29 November 2010

The experience design of a Japanese zoo

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Tamio Fukuda
A couple of weeks ago the Design Center Busan (in Busan, South Korea) organised its first International Design Congress. The speakers featured not only the writer of this post (Mark Vanderbeeken – as reported here), but also the highly esteemed Professor Tamio Fukuda, of the Graduate School of Science and Technology at the Kyoto Institute of Technology, Japan.

Fukuda, whose work is focused on product design, design management and experience design, is also known for his historic collaboration with Samsung Electronics, when Samsung chairman Lee Kun Hee dispatched him in 1993 as his design adviser to assess the state of Samsung design. Fukuda has been visiting Korea many times and has made many friends in the country.

At the Busan conference, Fukuda talked about the “experiential value design” of Japan’s Asahiyama Zoo. He considers the success story of the zoo, based on experiential and emotional values, offers a best practice model to future design development.

“I myself define the term “experiential value design” as the act of offering products, services and human environments consistently in line with the concept of experiential value⎯in other words, the systematic act of offering thrilling and delightful experiences through diverse products and systems.

The ultimate goal of experiential value design is to induce emotions⎯experiences that appeal to all five senses⎯through the power of design. If we succeed in deeply impressing people with our design, we will be able to succeed not only in business, but also in creating a new culture. In the advanced information-oriented and knowledge-based society, designers are expected to fulfill greater roles than ever before. In this context, the concept of experiential value design will be key to future design development.”

He granted me the permission to post his notes on this site.

Download Fukuda presentation

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