Words: Lauren Hamblion / Photos: Kathrin Myrvang

This discussion was a master class from five designers at the top of their game, giving you insider knowledge on what it takes to create original and iconic designs. 

The main message from all memebers of the panel was a need for passion in what ever it is you decide to create. You should never be afraid to follow your instinct because design is way of living and you must be happy with what you can create.  Product desinger Jane Ni Dhulchaointighbe explained that you should never be scared on focusing your attention on one thing because this will often eveolve and branch out into many other things as a result. 



As a designer it is important to remember that clients want to buy your product not your skills so you need to be able to identify a mass need and desirability for society. When pitching to a client it is important to use examples and case studies to explain your ideas. You must learn to articulate the meaning of a product in a language that can be clearly understood and interpreted. Neal Stone from leapSTONE said “designers and design thinking are complementary but destinct.”

The panels chair, David Godber, explained the importance of a brief when designing. Even if you have not been given one by a client you should write your own so you know what you’re aiming for.  

• Find a problem.
• Find the value in the solution. 
• What are the consequences? 

Product designer Jane Ni Dhulchaointighbe has recently invented a fantastic new product called Sugru. Sugru is a flexible material much like modelling clay. When it is exposed to air it cures into a tough flexible silicone that is waterproof and heat resistant. Below are some example of how it can be used. 

Not only does Jane make the product herself but she also creates the packaging and the branding for her product. Doing her own marketing meant she was able to talk to directly to consumers in her own voice. Check it out on the website: http://sugru.com/ 
Sugru is the future!