Singapore Government Press Release

Media Division, Ministry of Information & The Arts, #36-00, PSA Building, 460 Alexandra Road, Singapore 119963, Tel: 3757794/5

OPENING ADDRESS BY MR GOH CHEE WEE, MINISTER OF STATE FOR TRADE & INDUSTRY AND COMMUNICATIONS, AT THE OPENING OF THE INTERNATIONAL DESIGN FORUM '96

AT EXPO GATEWAY OF WORLD TRADE CENTRE ON WED, 23 OCT '96 AT 10.00 AM

Your Excellencies

Distinguished Guests

Ladies and Gentlemen

1 A very good morning to all of you, and to all our overseas delegates, a warm welcome to Singapore

2 I am delighted to be here for the opening of the fifth INTERNATIONAL DESIGN FORUM, Southeast Asia's biggest and most established design event. I am pleased to learn that since its inception in 1988, this biennial design forum has built-up a strong international following. I congratulate the Singapore Trade Development Board, the organiser of this event, for its efforts in keeping the design momentum going. To the international design community, I would like to extend my appreciation for your enthusiastic support and participation.

DESIGN AS A COMPETITIVE TOOL

3 We are entering an era where it has become increasingly necessary for countries to employ the most advanced information technologies for their national development. New technologies provide opportunities for new and better products, cost reduction, economy of scale and a higher degree of flexibility in the operations.

4 On the other hand, with global competition heating up, the product or service which would appeal to today's highly-discerning consumer would be that which is price-competitive, of a high quality, and aesthetically-designed.

5 More and more countries around the world are investing in design and innovation to give their products a competitive edge. Good design increases the perceived value of a product. It can also reduce manufacturing and material cost, increase product-user interaction and enhance the aesthetics of a product.

GLOBAL EMPHASIS ON DESIGN

6 This emphasis on good design has spurred countries like the Australia, the United Kingdom and Japan to address the new role that design can take to enhance and sustain their economic viability.

7 Last year, the Australian government embarked on a nation-wide "National Design Review" to improve the long-term competitiveness of Australian industry.

8 Some three years ago, the British government took a bold move to restructure the British Design Council as part of a core strategy to improve Britain's competitiveness.

9 In Japan, a new era in the design movement will be marked with the opening of the International Design Centre in Nagoya, the country's premier industrial and technological district. This new Centre will embark on an ambitious mission to expand the appreciation of design not only in Japan but throughout the world.

THE SINGAPORE EXPERIENCE

10 Similarly, the Singapore government recognises design as a core element in Singapore's export strategy.

11 We are re-focusing our resources to developing and improving the country's innovation and design capabilities using new and existing technologies. To succeed, we need to develop an appropriate infrastructure that will support a strong design industry.

NATIONAL DESIGN BLUEPRINT

12 I am pleased to take this opportunity to inform you that the Singapore Trade Development Board has set up a multi-agency task force to look into the formulation of a national design blueprint.

13 This multi-agency task force comprises representatives form the private sector and public organisations like the Economic Development Board, Singapore Productivity and Standards Board, and the National Science and Technology Board. Together, they will assess the current level of design competencies in Singapore and evaluate the extent the industry is investing in design. By the first quarter of next year, the task force hopes to produce its proposal for the development of a new industry-focused agenda where design will play an integral role in research and development, manufacturing, marketing and sales.

SINGAPORE DESIGN AWARD

14 As part of the national efforts to encourage manufacturers to improve their products through the use of good designs, the Singapore Trade Development Board has been organising the biennial SINGAPORE DESIGN AWARDS. From next year onwards, the AWARDS will be presented to only the best of the best in product design and packaging selected from each industry-sector.

CONCLUSION

15 I hope that this FORUM will achieve its aim of presenting visitors not only with a view of the future of design in general, but also with the commercial relevance of design to businesses today.

It is my pleasure to declare open the INTERNATIONAL DESIGN FORUM 96.