3 questions to Ayse Birsel

By Remi

ayse birsel seck dassault systèmes design in life strate college system systemes systeme catia delmia solidworks enovia simulia 3dvia exalead draftsight swym 3dswym CAD CAM PLM 2.0 De/Re deconstruction reconstruction innovation problem solve issueI recently had the opportunity to have a chat with Ayse Brisel, who runs Birsel+Seck design studio. She’s going to be part of a 3DS event soon (Design in Life) so I thought it’d be nice to introduce her and her concepts!

Can you tell me about your design concept: Deconstruction & Reconstruction?

Often Designers are asked about how they think and it’s a challenge to explain the process of design. In the last two years, I tried to articulate my process and Deconstruction & Reconstruction (De/Re) is the result of that.

We are all shaped by our preconceptions. Objects, situations and reality come to us prepackaged as a coherent whole. De/Re is about breaking our preconceptions to free our minds to imagine an array of new hypothesis.

One of my favorite examples of De/Re thinking outside of my work is the Dyson Air Multiplier. It pulls apart the conventional idea of a fan to eliminate its most fundamental part, the blade, and reconstructs a new hypothesis around how to blow air without it. It breaks the status quo to remind you of what you were trying to solve in the first place, which in Dyson’s case was moving air, freeing you to think about new and hopefully better ways of doing it.

I’ve read a lot that you look at your life as a design project… Can you tell me more about that?

When I was articulating De/Re as a process, I thought that it would be interesting to see if this process could be applied to designing one’s life. I like to think of life as our most important project and yet most of us think that we don’t have much control over our lives.

So my point is: ok we can’t control everything, but we can start imagining and designing the kind of life we’d like. So I started a series of workshops called “Design the Life You Love”, to teach people, non-designers as well as designers, to think about life with imagination and originality.

One part of this process is asking people to look at what the Dominant, Subdominant and Subordinate parts of their life are. Another way of saying this is, what is central to your life, what supports that center and what completes it.

Since there are only three parts, it forces people to look at what matters for them in their lives and the hierarchy between them (say, family, friends and work). If you want to have more, you need to resolve dichotomies to figure out how you can get more value within these constraints. Just like a design problem!

Often, people at my workshops are at a point in their life where they want to change something but they don’t know exactly what. So this helps shifting their point of view, and even if they don’t act on it, they learn to think about life differently, creatively, using design tools.

What future do you see for the design industry?

These days, my thinking is that we’re problem solvers, as well as team players. We’re really good at dichotomy resolution, bringing opposing ideas together to create new meaning and value.

So my point is that the design industry will increasingly help people to design their lives and address world problems. There are so many issues (poverty, women rights, democracy, etc.) where our creative thinking can definitely come up with 1+1=3 kinds of solutions, in collaboration with other people and disciplines.

And that’s why I like Deconstruction & Reconstruction; it’s a systematic and learned process around solving problems, but without loosing the whole intuitive and imaginary part of design.

 

Pretty interesting right? I was personally thrilled by De/Re… it’s quite a problem solving method! What do you think?

Cheers,

Rémi

P.S.: I’ll be live blogging and tweeting at the event next week so stay tuned! :)

CATIA Is Now in the Beauty Business!

By Caroline

Have you heard of the “Beyond Beauty” expo happening the other week in Paris?  As part of my role as CATIA social media intern, I got to be there for opening day!

You might wonder why Dassault Systèmes would even be at a ‘beauty’ event.  The answer is simply because the beauty business is not only fragrances, blush and lip gloss; all those products have a common thread, the packaging and design.  This is where Dassault Systèmes comes into play.

All these products need, in order to stand out from each other, a certain Design communicating an emotion, a feeling, an experience that incites consumers to buy them.  Dassault Systèmes provides solutions for the Beauty industry to develop innovative, winning products.

At Dassault Systèmes I hear a lot about the product’s entire value-chain, from concept design to planning and supply processes.  And from what I understand, CATIA offers we we call a “unified industrial design workflow solution to imagine, create, share and experience your future products.”  (Thank you marketing brochure ;-))

For Dassault Systèmes’ Beyond & Beauty stand, our CATIA Creative Designers Team was present, exhibiting a project focused on the creation and design of a perfume bottle and packaging.   They showed what we could do with CATIA and how easy it is to imagine (while you design) a new perfume bottle in few minutes.    Here’s a video showing a bit of their project:

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We shared our booth with our partners Noomeo, RaisonPure and Strate College Designers.  While all of them had interesting things to share, I’d like to zoom in on Noomeo.

Noomeo , for those who don’t know, is  a company that makes the hand scanners which can scan various objects directly in 3D, or in other words, easily and quickly help you to visualize in 3D! Noomeo can scan any object and then on the screen a few seconds later, you can see the shape of the object in a cloud of small dots.  After a few scans you’ll have the replica of your object. It’s awesome to see it in action, because it’s truly simple of use. Here’s a little video interview with Noomeo’s André Joly and another of his colleagues.  You’ll get to see the magic in action:

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I never suspected blogging about Beauty would be part of my CATIA internship, but what a fun turn!

So what do you think about CATIA and Beauty?

Best,

Caroline

Caroline Heleu is interning for CATIA.

DesignStudio Showreel 2010: Dassault Systèmes Design

By Kate

There’s a curious couple in the latest DS DesignStudio’s video, can you spot them?

To get your Friday off to an energetic start, I thought you’d enjoy this Showreel video that shows what our friends Anne Asensio and the Design Studio have been up to in 2010.

For the full effect, I highly suggest you pump up the volume (danse).

Enjoy!

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Have you hugged your designer today?  ;-)

Best,

Kate



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