Creatie van reclame, advertentie, commercial, billboard, verpakking

Culturele hybriden

Lava werd eerder dit jaar verkozen tot European Design Agency of the Year, de belangrijkste Europese prijs voor ontwerpbureaus. Drijvende krachten Anne Miltenburg en Hans Wolbers kijken echter ver over de grenzen van Europa heen. Hun blik is vooral gericht op het oosten. Niet om een graantje mee te pikken van de snelle economische ontwikkeling in de Oriënt, maar uit interesse – vooral in lokale designculturen die niet per se meegroeien in de westerse ontwerpcultuur – om te leren en om bruggen te slaan. De mensen die ze naar voren schoven voor deze Creatie hebben geen bruggen meer nodig. Zij bewegen zich moeiteloos tussen verschillende culturen en manen ons om onze moralistische westerse bril af te zetten. Culturele hybriden zou je ze kunnen noemen. De westerse wereld kan nog veel van ze leren.

cover creatie okt 2010 2

04 Standplaats Beijing

Fotografie Liu Gang van Central Academy of Fine Arts (CAFA) – met dank aan Ruben Lundgren van WassinkLundgren

Ruben Lundgren

En twee korte, ongecensureerde interviews met Chinese uitwisselingsstudenten:

1. Lee嗣洋
What’s your name, age, what do you study, and where in The Netherlands?
Siyang Li, 22 years old, studying Graphic Design, now in Rotterdam.
What’s it like to study 24/7 at CAFA? Why is it always open, 365 days a year?
In China, especially in Beijing, the majority of Universities would open, 365 days a year. But it doesn't mean that we have to work there for the whole year, university just wants to provide more convenience to us. Actually, for me, I love to visit museums, search information in libraries for inspiriting myself. If we want to study in studio, feel free to utilize it.
What’s the ultimate goal? How are you trained, what’s the academy’s vision?
I reckon that the improvement of the design feeling through communicating with classmates is the final goal. Usually, I read various design magazines, and visit a variety of exhibitions. As for academy's vision, that is the enhancement of the sensibility of the graphic design.
How is it to study here in The Netherlands? What is your goal here?
It's cool. Because there are a lot of difference between studing in China and Europe. I engage in European cultivate and design circumstances, therefore I chose Netherland to enrich my profession.
Who pays for your tuition?
By my parents and myself.
What’s in essence the difference between (education) in the Netherlands and in Beijing?
In CAFA, professors prefer to focus on team work. They think that we are able to learn from one anther. By contrast, professor culture us to think and accomplish assignment independently in Netherland.
What would advise Dutch / Western teachers and students?
The week before last week, I got a homework about poster, creative work. When I finished it and gave it to professor, he just encouraged me to keep going. But as an eastern student, I have slightest idea about what kind of creative work is right direction or wrong.
And what, education wise, would you like to take back home with you?
I think the most important thing is "share". In the class or in our part time, my classmate always show their works to us, and all of us pleased to give advise to them.
What’s your personal background, why did and do you want to become a (graphic) designer?
I've been learning and practicing in major graphic design in CAFA since 2007. I chose graphic design as my major in 2008. I think that graphic design is the most important in all kinds of design majors due to everything needs graphic design. With the development of the Chinese design career, to be a graphic designer will get more opportunities and challenges.
How would she describe the energy and soul to the Beijing design scene?
It's promising. Graphic design will become more inportant in Beijing, and the folks will pay much more attention to graphic design and graphic designer.
What’s your personal goal, dream [as a designer]?
I will open my own design studio in Beijing, or become a teacher, teach graphic design, in CAFA.
And finally, do you have a personal website / url?
Yes, but only in Chinese http://blog.sina.com.cn/cafalisiyang. It's about what I interesting in and what I do in these days. I am creating anther website about my works, in english, soon.

2. Wang Yalin
What’s your name, age, what do you study, and where in The Netherlands?
My name is Wang Yalin. I’m 23 years old . My major is graphic design in CAFA design department as an undergraduate student, and now I’m in Rotterdam as an international exchange student.
What’s it like to study 24/7 at CAFA? Why is it always open, 365 days a year? What’s the ultimate goal? How are you trained, what’s the academy’s vision?
I don’t really know why CAFA is open 365 days a year, but for me it means that I can choose whatever time I want to do my homework in my studio. Both day and night I can use the computers, internet and the quiet space for free. At night there is always a best work place in the empty studio if you have some “noise” video to finish:) While for different people the ultimate goal is also different, but CAFA taught us to love our job and to love our life, it’s quite important for us. To live happy and do what you want in CAFA is the best thing the college presented us. It’s my 4th year and also the last year in CAFA undergraduate department, the first year we were taught to painting and other basis skills in CAFA’s base department and we can made our decision what we’d like to learn in our sophomore year in school, I chose graphic as my major. The second year, as we have already chosen our major, we are taught to do some professional course to understand what is our major. As a graphic student, we have book design and layout course, media interactive course, information design course and etc. Each course took us about 1 month by ourself or with us study team(always 4-7 students in a team). The third year we can choose our studio to do a deeper explore in our major. Each studio is different form the others and has it's own field. I chose studio 7 in CAFA, it’s professor Xiao Yong's studio and famous for it’s international view of art and design. I did both the school course and studio works this year. The academy's vision is to make us what we want to be and what we love to be, both in our major and our life. It makes you feel lightheartedness and strain while study in CAFA.
How is it to study here in The Netherlands? What is your goal here? Who pays for your tuition?
The biggest problem study in the Netherlands at the beginning for me maybe is not the language difference, it’s a fear to communicate with other people. So to be confidence to talk, to express, to communicate is my goal. I want to know more about European designs and make friends with different people, all I want to get is a great study feeling I can gat here. To know, to study, and to make progress. As an exchange student, I don’t have any tuition. I earned some money by design for some companies when I was in China, I used the money for my life here.
What’s in essence the difference between (education) in the Netherlands and in Beijing?
In the school of the Netherlands there are many students from other countries and the teachers can teach us in English, but there’s rarely team works and people always can’t know other people's study tenor. In Beijing maybe it’s not so many foreign students in our class but we are think much of communion and cooperation. It’s maybe a principal skill to communicate and work with other different people.
What would advise Dutch / Western teachers and students?
Now we Chinese students are totally different from the Chinese people of the olden century. Please do not judge us from your old story or history books. Please accept us and communicate with us, you’ll love to do that. Culture diversity makes the world beautiful.
And what, education wise, would you like to take back home with you?
To be confident and do not fear to practise:) What’s your personal background, why did and do you want to become a (graphic) designer?
How would she describe the energy and soul to the Beijing design scene?
I came from a very small town which is famous for it’s beautiful springs landscape. I really didn’t know much about design until I went on my high school. I like to draw pictures when I started to remember things and maybe that’s why I chose an art institution when I face to my National College Entrance Examinations. At first I want to be a animator but when I in my first year in CAFA, I know about some famous graphic designers and their works really impressed me! Irma Boom, Stafan Sagmeister and etc. I was wonder why they can shock so many people by just a little book! I know that's the charm and beauty brought by the graphic design, so I want to be a graphic designer. In Beijing there are many great-hearted designers and the design atmosphere here is passion. You can find abundance different culture developing harmonious in Beijing design scene.
What’s your personal goal, dream [as a designer]? And finally, do you have a personal website / url?
I want to design what I like in the future, especially to design interesting books which can makes me really pride of them maybe my personal goal. My personal website is making now, I want to open it at the day of my graduation.

06 Interview gasthoofdredactie

Lava op locatie

bologna jeroen

Jeroen Disch geeft een workshop magazine maken in Bologna, georganiseerd door de Italiaanse BNO.

china hans

Hans Wolbers als jurylid in Beijing.

kuweit

Reza Abedini en Paul Hughes overbruggen vanwege de hitte in Koeweit alle afstanden met de taxi (tijdens een project met AlSabah Gallery).

ruben en mark

Ruben Pater en Mark Kamau van multimedia opleiding Nairobits (in Kenia) werken samen met Minibuzz, een lokaal tv-programma met mensen van de straat over politiek.

mali

Anne Miltenburg in Mali met autopech: ‘Hulp arriveerde uiteindelijk in de vorm van paard en wagen.’

14 Standplaats Durban, Zuid-Afrika

Durban Disturbance Studio

16 Interview Alvin Chan, design director Nike EMEA

Chans eigen site

alvin chan

20 Standplaats Moskou

Дизайн-студия (Open! Design Studio)

22 PetPunk

Anne Miltenburg van Lava: ‘Dit filmpje hebben ze helemaal zelf gemaakt zonder audiovisuele ervaring, met konijnen en green screens. Echt heel bijzonder…’ The Magnificent Town of Vilnius

25 Drieluik

The Boys from Brazil Yomar Augusto’s andere, persoonlijke url’s: www.allaboutmybooks.com, www.allaboutmyworkshops.com, www.brictype.com
Gui Borchert, binnenkort creative director Fallon London

nike schoen

Poster van Borchert

Vimeo-kanaal Breno Pineschi van Hardcuore,

inclusief do bem – Açaí Juice 100% fruit (Tic Tic Tac Wafer’s Keyboard)

30 Favoriete creatie

De vliegtuigen van Nja Mahdaoui

nja mahdaoui

34 Standplaats Taipei, Taiwan

De Taiwanese site van de gezonde, lokale fastfoodketen Formosa Chang (succes!)

36 Interview

Talking head Rajesh Dahiya van CoDesign www.codesign.in uit New Delhi

goethe

Voor het plaatselijke Goethe instituut

koeweiden

I.s.m. Koeweiden Postma

Fotograaf Felipe Astolfi vloog vanuit Chili naar het Amazonegebied in Brazilië voor Creatie.

Studio in de jungle MBA Cultural

jungle 1

jungle 2

jungle 3

jungle 4

42 Portfolio Pan

Pans blog

44 Interview Stanley Wong

twee korte interviews

Over redwhiteblue

Over zijn fotografie

Wong: ‘Tijdens de Olympische Spelen in Beijing had Adidas een campagne op enorme lichtschermen, die puur gericht was op Chinezen. Het was vreemd dat een westers merk daar eerder mee was dan een nationaal merk.’

de commercial

print / outdoor

adidas volleybal kl