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Simple Yet Effective. Remarks on Finnish Approach to Design Promotion

100%

Wiśnicka A.

Załącznik Kulturoznawczy

2019

nr 6. Design. Teoria, praktyka, interpretacje

263-284

This paper gathers and analyses the main parts of the Finnish model of design promotion. It starts with providing the clear idea of division into global and national mechanisms as well as into commercial and cultural initiatives. Global mechanisms work on an international level, raising the design awareness and building the global perception of Finland as the country of design. They include works of the International Council of Societies of Industrial Design (now the World Design Organisation) and UNESCO. The promotional efforts taken on the national level focus on establishing the position of the designer and raising the understanding of the importance of design in public spaces. Those are supported by national organisations such as the Arts Promotion Centre Finland (Taike), the Finnish Association for Designers (ORNAMO) and Design Forum Finland (the official organisation of the Finnish Society of Crafts and Design), as well as local initiatives. The last section looks at the role of commercial initiatives, such as fares and marketing strategies, applied to design and the importance of cultural projects, such as museum exhibitions, publications, lectures, etc. All of the measures amalgamate to form a well-established model of design promotion which has been proven to work on many levels.

Selling the Scandinavian Ethos: Principal Marketing Strategies of Nordic Design Brands

100%

Wiśnicka A.

Stan Rzeczy

2022

nr 2(23) Kultura designu

187-210

This text presents and analyses the principal marketing strategies used by Danish, Swedish, and Finnish companies and describes the set of marketing messages characteristic of Scandinavian design brands. The most popular strategies involve geo-recognition, with sociolinguistic mechanisms that influence the names of companies and products and the self-description of brands. The contradictory issues of nobilitation and egalitarianism, which have a pivotal role in the advertising of specific products for different groups of recipients, are addressed. Co-branding, including image collaborations between brands operating in different sectors, and mass media influence (the leading tool of advertisement, through films, series, and TV commercials), are other strategies. Connections are established between design promotion and widely recognisable cultural phenomena, such as hygge or lagom. Analysis reveals that the main marketing strategies characteristic of the design brands of the North revolve around a multitude of connections to Scandinavian heritage and culture.

Polish-Italian Design Dualism. Artistic Projects by Dorota Koziara

100%

Wiśnicka A.

pl.it / rassegna italiana di argomenti polacchi

2017

nr 8

160-175

Polish-born, Milan-based designer, Dorota Koziara has been active on the international design scene for two decades. Her artistic career has swung between her national roots and the well-established traditions of Italian design. Working alongside the iconic Alessandro Mendini, Koziara gained a brand-new way of self-expression, smoothly intermingling between the two cultures. Her activity covers an outstanding range of projects, she is also the winner of the Third Millennium International Sculpture Competition held in Italy. Her achievements on both Polish and Italian design scenes are a unique example of how fluid contemporary trends based on national heritage can be. In this border-free society, the influences and relations between Polish and Italian design seem to be highly important. After centuries of inspiration and domination by Italian art, today’s scene shows a different approach to multicultural dialogue, the results of which are apparent in Koziara’s works. The article focuses on her achievements in the light of reciprocal Polish-Italian influences.