"Creativity's only creative when it has a significance."
Baroness
Susan Greenfield
"Creative Director? Not even God directed creativity."
Oliverio
Toscani
Those two quotes give you some of the flavour of The Edge - challenging, contrary, celebratory. The Edge was a two-day challenge to the UK's design community. Starting from, as Deborah Dawton put it, "the need to avoid the danger of an industry that stops taking risks". The aim of The Edge was to reconnect and reinspire the UK's rising creative talent with the need for daring to take risks in order to win.
The Edge can be summarised
by who was there...and that's a start...Baroness Susan Greenfield, Toscani,
Gary Lee, Russ Malkin...130 young creatives from across the UK and Europe...16 design pioneers passing on their knowledge and experience.
But telling who was there
is only part of the story. What mattered was what they all did,
what they experienced together, what new thoughts they had. It was
a whirlwind time, a time (as Susan Greenfield might have said) for
brain cells to make even more new connections.
It was a day unlike any other
for the UK's design business. One participant put it like this:
"From Susan Greenfield blowing our minds to Richard Seymour blowing clouds away from the future?... day I won't forget".
And it all came to a glorious, explosive, joyous finale
with one of the year's best parties. You should have been there.
If you were or you weren't
there, contact Harsha Patel at the DBA for more information. Or
take a look at what some of those who were there said about it…
Quotes from participants
"Fresh back from 'The Edge'
with the DBA. I'm buzzing. Brilliant, I'm inspired. Going to pass
on the vibe to the team" Jon White, Preview Design
"Thanks to #dbatheedge for 2 day brilliant event, thoroughly recommend it to any design/creative people next year" Monica Tailor, Kilo 75
To
pre-register your interest for next year's The Edge email theedge@dba.org.uk
with 'Edge 2010 register' in
the subject line.
If
you have any queries please email theedge@dba.org.uk or call 020 7251 9229
