Seoul and Milan, two cities that have built their design ecosystems, each possess distinct strengths. Milan has established itself as a global design hub based on its long history and craftsmanship, while Seoul has enhanced its competitiveness through advanced technology and adaptability to rapid changes. Despite their different paths, both cities share a common goal: to expand design beyond product aesthetics into industry, urban culture, and daily life.
On October 19, Chah Kang-hee, CEO of the Seoul Design Foundation, and Maria Porro, president of Salone del Mobile Milan, discussed the design competitiveness and industrial ecosystems of both cities, as well as the role of designers in the age of artificial intelligence (AI), during a conversation held at High Street Italy in Gangnam, Seoul.
Both leaders agreed that design must be closely linked to industry. Milan has built its design competitiveness on an industrial ecosystem where manufacturing, branding, universities, and research institutions collaborate closely. Graduates from universities engage directly with the industry, transforming creative ideas into actual products. The world-renowned furniture and design fair, Salone del Mobile, has also grown on this foundation.
In contrast, Seoul is expanding its design culture throughout the city by connecting designers, businesses, and citizens through the Dongdaemun Design Plaza (DDP) and Seoul Design Week. This year, Seoul Design Week has extended its reach beyond DDP to five districts: Dongdaemun, Seongsu, Yeonhui, Seochon, and Apgujeong. Running until October 25, the 'Seoul Design Road' connects 150 design landmarks, allowing citizens to experience design through exhibitions, design markets, and hands-on programs. Additionally, opportunities are provided for university students and young designers to share ideas with industry professionals and connect with the industrial field.
Porro likened Milan's design industry to an iceberg. While the Salone del Mobile represents the visible tip, the submerged part consists of the long-standing collaborative relationships between designers and businesses, embodying creativity and industry. She stated, "Designers do not just create drawings; they engage in dialogue with experts from various fields to form an iceberg, which is the product. Beneath the surface lies the conversation between creativity and industry."
—Milan and Seoul have built their design competitiveness through different histories and cultures. What strengths do you find most noteworthy?
Chah Kang-hee, CEO of the Seoul Design Foundation: Both Italy and Korea are peninsulas surrounded by water on three sides. We share a love for spicy food, garlic, and fermented dishes. Despite our differences, we have many similarities. Milan's ability to develop long-established brands is something to learn from. The combination of craftsmanship and design to create high-quality products is impressive. The city's full participation in large-scale events like Salone del Mobile and its expansion of design into cultural realms is also noteworthy. On the other hand, Korea is sensitive to trends and excels in creating new value through technology. I believe both countries have much to learn from each other.
Maria Porro, President of Salone del Mobile Milan: We value the lessons learned from mistakes. We cherish not only the outcomes but also the processes, which teach us flexibility. This is Italy's strength. Our creativity is realized through resilient thinking and trial and error, much like jazz music, where improvisation leads to new creations and learning from mistakes is a hallmark of Italian creativity.
—What role is the Seoul Design Foundation focusing on to connect Seoul's design industry with urban cultural growth?
Chah Kang-hee: The Seoul Design Foundation aims to spread design culture so that it naturally permeates citizens' daily lives. DDP serves as a platform providing comprehensive design solutions through various design events and exhibitions. Seoul Design Week, like Milan's, showcases the capabilities of young designers and small businesses, ensuring that design integrates into citizens' everyday experiences. We are gradually expanding the scale of the event each year, striving to grow into a global design event.
—If you were to guide each other through a day in Seoul and Milan, what specific places would you want to visit together?
Chah Kang-hee: I would like to introduce DDP and the Dongdaemun area. Dongdaemun, where the past, present, and future coexist, allows us to see the entire design process from ideas and materials to finished products. Notably, Jongno 3-ga was recently selected as 'the coolest neighborhood in the world.' I would love to discuss Korea's dynamism and creativity here.
Maria Porro: I would like to introduce the campuses of universities such as Politecnico di Milano. I want to show how students study not only design but also philosophy. Touring the university area together would allow us to showcase various architectures and new styles, highlighting the foundations of Italian design, architecture, and art.
—What are the biggest challenges in connecting Seoul's designers, businesses, and young talents, and how are you addressing them?
Chah Kang-hee: Design is shifting from pursuing beauty to seeking value. However, developing and producing high-quality results incurs costs. The Seoul Design Foundation is exploring ways to connect young designers with suitable companies to help them realize their creative ideas. We also showcase their works on international stages like Salone del Mobile to ensure they can succeed both domestically and abroad. By presenting their works at Seoul Design Week, we support designers in growing into design entrepreneurs.
—In an era where AI suggests ideas and creates images, what judgments and responsibilities should designers focus on amidst these changes?
Maria Porro: AI can assist in developing the capabilities of young designers, but it should only be used as a tool and not replace human intellect. Another issue is intellectual property. We must examine the sources of design information that AI collects and utilizes. AI could eliminate important processes in the creative process and the roles of communities. We must protect the value of all professionals involved in creation, including designers, producers, stylists, and photographers.
Chah Kang-hee: We are already living in the AI era. Instead of rejecting AI, we should consider how to utilize it. Human capabilities remain crucial in determining what to do and why. AI should be used as a tool to realize these goals. Consequently, human ethical awareness has become increasingly important. AI can be used for good or bad depending on the user's intent. In an age where anyone can become a designer, it is vital to create designs that are profound and exude aura. In the future, the role of designers will be increasingly recognized as they evolve from mere creators to producers who plan and coordinate various elements.
* This article has been translated by AI.
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