MRMBulletin DEC 27/02/2008 4:44 PM Page 2 NO.42007 mrmbulletin › design_publication ›...

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442007NO.MRMBulletin_DEC 27/02/2008 4:44 PM Page 2

MRM Bulletin is published by the Majlis Rekabentuk Malaysia (Malaysia Design Council) to highlight designevents and news in Malaysia and abroad. The bulletin covers new product designs, design activities anddesign-related websites that would be of interest to you. Given the rapid changes in art and technologydevelopment, the Bulletin also provides updates on product design technology and innovation in the industry.We welcome your participation by sending us details of any design-related events, seminars, exhibitions orproduct launches. We would also like to hear your comments and suggestions to make this Bulletin moreinteractive and interesting.

MRM Editorial Committee

Mohd Firoz Ahmat BasriRazita Abd. Razak

Project Leader

Quzailan Abd. Rahman

Photographer

Mohd. Sayuti Hj. Hassan

01 MRM HIGHLIGHTAsia Design Network Conference 2007

03 PROFILEPanasonic- Mohd. Sobri Abu Bakar

05 DESIGN CLIPSDesign in Manufacturing

07 Design and Innovation Scenario in Malaysia

09 DESIGN NEWS Dining in 2015

10 MIA Convocation 2007

11 MRM HIGHLIGHTVIOS Design Competition

ContentsMRM BULLETIN NO.4 2007

On 30 to 31 October, Malaysia Design Council(MRM) organised the Asia Design NetworkConference (ADNC) 2007 with theme 'DesignCultivation'. This two-day conference tookplace with participations from 14 local andforeign professional speakers.

Held at MATRADE Exhibition and ConventionCentre, ADNC is an annual programmefounded by Japan Design Foundation (JDF)with members from 10 countries in the AsiaPacific region such as Japan, Korea, Taiwan,China, the Philippines, Thailand, Singapore,India, Indonesia and Malaysia. The event isorganised annually and the selection of thehost country is done the year before asagreed by the rest of the members.

In order to mark a difference from theprevious ADNC, MRM has given theopportunity to local speakers to presenttheir related paper works on the first day ofthe conference. The paper work presentations

began with YBhg. Prof. Dr Ahmad HajiZainuddin's "Design and Innovation ScenarioIn Malaysia", followed by other speakerslike Dr Mohamad Jamil Sulaiman on behalfof YBhg. Tuan Ir Haji Yahaya Ahmad,President and Chief Executive of SIRIMBerhad; YBhg. Dato' Ghazi Sheikh Ramli,President of Malaysian Association ofCreativity and Innovation; Associate ProfessorDr Dzulkifli Awang from MechanicalEngineering Faculty of Universiti TeknologiMalaysia and Encik Mohd. Sobri Abu Bakar,Manager of the Industrial Design Department,Panasonic Manufacturing Malaysia Berhad.

The second day of the conference focusedon the presentations from foreign speakersas delivered by seven organisations includingProf. Fukuda Tamio of Japan's KyotoInstitute of Technology, Mr. David Lee fromTaiwan Design Centre, Mr. Damang Chassiandafrom Indonesia Design Centre, Mr. Bo Ahnfrom Korea Institute of Design Promotion,

The rapid development and growth of thedesign activities in Asia has led to theformation of Asia Design Network (ADN)that was founded by Japan DesignFoundation (JDF). With its headquarter inOsaka, ADN's main goal is to inculcate theco-operation spirit in design field amongcountries in the Asia Pacific region. Since itsearly formation in 1997, ADN currently hasmembers from 13 design organisationsfrom 11 countries, and each membercountry takes turn in organising the annualADN Conference every year.

Malaysia Design Council (MRM) wasappointed to be the host for ADN 2007 asdecided in last year's ADN Conference heldin Singapore. A total of 18 delegates from 8countries have attended the programme this

year and they are Japan Design Foundation,Korea Institute of Design Promotion, TaiwanDesign Centre, DesignSingapore Council,Indonesia Design Centre and our very own,Malaysia Design Council. ADN07 this yearalso welcomed China's WUXI IndustrialDesign Park, the third design organisationfrom the country to join ADN after ShanghaiIndustrial Design Association and IndustrialDesign Promotion Society of Guangzhou.

ADN 07 began with a pre-meeting and dinnerthat took place on October 29, 2007 at SeriPacific Hotel in Kuala Lumpur. Besidesbriefing the participants on the flow of the3-day programme (scheduled on October30 - November 1), the pre-meeting was alsoheld to give an opportunity for therepresentatives to get to know each other

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Dr. Milton Tan from DesignSingapore Council,Ms. Aileen Lee from China's WUXI IndustrialDesign Park and Encik Mohd Firoz AhmatBasri from Malaysia Design Council.

In order to ensure the smoothness of theconference, MRM appointed Y.Bhg AssociateProfessor Dr Khairul Aidil Azlin Abdul Rahmanfrom Universiti Malaysia Sarawak as theprogramme moderator. His vast knowledgeand experience in the design field at the localand international stages, particularly ineducation played a major role in ensuring theprogramme ran successfully, and thatADNC07 succeeded in achieving its target.

The ADNC conference was jointly officiated bythe MRM Chairman, YBhg Prof. Dato' Dr AhmadHaji Zainuddin together with Mr. Tadao Iguchi,the Executive Vice President of Japan DesignFoundation. In his speech, the MRM Chairmanexpressed his gratitude to JDF for giving thehonour of organising this year's conference toMRM. Besides that, he also stated his confidencethat the ADNC07 will create a bigger impacttowards the development of design inMalaysia due to the unexpected number ofparticipations from sectors like education,industrial and government agencies.

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MRM Highlight

since the event is attended by differentrepresentatives every year. Among therepresentatives present included YBhg Prof.Dato' Dr Ahmad Haji Zainuddin, MRMChairman; YBhg Tuan Ir Haji Yahaya Ahmad,President and Chief Executive of SIRIMBerhad, and Secretary to MRM; MRM councilmembers; moderator for the conference andmeeting; as well as delegates from local andforeign countries.

In a meeting held on the next day, allrepresentatives discussed on various issuesrelated to design scenarios in the Asia Pacificregion. One of the most popular topics ofdiscussion was the decision to introduce aprogramme known as Asia Good Design Awardthat will act as the highest form of awardtowards all design recognition programmes as

organised by ADN countries. The programme'sexecution proposal will be presented by MRMat the ministry level prior to further approvalfrom all the member countries.

This suggestion was made since the MRM andIndonesia Design Centre are working togetherto promote the recipients for the 'MalaysiaGood Design Mark' and 'Indonesia Good DesignSelection' recognitions in both countries. Thesuccess of this co-operative programme willbe a platform to other collaborated programmesthat will be organised in stages with othercountries like Taiwan, Korea and Japan.Apart from meeting and conference, MRMalso arranged a design tour programme toattractive spots in Kuala Lumpur andPutrajaya for all international delegates. Theplaces chosen in the visit were connected to

the development of design industry inMalaysia such as Royal Selangor InternationalSdn. Bhd., KLCC Twin Tower Sky Bridge, JalanConlay Craft Complex and the GovernmentAdministrative Complex in Putrajaya. Among theinteresting activities include the delegates'experience in producing their own craftproducts at Royal Selangor International.

Next year, Japan DesignFoundation will host theAsia Design Network 08 tobe held in Osaka, Japan.

ASIA DESIGNNETWORK 2007

ASIA DESIGN NETWORKCONFERENCE 2007


MRMBULLETIN 03

Profile

Mohd. Sobri Abu BakarPanasonic

Q What is your passion?Cars, driving and model collecting.

Q What do you consider your biggestaccomplishment?In career... satisfaction in our designedproducts being appreciated and used byconsumers, and products being well acceptedby outside consumers (export market).

Q Please give your point of view on why doyou think design is important.No organisation or products can exist withoutdesign. Product design is very important to amanufacturing company as well as in themarketing aspect of it. The love and pride forselling a certain product can be generatedhere. The standard of living is rising, I thinkMalaysians don't mind paying more for betterdesign. We actually have a very discerning eyewhen it comes to good design.

Q If you hadn't committed yourself to design,what do you think you might have done with your life?

I would probably be a teacher.

Q You seem to have numerous academiccertifications on design. How do you view theoretical aspects in comparison with creativity?

Understanding things in theory will help inestablishing the creativity of it, it goes hand inhand. When we put it in practicality orpractice, then only we will understand thewhole picture of it.


Q How do you rate local designs? Anythingto highlight in particular?There is a positive development in designscenario in Malaysia, as we can observe in ourautomobile industry, or even fashion, for example.But I think, we are still in the buyer's market.Design are copied to manufacture new productsordered by buyers, hence, there is no originality.

Q Why do you think we have come to thestage that we are today?I think it is more to wanting quick results,taking short cuts in doing things.

Q Is there anything that you think can beavoided or should not happen throughout the development period of the design industry?

In design there is no short cuts, in fact it is aprocess. In a design process, we need to establisha thorough R&D, to evaluate and implement.

Q What do you personally think can be doneto improve the nation's design industry?The establishment of Malaysia Design Councilis very important, as it creates the awarenessand importance of design in our everyday life.In Japan for instance, the inherent appreciationof design is one reason why it is so prominentin the Japanese industry, however this is backedby a strong technology base. As for us here inMalaysia, the awareness is there, especiallywith the emphasis now is made on the globalcompetition. Manufacturing companies needto hire designers, they need to 'cultivate'them. The government is already encouragingthe field of design (with the establishment ofMalaysia Design Council), therefore the privatesectors must also do their part.

Q How do you picture the future ofMalaysia's design industry?The future is definitely bright ahead, as Malaysiais not short of talented designers. As what wecan see, we have been successful in manyareas like in fashion design scene, furniture,interiors, automobiles, even now we are activelydriven into aerospace era. The governmentalso should further encourage and supportthis activity through grants and incentives toaspiring companies in establishing R&D anddesign house in the company.

Q Could you briefly tell us the history ofPanasonic Malaysia?Panasonic Malaysia was known before asMatsushita Electric, producing electrical productsunder the brand name of "National". In 2003,due to the global exercise from Panasonic Japan,it was changed to Panasonic ManufacturingCo. M Bhd. producing the same product underthe "Panasonic" brand.

The company was set up in 1965, and theIndustrial Design Department was establishedin 1974, mainly designing the cabinet type blackand white TV, followed by other kitchen productslike rice cooker, blender etc, and until today,we are producing 11 types of products item.

In 1996, the department expanded intoLifestyle Research and Design Center. This isin line with the global competition, as well asto strengthen product competitiveness and tointroduce unique models to meet Asian lifestyle.

The workforce of design members comprisesof 3 professional designers and 1 graphicdesigner, combined with 2 researchers.

Q What is the role of design for Panasonicin achieving its strategic marketing agenda?In terms of design (outlook) we shouldoutshine other similar product category bycreating better form, styling, finished look thatshould attract the attention and interest tobuyers. In term of product concept, we try toproject the image to consumer of "One lookis Panasonic Product". By implementing thesynergy of design image to all category ofproducts, a family image concept, togetherwith clean style design can be made possible.In marketing concept, we try to understandthe psychological purchasing habits ofconsumers, through our designed productsand value added features to influence theconsumers at the point of purchase and totrigger impulse buying.

Q Does Panasonic look at design as a mainfactor in making decision for its electrical appliances?

Yes. Design is as important as engineering andmarketing in Panasonic.

Q Many of your products have receivedawards and recognitions in terms of design.How much does the design affect the practicality of each product?

For a record, the company has received a totalof 24 product awards from Malaysia DesignCouncil.The award has boosted the moral of ourdesigners and enhanced the company's image.As a whole, it also helps in the promotionalactivities and creates better sales for our product.

Q What are among the careers in designthat Panasonic Malaysia has got to offer?Here, we practice the design process, understandingof engineering and production processes, aswell as the marketing aspect of it.

Q Where do you see Panasonic heading inthe next 20 years?We have been in this manufacturing businessfor the past 42 years, and I can foresee betteryears ahead. With the advent of technology,and as people become more affluent, manythings can be done to produce better and moreadvanced electrical products for consumerstowards a better and interesting lifestyle.

Q Any innovations in design that you havepersonally been responsible for?I would consider every design that we areinvolved in an innovation in itself, no matterhow small or big it is.

Q In the near future, what do you have inmind regarding development of new products for Panasonic?

Working towards the ideal interface of productand the end user. For example, Fresh--freshness for the kitchen, Pleasant--userfriendly, More comfortable--ease of use andsafety. At Panasonic, we intend to be theMercedes Benz in electrical products.

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MRMBULLETIN 05

Design Clips

Design InMANUFACTURING

Activities of Design in Panasonic


MRMBULLETIN 06

The process of designing is tedious and cansometimes be complicated. However, thoseare some of the criteria that make the designfield more interesting and satisfying. A gooddesign must always balance with marketingdecisions that are often tough to be made.Design values vary in different culturalbackground, lifestyle and many more.

The Industrial Design Department ofPanasonic Malaysia was established in 1974to fortify the roles and functions of design inmanufacturing the company's electricalappliances. With so many considerationsneed to be made due to the fact that ourcountry consists of a multi racial society,Panasonic's Lifetyle Research and DesignCentre was later set up in 1998. Theexistence of the centre is significant inunderstanding the lifestyle of Malaysians,thus will be able to represent the livingscenarios in most Asian countries.

Products that are designed and manufacturedin Malaysia have gone through a series ofevolution when it comes to the technologyas well as the exterior looks. Rice cookers,home showers, fan products, blenderproducts, vacuum cleaners, irons and evenbatteries are some of the products that haveevolved. In determining designs, PanasonicMalaysia work closely together with itsparent company in Japan, the PanasonicDesign Company for design direction andguidelines. This is important in order tocultivate the consumers of Panasonic on theproducts just by looking at them - said toform a design identity. The activities forinnovative design creation aim to proceedtogether with Panasonic designers fromaround the world in a global perspective.

At Panasonic, the design aspect creates a"Power Brand" with the enhancement ofdesign identity that is "clean style". It is ourpriority to completely satisfy customers byproviding products that surpass othersbased on factors like the ease of use, overallappeal and lifestyle enrichment. Good salesthrough product design are also attainablethrough emphasis made on the products'appearance and visual impact, how wellthey work and how much they cost.Synergising stages of product planning,designing, engineering and marketing on theother hand must also be executedthoroughly.

There are also several recognitions awardedto Panasonic for its excellent design. One ofthem is the Malaysia Good Design Mark andsince its inception in 1997, a total of 24products by Panasonic have receivedrecognitions for being 'prestigious'. Suchawards prove that intellectual creativity topreserve, develop and expand design abilityare needed in order to let consumers knowthe value of design, regardless of culturalbackground and lifestyle. The question thatshould always be remembered by designersis now no longer on how to design, butmore importantly - what to design.


MRMBULLETIN 07

Design Clips

IntroductionThe wealth of developed and developing nationscontinues to depend on innovation and technology in thenew millennium. New technological innovation todaycould decide the future competitiveness and growth ofdeveloped countries. For developing countries where suchdreams seem to be within reach, the challenge ofachieving higher value-added in production requiresclimbing the technological ladder.

Malaysia aspires to be a developed nation by year 2020.In the past, much of the country’s industrial growth anddevelopment came from the comparative advantage ofmanufacturing base in terms of labour cost. As Malaysiaenters the rank of middle income countries, it finds itselfin an awkward position of a country having neither low-cost of production of lower income developing countriesnor the technology-base of developed countries. Takingcognizance of this, the Malaysian Government hasconsistently emphasized on the importance of theinnovation progress of the country.

InnovationAn innovation, as defined is a new or significantly improved product (goodor service) introduced to the market or the introduction within a company ofa new or significantly improved process. Product innovation is a good orservice which is either new or significantly improved with respect to itsfundamental characteristics, technical specifications, incorporated softwareor other immaterial components, intended uses, or user friendliness.

An Overview Of Innovation In The MalaysianManufacturing SectorThe manufacturing sector is an important contributor to the economicgrowth and development of Malaysia. Today, the sector contributes to abouta third of Malaysia’s gross domestic product. The sector’s share of totalexports and total imports is around 80% and 86%, respectively. With a percapita income of around USD3,400, the structural transformation to anadvanced economy with a dominant services sector still far off for Malaysia.

Innovation Across Manufacturing IndustriesThere are significant variations in the incidences of innovation across thedifferent manufacturing industries. The three industries had incidence ofinnovation of 25% or less, namely Leather products (25%), Wood products(16%) and Machinery and equipment (10%). Majority of the manufacturingindustries had incidence of innovation of above 25% but less or equal to50%. Manufacturing industries that fall into this category includes rubberand plastic products (43%), paper and paper products (38%), othertransport equipment (30%), fabricated metal products (30%), food productsand beverages (30%), furniture (28%) and basic metals (27%).

Industries with incidence of innovation exceeding 50% includes radio,television and communications equipment (82%), motor vehicles, trailersand semi-trailers (82%), medical, precision and optical instruments (75%),textiles (73%), electrical machinery (67%), publishing and printing (52%).Overall, the incidence of innovation across the various manufacturingindustries reflect the technology characteristic of products in these industries.

Design and InnovationScenario in Malaysia


MRMBULLETIN 08

Innovating CompaniesInnovating companies are defined ascompanies that have successfullyintroduced new products or improvedproducts or improved technologicalprocesses in their production system. Thedefinition also includes companies that haveprojects in progress that are expected toyield innovation in the future.

Sources of Information For InnovationApart from the motivation for innovation,it is also pertinent to consider the sources ofinformation for innovation. The innovatingcompanies clients or customers appears tobe the most important factor as it had thelargest number of companies indicating it tohave a high impact. On the other hand,patent, disclosures and universities or otherhigher education institutes appear to haveless bearing as sources of information asonly relatively small number of companiesindicate these factors as having a highimpact on them.

Innovation in TheManufacturing CentreIn the Third Outline Perspective Plan ofMalaysia (OPP3:2001-2010), themanufacturing sector continues to betargeted as one of the main stimuli foreconomic growth in the country. In line withthe country's aspirations to shift from the

old 'production' economy to the newknowledge-based economy, the manufacturingsector is also expected to move on to a newphase of industrial development. This newphase of industrial development requires themanufacturing sector to move out of 'lowtechnology' production into 'high-technology'production. Without innovation in today'scomplex, knowledge intensive, globalisedenvironment, the products produced by themanufacturing sector in Malaysia can beeasily displaced by cheaper and betterproducts from other countries. Consequently,innovation holds the key for the future of themanufacturing sector in this country.

By Prof. Dato' Dr Ahmad Zainuddin,Chairman of Malaysia Design Council

n


Design Competition

MRMBULLETIN 09


Design News

MRMBULLETIN 10

The Malaysian Institute of Art (MIA) Convocation 2007 held on 3 November was theculmination of 3-year studies by some 163 students. The graduates from GraphicDesign, Illustration, Fine Art, Interior Design, Textile & Fashion Design, IndustrialDesign and Music received their scrolls from guest-of honour Yang Berhormat DatukOng Tee Keat, Deputy Minister, Ministry of Higher Education.

Founded in 1967 as a non-profit organisation and being a well-established pioneerinstitute, MIA has trained thousands of professionals and continue to produce graduateswho are in great demand by the creative industry. The current batch of graduateswill soon join force with their seniors to serve as artists, designers and musicians.

The highlight of the convocation was the presentation of "The Most OutstandingStudent Award" to Chin Yen Lin from Music Department. Wylson Janto fromIndonesia has been awarded "Best International Student Award". Song Eun Suk fromFine Art Department and Tam Tong Lim from Interior Design Department have beenawarded with "Creative Students Awards". "Best Student Award" from variousdepartments are: Lee Shu Lih and Foo Tze Chung (Textile & Fashion Design Department),Tan Siang Choo (Fine Art Department), Ng Chon Khim and Heng Yik Yann (GraphicDesign Department), Shim Pei Lun and Ng Chun Hong (Interior Design Department).The provision of the above awards are to encourage, motivate, acknowledge andrecognise the academic and creative excellence among the students.

Datuk Ong has emphasized in his speech that the soft skills are equally important intheir career development. He also advised the graduates that they must continue toacquire new skills and knowledge so that they can cope with new challenges intheir pursuit for creative excellence.

Convocation 2007

MalaysianInstitute of Art


VIOSThe theme was "Toyota Vios. My Design, My Pride". In this blank canvas competition,Malaysian Institite of Art (MIA)'s team of designers has won the second prize. A group ofstudents comprising students from Industrial Design, Fine Art and Graphic Design led byEncik Norhisham has painted the mock-up new model of Toyota Vios with design derivedfrom Malay traditional handicraft wood carving.

The new Vios mock-up painted by MIA team was put on display in conjunction with the newToyota Vios launched at Mid Valley Exhibition Centre from 5 to 7 October 2007. The winningpieces (1st and 2nd prize only) will be put on display in other venues throughout the country.

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MRM Highlight

DESIGNCOMPETITION


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