하이 디자인(High Design)컨셉을 통한 현대 디자인 문화 연구

In the era where concepts and emotions precedes materials of consumption, design is considered as a communication tool. In the past, design was the mere process of solving the problems but under sentiment-oriented era, it becomes a source of satisfying people's desire. The competitive power in business was lied in the technology in 70’s and the design was understood as a styling of the appearance of products. However, the design has become more important means to get the competitive power in business since 1980. World busiave found the fact that it has a super competitive power to make the product’s performance as well as its dignity rather than it is to determine the product’s external view or color. Phillips, one of the world’s leading producers of electronic products, appointed Stefano Marzano, a Senior Director in 90’s. He established a high design concept, working on the strategic futures to get customer-oriented and for successful commercialization. Cultural creation in high design is mediated through design culture. Alessi/Stark brands show possibilities of providing a more spectacular versions of the process of the wider marketplace and bigger picture of value creation. In the case of high design, this is just more intensely concentrated into the aesthetics or performance of the object but also into particular orientations.