How was it made „The Book of Trends 2011+”?
This publication was established on the initiative of the Office of the Mayor of Gdańsk. Throughout the year, I visited several of the most important trade fairs, where I observed trends and tried to capture the most significant ones in various fields – from architecture and design to jewellery. Based on systematic observations, but also after analysing a lot of available data, including that resulting from my daily work as a designer, a design „brief” was created as a theoretical assumption for new collections, for which the identified trends became a reference point. The next step was to involve future designers – students from the newly established Studio of Utility Form and Jewellery Design, which I run at the Academy of Fine Arts in Gdańsk. In this way, projects inspired by the themes of identified stylistic trends were created. After a careful selection of student ideas, I approached two industry organisations at the beginning of December – the International Amber Association and the National Chamber of Commerce of Amber with a proposal for prototyping selected projects and co-participation in the project. With the intention of serious cooperation and support for the production of prototypes, only 4 responded – which perhaps does not reflect well on the importance of design in the amber industry. Therefore, it is all the more worthwhile to thank them and mention them once again: ART7, S&A, Jubilex, and Pracownia Z. Strzelczyka. The result of the experiment is around 50 prototypes – from showcase pieces to those that can be serially produced and quickly commercialised. The works were presented at a special exhibition accompanying the publication at the Amberif trade fair in Gdańsk; further exhibitions are planned in several locations, including Malbork Castle, in Rotterdam, during the international symposium of art academies in Zimmerhof, Germany, and at the About Design trade fair in Gdańsk – this time open to the public.
What trends have you described in the „Book”?
We have identified 5 macro style trends, which are confirmed not only in forecasts for the jewellery market but also in almost all areas of authorial design. We have named them, respectively: „RE:interpretations,” „Story telling,” „Inspired by nature,” „City guide,” and „Artvertising.” A detailed elaboration of each theme is complemented by a selection of photographs from all fields of design. Permission to publish their projects has been granted by top product designers: Marcel Wanders, Jaime Hayon, Gijs Bakker, Frank Tjepkema, and many designers of the younger generation, as well as renowned companies with international reach, producing furniture, ceramics, interior design elements, utility accessories, watches, and jewellery. The publication contains 220 pages of current knowledge about contemporary design.
What is the purpose of the publication?
The aim is promotional, and the creators were mainly interested in showcasing amber not only as a piece of jewellery, but above all as a component of contemporary design. We ourselves tend to perceive amber in terms of something unique, and unfortunately, perhaps because of this, it becomes something unique, but not necessarily in the right context – that is, it is perceived as an ethnic curiosity or local folklore. The intention of the publication was to try to show amber as a material from which contemporary, European design is created, which is an integral part of the overall styling of „premium” products. This is a viewpoint that has not been very common hitherto, but I believe that this type of promotion has a greater chance of being positively received by a professional audience than the „martyrological” emphasis on the Polishness of amber. Contrary to appearances, such a universal context contributes more to the promotion of Gdańsk as the Amber Capital of the World – not only according to historical criteria, but also as a place where innovative, forward-looking products are created.
Is investing in design worthwhile?
It is not only worthwhile, but currently indispensable, in order to develop and build a brand. Although design awareness in the amber industry is still at a relatively low level, it is systematically increasing – more and more companies are collaborating with designers, seeking their own path based on design.
Currently – in an era of growing aversion to synthetic materials and frowned-upon displays of wealth – amber has the potential to become a good and resonant topic. And it's begging to be well-packaged and skilfully sold. That's why it's so important to think about it in terms of image, to showcase it in a modern context and the right setting. If we make no efforts in this direction today, it will soon be difficult to build positive associations, which is why the „Book of Trends” aims to highlight amber as an integral part of global design – perhaps by doing so, more people will become interested in it.
Is a continuation of the Book of Trends planned for the coming years?
There is a serious declaration from the Publisher – the Gdańsk City Hall – that this is the case. It would be a shame if this were to be merely a one-off event, especially since the logic of the first edition already shows that the „Trend Book” has become a pretext for creating a mechanism for cooperation between future designers and manufacturing companies, based on professionally structured expert knowledge, which is usually very dispersed and difficult to use skilfully without such an organised compendium. Based on the initial reactions, I assume that the promotional and image effect will be achieved. Currently, the publication will be sent to all significant opinion-forming centers dealing with design, and this is probably the most effective method of promoting amber and finding a new circle of supporters for it. In my opinion, this type of publication should be a cyclical Amberif event and a tool for supporting the premiere collections of young designers, not only from the Academy of Fine Arts in Gdańsk. Universities in Germany, the Czech Republic, and Lithuania have already expressed interest in participating in subsequent editions, so perhaps the project itself will take on a clearly international character.
Downloadable Trend Book: Trend Book 2011+ – source of design inspiration