When most people think about “design,†we generally think of “styleâ€. Cool looking phones, electronics, appliances, clothes, cars, etc. Often times companies apply only a shallow, surface design to these products—either to cover the products shortcomings or to help it stand out in a entire category “me-too†products.
Style is only one facet in the broader meaning of design. A more important part of design requires creating things that have meaning beyond the product itself. What if you could develop museum-quality products that make the world a better place and add value to the bottom line? More and more companies are emerging and transforming to create designs for good and profit.
Design With Conscience (DWC) is a program developed by Enrico Bressan and Tahmineh Javanbakht, co-owners of
Artecnica, The mission of Artecnica is to blend, “art and technology to elevate the purpose and value of everyday objects by using design to enchant, inspire and transform,†Their DWC program takes it one step further where they actually design a process that produces museum quality products with mostly recycled materials, and promoting self-sustaining communities. The function and design of the product extends beyond the object itself and the end results are stunning on several levels.
Design With Conscience approaches world-renowned designers and partners them with artisans in developing countries. Working hands-on with these communities, they create a design and production plan that leverages the strengths of the local community and then trains the artisans to create high-end award winning products.
DWC, leverages the strengths of the local community. For the
tranSglass line, DWC trained enthusiastic Guatemalan workers from a defunct packaging factory to transform discarded wine and champagne bottles into museum quality products such as vases, candlesticks and carafes.
By tapping into the local design motifs, more authentic and unique products are created. For example, the traditional black ceramics created by the Shibido tribe in Peru utilize beautiful, indigenous beaded patterns. These kinds of products command top dollar in the marketplace.
Most impressive is that, by training communities to create these products, DWC is able to help improve the local economy that the community is able to sustain themselves. For instance, a South African wire weaving artist, previously struggling to get by with making tourist chachkeys, can now bring home over $20 for one Stephen Burks’ stool.
The designers and DWC work closely with the artisans to ensure a quality product every time. Their goal is to create products that these communities can develop for 10 years.
People not only purchase these products because they’re beautifully designed and exquisitely hand-crafted, they also buy them because they feel an emotional connection with the people that made them. Even though, initially, people are drawn to the “style†of the objects—more importantly, they’re consciously taking part in a much bigger story.
Beyond the veneer, how can your customers make a deeper connection with the products and services they buy?
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