Invisible: The Origin of Product Identity

The international Alvar Aalto Design Seminar once more invites professionals and students to discuss a hot topic in design. The seminar will be held 21-22 August 2010 in the University of Jyvaskyla main building, which was designed by Alvar Aalto. The seminar is being organised by the Alvar Aalto Academy, and its theme Invisible - The origin of product identity has been conceptualised by Timo Salli, a designer and professor of Applied Art and Design at the Aalto University School of Art and Design.

The seminar speakers chosen by Timo Salli include Naoto Fukasawa, Ross Lovegrove, Inga Sempe, Hans Maier-Aichen, Monica Förster, Simo Heikkila and Clemens Weisshaar.

For the sixth time, the seminar brings the audience top names in contemporary design, featured in lectures and exhibitions. The tradition of Alvar Aalto provides a superb backdrop to the event, internationally acclaimed for its high-quality offering and inspiring, participatory ambience. The seminar brings together established masters, seasoned professionals and students alike. The Alvar Aalto Design Seminar is arranged triennially, alternating with the Alvar Aalto Symposium and the Alvar Aalto Research Conference.

Invisible: The Origin of Product Identity
The 2010 theme of the Alvar Aalto Design Seminar explores the creative process of the designer, something that does not show in the final product. What does the design of an industrial product comprise? How does the designer decide what to show and what not to show? And what is the role of art and creativity in mass production? What is the relationship of commerciality to functionality and beauty?

Speakers will also address the issue of how to design a long-lasting and durable product. What type of corporate setting produces a high-quality result? How does one create a classic?

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