True confessions of an Indaba slut

Our annual "creative flagellation" has once again come to an end. Damn. It's the one time of the year when we all leave our creative egos at the office, and designers mass at the gates to keep the Barbarians at bay. Even the clients who attend seem truly inspired - are now our best mates, and profess that they "understand what we do". I noticed a few client types went so far as to behave suspiciously like "designer groupies". Viva! I say. We'll have more of that please.

Design Indaba 7 has come and gone - and we all return to face reality. Buying the dogfood, cleaning the pool, trying to master Mac OS X, being told to make the logo bigger and what's wrong with green.

So what was the view like - from behind the Indaba rostrum?

As well you might ask. Quite interesting in fact. In my role as chief umalusi* I get to see the rich and famous at their most vulnerable - the dreaded fear of addressing 1000 people and blowing it. Of not delivering on audience expectations, knowing that everyone you're looking at has seen your work in 93 design annuals. You are "a Big Name in London, Paris and New York"…

In my long experience of design conferences, designers aren't really interested in "can design feed people?". What we really want to know is, "can design make you rich and famous?" And this is not only the case of South African design audiences. It's everywhere. We want to see the work, know why you did what you did - and how. We want those 93 design annuals to appear in the flesh and on stage. That's why we pay the money. I know this is a cynical view, but design stopped being a force for social change a long time ago (was it ever?). Design is now simply a component of the global business of brands. So the "designer as philosopher" is dangerous territory - and very few, in my view, can pull it off. When designers present, they often want to talk about stuff other than the work we all know. The good ones find something new and interesting to say. The rest simply rehash those same annuals. You pays your money and you takes your chances…

As Indaba MC I get to hear from both sides of the rostrum. Thoughts and expectations from the audience, international "designer mafia" gossip from the press, learning a little more about our design heroes - and to network with the greatest profession on earth. And it is the greatest profession on earth! Where else can one so easily schmooze with the people who influence all our lives - the design talent behind the stuff we use everyday? From the chair we sit on, the magazine we read to the scent bottle and hotel bed, the Indaba speakers are there for the taking. What's more (and this is a consistent observation) great designers are really nice people. They truly are the kind of people your mother wants you to marry. All are charming, friendly and very, very smart. They are both interesting and interested. In fact, the best company I have enjoyed anywhere, are designers (the worst being design philistines - salesmen, moneymen, politicians and the like). And the most talented designers are always the nicest - they haven't forgotten how difficult all this is.

Why oh why do our clients not see or know this?

So, a few confessions and observations on some highlights of this year's event - together with some ideas for next year. Thanks to all those who poured their hearts out, and to all the speakers without whose presence and connectivity my creative year would be seriously kak. Interestingly, the Indaba audiences can be divided into two. Those who "get it" and those who "don't" (I'm constantly amazed at who doesn't!) The comments that follow will then further piss off those who "don't". Sorry dudes!

This is not a review of the entire event, but simply some thoughts on some of the speakers and the audience response to them - as interpreted by myself. It is by no means complete, or a barometer of success for any particular presentation.

Every designer needs…

JOHN HESKETT
John really knows about the stuff we all bullshit about in our credentials presentations - "strategy" and "relevance". With John's input, design and business could marry and live happily ever after. And you will win every pitch.

The designer I'd happily bail out of jail…

PETER SAVILLE
Design needs to have a Saville. He's vital to our moral compass. He is the "keeper of the flame" of doing what you believe to be right - and fuck anyone and everyone who doesn't agree. To do this, you have to be supremely talented and brave - and then some. Peter is both, yet he probably doesn't even know it.

The client I'd keep walking for…

CAMPER and SHUBHANKAR RAY
On my personal obsession "culture of design and design as culture" Camper is the perfect example. Using real people, doing real people stuff, in real locations - all beautifully shot with wit, charm and honesty, Camper teaches us something about ourselves. The work is so sincere, I wonder why no one else is doing it? I predict Camper will be hugely influential in designing for global brands.

We should all walk more…
When I'm Sixty Four (and then some)…

SHIGEO FUKUDA
Fukuda san is why the best designers don't have a 'sell by' date. They simply keep going. With wicked sense of humour and a language barrier he ensured wasn't, Shigeo showed why he is one of the globe's pre-eminent poster designers. Japanese designers have achieved what no other culture has managed - the blending of their own visual cultures with those of the West, to create a totally new and fresh design language.

There is a lesson in that for us South Africans.

I've got this idea for a film…

BOB SABISTON
Bob Sabiston is why I love the Indaba. You get to meet guys you've never heard of - but you sure won't forget. I know every one of us sitting in that auditorium would kill to get a copy of Bob's piss-easy animation software. And I also know every man and his dog would play with it. He has managed to do what the might of Silicon Valley can't. Make animation easy.

Yes, designers are human too…

ROSS LOVEGROVE
A natural charmer (and natty dresser) Ross works on projects that conform to his 'humanist' view of the world - and the results are quite staggering. From the sculpture of Henry Moore to the vertebrae of a whale and an African headrest, Ross looks to natural forms for many of his design executions. He also won my eternal devotion for his "anti-blobism" views on current product design.

And the Oscar goes to…
Lock up your daughters…

DAVID CARSON
Design's most controversial designer (and design conference organisers' worst nightmare). But when he eventually gets on stage he does deliver. Bet every presenter wished they had his knack. Now David, show us some new work please!

Sage advice to you young things…

VINCE FROST
Vince is one of the few truly honest designers who says what most of us daren't. Sometimes, life is too short to kern a page of 9pt type.

And that's OK too. We need more like him.

Wait till it gets interesting…

TYLER BRÛLÉ
The longest life history on record before the Wallpaper guru eventually got to the nitty gritty we all wanted to hear. And then it was reduced to "5 future trends" in extra time. But worth the wait.

He's here, and he's wearing a pink suit…

KARIM RASHID
Karim wowed the crowd with a masterful display of designerspeak to a backdrop of his work. Gives new meaning to the word 'prolific'.

Local is lekker…

THE LOCAL SPEAKER WORKSHOPS
Huge and very positive response to the local speaker break-away workshops. Proves again we have the talent and interest to match the 'Big Names'. Despite their stress, all the speakers performed like pros. More please!

A few thoughts for the future:

1. The Indaba goes from strength to strength each year. Bolting on an EXPO and D-Day initiative are very clever ideas - and added a new dimension to both Indaba delegates and to the design education of the public at large. The strength of the Indaba is it constantly adds new ideas.

2. From lots of personal feedback, EXPO exhibitors were very happy (particularly those who sold out on the first day!). This will be a unique feature of the Indaba experience (I know of no other design get together that offers this). I'll bet next year will be bigger and better. Ditto the D-Day idea. Needs more exposure, but this will come as more Corporates see the value of participating.

3. More local speakers! South Africa has a wide pool of local "creative kings" who are recognised internationally. From the world of advertising, the likes of Hunt Lascaris and their ilk are very good speakers (but please, no punting of the Agency concerned).

4. The mixed discipline format is ideal and can be expanded more. What of our internationally recognised photographers? (Goldblatt, Haskins, Lategan, De Zitter, Ballen and Tillim for a start). Also, speakers from the world of fine art? Architecture and Urban Planning? And so on. We have huge talent here we ain't never seen...

5. More free time for speakers and delegates. Time that could be used for studio visits, "culture" shopping and gallery visits etc. Many conferences offer a parallel programme of these kinds of activities.

3 trends for the future from Indaba 7

1. REDUCTIONISM:
Reducing the process of design and manufacture to the core ingredients. Less of the 'special effects' and more of the essentials.

2. HUMANISM:
Consumers want design that speaks to them with honesty and warmth. That connects with them as real people. Design rooted in human experiences and natural forms.

3. THE DESIGN OF BUSINESS and THE BUSINESS OF DESIGN:
Design needs to become far more businesslike. To understand the power of design to deliver to the bottom line. And business needs to empower design to do this. A true marriage of like minds with an equal commitment to the end-user.