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tdcus201006

report  http://www.tdcus.com

AGUA Design: Poetry in Motion

Taipei, Taiwan / 05.01.2010

Focus on AGUA Design
by
Hsiao-Yun Chu

AGUA Design is a Taipei based firm notable for a wide range of work since1994, ranging from fine stationery products to public projects such as City Yeast, conceptual projects, and collaborative branding  works. The beating heart of AGUA Design is undoubtedly its founder, agua (Chou Yu Lu) who is passionately committed to her  work and energetic about using design to communicate with the world.

AGUA's stationery products, from notebooks to calendars, are designed with exquisite attention to detail.  From the delicate, line illustrations to the poetic phrases tucked inside the pages, these small notebooks inspire the creative effort. The unusual craftsmanship, such as the exposed, red stitched bindings, and thoughtful details such as perforated tabs for marking important  pages transform the notebook into a trusted friend.

Over the past fifteen years, Agua has partnered with private and  public companies to research customer needs and to develop or assist with marketing or branding campaigns. Its extensive client list includes companies as diverse as Macallan, Tissot, Benetton, Epson and Harry Winston. agua has  also worked with local companies and organizations. For example, they partnered with Taiwan's National  Palace Museum to develop contemporary products for the museum's  gift shop, as described in the interview below. On the more conceptual develop side, Plan Global is an important part of agua's mission. Plan Global is a long term strategy for "creating value through original design" with the global community in mind. aqua has engaged in number of projects under the umbrella of Plan Global, notably City Yeast, an project that  started in Taipei in 2006 and has enlivened and enhanced Taipei and other cities on a regular basis since then. City Yeast invites residents to contribute ideas for how to improve their city, and provides opportunities to realize some of these ideas.

Over the past four years, the City Yeast initiative has included community design workshops, photographic projects, and exhibitions of the resultant work. A good example of a City Yeast project was Yellow Chair Blossom, which invited residents of Taipei to create their own yellow chair to  enliven their city. Several generations of residents celebrated their creations in a Taipei park, a veritable  explosion of color and community spirit. In addition, the bright  yellow chairs were exhibited at various venues in Taipei, perhaps  inspiring others to go off and create their own special chair.

Over the past four years, they have had 800,000 visitors, 17 exhibitions oversea and 682 participants who joined the workshops. They had 2200 ideas for the city. They have 15,000  subscribers to the newsletter. So many people support this idea; they believe that everybody can join as a "yeast" in the city to  make the city better, and how to make themselves better. Their  ideas are really creative.


水越設計, AGUA Design, tdc

水越設計, AGUA Design, tdc

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