“Changing human life and experience, and furthermore creating subtle changes in the flow of industry. This is the design I pursue.”
Martin Darbyshire, the founder of global design corporation Tangerine, said in response to the question, ‘What is good design?’ “It’s not all about changing appearances.” For nearly 40 years, Darbyshire has collaborated with numerous corporations, including Apple, British Airways, and LG, interpreting the intersection of technology, experience, and brand strategy through design. He has also served as a judge for the Red Dot Design Award, one of the world’s top three design awards, for a long time. Recently, I met with Darbyshire, who visited Seoul for a lecture. In response to some questions, he answered without hesitation, while for others, he took a moment to think carefully before speaking, revealing his serious contemplation about design. The following is a Q&A.
I’m curious about the reason for your visit to Korea.
“I received an invitation to give a lecture on why design leadership is important for Korean corporations. I also have a meeting scheduled with a Korean client. I plan to engage directly with senior executives or management when I meet the client. This is because a corporation’s design strategy needs to operate in a ‘top-down’ manner.”
And why is that?
“It’s difficult to lead a strategic transition in a corporation with a structure where designers only explain to middle managers or practitioners. Design is not just about changing the appearance of a product. It changes the very direction of the organization. Therefore, to achieve good design, original thinking and bold, strong decision-making are needed, backed by a structure that can execute it. Most corporations that have succeeded through design, including Apple, have adopted this approach. This is why I speak directly with the management of client corporations.”
It seems that Hyundai Motor and Kia have succeeded in brand innovation through design-centered management in Korea.
“Hyundai Motor and Kia are corporations that have made bold investments to enhance technology, talent, and design quality. Notably, the decision to bring in Peter Schreyer as the Chief Design Officer (CDO) was a bold yet strategic choice. It was not just because of his design skills. He possesses not only outstanding design sense but also exceptional communication skills within the organization and the ability to build trust. He received deep trust and respect from top management, which I believe was a key driving force behind Hyundai Motor and Kia’s ability to change.”
This year, you have also been selected as a judge for the Red Dot Design Award. Can you tell me what aspects you focus on during the judging process?
“Usually, several judges discuss together, and a majority agreement is needed to decide the award winners. Nonetheless, in my view, the core requirement for a work to become an award-winning piece is ‘Does it present new value?’ It must be a design that elevates user experience, smartly solves existing problems, or brings about meaningful change.”
You have been in the design industry for nearly 40 years. Do you still experience moments during the judging process where you feel, ‘Ah, this design is really fresh’?
“Absolutely. While judging, I see countless designs. Most fall within ordinary or predictable categories. However, occasionally some designs come across as distinctly different. They emotionally resonate or leave a strong impression experientially. Those designs definitely have a distinguishable quality. They provide a deep sense of resonance.”
What do you consider to be good design?
“(After some deep thought) Design is a field that must have a mission to create real change beyond just embellishing appearances. Among the many projects Tangerine has undertaken, the most meaningful projects were those that not only changed the appearance but also brought about structural improvements. This is the good design I pursue. Design that subtly changes human life and experience, and furthermore brings about subtle changes in the flow of industry.”
Can you give an example?
“Recently, Tangerine was responsible for designing the first-class cabin for British Airways. We focused on changing the quality of service that passengers actually experience. For instance, we changed the position of the cabin separator door from the side to the front. This way, cabin crew can serve meals to passengers from the front. It makes the service much more personal and intimate.”
Is the important thing the experience?
“Yes. Creating better experiences efficiently with limited resources is what true design is. Many people talk about innovation, but often it seems like they are trying to make things look innovative. Design should not be about appearances; it must actually change user experiences.”
These days, artificial intelligence (AI) is used in many areas. Do you also use AI?
“I frequently use AI to create backgrounds for animations or generate virtual architectural images. Certainly, AI will enhance efficiency in design, simplify tasks, and reduce labor. However, what is important is not the technology itself, but not forgetting that originality and responsibility are the essence of design.”
This spring, it was trendy to use ChatGPT to turn realistic photos into cartoon styles. What do you think about AI making the uniqueness of creations blur?
“Design is essentially a repetitive process of gradually evolving existing things. Of course, the uniqueness of creations is an important issue. The key is ‘With what intention and in what way was AI used?’ Especially since all AI prompts are recorded. If someone has utilized another’s intellectual property (IP), they have a responsibility to clearly explain whether their creation was made legitimately.”
Have you ever felt a sense of crisis due to AI?
“Rather than a crisis, I feel more aware that the differences between humans and AI are clearer. For example, ChatGPT is powerful in generating text. However, ChatGPT is ultimately just a tool. Its analyses can be incorrect. The problem is that AI does not recognize this. This is the fundamental difference between humans and machines. Awareness and judgment about ‘What am I doing right now?’ are important. While AI can improve work efficiency, it is difficult for it to replace the depth of thought or recognition of fundamental issues.”
Designers must continually seek new ideas. Where do you usually find inspiration? Do you have your own routine?
“I don’t have a special routine (laughs). However, I value new experiences. That’s why I enjoy traveling. I try to meet interesting people, observe the world, and receive various stimuli. Therefore, every time I see designers working confined in office cubicles, I feel a bit scared. I’m not sure if they are truly challenged, questioned, and stimulated in such a confined environment. Isn’t it the same for reporters? Shouldn’t they go out and talk to various people to write better articles?”
If you were to give advice to young designers in Korea.
“Many young designers focus on creating more refined results. However, they are often missing what is truly important. They should ask themselves, ‘Is this design the best?’ and ‘Is this really the right direction?’ It’s not the well-made product that matters. What’s important is the design that starts from asking the right questions. Designers, much like reporters, need constant thought, exploration, and originality. We can never achieve perfection. We can only get a bit closer to something better. Thus, I believe Jonathan Ive’s saying ‘Do better rather than different’ is the most important philosophy in design.”
Plus Point: What kind of corporation is Tangerine?
Design of the world’s first bed-style business class; responsible for product design of Apple, LG, and Hyundai Motor.
Tangerine was founded by Martin Darbyshire in 1989. One of its early clients was Apple, where Jonathan Ive worked. A signature project by Tangerine is the design of business class cabins conducted in collaboration with British Airways in the early 2000s. It is praised for designing the world’s first bed-style seat that can lie completely flat at 180 degrees, changing the standard for aircraft seat design. The corporation has a deep connection with Korea as well. Since the early 1990s, it has taken on numerous designs for LG Electronics' home appliances and mobile phones. It has since supported design strategies and product experience improvements while collaborating with major domestic corporations such as Innisfree, Sindoh, Hyundai Motor, and Rainbow Robotics.