DesignDesign FrontierismFrontierismDesignDesign FrontierismFrontierism

2011.112011.11

Rich Rich YeongchunYeongchun Park, PhDPark, PhDsamsungsamsung art and design art and design instituteinstitute

About SADIAbout SADI

• Based on Chairman Lee’s vision of design being the most competitive advantage in the 21st century.

Brief HistoryBrief History

• Established in 1995

– in affiliation with Parsons School of Design, offering Communication Design and Fashion Design

• Product Design program in 2005

– independent three-year program

• SADI-UWIC Postgraduate Degree Program in 2010

– MDes (Master of Design) in Experience Design

Mission Mission

• To educate innovative professional designers

• To provide world-class education which fosters critically thinking and a global mindset

• To offer a well balanced combination of design • To offer a well balanced combination of design theory and its practical use

• To advance qualified graduates to promisingcareers in the field of Product, Communication, Fashion, and Experience design

Program StructureProgram Structure

• Foundation 2 semesters

– SADI Leadership Program

– SEP Program

• 2 1/3 years of majors

– Product Design, Communication Design, Fashion Design – Product Design, Communication Design, Fashion Design

• 3 semesters per year, total of 9 semesters

– Plus optional Winter semesters

FoundationFoundation

FoundationFoundation

Communication DesignCommunication Design

Communication DesignCommunication Design

Fashion DesignFashion Design

Fashion DesignFashion Design

Product DesignProduct Design

Product DesignProduct Design

Program CharacteristicsProgram Characteristics

• Diversity of Students• Student Selectivity• Student Selectivity• Intensity of Curriculum• Global Perspective• Support from Samsung Group• Industry Collaboration

Diversity of StudentsDiversity of Students

• Student Profile

– High-school graduates: 40%

– College graduates and major change students: 60%

• Educational background

– Art / Design 44%

High-school

Graduates

College Transfer

2Yr. College

Graduates

4Yr. College

Graduates

– Art / Design 44%

– Engineering 25%

– Business Management 4%

– Other / Humanities 12%

• Age between 18~35

– High-school graduates to professionals

2010 Freshmen

Student SelectivityStudent Selectivity

• Admission process: three stages of test and interview

– Studio technique & document review

– Individual interview

– Group interview and studio project test

• Selective admission and evaluation• Selective admission and evaluation

– Average 1 out of 3~7, based on student merit and potential

– Faculty review with GPA requirement to upper level advancement

Intensity of CurriculumIntensity of Curriculum

• Offering intensive education

– More than average credits of 4yr. colleges in three years

– Average weekly class hours of above 30 hours + 30 hours of assignment expected

– Mandatory projects and internship

– Seasonal semesters: Winter programs

– Field-trips and inter-school workshops

– Intensive individual critique and teamwork evaluation

• Teaching staff and students

– Faculty to student ratio 1:15

– Faculty: full-time 18, part-time 50

– Average total 270 students

Global PerspectiveGlobal Perspective

International Workshops Visiting Professors

University of Wales In Cardiff UK (April 2010)

London College of Communication U.K. (Oct 2009)

Carnegie Mellon Univ. U.S.A (May 2009)

David Cuartielles

(Malmo Univ. Sweden)

Don Tarallo

•• International workshopsInternational workshops and visiting and visiting professors from abroadprofessors from abroad

Carnegie Mellon Univ. U.S.A (May 2009)

IFM France (Aug 2008)

Basel School of Design Swiss (May 2008)

Cranbrook Academy U.S.A. (March 2008)

Carnegie Mellon Univ. U.S.A. (Oct 2007)

Pratt Workshop U.S.A. (July 2007)

MICA Workshop U.S.A. (June 2007)

IDEO U.S.A. (May 2007)

Domus Academy Italy (Nov 2006)

TOYOTA motors Japan (May 2006)

Don Tarallo

(Bridgewater Univ. USA)

Dan Boyarski

(Carnegie Mellon Univ. USA)

Gabriel Fetcher

(Weinmare Univ. Germany)

Support from Samsung GroupSupport from Samsung Group

• Collaborative projects

– Design center, DMC technology research labs, and business divisions

• Seminars and workshops

– Design, engineering, and management experts offering in class tutoring and lectures

• Facilities• Facilities

– Exhibits, workshops, and conference at Samsung state of the art facilities

• Internship and use of other resources

– Visiting lecturers, project review, sound and VR lab. etc.

•• Internship with partner Internship with partner companiescompanies

Industry CollaborationIndustry Collaboration

2008Samsung Electronics, Cheil Industry, Cheil Communication, Amoeba, MCM, EXR

Korea, Kolong, Andy & Debb, Shinsegae-Vov, Park Yoon-jung, Ye-shin print etc

2009

Samsung Electronics, Cheil Communication, Amoeba, D’strict, SK Comm, M-Net,

Hansol PNS, Mu Design, Bread, EXR Korea, Geordano, Andy & Debb,

Shinsegae-Vov, Seo Sang-Young, Elle Sports, etc (total 24 companies)

•• EmploymentEmployment

Shinsegae-Vov, Seo Sang-Young, Elle Sports, etc (total 24 companies)

Communication Design Fashion Design Product Design

Rate 96% 89.3% 100%

Company

Samsung Electronics,

Cheil Communications

Amoeba, Locus, D’strict, etc

Samsung Electronics, Cheil

Industry, EXR, Handsome,

Champion , etc

Samsung Electronics,

D’strict, Hansol PNS,

Chungwoo Funstation,

PDI Lab, etc

•• Industry Sponsored ProjectsIndustry Sponsored Projects

Industry CollaborationIndustry Collaboration

Company 2007 2008 2009

SamsungGroup

Samsung Electronics

Cheil Industry

Samsung Techwin

Samsung basketball

team

• Mobile 2.0

• Vacuum cleaner Design

• White Goods Interaction

• Samsung’s new building

• Information Map/Sign

System

• Bean-Pole Re-form

• New concept of camera

• Product Pattern Design

• Mobile Computer Design

• MDS Concept development

• Advanced humidifier design

• AV Concept development

(Censor Application)

• Bean-Pole Backpack Stitch

Design

• Smart Mobile

Connectivity

• TV Application User

Scenario

• Pair Play Service use case

• Next Generation Media

Hub

• Edutainment Deviceteam

Samsung Foundation

of Culture

etc

• New concept of camera

II

• DSC II

Design

• Camera UI Design

• Character development

• Edutainment Device

• Multicore MID

• Peripheral Device Design

• Museum Souvenir Design

• Motion Graphic

etc

Other Companies

• NIKEWind-Runner Jacket

• Chief Executive MagazineCover Re-Design

• CJ MediaStation Identification

• ESCADADuty free/In-air

accessory

• Korea Management AssociationTrophy Design

• PFiN Illustration • Crown Bakery Idea Design

• AndamiroEnter CI/BI Development

• Suk, ju-sun MuseumKorean traditional Costume

• MediafrontInteractive Table

Music Toy

• TJ MediaKaraoke device

• TencelFashion Garment

• Amore Pacific Uniform

• Chungwoo Fun StationBoso instrument

etc

International Design International Design Competition AwardsCompetition Awards

Total 73 awards during the last five years in three most

reddot design awardlast five years in three most prestigious international design competitions

and numerous other international and domestic design awards

iF concept award

IDEA award

reddot design award

Design Design FrontierismFrontierism

• Product Development Process• Design Approach• Design Approach• Design Process• Design Frontierism

Thank You