Florin's Speech at WDCC 2022

Prof. Florin Baeriswyl is the initiator and lead professor of the Brand Strategy and Management (BSM) program - one of the few degree programs successfully launched at SIVA/DeTao Academy, Shanghai in 2014. He was invited as a special guest at the World Design Capital Conference 2022 to give a keynote speech on "the Relationship between City Branding and Design" on Sept. 15th.

On WDCC, he introduced his presentation by informing about the results of the Shanghai City Branding and the Repositioning of Zhejiang Province Project, and went on to highlight the importance of a carefully crafted brand strategy and its importance in guiding design developments (creative expressions) to create a strong brand and identity that reflects the personality of the city.

Introduction of WDCC

The 2022 World Design Capital Conference (WDCC) - 2021-2022 "Shanghai Design 100+" Press Conference and the "Designing Innovative Cities" Forum hosted by Shanghai Municipal Commission of Economy and Informatization, undertaken by China Industrial Design Institute successfully held on Sept. 5th. This press conference and forum themed "designing without boundaries and jointly coordinated development" is also one of the important event of WDCC, aiming at creating a world-class design industry exchange event.