Seminar: New Directions for Design? Gothenburg

Seminar: New Directions for Design? Gothenburg

Welcome to an afternoon seminar themed "New Directions for Design?". The 2016 Michael Treschow Scholarship will be awarded during the seminar.

Since 2003, Michael Treschow awards SEK 100.000 to a promising design student. Last year one of them was a design student studying at HDK. We are therefore happy that this year's scholarship will be handed out at HDK in Göteborg and want to take this opportunity to reflect upon the future of design – and designers.

Who will receive the scholarship this year? But interesting to ask is also: who will receive the scholarship in ten years (we hope that the scholarship is then still awarded)? During the last decades design has been increasingly recognized for the value it produces in companies and also in the public sector's organizations. Design has gone from material products to digital, immaterial services. Open design and participatory design make users to co-designers. What roles will the educated designers then have in the future? Can we see any trends in design work, design research and in the education of designers? At this seminar some of the central actors will reflect around the theme of new directions for design.

The seminar will be held in English.


Business & Design Lab vid Göteborgs universitet i samarbete med SVID, Chalmers och ADA.


The seminar is free of charge but there is limited number of seats and registration is needed not later than 18 november to


Aulan, HDK, Kristinelundsgatan 6-8, Gothenburg, Sweden.

To map at


14:30 Coffee and registration

15:00 Welcome
Ingrid Elam, Faculty of Fine, Applied and Performing Arts

Are we really all designers?
Lisbeth Svengren Holm, BDL och Robin Edman, SVID

Design in one social context: Child Culture Design Carl Johan Skogh, HDK

Design in a technology context: Design Thinking
Lisa Carlgren, Chalmers

Emerging trends in design + management research
Anna Rylander Eklund, HDK

Accounts of ethics of Design
Andrew Whitcomb, Veryday

16:30 Break with refreshments

16:45 Design as a catalyst for change
Henning Rylander Eklund, HDK

Policy designer: New roles for designers in public organizations
Christian Bason, Danish Design Centre 

Panel discussion led by Christian Bason: 
What roles will designer play in the near and far future?
In the panel: Michael Treschow, Anna Rylander, HDK, Annie Hjälmeford, HDK, Johnny Friberg, HDK, Maria Elmquist, Chalmers, Ulises Navarro Aguiar, Handelshögskolan

17:50 Michael Treschow Scholarship award, introduced by Robin Edman, SVID, andMichael Treschow. Including this year's sciolarship recipient's view upon new directions for design. .

18:25 Synthesis of design and management in Education
Per Cramér, Dean, School of Business, Economics and Law, University of Gothenburg 

18:40-19:00 Mingel

Participating speakers, discussants and audience.

Participating in the programme are: 

  • Andrew Whitcomb, design researcher, Veryday
  • Anna Rylander Eklund, HDK, senior lecturer in design management, head of the research project DESMA
  • Annie Hjälmefjord, master design student, Child Culture Design, Michael Treschow Scholarship 2015
  • Carl-Johan Skogh, designer, senior lecturer in product design, Director of the master programme Child Culture Design, HDK
  • Christian Bason, CEO, Danish Design Centre
  • Henning Rylander Eklund, senior lecturer in design, Director of the master programme Business & Design, HDK
  • Ingrid Elam, Dean, professor in literature, Faculty of Fine, Applied and Performing Arts. 
  • Johnny Friberg, Associate Professor in Design, Deputy Head of Academy, Head of Dept. Deisgn, HDK
  • Lisa Carlgren, Assistant Professor, Chalmers
  • Lisbeth Svengren Holm, professor in design management, HDK, Director of Business & Design Lab
  • Michael Treschow
  • Per Cramér, Dean, School of Business, Economics and Law, Univeristy of Gothenburg
  • Robin Edman, CEO, SVID, Swedish Industrial Design Foundation
  • Ulises Navarro Aguiar, industrial designer, DESMA PhD Candidate, School of Business, Economics and Law
  • You - participating in the discussion
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SVID, Swedish Industrial Design Foundation | Svensksundsvägen 13, 111 49 Stockholm | I +46 (0)8 406 84 40


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SVID, Swedish Industrial Design Foundation | Svensksundsvägen 13, 111 49 Stockholm | I +46 (0)8 406 84 40