Award ceremony of the Red Dot Award: Brands & Communication Design 2024
Honouring the best designers and agencies
On 27 November Professor Dr. Peter Zec participated in the Seoul Design International Forum (SDIF) that celebrated the 10th anniversary of the Dongdaemun Design Plaza (DDP). The DDP is a landmark of Seoul’s global design city and is the work of architect Zaha Hadid. Under the theme “Designing the City of the Future” the forum explored the evolving design policies of Seoul, the global capabilities of designers and the power of attractive urban design to improve quality of life for all citizens. The event highlighted both the opportunities and challenges faced by modern urban centres, with the city of Seoul in its focus.
Peter Zec is an honorary citizen of Seoul and has been a trusted advisor to Mayor Oh Se-Hoon for many years. Together with the mayor and Craig Kiner, associate director of Zaha Hadid Architects, he reflected on the city’s impressive transformation since having been announced “World Design Capital” in 2010. The initiative encourages cities to actively use design for future development. Under this framework, Seoul underwent remarkable transformations: Architectural projects like the DDP, the 555-metre-tall Lotte Tower and the conversion of an inner-city highway into a public walkway Seoullo 7017 have reshaped the city’s modern skyline, demonstrating how the city government is aiming to enrich daily urban life.
Since he first held office in 2006, Seoul Mayor Oh created the position of Chief Design officer to introduce design standard and elevate Seoul’s global profile. While few appreciated the significance of this move, Mayor Oh recognised that investing in design would lay the foundation for the creative industries and the cultural wave that Korea is now renowned for. “Unless we upgraded Seoul through design,” he noted, “we would not have been able to establish the basis of K-culture and the Korean wave.”
Peter Zec praised the mayor as visionary when he applied for the programme and recalled his confidence in the city’s potential when it was named World Design Capital. This long-term commitment to design has yielded remarkable results, making Seoul an international cultural and entertainment city, supported by thriving industries such as fashion, music, and film, said Zec.
Craig Kiner emphasised the importance of projects that are ahead of their time and shared insights into the transformative impact of the DDP, which exceeded expectations in its ability to attract visitors and serve as a cultural hub. The DDP, he said, exemplifies a forward-thinking approach to urban design, serving as a canvas for creativity and innovation.
Peter Zec furthermore reiterated the importance of fostering the right environment for innovation, stating, “When you create a beautifully designed space, people behave differently. It inspires a new kind of thinking and energy.” He pointed to Red Dot awarded examples like the DDP light show “Seoul Light DDP” and the Seoul Metro Map as signs of the city’s commitment to everyday innovation, universal design, and sustainability.
The Spirit of Success - Designing the urban Quality of Life
In his keynote speech “The Spirit of Success - Designing the urban Quality of Life”, Peter Zec further discussed the challenges and opportunities of urban living, as well as the role of design in shaping the future.
Today, 57% of the world’s population resides in cities and urban areas – a trend that is expected to continue. Cities are seen as a successful model of living, offering countless opportunities, entertainment, and a vibrant lifestyle. However, they also face significant challenges, such as climate change, floods, and the need to ensure sustainable living conditions.
Seoul’s design initiatives have had far-reaching effects on the economy and culture, as industries such as fashion, film, and music have experienced significant growth. As Zec states, films like Parasite reflect the city’s diverse lifestyles and serve as cultural testimonials of its development. Furthermore, global brands like Hyundai thrive in this creative atmosphere, delivering award-winning designs such as the Ioniq 5, which was inspired by the Pony Coupé, the brand’s concept car that became legendary through the film “Back to the Future”. To honour Hyundai’s heritage, the brand created a print advert, “The ad that should have been”, designed in a retro 1970s style, which was awarded a Red Dot: Best of the Best in 2024.
Like many global cities, Seoul stands at the crossroads of tradition and modernity. Heritage sites like the Blue House and innovative structures like the Lotte Tower and the DDP illustrate how the past and the future can coexist harmoniously. Zec highlighted that these “inspiring opposites create the city’s spirit of success”. He concluded his speech with a quote from a mayor: “A city is never finished. A city is constantly changing”. According to Zec, this ongoing transformation is key to enhancing the quality of urban life. Looking to the future, he encouraged Seoul to continue investing in creative businesses, design education, and cultural productions that are recognised worldwide.
As public design increasingly focuses on addressing social challenges, Seoul continues to serve as an inspiring example of how design can transform urban life, enrich culture, and drive global recognition. The Seoul Design International Forum 2024 reaffirmed the city’s position as a leader in the global design community, laying the groundwork for a brighter, more innovative future.
Heute leben 57 % der Weltbevölkerung in Städten und städtischen Gebieten – ein Trend, der sich voraussichtlich fortsetzen wird. Städte gelten als erfolgreiches Lebensmodell, das unzählige Möglichkeiten, Unterhaltung und einen lebendigen Lebensstil bietet. Sie stehen jedoch auch vor großen Herausforderungen, wie dem Klimawandel, Überschwemmungen und der Notwendigkeit, nachhaltige Lebensbedingungen zu gewährleisten.
Die Designinitiativen von Seoul hatten weitreichende Auswirkungen auf die Wirtschaft und Kultur, da Branchen wie Mode, Film und Musik (insbesondere K-Pop) ein beträchtliches Wachstum verzeichneten. Filme wie „Parasite“ spiegeln, so Zec, die vielfältigen Lebensstile der Stadt wieder und sind kulturelle Zeugnisse ihrer Entwicklung.
Globale Marken wie Hyundai gedeihen in dieser kreativen Atmosphäre und bringen preisgekrönte Designs wie den Ioniq 5 hervor, der vom Pony Coupé inspiriert wurde, dem Konzeptauto der Marke, das durch den Film „Zurück in die Zukunft“ legendär wurde. Um das Erbe von Hyundai zu würdigen, hat die Marke eine Printwerbung mit dem Titel „The ad that should have been“ (dt. Die Anzeige, die hätte sein sollen), die im Retro-Stil der 1970er Jahre gestaltet wurde und 2024 mit einem Red Dot: Best of the Best ausgezeichnet wurde:
Wie viele Weltstädte steht Seoul an der Schnittstelle zwischen Tradition und Moderne. Kulturerbe-Stätten wie das Blaue Haus und innovative Bauwerke wie der Lotte Tower und das DDP veranschaulichen, wie Vergangenheit und Zukunft harmonisch nebeneinander existieren können. Zec betonte, dass es diese „inspirierenden Gegensätze“ sind, die „den Erfolg der Stadt ausmachen“. Er schloss seine Rede mit einem Zitat eines Bürgermeisters: „Eine Stadt ist nie fertig. Eine Stadt verändert sich ständig.“ Für Zec ist dieser kontinuierliche Wandel der Schlüssel zur Verbesserung der Lebensqualität in der Stadt. Mit Blick auf die Zukunft ermutigte er Seoul, weiterhin in kreative Unternehmen, Designausbildung und Kulturproduktionen zu investieren, die weltweit Anerkennung finden.
Da sich öffentliches Design zunehmend auf die Bewältigung sozialer Herausforderungen konzentriert, dient Seoul weiterhin als inspirierendes Beispiel dafür, wie Design das städtische Leben verändern, die Kultur bereichern und weltweite Anerkennung finden kann. Das Seoul Design International Forum 2024 bestätigte die Position der Stadt als Vorreiter in der globalen Design-Community und legte den Grundstein für eine bessere, innovativere Zukunft.
