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Designing for Local and Global Cultures

May 31-June 4, 2002

A unique hands-on workshop at Michael & Katherine McCoy’s scenic High Ground Studio in Buena Vista, Colorado, in partnership with the Industrial Designers Society of America

Why Learn About Designing for Local and Global Cultures?
In an age when US designers develop products manufactured on another continent and sold on yet a third, designers need more than personal experience and intuition to fit products to their cultural context. Even domestically sold products demand an understanding of the complex social, cultural and physical dimensions that create satisfying product interactions.

Designing for local and global cultures goes beyond thinking about how a product is shaped and made. In this workshop, we will investigate the intellectual, emotional and practical impacts a product has on the user’s life by developing scenarios of use. With these insights, you can maximize the power of design to create compelling social and cultural associations.

High Ground is an advanced-level design workshop that provides a one-on-one studio learning experience with world-renowned design faculty, equipping participants to apply the ideas they have explored to their current design projects. This event offers a unique opportunity for highly motivated designers to learn and utilize these cutting-edge methods for tomorrow’s most successful products.

From Design Theory to Real-Life Application
The unique High Ground format is designed to ensure that every graduate can apply breakthrough thinking and new methodologies to their real-world design problems. High Ground fosters vision and innovation through total immersion, interaction and conceptual investigation. Participants will apply ideas from faculty lectures and readings to short projects, and will receive individualized feedback from the faculty. You will explore ideas in a secluded, focused community of committed design professionals and come away with concrete tools and strategies you can later share with your colleagues.

Further registration information and an online encrypted application form is available at; under seminars and workshops on the IDSA home page. Or call IDSA at 703. 707.6000 for more information
Feedback about
High Ground

‘Fantastic learning experience, very demanding and rewarding.’

The Faculty

This High Ground will give participants the opportunity to personally interact with several of the world’s top design strategists and educators:

Michael McCoy is recognized for his influential theories on how product form affects the quality of the user experience. A partner in McCoy&McCoy Associates and Fahnstrom/McCoy Design Consultants, he is Senior Lecturer at The Institute of Design of Illinois Institute of Technology. He was Co-Chair of the Design Department at Cranbrook Academy of Art for 24 years and a Visiting Professor at The Royal College of Art in London. His awards include the European Ergodesign Award, IDSA’s IDEAs, I.D. Magazine’s ‘Best of Category’, the IBD Product Design Award, The Hannover Fair Prize and, with Katherine, the American Center for Design Educators Award, the IDSA Education Award and the Chrysler Award for Innovation in Design.

Katherine McCoy is Senior Lecturer at Illinois Institute of Technology's Institute of Design in Chicago, after co-chairing the Department of Design at Cranbrook Academy of Art for 24 years. She is a 1999 Medallist of the AIGA, an elected member of the Alliance Graphique Internationale, a Fellow and past president of the Industrial Designers Society of America, past president of the American Center for Design, and a former vice president of the American Institute of Graphic Arts. She writes frequently on design criticism and history, coproduced a television documentary on Japanese design, and chaired the first Living Surfaces Conference on interactive communications design.

Sung-Gul Hwang is the Lead in Global Design Integration for Motorola. In this role he travels the world using advanced user observation techniques to help Motorola’s understanding of the use of mobile technology products by different cultures and sub-cultures. He graduated from IIT’s Institute of Design with a Masters degree focusing on human centered design methodologies and strategic design planning. His previous design experiences include Samsung and LG Electronics in Korea and Microsoft in the US.

Bill Moggridge has consulted and lectured extensively on designing human-centered electronic and physical user interfaces. At IDEO, which he co-founded in 1991, Bill Moggridge is responsible for developing and communicating new ideas about design, proposing new directions for the company and for international services. Bill has been a Visiting Professor at The Royal College of Art in London and a lecturer at the London Business School and Stanford University. To date, he has been recognized with 32 design awards. He is a Senior Fellow at The Royal College of Art in London and an Honorary Fellow of the London Institute.

Dr. Robert Blaich is recognized as one of the most influential global design strategists in the world. As Vice President of Design for Herman Miller he worked with that company’s major designers including Charles Eames and George Nelson in producing numerous design classics. As Managing Director of Design for Philips Electronics he established the Dutch electronics giant as a leader in design around the world. He was President of The International Congress of Societies of Industrial Design ( ICSID) and has authored (with his wife Jan) a seminal book on global design management. He is currently Chairman of the Board of Teague Inc.

High Ground is designed for highly motivated designers who want to:

Expand their vision about the future of design.

Enhance their design leadership skills.

Add to their collection of tools for designing compelling products.

Access effective strategies for design innovations and breakthroughs.

Develop communication skills in team design interaction.

Continue their professional education for career advancement.

‘Inspiring! Our team really got in touch with experience, and this is repeatable in the real world.’
The High Ground Facility: A Class
Above the Rest
High Ground is equipped with individual workstations, large and small group meeting areas, as well as a model shop and breathtaking views. High in the Colorado Rockies, the McCoys’ studio is ten minutes from Buena Vista. The facility is designed to encourage exploration and discussion, to allow small groups to interact and focus intensely on design issues, and to translate ideas into practice.

Transportation, Meals and Accommodations

Plan on arriving in the afternoon or evening of Thursday May 30th and departing late afternoon Tuesday June 4th. Buena Vista is 1 1/2 hours from Colorado Springs airport and 3 hours from Denver International Airport. Car rental is required, but car pooling with other participants will reduce costs and IDSA will attempt to facilitate linkups among participants.

IDSA will send registrants a list of colorful local bed and breakfasts, cabins and motels from $50-$90. Workshop registration includes a continental breakfast and lunch each day. Participants must arrange their own dinners; several will be ‘open grills,’ at which everyone will purchase and grill their own food on the deck, followed by scary design stories around the campfire.

Nearby Recreation and Attractions
The many high mountain peaks around High Ground offer whitewater rafting and kayaking, trout fishing, mountain climbing, hiking, biking, jeeping, horseback riding and hot springs.

What will you gain from the High Ground experience?
You will interact with five of the world’s foremost designers.
You will learn practical tools for understanding users interactions with products.
You will go from theory to practice in 5 days.
You will form lifelong strategies for designing for local and global cultures

Registration information
IDSA member registration fee $1950
Non-member registration fee $ 2250

Further registration information and an online encrypted application form is available at; under seminars and workshops on the IDSA home page. Or call IDSA at 703. 707.6000 for more information