SberDesign Conf: digital product design, ESG, metauniverse and ethics


Sber held his first design conference. Dubbed SberDesign Conf, the multidisciplinary event had 15 sessions in which internationally renowned experts and managers from Russia and other countries shared their expertise and specific case studies, discussed design development trends modern technology in various industries and the impact design – both digital and analog products – has on all aspects of our lives.

In the first 24 hours, the conference sessions garnered over 200,000 views and brought together a community of over 25,000 like-minded people who expressed interest and signed up. All the videos of the conference are available for free on the SberDesign Conf website.

The conference experts focused on creative areas such as communication, industrial and product design, user interfaces, architecture, fashion, music, film, font design and virtual reality, design systems, creative team management and design history.

SberDesign Conf began with a panel session titled “Everyone’s Design”. Its participants were David Rafalovsky, CTO and Global Head of Operations and Technology of SberBank Group, Executive Vice President of Sberbank; Ross Lovegrove, internationally renowned artist and industrial designer; Klim Shipenko, director of Serf, a Russian feature film with the biggest box office; and more. The discussion was moderated by Vladislav Kreynin, Senior Vice President, Head of Marketing and Communications, Sberbank.

Vladislav Kreinin pointed out that until recently we had seen design as a narrow, distinct discipline: it was either a beautiful image or something specific, and few people thought about the real people behind it. . Over time, the concept of “design” began to develop, became an industry in its own right, and permeated all areas of life. The design is now located outside of the drawing sheet or the graphics editor window, so the designer can no longer remain a narrow-profile specialist.

Vladislav Kreynin, Senior Vice President, Head of Marketing and Communication Department, Sberbank:

“The most interesting experience is a 360 degree view of design in all its aspects. Our conference is an opportunity to experience what design looks like in music, film, fashion and other industries, to learn about market trends, what design systems are, and how to create them.I see the meaning of our event as follows: if you are strong in one discipline of design, you will be able to see the whole interdisciplinary nature and the scope of design in various fields – and this will advance your We want the content we have created with top designers from Russia and the world, and made public, to help specialists become the best version of themselves and makes it easier to get a number one in our whole country. post in design. “

In his speech, David Rafalovsky stressed that designers of products and solutions should focus on their technical aspects, but also on the emotional component for the users.

David Rafalovsky, CTO of SberBank Group, Executive Vice President of Sberbank:

“People around the world these days are focusing not so much on the technology behind a product as on the product itself. The worst part is creating a solution that is ultra-technological and very complex but fails to elicit the emotions that you expect from the end user. Most of the time, this happens when the designers forget the elegance of the solution, which is the “emotional glue” that binds the brand, the product and the customer. “

Many SberDesign Conf attendees noted that the ESG agenda is now becoming an integral part of design: people want a product or service to not only best meet their needs and be intuitive to use, but also do no harm. to the environment, be recyclable, and had a minimal or zero carbon footprint.

Ross Lovegrove said modern design is at a stage of transition to nature. It is more environmentally friendly and minimalist. Humanity is reducing the amount of materials used in design while increasing comfort – this is possible thanks to new technologies. Therefore, the very concept of design needs to be rethought and formulated from a scientific point of view in order to use design in all aspects of our life.

Ross Lovegrove, artist and industrial designer:

“The digital world has a huge impact on design right now. But I love when the organic aspect of life is preserved. Also, we have to understand that there will be a lot of new ideas, but the organic basis remains unchanged. Digitization is inspiring, but we also think about what we can expect in the future from directors who create inspiring designs. “

Another notable trend is the evolution towards the metauniverses. Soon, they will allow people to be active in the virtual world through avatars that will be associated with real people. The purchase of virtual goods (clothes, accessories, vehicles, etc.) for digital avatars, for example in games, is already gaining momentum. Immature VR virtual reality solutions and their high cost are the main obstacles to a more intensive transition to metauniverses. However, given the exponential progress of technology, everything suggests that this barrier will be lifted in the coming years. In particular, the experts at SberDesign Conf have already predicted a sharp decline in the popularity of 2D images in favor of 3D and VR solutions.

Klim Shipenko noted that design has been around for a long time in the English-speaking world, while in Russia the word “designer” only applied to those who worked in the fashion industry until recently. According to the director, design is of great importance in cinema as a two-hour immersion in the film’s metaverse can only be achieved through careful work on its visual aspects, which include the right selection of colors and each object in the frame.

Klim Shipenko, director:

“Design in cinema as a large component. This is the key tool I have been using since day one of my career. I make design decisions big and small every day, creating a bigger picture. “


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