratio – Insights into Consumer Trends in the Post Epidemic Era“.  Due to the impact of the epidemic and international environment, the Chinese economy has entered a downward channel from the high-speed development state of the past 30 years, opening a new development cycle. Consumers have also undergone significant changes in their consumption behavior and attitudes based on changes in the current economic situation and future expectations, returning to a more rational consumption model. However, in the past few decades, there has been a significant inertia in the demands and habits of consumers in terms of consumer experience, and the younger generation also has its own definition of so-called “rigid demand”. How to help the “budget conscious” new consumer group find new consumer exports is a huge challenge and new opportunity faced by brands and businesses today.

Figure 19. Fu Jiong, director of the Institute of Design Trends, SJTU delivered a speech

Fu Jiong, director of the Institute of Design Trends at Shanghai Jiao Tong University, pointed out in his speech “The History and Development Trends of Industrial Colors” that colors have shown great vitality with the development of industry. Colors can demonstrate brand positioning and product differentiation, enhance product added value, and extend product lifecycle. The colors of industrial products contain rich scientific and technological elements and also represent the industrial civilization of different countries. After China’s reform and opening up, industrial development has also entered the fast lane, and a unique color culture has quietly formed.

4 The first International Young Designers Forum

Figure 20. The first International Young Designers Forum

The first International Young Designer Forum was co hosted by Dr. Zhou Zhicheng, Chief Representative of the ISDS Shanghai Representative Office and Dr. Ma Cheng, lecturer at the School of Architecture, Nantong University. More than 150 people attended this forum, including Yu Yuanting, principal staff member of the Grass-roots Work Department of the Communist Youth League Shanghai municipal Party committee, Zhang Peng, Deputy Secretary of the Jinshan Youth League District Committee, authors of the ISDS Best Research Paper Awards in 2023, and doctoral students and postdoctoral fellows from universities and enterprises, as well as the chief designers who won first and second prizes in the “Plant Scenery for Rural Areas Competition” and “China Jiangcun Rural Design Competition”. Besides, experts from Suzhou’s garden and green management system also attended the forum.

Figure 21. The ISDS Best Research Paper Award

A total of 20 excellent papers were selected in this forum, among which 10 authors who won the ISDS Best Research Paper Level Awards presented their academic work at the conference. Prof. Zhou Wuzhong, the President of  ISDS and Prof.Zhang Tianlai from Southeast University presented certificates to the authors who won the awards.

Figure 22. Ceremony for awarding the ISDS young rural designers

Yu Yuanting, principal staff member of the Grass-roots Work Department of the Communist Youth League Shanghai municipal Party committee, Zhang Peng, Deputy Secretary of the Jinshan Youth League District Committee, Prof. Han Bo, Doctoral Supervisor from Qufu Normal University, and Liu Wei, director of the Organization and Personnel Department of the Suzhou Garden and Greening Management Bureau, awarded the ISDS International Young Rural Designer Certificates to 66 designers who won the first prize in the rural design competition guided by ISDS.

Figure 23. Group photo of the attendees

“Oriental Design Forum” was initiated by Shanghai Jiao Tong University. With strong support from all sides,  “Oriental Design Forum” has been successfully held eight times in Shanghai. The first eight forums focused on the construction of design disciplines, oriental design philosophy,  the Belt and Road and oriental design, regional revitalization and overall design, the comparison of eastern and western design, life aesthetics and innovative design, rural revitalization and oriental design, the metaverse and innovative design, and achieved fruitful results. Since this forum, ISDS Shanghai Representative Office has joined the organizers. We believe that this forum will continue to improve to be more high-end, pragmatic, and vibrant, and will be favored by more and more scholars, especially young design professionals, to achieve its goal of becoming a prominent academic brand.

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