Other Tomorrows and Swissnex in Boston and New York partnered on a qualitative research project and subsequent report to examine the shifting state of design between Switzerland and the US from a unique cross-cultural perspective in 2023.
We heard that design is being defined more expansively than ever in the US and the Swiss context. The expanding definition of design signals, not surprisingly, an expansion in the use of design. Our interviews revealed a radical blurring of traditional sub-disciplinary boundaries.
Our team conducted this project over nine months, split into three phases: (01) background research & hypothesis building, (02) subject-matter expert interviews, and (03) synthesis & report writing. The goal was to identify critical drivers motivating recent changes and understand where design and its practice may go next.
The 17 leading design professionals and academics who participated in the research interviews were well-established figures in their fields and represented important design institutions in their respective countries. Participants included leaders from ZHdK, The Museum of Modern Art, Google, MIT, ECAL, Pentagram, Carnegie Mellon University, Vitra, and Burton Snowboards.
Across our interviews, the 17 design leaders described a wide range of forces driving their practices and expanding the scope of design. Some of these trends bridged across the US and Swiss design cultures are well established and have impacted the design community for years or even decades. Other emerging trends felt noteworthy for their recent emergence in the field.
Established drivers
1. Collective brilliance: the end of the “genius designer”
2. The power of narrative: crafting the stories behind design
3. The aesthetics of sustainability: questioning the quest for newness
4. Beyond historical standards: undoing global sameness in design
Emerging drivers
5. Responsible design: advocating for design independence
6. Deceleration: rededefining design’s role in a culture of impatience
7. Creative intelligence: adapting to the age of artificial intelligence
In our research, we delved into the meaning of design in today's world and the key drivers shaping the field. As our many conversations progressed, we focused on a larger question about the future of design: what's the role of tomorrow's designers? More than a tool to create products, problem solve, or anticipate futures, design will be an act of creative responsibility, a shared language for collaboration, and a movement for societal change.
Our team left this series of interviews believing that design is continuing its evolution into a dynamic superpower and that there has never been a more exciting time to identify as a designer.
All of the drivers above, themes from participants, and provocations on where design goes next are included in the report. We hope the findings spark more dialog within the design community and encourage readers to critically examine their assumptions about the meaning of design in today's world and its potential for the future. Download the report here and contact us with reactions or if you want to learn more about our findings.
“A lot of students are feeling this constant level of crisis and the threat of the collapse of environmental systems, social systems, and political systems. That’s something that I’m trying to discuss with them. How do we deal with this? How can we not be paralyzed? And on the other hand, how can we stay active within that?" - DR. SARAH OWENS, ZURICH UNIVERSITY OF THE ARTS
Swissnex in Boston & New York
Benjamin Bollmann, CEO
Frederic Atwood, Content and Public Diplomacy Manager
Other Tomorrows
Lee Moreau
María Risueño Domínguez
Julian Geltman
Nicole Nassif
Tim Radville
Hannah Oh
