SHOP

Cluster Crafts is pleased to welcome Will Knight to our journal. With previous experience as Director at 100% Design and Clerkenwell Design Week, he has led the UK’s largest Design events and exhibitions as a key leader in the industry. Previously as Deputy Director of London Design Festival, Will has supported the development of the design industry establishing key design exhibitions with a national and international reach. With over 20 years experience in the design industry, he has not only executed leading design events but has a drive towards new and sustainable business models, aiding the development of the industry amongst a unique network of contacts and collaborators. 

We first met Will at Design Dialogues, a recent initiative with Clusters PR, Martha McNaughton providing a networking platform for design connectors and industry leaders to share information, ideas and expertise. Cluster had the pleasure of attending Design Dialogues initial event to meet and connect with those involved, opening up conversations and outreach to those in the creative industry. Now, in this time, Design Dialogues takes a shift online to the realm of Zoom providing a platform for the conversation to continue. 

Cluster Crafts Curator, Lucy Swift speaks with Will Knight on the changes within the Design community and what the future holds. Hear from Will, as he unfolds some key insights into the changes required for creative events and how smaller events, with greater flexibility to adapt, can pave the way for the future of design. Interested to find out more about Design Dialogues, please visit: https://www.designdialogue.uk/

What do you think is needed for the Design sector to adjust during the current climate situation, is this ‘change’ possible for all?

I feel design, certainly in the UK, is more uncertain of itself than it has been for many years; its institutions are fragmented and much of the promotional infrastructure – events and festivals - require re-invigoration. The lockdown period is a unique opportunity to re-write the operating software to promote design and to work better together. I’ve started a network – Design Dialogue – to assist in that process.

Your company Renew held a discussion with Design x Driven on what the future holds for design industry events beyond COVID-19. Do you think this crisis opens up a place for conversation and connections across industry?

Now is a great time for conversations and connections. There are lots of happening over Zoom, as everyone is suddenly available all the time! Driven x Design’s conversation is global, with regular ‘Town Hall’ discussions on the impact and response to the crisis taking place in Asia, Europe and North America. These are all available on the Driven x Design website and are well worth listening to. This is just one example of technology enabling new connections, increasing dialogue and even facilitating deals; there is no going back to the way things were. This crisis demands these connections and new ways of getting things done.

From a personal perspective, one could say now is a time for reflection and a slowdown of pace. Concerning industry events, how do you feel this societal change may impact the way we experience events?

I think we’ll have to wait and see. On the one hand, society will be very anxious about attending events / being in less controlled environments. Those events and visitor experiences that can provide reassurance about social distancing and protective measures will be able to get started quicker. I’d say there is a parallel with flying after 9-11 here. On the other hand, humans are social animals; there is an instinctive need to come together and experience things collectively. For art, design and craft events its essential for people to see and feel products, and talk to creatives face-to-face. In the meantime the digital infrastructure of the events industry will be improved; this should strengthen the industry’s resilience and add to the experience of visiting events.

What type of events and organisations have the capacity to adjust, what positives will come from this?

The events and organisations that are closest to their industry will be best placed. Being able to deliver to what’s needed, while supporting their industry beyond simply delivering an event will be critical. The best organisers are engaged in dialogue and providing content and access to resources. Setting the tone is also critical – those that have got it right will succeed in taking their industry with them; so a positive is that quality events the industry wants will recover quickly.

The ‘desire’ for the aesthetic and visual function of design may take a backseat in the current climate. Will work with a focus on aesthetics find a place again? How will this affect the type of work seen within the design and creative sector?

I think the priority will shift; towards solutions rather than aesthetics, perhaps with a focus on materially, and certainly less on luxury and exclusivity. However, visual culture is exceptionally important and will continue to reflect the times we live in. My suspicion is there will be less exuberance for some time, but colour and expressionism generally will contribute to our recovery, without question.

With many industry leaders such as London Design Fair and Milan Design Week postponed until 2021, can this pave way for smaller and emerging companies to make their mark?

I think this is a great time for smaller events; culture generally will be closer to its communities. It will take some time for larger events to recover as they’re less able to adapt. Some are also highly-geared, so as long as the smaller events are well run, accessible and staged to reflect social conditions I think a new range of events is another positive to come out of this crisis.

Do you have any fears when it comes to the progression of the creative / design industry and its future?

Naturally. This is a crisis the likes of which none of us has witnessed; I fear the impact of losing talents that won’t be able to operate; it’s impossible not to be worried about the industry. However, progression and renew is also an inherent part of the creative process. Design is one of the most responsive and flexible industries around. 2020 has dented everyone’s plans, but we’ll rise again.

Recently we have seen the launch of Dezeen’s Virtual Design Festival. How does this grant access to the creative field of design that was otherwise lost and can the “experience” be transferred from physical to virtual?

Digital content should complement – and extend – the reach of physical events, but cannot replace it. The VDF has provided an outlet for content and product that was scheduled to be promoted/launched at Milan and other events in the first half of 2020. Its also generated up to date and original thinking, which is useful. Overall I think it’s done a good job of providing a point of focus, but I don’t think the here-and-now engagement is that high. There are so many other things happening, in the real world, and on-line. Digital media has one advantage: the content/experience lives on, so we’ll be “going” to that festival for a long while yet I feel.