Annual event designed for excellence

PUBLISHED : Wednesday, 19 October, 2011, 12:00am
UPDATED : Wednesday, 19 October, 2011, 12:00am


More than 100 eminent designers from around the world will bring inspiring ideas together at one of the city's annual design events next month.

This year's Business of Design Week (bodw), one of Asia's premier design expositions, has Germany - a byword for design excellence - as its official partner country. Some big names in German design, such as Audi chief designer Stefan Sielaff and Mercedes Benz designer Olivier Boulay, will attend and share their expertise.

Designers from other countries will also be there to exchange ideas with business leaders and the public.

The design week, organised by the Hong Kong Design Centre, will run from November 28 to December 3 at the Convention and Exhibition Centre. Design centre project director William To said: 'Germany is strong in industrial, architectural and automobile designs, and its companies do very well in branding.

'They actually set a role model for Hong Kong and the mainland companies to learn from.

'Branding is not just about a change in a company's logo or staff uniform.

'It concerns the customers' total experience, which requires long-term investment.'

The event is an opportunity for local design students to gain inspiration from top designers.

Design centre executive director Edmund Lee Tak-yue said the event was a great opportunity for students to learn from leading designers and be inspired by a rare out-of-classroom learning experience.

The organiser would get as many sponsorships as possible to provide free tickets to design students, he said.

Last year the event drew about 97,000 visitors, and the organiser expects at least 100,000 this year.

The South China Morning Post is the event's media partner.