According to the principle of design thinking, successful innovation, valuable design, requires a balance of significant multifaceted elements including human values, technology, and business. While technology makes creations feasible and business viability makes them profitable, design ideas usually start with and are triggered by human needs and desires, as it is human nature to want things. Human life is surrounded by objects, artifacts, products, and services designed for human desires at all levels. Physiological needs, psychological, emotional pleasure, and ultimate self-actualization are solved and responded to by necessary commodities, electronic devices, products, and creative activities, respectively. Nevertheless, among different varied designed products and services in the market, one of the most relevant factors that makes some designs more appealing than others is “Desirability”.

Human desire varies greatly and can be achieved through different means and manners, including the products and services consumption approaches. One may fulfill the desire by owning luxury handbags and clothing, while for another it may be attained in painting, designing objects, or creative experiences. In other words, artifacts, whether they are products, art pieces, clothing, or experience, that each person consumes, reflecting not only who the person is, but also a desirable self the person desires to pursue. Therefore, consumer’s desirability is essential for designers and artists to create better designs and services. In response to consumer’s desirability, designers and artists employ their innate skills and creativity to create

innovative design as the means to deliver beautiful/attractive solutions for consumer’s needs and desires. On the other hand, a designer’s vision and desire to improve quality of life also play a significant role. In addition to designing to fulfill consumer’s needs, it’s a designer’s task to inspire and stimulate consumer’s desire for a better living by implementing creativity and aesthetics with a desire to shape a better future.

Considering the importance of desirable consumption and creativity, a dialogue between “an understanding of consumer’s desirability and designer’s creativity” is the key to driving creative industries forward and ultimately creating a desirable future.

Keynote Speaker
Sander Lak

Creative director at Sies Marjan (New York) Designer at Dries Van Noten (Antwerp) Designer at Balmain (Paris)

Education
MA, Fashion Design, Central Saint Martins, UK
BA, Fashion Design, ArtEZ Hogeschool voor de Kunsten Arnhem

Judging Panel: Artists, Professionals in art and design expertise. Inviting Artists: Artists, Professionals in art and design expertise. 

Deadlines:

Works submission deadline: April 19, 2021

Final decision announcement by Judging Panel: April 23-26, 2021.