Collaborations between designers can be difficult when at times we consider ourselves to be the superior decision maker. When an idea exists in the mind of an individual it can take a very special relationship for this to develop in a way that the initiator had imagined. Reflecting on the lectures this week, there have been examples of projects that have been inspired and have developed through a collaborative process. The work for the D&AD festival that encourages people to make a mark and generate designs and concepts uses a starting point common to all creatives. Make a mark was a concept that saw collaborations and shares ideas developed that created a visual language for the festival. Storytelling through image and idea can be difficult at the best of times, however, through a collaborative approach, the idea and concept should be refined and is able to be developed with clarity and precision. Maybe in some cases, conflicting ideas can occur but the work between two or more ideas has produced some interesting concepts.
The collaboration between the furniture designer Tom Dixon and the furniture giant IKEA was like David and Goliath joining forces. Tom Dixon has developed his own brand of high-end items using the best of materials. IKEA brings design and style at an affordable price, so the idea of these two workings together, bringing a high-end designer to the masses had benefits for both. The concept for Dixon was to develop a product that evolves as life changes. Working with IKEA he talks about the usability of furniture and materials in a way that suggests we have a throwaway culture and The initial concept for IKEA was a baby’s cot that would evolve into a coffin. Dixon wanted to play on this idea of total sustainability and carrying furniture with us. IKEA did not go with this. However, what did come from this collaboration was a Bed Sofa. Dixon was adamant that his latest idea would revolve around the only true piece of furniture that we need. Through research by IKEA, he identifies the change in habits and lifestyles of individuals. Beds are no longer for just sleeping. They can become our offices, our play areas and need to be more versatile and adaptive as we grow.
Delaktig translates as involved, Dixon and IKEA have developed a Bed Sofa that invites you to be involved in the process of transformation. Launched in February 2019, the platform as Dixon refers to this item, aims to transform space and responds to changing lives and environments. Dixon continues and suggests that the furniture is an entry point, a start of something. IKEA has worked with the Royal College of Arts and Universities in New York and Tokyo to develop the concept further. This too adds an element of collaboration to the project. Students were challenged to add, develop and interpret the Dixon design and IKEA have then implemented designs into future adaptations to the platform. Adding more connection points, shapes and ideas to the furniture again add sustainability to the concept.
Collaboration of individuals and teams should be built to enhance the business and not a formality. Not all projects can be approached alone and even in the process of pitching for, working with clients and delivering work there is a process that encourages the collaboration of inidividuals. Adopting the double dimond approach of discovery, defining, developing and delivering encourages the approach of working with others at any given stage. In the case of Tom Dixon and Ikea it is this collaboration that helped define the parameters to the brief. Dixon had an idea that responded to IKEAS initial requests but it is the processes and aproach to design that IKEA bring this collaboration that defines the whole project. Dixon presents a design and a concept but the project is distinctly IKEA and ‘on brand’.
Working with the right team or the right person for each job is essential and should provide a balance of creativity and workflow. All involved in the process need to consider the environment that they work, creating a business model that encourages open conversations and allows autonomy works to the benefit of each project. Individuals should be encouraged to present ideas and responses to situations without the fear of judgement or backlash. Building a collaborative approach to business and a culture within the workforce would promote creativity and productivity. Examples such as Google and other Silicon Valley tech companies approach business and their office culture slightly differently to that of an accountant. The idea of allowing a team to work on projects outside of their daily tasks can build better teams and connections. This was discussed during an episode of EAT SLEEP WORK REPEAT podcast that explored a new work manifesto. The manifesto and podcast asked the question, how do we build better and more productive work environments that encourages collaboration but also celebrates a good work life balance. It is estimated that the British work force are the least productive per hours worked. I can often find myself with so much to consider and do that I can become distracted by other ideas or projects. Working with others helps me focus on projects that otherwise I may struggle to bring fresh ideas to.
Facebook bring the idea of collaboration and innovation together by holding Hackathons where by staff are encouraged to work collaboratively and in areas they may not usually work. This idea of staff coming together and working collaboratively has resulted in new ideas been brought forward. Ideas such as the like button, the live chat and the pride flag feature where users can overlay their profile picture with the LGBTQ colours. This process supports the idea that knowledgeable workers that are encouraged to bring ideas forward will respond in ways that promote innovation. In the case of United Genomes Project, an African research and development project in medicine that supports the open access of research and materials is the driver behind innovation. This collaborative approach to R&D reduced the cost of lengthy research and experimentation that may already exist. Using this data to inform new ideas has been a benefit to the medical development in Africa.
Further examples of collaboration that are striving for innovation and that aim to support a sustainable future are brands such as Heinz and Coca-Cola who are investing billions in the bio-plastics industry with an aim to reduce their reliance on fossil fuel based plastics (PET). Recently Coca-Cola have been branded as the culprits as one of the biggest pollutants with their plastic bottles being found washed up on beaches and wrapped up in plastic bundles in the far east. Campaigns from Surfers against sewage and their work to support beach cleans and promoting consumers to refuse the use of single use plastics, Coca-Cola is the naughty child sat in the corner of this dirty mess. In response to this the brand have been investing in the development of bio-plastics that use the waste material from sugar production in brazil. Their approach to this is that the environment nor the economy should be impacted in the production of this material but it is essential that they develop this product to reduce the impact of plastic pollution on the environment. Coca-Cola have collaborated with Heinz to make use of their production facilities in packaging. This partnership should see some of the biggest brands take a positive step towards changing the sustainability of plastics. Reducing the use of fossil fuels to produce plastic is one way that brands can have a big impact in this.
As with most subjects the more I start to think about it, the more I notice. Its like when buying a car you have an idea of what you would like then see them everywhere. This happened again today when I had noticed two open calls for creatives to work with brands. A post from Intern magazine was seeking writers, photographers and Illustrators to collaborate on a project about a given theme. I was then told about a project between a local univeristy and Surfers Against Sewage, the lectring staff are often approached by brands for students to pitch ideas of work with them on projects to deliver a new insight and ideas. I began to wonder is this a collaboration? or is this just comissioning work. At what point does the balance and input out weigh a collaboaration and become a comissioned work? While Tom Dixon developed the concept and designed the product I believe that their partnership was a collaboration of ideas and principles and both had to meet in the middle to develop and deliever the project. Collaboration seems to be the partnership between people, a team or individuals coming together and inputting an amount.
Pixels and Serifs. 