About Design | Design Management | Design & Tech.
The Bezalel Academy of Arts and Design master's track of industrial design is a biennial program, training exceptional designers and artists for leadership roles in a changing world. The program provides practical skills and educational structure which prepare the designers for their new roles, focusing on stages which go beyond aesthetic and functional object design: process design, systematic design and overall strategy. The program views the designer not merely as a professional worker in service of the industry, but as a change agent who enables interdisciplinary collaborations and offers a fresh perspective on problems and their solutions.
The program aspires to nurture the designer as a creator of things and as an innovator, as well as a team worker, a leader and an entrepreneur. It operates within a wide fabric of contexts and trends in Israel and worldwide. The program exposes the students to the deep meaning of central developments in the modern world, and enables them to translate processes of ingenuity and design-oriented thought into cultural and financial success, while participating in product development and new services in a dynamic, competitive world. Furthermore, participants will experience several collaborations with different industrial organizations in Israel and abroad.
The program examines the new function of design in a time when a substantial change in consumerism culture is occurring - resources become rare, and the object is not the only way the designer can answer the user's changing needs. The program offers room for research, an examination of practical tools and a re-definition and production of innovative solutions. Studies will help students develop the ability to integrate with interdisciplinary teams and development processes, to combine an understanding of the system as a whole as well as formulate a critical approach and personal signature. In addition, they will give students the skills to act in a global environment, create connections with interest holders while balancing different needs. These skills will be the central criteria in the designer's ability to successfully act within the global and Israeli market.
The program focuses on three central knowledge-areas in the field of current design: design, management and technology. Students will be trained to lead and influence in each one of these areas; in the fields of experimental and conceptual design, as business leaders, ingenuity spearheads and ground- braking pioneers creating an industry based on a combination of designing and technological abilities.
The three study fields of the program:
The experimental design track examines the roles of a designer in a changing world and helps the designers formulate a critical approach and personal signature in the dynamic field of experimental design, from a pluralistic perspective on the world of design. Central to the track is the dynamic between students and professors, who view their duty as to enrich the discourse and theoretical research as well as to expand the range of action of the students. The program deals with current international trends and issues in the world of design. Work in the studio combines philosophical, social, cultural and technological aspects of the subject and its wider contexts. A different theme is chosen every couple of years, inspiring the development of a new conceptual process, designated to create a relevant theoretical and practical body of work, and expose it to the public design arena. The track requires previous knowledge in design and art, and graduates are integrated as creative designers into the local and international discourse of the field of design.
Design and Innovation Management:
The promotion of entrepreneurship and innovation in the fields of product and service are among the central reasons for the strategic importance of design management. In the present, many companies and social organizations are becoming aware of the need to integrate the field of design into the basis of their business strategy. The job of the design manager, as an external consultant or as a manager of a design department, requires extensive knowledge and understanding in the social, economic and environmental aspects of design, familiarity with advanced design methods as well as a wide understanding in a variety of subjects in the field of management. The design manager is in charge of, amongst other things, motivating the formulation of vision and values, developing organizational identity and initiating an educated promotion of design-oriented development projects based on existing, evolving technologies, anchored in an understanding of market needs and the ability to respond quickly and efficiently to the radical, increasingly swift changes of markets. Design management is one of the central strategic tools in creating a joint value, linking commercial companies, organizations, individual users and the environment. The track requires previous knowledge in design, management and development with an employment experience of at least three years. Graduates will integrate into the field of design as design managers and as innovation managers in leading companies, or as independent entrepreneurs.
Design and Technology:
The rapid and dramatic changes in the technological world meet the field of design, offering an opportunity for the creation of new industries. These industries require unique knowledge, created in the junction between the different disciplines. The program will be a pioneer in creating these industries, and will train its students to fill key positions within them. This field offers the students skills which they can use in understanding the continuity of processes of creating an experience through products and services; beginning with the stage of the idea, through development, implementation, assimilation and research. The program centers around the user (User Centric Approach) and develops the links between design, experience, technology and business, enabling the students to design different concepts of products and services, develop the necessary supportive business background, and translate these into a complete, positive, authentic experience. The program is based on practical training, coping with real problems and working with experts from the industry to create innovative solutions. The track accepts entrepreneurs, designers and people with technological experience.
Guest workshops from past years:
Denis Weil: Innovation vice-president at global McDonalds (regular guest professor on the program)
Dr. Brigitte Borja de Mozota: Author of the book 'Design Management: Using design to build brand value and corporate innovation'
Prof. Mary McBride: Department head of design management, New-York, USA
Prof. Gesche Joost: Manager of design research at UDK, Berlin
Prof. Harald Laschke: Industrial designer. Department head of advanced design of Mercedes-Benz at DaimlerChrysler
Prof. Rosanne Somerson: Furniture Designer. Professor and researcher in the field of furniture design. Head of the academic sector at the Rhode-Island School of Design
Dr. Barbara Bloemink: Formerly head curator of the Cooper Hewitt Museum of Design, New York
Arch. Adam Tihany: Architect and designer. Owner of "Tihany design" studio, specializing in hosting and catering. Currently living and working in NY, Milan, Japan and more.
Barbel van Zanten and Karen Reddering: senior researchers & advisors of the research and development department at "Philips Design" company, Netherlands
Gadi Amit: President of NewDealDesign company, CA, USA