ODF Organizing Committee
On 28 May 2022, the 2nd International Design Education Achievement Award was announced at the opening ceremony of the 8th Oriental Design Forum held at Shanghai Jiao Tong University, Professor Zhang Daoyi of Southeast University, Professor Wang Mingzhi of Tsinghua University, Professor Wu Jingfang of Donghua University receiving the award.
On 28 May 2022, the 8th Oriental Design Forum and 2022 International Symposium on Metaverse and Innovative Design, jointly organized by SJTU, International Society forDesign Science（ISDS）and Shanghai Education Committee of Master of Fine Art, was held at SJTU. It is an official international conference approved by the Ministry of Education and submitted to Administrative Office of Overseas NGOs of Shanghai Public Security Bureau for the record. The conference was held online considering the current situation of epidemic prevention. A total of 228 paper delegates, special guests and media journalists from all over China as well as Germany, USA, Japan, Singapore, Brazil, Malaysia, Myanmar, Cambodia and other countries attended the conference.
Group photo of the attendees
Opening Ceremony
Firstly, Zhang Dandan, Secretary of the Party Committee of School of Design (SJTU), delivered a welcome speech on behalf of the organizers, Fang Shaohua, Deputy Minister of the Public Services and Social Development Department of the Yangtze River Delta Eco-Green Integrated Development Demonstration Zone Executive Committee, delivered a speech specifically on the "Rural Design Workshop Session of Rural China Design Competition".
Dr. Yinsheng Wan, Secretary-general of ISDS, President of the Rhode Island Chinese Professors Association, Tenured Professor at Providence College, introduced the progress of the establishment of the fellowship of ISDS. Professor Zhou Wuzhong, President of the ISDS and Director of ICID-SJTU, gave a keynote speech, and Professor Feng Xinqun, Deputy Director and Secretary-general of the Shanghai Education Committee of Master of Fine Art, Vice President of ISDS, announced the winners of the 2022 International Design Education Achievement Award.
Professor Zhang Daoyi of Southeast University, a renowned historian of arts and crafts, folk artist, educator and pattern maker, the main founder of the discipline of contemporary art in China, and convener of the Art Discipline Review Group of the Academic Degrees Committee of the State Council. Professor Wang Mingzhi, former President of the Central Academy of Arts and Crafts, former Vice-President of Tsinghua University and Dean of the Academy of Fine Arts of Tsinghua University. Professor Wu Jingfang of Donghua University, former Vice-President of the School of Fashion of China Textile University, President of the Shanghai Research Association of the Asian Joint Society of Basic Modelling, Honorary Director of the Chinese Silk Screen Flower Art Creation Research Centre. A total of these three distinguished art and design educators were honored. The award was followed by a video message from Professor Zhang Daoyi, who is in his nineties, and Professors Wang Mingzhi and Wu Jingfang, who shared their decades of experience in design education.
In the opening speech, Secretary Zhang Dandan, on behalf of the organizers of the conference, firstly expressed a warm welcome to all the guests and expressed her heartfelt gratitude to all of them for their active participation in the forum and their support for the construction of the design discipline in SJTU despite all the difficulties. She pointed out that the Oriental Design Forum is an international, academic, professional, cutting-edge and open high-end forum jointly initiated by ISDS and SJTU. The continuous Oriental Design Forum and the series of academic awards have been very fruitful, not only promoting the construction of design disciplines in SJTU, but also contributing to the cultivation of young design scholars at home and abroad and the construction of the theory of oriental design. The Oriental Design Forum has become a resounding academic brand.
Professor Zhou Wuzhong delivered a keynote speech at the opening ceremony on 'Metaverse, the opportunity and mission of designers'. He said that thirty years ago, Mr. Qian Xuesen, a member of SJTU, named today's "metaverse" after the "spiritual realm" and is respected as “the father of metaverse". Therefore, it was almost natural for SJTU to take the lead in establishing the International Metaverse Research Association (ISDS-Meta) and to bid for the International Symposium on Metaverse and Innovative Design. The metaverse is not simply a virtualization of reality, but a 'digitization'. This digital world is not just about digitizing the physical world, nor is it about digitizing the virtual world, but it is a new world where the virtual and the real co-mingle, and through digitization, this new co-mingled world can be upgraded to create and generate value in a higher dimension.
According to Zhou Wuzhong, from the perspective of human development history, metaverse is blurring the perception of the boundary between the real physical world and the virtual world, and a whole new civilization is being born. For the new civilization, it is not as simple as creating a few inventions or breaking through a few technologies, imagination is perhaps more important than technology in the matter of metaverse. "All things can be designed." Whereas design in our real-life very often needs to be constrained by the physical world and the properties of matter itself, in the world of the metaverse it can be completely broken and can be a free creation. It can be said that in the world of the metaverse, the design will play a major role and the metaverse will be driven by design.
Zhou Wuzhong points out that the metaverse is now the high ground for global innovation competition and maybe rewriting the original rules of design. ISDS has taken the lead in establishing the ISDS-Meta, to call on and encourage design talents in related fields to meet the challenges in the new environment of the meta-universe, to create a new design logic, design system, and design approach, to build scenarios with design, and to help the development of the metaverse with innovation. He hopes that research institutes from different countries can strengthen cooperation with leading enterprises, not only in the research and development of key core technologies to seek innovative exploration and breakthroughs, but also in the field of humanities and social sciences, to accelerate the integration of innovation and application practices of the "metaverse" related scenarios.
The opening ceremony was hosted by Dong Zhanxun, Head of the Department of Design, Shanghai Jiao Tong University
Invited Report
Three industry experts have been invited to give guest lectures at this conference
Professor Han Ting, deputy dean of the School of Design, Shanghai Jiao Tong University, said in his invited report "Digital Twin, Digital Therapy and Health Design" that with the continuous improvement of VR, AR, AI, 5G and other technologies, the connotation of the metaverse is also expanding. He pointed out that digital therapies build advanced digital health infrastructures that reconfigure and activate productive relationships (patient health and health outcomes) through the three constituent elements of 'people', 'things' and 'fields', and the three connecting elements of 'sensing', 'decision' and 'interaction' to provide evidence-based therapeutic interventions and digital health solutions for patients and enhance the healthcare experience.
Shao Jingfeng, a famous Chinese automotive designer, national model worker, Deputy chief Designer and global executive Director of DESIGN Center of SAIC Innovation Research and Development Institute, gave an invited presentation on "Performance Optimisation of Automotive Design Decisions Based on Metaverse Technology", saying that the metaverse concept was first applied in the field of automotive styling design in the 1990s. From early computer-aided design to dynamic and high-precision rendering, and nowadays, the use of VR glasses and other new means to achieve an immersive evaluation environment, all reflect the great role of virtual reality in the vehicle development process. In 2015, SAIC Design introduced the "Thousand People, Thousand Faces" design concept in the Rongwei Vision-R concept car, and implemented the initial mass production and optimisation iterations of this concept in the subsequent three generations of the "Zebra" system. In the future, the highly customisable multi-scene cockpit experience and virtual community of enthusiasts will further exploit the potential of the metaverse and explore more possibilities.
Professor Groening, the winner of the 2019 First International Design Education Achievement Award, Professor at the University of the Arts Berlin, and Chairman of the Board of Trustees of the Berlin Garden Library, gave a video presentation in which he expressed his pleasure to share the results of his research on the "Historical Study of Chinese and German Garden Culture in Qingdao" at the 8th Oriental Design Forum at SJTU. He indicated that although the colonial heritage of Qingdao gained a great deal of academic attention in the early 21st century, the garden culture and design associated with it have rarely been addressed. Based on British and German literature as well as his personal experiences of visiting Qingdao, he analyses the changes in garden design and the cultural connotations behind them at three levels: macro, meso, and micro, concerning specific examples in Qingdao, such as the fruit tree culture in Laoshan, the base of the pillars in Taiqing Temple, and the design of the gardens in Huiquan Bay and the former residence of the German governor. He argues that given the huge cultural and spatial scale of China, there is a dearth of Western scholarship on the historical and cultural aspects of its gardens and open spaces, and he hoped that this presentation will inspire more scholars to focus on garden culture in China and Europe.
Chang Danni, Secretary of the Party Branch, Department of Design, Shanghai Jiao Tong University, hosted the invited presentation
The following two keynote presentations "Metaverse and Cultural and Creative Design" "Metaverse and Technological Innovation" were respectively chaired by Mr. Kong Fanqiang, Deputy Secretary-general of ISDS and Deputy Director of ICID-SJTU, and Ms. Dai Linong, Deputy Director of ICID-SJTU. Dr. Zhang Dong, President of ISDS-META, Chairman of Shanghai Kuanchuang International Culture & Technology Co., LTD., and six vice presidents shared the development reports of the metaverse and their respective industries.
Conference Keynote Report (I)
Metaverse and Cultural and Creative Design
President Zhang Dong made a statement,"Metaverse, as the next generation of immersive internet has "design + technology, is at its core. We need to design the ecological system for metaverse, learn to understand its key technologies and shape the innovative model of the metaverse. Moreover, we need to focus on the service and products of the metaverse, with industry, consumption, cultural tourism, art, and social governance as the prominent domains used to serve the metaverse cities, serve the metaverse industrial base and build the overall metaverse industrial ecology."
Lu Xiaoxin, Vice President of ISDS-Meta and Editor-in-Chief of Shanghai Children's and Teenagers' Publishing House, delivered a speech on "Exploring the Application of Metaverse in Cultural and Creative Industries.”"The combinative effect of new and old technologies, such as blockchain, AR, VR, sensor, camera and 5G network, has promoted the generation of meta universe, which is a brand new form when the mobile Internet is upgraded. The people can enter the same virtual scenario along with their friends and interact without any obstruction. In terms of publishing and broadcasting, the people can enter any reading scenario; when an author is reading his work aloud, his readers can enter the scenario, ask him questions and interact with him at any time, just as attending a reading sharing session."
Yang Zili, Vice President of ISDS-Meta and Chief Consultant of the Third Division of Shanghai Institute of Modern Architecture Planning and Design, in his report "Metaverse is an inevitable trend for the future development of the world", stated that“Although still in its initial conceptual stage, the “Metaverse” has already occupied the topical subject in the industry, academia, governments and capital markets around the world. The “Metaverse” is like a car that doesn't know its limit speed and is revving up to go. It is believed that with the development and matures of technology, market mechanism and relevant supporting policies and regulations, the “Metaverse” will completely overturn our current cognition, just as mobile phone to smart phone, offline payment to Alipay and other great changes to our life mode. Let's get ready for it."
Zhao Hui, Vice President of ISDS-Meta, Founder of China Ship AI+ Marine Science and Technology Innovation Center & General Manager of Shanghai Jujutsu Marine Technology Co., Ltd, in his presentation on "Metaverse and Ship-Sea Scene Design", argued that“Shipbuilding and Oceanography is a huge international application scenario. With the promotion of intelligence and digitalization to the marine industry, It has promoted the birth of smart ships and smart oceans, and the combination with AI, big data, and digital twins is getting closer and closer, such as the simulation of ship types and sea conditions in the process of ship design, intelligent operation and deployment in international shipping, marine ecology and intelligent deduction of climate, etc.”The combination of metaverse and ship and sea scenes is very imaginative, he cited two examples to illustrate this, Marine Culture + Metaverse and Metaverse + High Seas.
Professor Kong Fanqiang, Deputy Secretary-general of ISDS and Deputy Director of ICID-SJTU, presided over the keynote presentation (I) Metaverse and Cultural and Creative Design
Conference Keynote Report (II)
Metaverse and Science and Technology Innovation
In the presentation "AR in Digital Knowledge Services", Zhou Zhiying, Vice President of ISDS-Meta, Professor at the National University of Singapore and Chairman of Dreamers, suggested that " The application scenarios of the industrial metauniverse can cover the whole process from research and development to after-sales service, guiding and promoting industrial process optimization, cost reduction and efficiency improvement from "virtual" to "real". AR technology is the core technology of the meta-universe, and also one of the key technologies in the industrial field of intellectual transformation and digital transformation. It is shaping the structure of traditional manufacturing industry from different aspects, including manufacturing equipment, maintenance, practical operation training, production services and other industrial scenes. MXR Company is committed to providing industrial enterprises with digital vocational skills training, digital process guidance, digital equipment maintenance and remote assistance, digital product interpretation and virtual exhibition hall and other solutions. Through the AR technology of the universe, it enables industrial enterprises to transform their intelligence, reduce costs and increase efficiency."
Professor Pu Chen, Vice President of ISDS-Meta and Professor at the International University of Applied Sciences, Germany, gave a presentation on "Will the meta-universe lead to meta-work? --Future Patterns of Work", in which she said that" The Metaverse is the next significant development in global communications. Although even experts find it difficult to agree on a concise definition for the modern Metaverse, the concept will remain one of the biggest buzzwords in tech for the near future. In Microsoft's annual Work Trends Index survey, as shown in the graph, 51% of respondents believe they will be doing at least some work in a Metaverse environment within the next two years, and many are open to this idea. Of all 31,102 respondents to the Microsoft survey, only 16% could not imagine working in Metaverse in the future. While some areas of society are still heavily reliant on physical presence and interaction, the journey to the virtual workspace is shorter than this 16% of the population might think. As a result of the coronavirus pandemic, significant parts of the workplace have shifted to remote or hybrid working models, integrating digital solutions (such as collaboration in the cloud or communication platforms such as Slack or Microsoft Teams) into the workflow."
Ching Tsai, Vice President of ISDS-Meta and Project Next CXO (Chief Experience Officer), an incubation and innovation agency for new consumer brands, said in her presentation "Meta-universe brings a new vehicle for consumer brands to operate their users" that "As the basic technical conditions of the meta-universe become more and more mature, we should think more about the application scenarios of the meta-universe. Only by constantly creating meaningful value for human beings and creating scenarios in which the value can be exchanged and cashed out, can the meta-cosmic system have sufficient motivation to continue to develop. From the perspective of the consumer market, we have seen some excellent metaverse applications that cater to and satisfy the value needs of consumers in entertainment attributes, emotional level, social affiliation and other aspects. But the exploration of the meta-universe has just begun, and the future of the metaverse is worth looking forward to!"
Professor Cui Liping and Wu Zihan from Shanghai International Studies University, who won the first prize for Outstanding Paper, delivered speeches in the keynote session of the conference as representatives. In their presentation "The Metaverse and Fully Immersive Future Media——The Path to Technological Convergence and Creation of New Cultural Vitality", they pointed out that domestic and international Internet giants have taken advantage of the situation to accelerate the pace of laying out the metaverse to take the lead in the market in the process of laying out the virtual space. Both the metaverse concept and its underlying technologies such as AR, VR, and MR will have an impact on human attributes and existing social norms once they mature, along with the tide of the fourth information revolution. However, in the foreseeable future, the spread of metaverse and fully immersive media does not refer to a new universe independent of real society or a simple projection of existing social structures in the digital world. New technologies and new media will act as extensions of the human body, alienating and disciplining people, spontaneously generating new subcultural tendencies that complement the world's dominant cultures, geopolitical institutions, and traditional social structures, allowing users to create cross-cultural connections and new subjective social identities at a shared human level.
Keynote Presentation (II) Metaverse and Technology Innovation by Professor Dai Linong, Deputy Director of ICID-SJTU
It is reported that since the 2nd ODF in 2016, the Organizing Committee of the Forum, in collaboration with ISDS, has established the "Outstanding Paper Award of ODF", and so far a total of 208 outstanding papers have been selected in 6 editions, most of which are written by young scholars. The GOD Prize was established by ISDS at the 4th ODF in 2018, and the Outstanding Paper Award was included in this award. The award will be presented to art and design educators who have made outstanding contributions to design education. Starting from this year's Forum, the ODF Outstanding Paper Award has been upgraded to ISDS Outstanding Paper Award, which together with the ISDS Design Achievement Award and the International Design Education Achievement Award constitute The GOD Prize. In addition to the ISDS Outstanding Paper Award, the other two awards are based on a selection system.
Sub-Forums
In addition to the two keynote presentations on "Metaverse and Cultural and Creative Design" and "Metaverse and Technological Innovation" in the main conference venue, there were also special sessions on "China Jiangcun Rural Design Competition Workshop" (moderators: Zhou Zhicheng and Ma Cheng), "Young Scholars of Oriental Design Sub-forum" (moderators: Xu Yuanyuan, Dai Yijun ,and Feng Zhiyu) and "Design History and Theory Postgraduate Sub-forum" (moderators: Zhou Wuzhong and Wen Xiaojing), which will be reported in separate articles.
2022 International Academy of Design Science
Outstanding Paper Award
A total of 55 papers were received, of which 20 were awarded the "2022 ISDS Outstanding Paper Award". At the closing ceremony held in the evening, Professor Zhang Tianlai of Southeast University, a representative of the paper award jury and editorial board member of the Journal of Oriental Design, read out the list of winners of the 2022 ISDS Outstanding Paper Award. All of the papers will be published in this year's issue of the Oriental Design Journal, and some of the English manuscripts will be published in the International Journal of Design Science.
ISDS award list of outstanding Papers in 2022
In particular, it is important to note that the Oriental Design Forum was created not only because of the need to integrate the design disciplines of SJTU but also in order to inherit the oriental culture represented by the excellent Chinese culture and to innovate the theoretical system, evaluation system and practice system of modern design, and to cultivate the first-class "innovative design" academic tradition of SJTU. The academic tradition of the first-rate academic cluster of "innovative design" at SJTU. The then President of SJTU, academician Zhang Jie, and the Executive Deputy Secretary of the Party Committee of SJTU, Guo Xinli, clearly pointed out that Oriental Design is one of the theoretical systems of design with Chinese characteristics, which not only inherits the academic tradition of science and art integration of SJTU, but also is an important direction for the development of the discipline. The Oriental Design Forum was thus recognized as a "High-end Academic Conference on Humanities and Social Sciences of Shanghai Jiao Tong University" by the Liberal Arts Division of the university in 2017.