Representing The Swedish Association of Designers, I was participating at The Design and Learning Conference 2010 i Brussels recently. The objective of the conference was to explore in depth the multiple relationships between design and learning from a policy making point of view.

The first part of the conference presented the potential of design from different views by keynote speakers within the area. Then the conference  focused on three major areas, learning design; design and education and design and culture corresponding broadly with the European Commission ongoing work on design; on education; and on the cultural and creative industries.

From the conclusions it was emphasized that design is an important sector and has an vital role within the creative economy, and that there will be a board within the Innovation Union for working out design policies for the future invests in innovation and creativity.

After the conference I also got a glimpse of our beautiful European capital, and experienced a fantastic Christmas spirit at the square Grand Place and bought some Belgian chocolate… yummy!

On friday 4 of June we organized a design meeting in Jönköping. The day was arranged by myself and my friend Dag Holmgren, with support from Swedish Association for Designers, SVID – Swedish Industrial Design Foundation and Svensk Form - Swedish Society of Crafts and Design.

It was a really nice day, filled with interesting speakers and opportunities to network and meet new friends. Almost 80 participants, mostly designers but also producers and representatives from swedish design organizations.

Among the speakers we heard Peter Horbury – Vice President of Design at Volvo Cars, Lars Johansson – founder of Profilgruppen AB, Carina Mollsö – Designer at Scandinavian Eyewear, Lotta Ahlvar - Swedish Association for Designers / The Swedish Fashion Council, Gisela Mattisson and Christer Ericson – SVID, Britt-Marie Börjesgård – Svensk Form, Anders Wisth – Designregion Småland / Möbelriket.

A brand new fashion store opened in Västervik – Avenue 68! First of its kind, with a very exciting and different design approach; at least for being in Västervik. The interior is tasteful and elegant, with smart and creative display solutions. Visitors are given this feelings of traveling far away when entering and arrive to a very contrastful place filled with carefully selected fashion from all over the world. So next time in Västervik don’t miss it – ”Avenue 68 – your fashion destination”. Definitely worth a visit!

Design Nation was engaged for building the brand and developing the design concept. We are very glad to be a part of this and looking forward for a long-term cooperation.

Together with Svid, Almi and the business network Design Sydost I gave a lecture about creating value with design last week. The target group was sme companies in the region wondering what design can do for them, and also how and where to get in touch with design.

The meeting was held in Vimmerby (the home town of famous author Astrid Lindgren!). Except of me representing my own company; Design Nation and Swedish Designers, the speakers was Martina Lago from Almi and Johan Malmquist from Addi.

After the presentations we did a study visit to the successful light company Zobra where the manager Michael Engstrand showed us the plant and the products.

When SVID, The Swedish Industrial Design Foundation, arranged a field trip within Design Management, I was there representing Swedish Association of Designers. The place for the study was Materia in Tranås; a natural choice, since the company is really skilled within the area. The comprehensive approach of Materia is very impressive, how every little detail is carefully thought out, and how all together bringing out the core values to get very clear – internally and externally.

Design management is also one of my special working areas. To introduce design thinking in the company strategy – management by design. I often have to prove and convince about the importance of design management. What’s the profit? Well, Materia is the perfect example:
Materia was founded in 1992 by Kersti Sandin and Lars Bülow. Materia has quickly grown into one of the most prominent design companies in the industry, with a turnover on 140 mSEK and 62 employees.

It was a very interesting and informative day, with lectures from Robin Edman – CEO SVID, Lisbeth Svengren Holm – Head of Research and Education SVID, Lars Bülow – CEO Materia and Kersti Sandin Bülow Director of Design Materia.