No.97 From Designer To Brand Director
Editorial



No.97 From Designer To Brand Director丨從設計師到新品牌主理人

這是一個品牌價值不斷被重塑、被放大的時代。在市場發展初期,品牌也許僅僅被當做用來搶佔份額的一個個標的物;如今市場經濟日益激烈,品牌卻越來越凸顯出自身的價值,在市場的洪流中通過獨特的差異點,形成自己的立足之地。當下的市場環境和供應鏈則為設計師建立自己的品牌提供了充足的條件。許多設計師得以轉變為品牌主理人,將自身對產品、品牌,甚至自我表達的構想落地,最終轉化為商品投入市場。

由此,本期雜誌邀請了七組具有設計師基因的品牌——超級植物公司、PUPUPULA、聞獻、ok center & They Are、delicates、寓義to Define、城市帳篷俱樂部,在分享設計師們創立品牌的經歷的同時,共同探討水面之下支撐起品牌發展的深層架構。不同於時尚領域的“設計師品牌”,本期雜誌關注的品牌中,設計師並不直接負責產品設計,品牌本身也沒有設計師本人鮮明的創作烙印。編者希望呈現的,是跳出設計師身份,從商業邏輯出發開創品牌的設計師們所面臨的困境和機遇;通過與他們對話,發現設計視野之外的商業運作圖景。

This is an era in which the value of brands is constantly being reformed and amplified. Brands were to grab a share of the market in the early stage. Nowadays, with the market competition getting fierce, brands are increasingly highlighting their own values and creating unique points of difference. The current market and supply chain allows designers to build their own brands. Many designers are able to transform into brand directors, turning their own ideas about products, brands, and even self-expression into commodities and putting them into the market.

In this issue, the editors invited seven groups of brands with designer genes: Super Plant, PUPUPULA, WenXian, ok center & They Are, delicates, to Define, and City Tent Club, to share their experiences in creating brands and explore the deeper structure that supports the developments of brands. In contrast to "designer brands" of fashion, brands in this issue do not have designers' own distinctive imprints nor are designers responsible for product design directly. What editors tend to present is the dilemma and opportunities faced by directors who have stepped out of their roles as designers, and started their brands based on commercial strategy. Through dialogue with them, a picture of commerce outside the regular design vision could be presented.





“Super Relax Sculpture” Design by Super Plants
由超級植物公司設計的“大放鬆”雕塑擺件

Paragraphs from Super Plants, PUPUPULA, DOCUMENTS, They Are × ok center, delicates, to Define, City Tent Club
文段來自超級植物公司、PUPUPULA、聞獻DOCUMENTS、They Are × ok center、delicates、寓義 to Define、城市帳篷俱樂部




90° Trail 行跡丨Design in Poland

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180° Feature 專題丨From Designer To Brand Director丨從設計師到新品牌主理人

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225° Hybrid Commercial Spectacle | 空間敘事:混合的商業奇觀

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270° Exchange: Typojanchi 2021 | 國際字體排印雙年展“烏龜與鶴”

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Publication Info

Chief Editor & Design Director: Joshua Wang
主編及設計總監:Joshua Wang
Executive Chief Editor: Hyde Ou
執行主編:歐海泉
Editorial Consultants: Xiao Yong / Chen Nan / Jiang Hua / Hei Yiyang
編輯顧問:肖勇 / 陳楠 / 蔣華 / 黑一烊
Design Assistants: Nan / Human Mar / Yue Su / Holland
設計助理:董南逸 / 麥曉雯 / 蘇鉞 / 張詩琴
Coordinator & Flowcharting: Xintong Lun
統籌與流程:倫欣彤
Editors: Lauren Luo / Xintong Lun / Yinan E / Yuer Bi /
編輯:羅咏詩 / 倫欣彤 / 鄂軼楠 / 畢玉兒


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No.97 From Designer To Brand Director
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