ISDSFormer Chairman and other Visiting Professors of Innovation Design Center of Shanghai Jiaotong University

        In October 19th, he came to Shanghai Jiao Tong University to participate in the third Oriental Design Forum and the 2017 International Conference on design and Oriental design. He was the former chairman of the international society of design Sciences, Professor John Shackleton, School of engineering and information, University of Glasgow, and former chairman of the International Horticultural Association landscape and Urban Horticulture Committee. Professor Goethe Grunning, School of Plastic Arts and History, Berlin University of Arts, Germany, and three renowned professors from European universities, including experts in building energy conservation and green design, and Professor Shauma, Pech University of Hungary, came to Conference Room B407 of School of Media and Design, Shanghai Jiaotong University, from product design, landscape design and architectural design, respectively. Three aspects jointly gave a lecture on Design Frontier for teachers and students of design department. Professor Zhou Wuzhong, Director of Design Department, School of Media and Design, Shanghai Jiaotong University, and Director of Innovative Design Center, Shanghai Jiaotong University, presided over the "Frontier of Design Science" Forum on culture and politics, and appointed three professors as guest professors of Innovative Design Center of Shanghai Jiaotong University before the beginning of the lecture.

        John PShackleton of the University of Glasgow talks about brands and national brands from the original meaning of the word "design". In the 17th century, the European attempt to imitate Chinese porcelain was unsuccessful, but only the idea of Europe and the splicing of Chinese design were taken as examples to illustrate that the quality of Chinese porcelain was very good at that time, and the Chinese-made porcelain had become the national brand of China. What has become of the Chinese brand now? Then from the 20th century architecture technology has caused the international style. In consumer products, how to distinguish mobile phones in China, the United States and South Korea? Because the international style has no sense of place, none of these mobile phones has identity characteristics. According to his research in this field, it is found that brands need to be categorized, and categorization is very important in human cognition. Then, from the perspective of spiritual prototype, it is discussed that as a designer, it is necessary to balance the sense of belonging and identity of the product. What kind of mobile phone is Chinese? Or other products, because there are some added values that can reflect Oriental design. It can distinguish between American mobile phones and Korean mobile phones. It is necessary to have a national identity product, which can show the national value. As a designer, we should think about how to make Chinese products different from other products. If you differentiate your products correctly, you can maximize your self-motivation potential.

        Professor Gert Groening of Berlin University of Art describes landscape art and Oriental design from a European perspective. According to his own experience, Professor Gruning described how his interest in China developed, what made him interested in Chinese gardens, and how he inspired students'interest in Chinese landscape design. His grandfather was a soldier in Qingdao and Japan at the beginning of the 20th century. The goods he brought back made him interested in the East. However, it was "my teacher Zhou Wuzhong" who really made him understand Chinese culture, especially Chinese garden art. He read a book by German writer Eleanor Von Erdberg on the impact of China on the construction of European gardens. In 1976, Andy Pu published The Prototype and Moral Meaning in A Dream of Red Mansions, which first introduced him to Chinese culture. In 1983, he first traveled to China and tried his best to communicate with Chinese professors in various cities to learn more about landscape design. With the help of Professor Zhou Wuzhong, Professor Grunning has come to China many times to further understand Chinese garden culture, and tried to introduce Chinese garden culture to students at Berlin University of Art.

         Professor Istvan Kistelegdi of Pezzi University in Hungary has the foundation of German design because he studied architecture in Germany. At the same time, he specializes in building energy, comfortable, stable and renewable environment design, and is keen to study the future of architecture. They use building models to help determine what is the best building. Professor Xiaoma mainly studies architectural technology. Their goal is to combine the elegant and attractive "high heels" with the comfortable "sneakers", thus developing many new design elements and new ways of architectural design. The combination of engineers and architects ushered in a period of architectural design innovation and created a series of intelligent architectural design models.