“不止于美”——设计助力企业成功

上周二，在《财富》（Fortune）、《时代周刊》（Time）及《Wallpaper*》共同在新加坡举办的头脑风暴设计大会开幕式上，梅雷迪斯集团（Meredith Corporation）旗下时代公司（Time Inc.）的首席内容官穆瑞澜对出席的设计名流和代表表示热烈的欢迎。在为期三天的会议期间，来自多个行业的顶级专家将讨论如何让设计帮助商业发展，以及如何将设计思想植入21世纪战略计划。

身兼《财富》杂志总裁的穆瑞澜说：“设计已经成为商业发展的重要动力。”

穆瑞澜说：“设计不仅是打造美丽的物品、卓越的客户体验和华丽的视觉效果。当今世界的技术变革飞快，人们的选择极具多样化，设计就是要解决这问题，帮助人们做出选择，拥有更好的生活。”

穆瑞澜说，未来三天，三组设计师将解决一系列以设计为中心的问题。传统设计师专攻时尚服饰和家具，商业设计师负责将设计思想注入商业和战略中心，计算设计师则研究如何利用海量的数据进行设计。

穆瑞澜对来自33个国家的300多名与会者说：“我们请大家欢聚于此，希望各位能够尽情发表高见。”

穆瑞澜还对新加坡经济发展局（Economic Development Board）主席马宣仁医生致以欢迎。马主席与新加坡设计理事会（Design Singapore Council）一道来支持此次会议的召开。

马主席说：“我们相信设计有助于解决当今世界的复杂性，它不仅适用于充满活力的创业生态系统，也适用于许多《财富》世界500强公司。”

他在讲话中强调了设计深入世界各个行业，满足未被满足的消费者需求这一重要作用。从技术到纺织品，传统的商业方式正在消失。设计让企业能有效应对全球化和数字化的挑战，巩固客户关系，发现新的解决方案。

参加头脑风暴设计会议的有跻身《Wallpaper*》“设计能力200强”榜单的设计师以及《财富》世界500强公司的商业领袖。首席执行官、学者和设计师将讨论企业如何把商业、社会和技术整合为一体化战略，在21世纪充分利用设计的力量。（财富中文网）

译者：严匡正

Alan Murray, the chief content officer of Meredith Corporation’s Time Inc. brands, welcomed design luminaries and delegates Tuesday for the launch of the inaugural Brainstorm Design conference, hosted by Fortune, Time, and Wallpaper* in Singapore. During the three-day plenum, top experts from several industries will discuss how design can help business and how design thinking can be implemented into 21st century strategy.

“Design has become such an important driving force in business,” said Murray, who is also the president of Fortune.

“It’s not just about beautiful objects and great customer experience and gorgeous visuals,” Murray observed. “In a world where the pace of technological change is so rapidly accelerating, where choices proliferate, design is combating those problems, helping people make those choices and make people have better lives.”

Over the course of the next three days, three tribes of designers will address an array of design-centric issues, Murray explained. There are designers in the traditional sense, responsible for beautiful fashions and furniture. There are commercial designers, charged with putting design-thinking at the center of businesses and strategy. And then there are computational designers, who devise ways of harnessing mass amounts of data.

“We’re going to throw all of you together,” Murray said to the crowd of over 300 attendees from 33 countries, “And look forward to all of the insight.”

Murray also welcomed Dr. Beh Swan Gin, chairman of the Singapore’s Economic Development Board (EDB), which is supporting the conference alongside the Design Singapore Council.

“We believe design helps cut through the complexities of the world today,” said Beh, “It’s applicable not only for the vibrant start-up ecosystem, but also for many Fortune500 companies.”

His remarks underscore design’s role as a crucial tool to tap into unmet consumer needs across industries worldwide. From tech to textiles, traditional ways of doing business are dissolving. Design allows firms to effectively confront the challenges of globalization and digitization, strengthen client relationships, and discover new solutions.

Convening for the Brainstorm Design conference are designers from Wallpaper*’sDesign Power 200 list as well as business leaders from Fortune 500 companies. Leading CEOs, academics, and designers will discuss how firms can integrate business, society and technology into a streamlined strategy and harness the power of design in the 21st century.