In the wake of Tuesday night’s Sydney Indesign industry preview event, one thing is clear: the landscape of Australian design festivals needs to change.
February 19th, 2015
We’ve all heard of Milan, IFSS Singapore, Orgatec, even ICFF New York, but what do any of these events really have to do with Australia? Sure, some of us spend the cash on flights, accommodation – not to mention time out for the office, and for what? To run around sporadically attempting (semi-successfully I might add) to garner significant and relevant content to re-appropriate and expose to the Australian market. These global events – while certainly important – are fleeting, and yield limited benefits because of their limited accessibility.
Here in lies the problem with the current Australian design event offering. All sizzle, no steak, and perhaps most importantly a failure to emphasis the value of experiential content.
In the past 12 months we have seen design events come and go – and for one reason. Long gone are the days where you sit in square trade stand with your product on a pedestal, marketing collateral in hand, and discuss colour and fabric options. The Australian design industry is crying out for an event, which allows them to create an experience; a moment in time where the essence of a brand can be communicated in a global format for a local audience. And the events failing to ride this wave are quickly fading.
The recent Sydney Indesign 2015 preview hosted by Cult proved that there is a light at the end of the tunnel. Here, CEO and Pubisher, Raj Nandan’s message was simple: Think global, act local. With over 26 years in the industry, having been a repeat judge on the Red Dot Design Awards in both Singapore & Germany, as well as a member of the Australian International Design Awards Judging Panel, Raj’s insight into the current needs of the industry suggest that we as a region are ready to take that next step in producing an event which emphasises meaningful content and explosive branded experiences.
This year, Sydney Indesign will showcase the most revolutionary ideas and products from high-end international and local brands and leading architecture and design talent. The event will “unite exhibitors with members of the architecture and design industry in a creatively charged, social, collaborative, curated design event,” says Nandan. “It’s a game-changing way to interface: meaningful and high-impact.”
Sydney Indesign 2015 signals the beginning of a much needed change in the industry; where designers and suppliers can build their brand, make meaningful connections, and communicate with the local market about who they are, what they do and why. This event leaves trade event traditions at the door, and will be the largest and most valuable experiment in Australian design to date.
Be part of the change and join the revolution. Visit sydneyindesign.com.au for more info.
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