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IDC: Integration of Culture & Technology--Interview of General Manager of IDC Design


With its integration of culture and technology, "Shichahai pedalo" was awarded 2012 China Red Star Design Award. Red Star interviewd Mrs. Feng Chunhui, General Manager of Beijing IDC Design, to find out the stories behind the product.

Red Star: Could you please tell us your point of view on design? What kind of impact do you think design brings to the country, company and citizens?

Feng: I think design will accompany us for the whole life. I always tell my colleagues that everything you see is designed, even in the ancient times, people designed tools for hunting. In the contemporary life, design is more and more important; life will be boring without design.

Red Star: How many times IDC has participated in Red Star? Why your company is interested in this event?

Feng: Since the very beginning of Red Star's establishment, IDC was in. And for the 8 years, we feel that the participants are more and more professional, many of them are from abroad, so the competition is more and more severe and fierce. So I think Red Star is kind of encouragement for our company. Winning a prize can really cheer our designers; in this case, we have to do better and better.

Red Star: Could you please tell us the philosophy behind the product?

Feng: The most important thing is the integration of culture and technology. Comparing with other products, it has a special sense of feeling because of the renowned sightseeing: Shichahai Lake. Since the ancient times, Shichahai is a good place for taking summer retreat, and the surroundings belonged to Royal family. Now it becomes a model which demonstrates tradition and modernity. In the day time, it is really a beautiful scene by the lake, at night, it becomes a place of fashion where people could spend their spare time drinking a bottle of beer and enjoy the time with friends. So what we need is a product full of culture but also modern.

Red Star: Thank you. What do you think Red Star could bring for IDC?

Feng: First of all, Red Star is definitely an encouragement for the designers. It is highly recognized when being granted a prize. For our company, we get a bigger market through this kind of recognition, more and more companies get to know our design. It brings profit, also the popularity of the brand.


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