arena DESIGN 2012 – the success of design in the world of
business
On Thursday, arena DESIGN 2012 ended with a great success, which proved its significance in the
area of applying interesting design solutions in business reality. On 5-8.03.2012, 13 100 visitors,
dominated by furniture and interior design industry professionals, visited the exhibition halls of
the Poznań International Fair.
arena DESIGN is an event which, during four years, has placed Poznań on a map of European design.
Since its beginning, arena DESIGN had merely business goals – its purpose was to build relations
between producers and designers. In this context, the organisers' decision to move arena DESIGN to
a date concurrent with the biggest furniture fair in Poland was a bull’s-eye.
Poland is one of the leading furniture exporters in the world. Our furniture attracts an increasing
number of purchasers from all over the world not only with their prices, but also with good design.
Furniture has become less anonymous – the designer’s name often decides upon the success of a
given model of a chair or a sofa. All pieces of furniture exhibited as part of arena DESIGN, both design
icons and prototypes presented by debutants, have been marked with the names of their creators,
due to which it can take a single phone call to establish cooperation between a producer and a
designer.
For four days, designers and producers were attracted to the excellently prepared exhibitions as part
of arena DESIGN. The guests included presidents of Poland’s biggest furniture companies, who had
the possibility to draw inspirations from the trendy ideas of students, young designers and
recognised companies that invest in design.
I’m sustainable
The leitmotif, which was printed on badges distributed among the participants of arena DESIGN, was
reflected not only in the way the seminars were organised, but also in the manner the space was
arranged. A stage made of used plastic bottles was a visually attractive design which reflected the
idea of waste upcycling. Designers also presented their visions for sustainable development – clay
plaster enjoyed great interest, NOTI NATURE furniture collection and Prouve RAW furniture, shown
anew, were ravishing.
Francois Azambourg, special guest of arena DESIGN 2012, known for his sustainable attitude to
design, impressed visitors with his approach to the form of furniture and to the materials used.
Azambourg encouraged guests to insightfully analyse nature, which is his source of inspiration.
Visitors were also eager to visit EKO FYRTEL, a place where ecological ideas related to interior design
and house construction were presented. Eco-designers from around Poznań presented, among
others, building materials based on clay and on a mixture of soils, which may be an alternative to
concrete, ways to use boards from old dismantled barns or renovated recycled furniture.
A medley of exhibitions
Exhibitions of cult collections of products marked with brands associated with good design were
presented in an extraordinarily colourful and attractive way. Furniture by Kartell, accessories by
Alessi, or china by Rosenthal and Lenox allowed no indifference. Visitors also had the opportunity to
see the designs of furniture which were the results of the Swarzędz-based Nowa Forma 2011
workshops , and to take a close look at Audi Q3.
The INNOVATIONS zone presented modern solutions for designers. A 3D prototyping printer,
operating throughout the entire event, raised great interest among both designers and producers.
Cost-conscious designing
This year’s arena DESIGN drew producers’ and designers’ attention to problems connected with the
exhaustion of raw materials and the extension of product life. During workshops carried out by the
guru of sustainability – Alastaire Faud Luke, designers worked on an ecologically conscious concept
for the production and distribution of milk among consumers. The goal of workshop participants was
to reduce the use of resources on all stages of product life, starting from the method of extracting
and processing raw materials, through distribution, utilisation and consumption, to finding potential
ways to reuse and recycle the materials and to harvest power.
According to Alastaire Faud Luke, some projects developed during workshops are ready for
implementation in the milk business without the need to incur costs of special investment, and may
significantly contribute to the reduction of financial outlays borne by entrepreneurs and the natural
environment. Milk was only an example – appropriate designing skills make it possible to increase
product’s efficiency and its positive influence on the environment in nearly every branch of business.
The Kaniewski-Filip Show
The lecture by Janusz Kaniewski and Mariusz Filip from Kaniewski Haute Design turned out to be a
spectacular dispute between two designers. The audience witnessed an exchange of opinions on
various design-related issues. Urban space was analysed. The designers discussed such aspects as the
combination of modernity and antiquity, or the manner of putting signs such as plates, road signs or
advertisements in order. They emphasised that designing is not like any other profession. It is to
serve people. Janusz Kaniewski remarked that when creating new designs, designers should above all
consider the possibility to put the design to mass production, and that a design which is impossible to
copy is not a good design.
Design awareness awarded
arena DESIGN was the opportunity to award producers who use design in their business strategy as a
tool to build competitive advantage. 2012 TOP DESIGN awards were granted to 5 products
representing different thematic groups.
Several dozens of products, 17 of which were admitted to the final stage, took part in this year’s
edition of the TOP DESIGN award competition. Finally, the jury chose 5 winners from the nominated
products. These are:
1. rocking chair / manufacturer: Kettal, design: Patricia Urquiola
THEMATIC GROUP: home space
2. BLUE® CHILLED & SPARKLING 31323000 system / manufacturer: GROHE, design: Paul
Flowers
THEMATIC GROUP: kitchen
3. VITRIUM sauna / manufacturer: Klafs, design: Klafs GmbH
THEMATIC GROUP: bathroom, wellness
4. TRAMINO tramway / manufacturer: Solaris, design: Jens Timmich
THEMATIC GROUP: automotive industry and public transport
5. PAINT SPLATTER digital pattern/ manufacturer: Shattdecor, design: Design Schattdecor AG
department led by Claudia Kuechen
THEMATIC GROUP: interior decoration
French designer Francois Azambourg, head of the jury, was impressed by the high level of products
nominated to the 2012 TOP DESIGN award competition. He also appreciated versatile character of
the competition, showing design in so many domains as, for example, public transport or bathroom.
arena’s right direction
We have received many congratulations from representatives of the world of design and
business – says Monika Wietrzyńska, director of 2012 arena DESIGN – We are happy to hear
opinions of visitors who have observed the increasing standard of exhibitions and the more
appealing offer. The designers emphasised the significant interest of manufacturers. We
believe that arena DESIGN has immense potential and that it may become an international
forum for exchanging designer know-how. – she adds.