Life.Design.Culture.Happiness
The following is an account of Rachel Evans’s experience as a GDC Student accompanying the BC delegation to Havana, Cuba for the Icograda World Design Congress in October, 2007.
I have always been one of those unusual individuals that loved school. Having recently graduated in April after six years of university, six different schools and a total of nineteen years of consecutive schooling, September approached with much mourning. Having attended Emily Carr Institute for four years, home had become an environment that fostered learning, community, creativity, personal expression, social responsibility and an overall ambition to make the world a better place. I got accustomed to days full of inspiration, which made me feel whole and alive. This fall brought with it much melancholy, as it seemed everyone was back to school and I was now alone in the real world without my tight niche design community.
A ray of sunshine hit me when I received an email informing me of an incredible opportunity to converse with great designers from around the globe “explor[ing] the possibilities of the relationship between culture and design” in Havana, Cuba. The theme, design and culture, also happened to be the basis for both my final grad projects at the end of my design degree. It felt as though my heart was palpitating out of my body when I went to return a call to Mark Busse, the president of GDC/BC. I can’t remember the last time I felt so incredibly happy when he announced I was chosen to join the BC delegation going to Cuba. As I ran around the house with my arms up in the air I remember thinking: “my life is going to change. I’m going to be actively participating in the largest international design congress in the world. Cuba and the design industry here I come!”
The Icograda World Design Congress was composed of a two day Educational Conference and a three day International Conference. The larger International Conference began with speaker Paola Antonelli. Paola, an Italian American and Chief Curator for the Department of Architecture and Design at MoMA, spoke about design as the humanization of information and technology to improving the human condition. Her lecture was incredibly inspiring, quickly addressing my hope that the Congress environment would allow me the opportunity to look at the bigger picture and see where design is going on the world stage. Her lecture demonstrated the far-reaching scope of design, which in turn opened my mind to new avenues of exploration. The design pieces she showcased confirmed her statement that “design is the highest expression of human creativity.” Paola’s words got me passionate about being part of such an innovative field by showing design’s power to make the world a better place. Her lecture acted as a perfect primer, activating my mind for everything the conference had in store.
As an aspiring world designer I was very excited to be surrounded by some of the world’s top designers. One such designer, and a role model of mine, is Paula Scher of New York’s Pentagram. An opportunity arose to meet her at the opening of one of the Congress Exhibitions, Graphic Cuba at Casa las Americas. It was wonderful to discuss her work, process, and life. What I found particularly inspiring about Paula is her ability to do work both for herself and for her clients. I asked her about this and she attributed it to being able to work for clients during weekdays in the city and for herself on weekends at her summer cottage. As a young designer currently trying to find a similar balance, I found her words of advice particularly encouraging. Before having to excuse myself from the conversation for a dinner reservation with the BC delegation, I let her know that she acted as a major inspiration in my design career. Her parting recommendation was that I look into a local BC designer, Marian Bantjes. It was encouraging to know that the person Paula suggested was already a long time role model of mine. Since my trip to Cuba, I have met with Marian and plan on keeping in touch with both of these incredible female designers.
There were many other role models that emerged over the seven day Congress, many of whom I hadn’t previously known, that provided me much wisdom, knowledge and guidance. A few individuals that left me with clear messages were Ellen McMahon (USA), Hazel Clark (USA), Alan Jacobson (USA), Pablo Kunst (Argentina), Lise Vejse Klint (Denmark) and Alejandro Magallanes (Mexico). Ellen McMahon gave an incredible example of a design and culture project in Mexico that conserves coastal land and connects young generations with their environment. Hazel Clark allowed me to see the fashion industry in a new light by examining it from the ground up, providing examples of how to keep cultural techniques alive, how to create products with longer lives and how to implement sustainable practices in the industry. Alan Jacobson is a part of the Rwanda Healing Project, which is an example of how design and art has improved the human condition in many capacities; his talk moved me to tears more than once. Pablo Kunst gave a very refreshing take on the ten design principles, which in essence, stated that respecting design is as important as respecting oneself.
Lise Vejse Klint introduced me to a truly innovative organization, INDEX, that celebrates design that makes a substantial difference in improving life. Alejandro Magallanes work really spoke to the way I think and see, making me realize I must pursue my visions and give them form. He was one of many speakers that used traditional methods, with little to no use of modern technologies, which is an aspect of current design I rarely encounter in my environment. As a designer that tries to incorporate as many traditional methods as possible into my designs, I found it enlightening to see so many of the world’s great creators still designing with traditional methods.
The role models I have just mentioned are only a hand-full of individuals that traveled from countries around the globe to attend the Congress. This gathering of people provided an incredible setting where I could journey through the unique cultures of the world while staying in one location. Personally, I feel the strongest pieces of design are those that speak across cultural, geographical, linguistic and political boundaries. I want to study cultures from around the world to grasp what resonates with different demographics. The Congress provided in depth case studies that looked at various cultures from around the world. This exposure and education has given me a solid foundation, which will aid me greatly when working with, and in, various parts of the world.
The Congress not only taught me about world cultures, it immersed me into one of the world’s most culturally rich and diverse societies: Cuba. During my volunteer time I was able to see its inner workings and meet the people that make events like the World Design Congress happen. I also had the fun experience of volunteering alongside locals working at the Congress. Everything moved on Cuban time! Certain events affiliated with the Congress were truly touching for their ability to insert you right into Cuban culture. One such event was called A Gutiarra Limpia Concierto by Eric Mendez, which took place in an open courtyard in old Havana at the Centro Cultural Pablo de la Torriente Brau. The amazing atmosphere was heightened as I sat surrounded by local fans singing along. My lack of Spanish comprehension was no disadvantage as the music alone created a truly inspirational environment. That surreal atmosphere has left a clear etching in my memory that will last a lifetime. I have always felt that traveling is an all encompassing learning experience.
Observing new cultures, customs, languages, landscapes, architecture, colours, museums, galleries, dance, music, illustrations, typography and all other forms of expression truly enrich my design practice. Experiencing Cuban culture really fed me as a person. It made me look at my own life and re-evaluate what is important to me, reminding me to live for the present and not so much in the future. Life there is not about getting ahead it is about enjoying your ever day. Paradigm shifts are so important for they shape the course of your life and in my case what messages I will send out to the world through my design.
Attending the Icograda World Design Congress was a gift that will keep giving. I left Vancouver a recent graduate with out a sense of community and returned from Cuba a professional with a newfound place in the international design scene. With this opportunity comes great responsibility as, in the words of Lise Vejse Klint (Denmark), “if you have the ability to response [sic], you also have responsibility.” I had many questions going into the Congress regarding life and design. The Congress did not necessarily give me all the answers I was looking for but did provide many paths for me to explore. Paola Antonelli showed me the potential and power that design has in making the world a better place. Paula Scher taught me the importance of balance in life.
Other designers from around the world taught me that there is limitless possibility in design and that you can leave an imprint and make a difference in any way you choose. Cuba taught me that enjoying life is as important to a designer as the products they produce. “We need to react to our experiences” said Pablo Kunst (Argentina), one of the Congress speakers, so I plan to take what I have learnt through attending the Icograda World Design Congress and collaborate with like-minded designers on projects that aim at bettering the world. As Omar Vulpinari (Italy) stated at the end of the Congress, “alone we go quicker but together we go further.”
I would like to thank the Society of Graphic Designers of Canada, Icograda and the sponsors for this lifetime opportunity that continues to provide me with tremendous growth as an individual and as a designer. I’m looking forward to seeing you all in Beijing for Icograda 2009!
Click here to view Rachel’s complete set of photos from Cuba
August 6th, 2009 at 5:57 am
It sounds like you got tp experience a great part of Cuban culture. This amazes me- not many people truly get to. Congratulations and a great post. thanks.