Heb je deze zomer geen tickets naar verre oorden maar heb je wel een zakcentje over? Blijf dan in eigen land en daag jezelf uit met één van de vele summer schools die er de komende tijd van start gaan.


De komende dagen op Fontanel: korte interviews met initiatoren van drie verschillende summer schools. Vandaag deel 3: Lava Summer School ‘East meets West’. De Iraanse ontwerper Reza Abedini vertelde Fontanel wat het programma precies inhoudt.


Lava Summer School ‘East meets West’ is een vierdaagse course geleid door Hans Wolbers, de creatieve directeur van Lava, designers van het Lava team en Reza Abedini. De focus van deze editie zal cross-cultureel design en communicatie zijn. Ook zullen praktische onderwerpen als tweetalig ontwerpen en niet Westerse typografie aan bod komen. Het lessenpakket houdt in: Perso-Arabische typografie, beeldassociatie en identiteit ontwerp in multiculturele samenleving.

De Iraanse ontwerper Reza Abedini vertelde ons wat het programma precies inhoudt:



You are well versed in the Persian visual language, what do you think is typical for Dutch visual language?

Reza: Dutch design has 2 levels for me:

Visual: to me Dutch design has always been a( specially recently ) new kind of visual language. Combination of beauty, simplicity and unexpected. As we know all of these 3 component are really essential in Design in general and Graphic Design in this case. Almost, Dutch designers are changing ( or leading ) the visual language in graphic design field world wide. I’m a fan of Dutch Design!.

Concept: (or function) This level has unbelievable interweave with the form and visual and that makes the big difference. of course I’m not saying there is no concept of function in other graphic design works, but at least, what is really interesting for me is the perfect combination of these two levels. 



Do you think graphic design is still relevant today, when disciplines are assimilating into a larger phenomenon of visual culture?

Reza: This is really a controversial question and it needs time and long conversation.  I have a prejudice believe on Graphic Design, as a main key to all New Art!. The tight and parallel relation between technology and graphic design,  is the reason of this from one side, society and being responsible on what we( as a designer ) produce from the other side. I understand the point of this question, and I would like to change it to something like this:
In this big change and shifting of disciplines into a larger phenomenon of visual culture, graphic design plays really important role. I really believe on assimilating, but not in the sense that Graphic Design is not relevant anymore !! Graphic Design is kind of a phenix. And this new phenomena is result of new time, which is combination of different cultures, histories, traditions and visual understanding. 



What do you think you can teach the new generation of designers?

Reza: I don’t believe on teaching Graphic Design (and Art) to someone else! although I’m teaching Graphic Design more than 15 years! | What we can do is to share our experiences with the new generation about different situations. Or showing them other way of looking, thinking and observing. When I’m teaching to non Iranian students, I always spend good time with them to introduce the potential of visual language of other cultures and of course my main focus is Persian culture and Perso-Arabic Typography | I have simple strategy for teaching: I just try to put them in the unusual situation, and asking them questions and expecting the visual answers. 

Thanks Reza!


Lava Summer School ‘East meets West’
21 – 24 augustus, 2012
De studio van Lava, Silodam 1F 1013 AL Amsterdam
» Lava Summer School


Vera Butter

Vera Butter is van oorsprong grafisch ontwerper maar doet daarnaast veel meer. Als Master student Design Cultures aan de Vrije Universiteit verdiept zij zich in het fenomeen beeldcultuur. Daarnaast werkt Vera als researcher voor het Graphic Design Festival Breda.