W E E K 2 1 / M A Y 1 8 T H , 2 0 1 5

APD1Project 2: Strategic Design

APD2Degree Project

BA1Design Process 1

BA2Design Project 2

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Editor: Justyna FryczakGraphic Designer: Justyna FryczakContributions: Maria Göransdotter, Johan Grönskog, Kimberley Beauprez, Lene Rydningen

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BA3Degree Project

IDIDesign Communication

IxD1Project 2: Service Design

IxD2Degree Project

TD1Storytelling in Design

TD2Degree Project

K I T C H E N C L E A N I N G W O R K S H O P C L E A N I N G

S T A Y I N T H E L O O P

O P P O R T U N I T I E S

T H E W E E K T H A T W A S / # L I F E A T U I D

@wembers perfection. #lifeatUID

IDI making movies for the forestry project

Filming stop motion

Ezgi serving Wednesday Waffles

Lene’s birthday bbq party

DIY shoe protection

Tara’s 90% seminar

@StofKu Tara defending elegantly, Peter Gall Krogh performing excellently as opponent #lifeatuid #umu

@deedeecarlson Komatsu 2: Getting out of the Garage. Spring 2015. #lifeatuid #komatsu

@lunegard #nocomputer #handmachined #aluminium #lifeatuid #degree2015 #lathed

A R E Y O U A S T U D E N T A T U M E Å U N I V E R S I T Y A N D H A V E A N I D E A ? W O U L D Y O U L I K E T O T E S T A N D D E V E L O P I T ?

During 2-3 weeks we will offer:

- Advise / guidance

- Working space in a creative environment

- A possibility to create a prototypes/ visualisation

- Network

- Financial support for activities in order to push the idea further

- Salary ( SEK 190/h based on 40 hours working week)

Welcome with your registration to “Test & Develop”. You can do an individual or group application.

H T T P : / / W W W . U M I N O V A E X P R E S S I O N . S E / T E S T - D E V E L O P / ? L A N G = E N

– a thesis competition on innovation

The ability to think in new ways, and to transform ideas into something useful for the society, is central to sustainable growth. Therefore, VINNOVA and ESBRI started Nytt&Nyttigt – a thesis competition on the theme of innovation, commercialization and utilization. The authors of the three best theses will receive travel grants à 30.000, 20.000 and 15.000 SEK!

The competition is geared towards all faculties and is open for theses projects presented at Swedish university colleges and universities during the academic year 2014–2015. Entries must be at bachelor or master level. The thesis must have received the degree VG (if given).

We need your thesis no later than June 26, 2015.

For more info and entry: www.innovationsuppsats.se

O N T H E T H E M E O F I N N O V A T I O N ,C O M M E R C I A L I Z A T I O N A N D U T I L I Z A T I O N

U M I N O V A E X P R E S S I O N / S U M M E R 2 0 1 5

T H E S I S C O M P E T I T I O N

T E S T & D E V E L O P

The authors of the three best theses will receive travel grants 30.000, 20.000 and 15.000 SEK!

D E A D L I N E : J U N E 2 6

H T T P : / / W W W . I N N O V A T I O N S U P P S A T S . S E /

@switchandlever Just ordered €136 worth of 3D prints for degree exhibition. #lifeatuid

M C K I N S E Y & C O M P A N Y A C Q U I R E S L U N A R , O N E O F S I L I C O N V A L L E Y ’ S O L D E S T D E S I G N F I R M S

A R T I C L E S

T H E A W A R D - W I N N I N G D E S I G N C O N S U L T A N C Y I S T H E L A T E S T I N D E P E N D E N T A G E N C Y T O J U M P I N T O T H E C O R P O R A T E M A W .

“They’re hoping to bring design forward

to strategy, because it’s such an essen-

tial tool to create competitive advantage

these days,” says Lunar president John

Edson.

The acquisition comes at a time of major

change for both independent design agen-

cies and large corporations. Traditional,

spreadsheet-driven business services

are increasingly investing in design. Last

year, IBM budgeted $100 million to hire

designers and build out its design fluency,

all to be able to offer design services as

part of its business consultation. At the

same time, independent design agencies

are being snapped up left and right by

companies that recognize the business

value of design. Recently, the Chinese

communication group BlueFocus acquired

Yves Béhar’s Fuseproject, and the banking

giant Capital One bought Adaptive Path.

As more businesses understand the role

design can play shaping their strategy,

acquisitions, such as McKinsey’s of Lunar,

will only become more common.

Two years ago, David Sandberg had to sell

his couch and TV to afford food and rent.

Now, he’s getting ready to head to Cannes,

where on May 21 his 30-minute short film

Kung Fury will screen in the film festival’s

Directors’ Fortnight section. A week later,

on May 28, the film will premiere on plat-

forms like YouTube and Reddit. Meanwhile,

a feature version of Kung Fury is in the

works with Hollywood producers David

Katzenberg and Seth Grahame-Smith—

not to mention a Kung Fury clothing line,

graphic novel series and merchandise.

Oh, and David Hasselhoff recently made

a Kung Fury music video that has been

viewed over 8 million times.

Sandberg, who’s 29 and lives in Stock-

holm, Sweden, admits that it’s all “very

surreal.” Sandberg’s story is the classic

aspiring-filmmaker-to-”It”-filmmaker

fairy tale, updated for the digital age. He

wasn’t discovered in film school or on

a commercial shoot, but on Kickstarter,

where, in late 2013 he posted a trailer for

Kung Fury. The teaser was an over-the-

top homage to ‘80s action movies with an

absurd premise: a bandana-wearing hero

(played by Sandberg) travels back in time

to kill Hitler. Along the way, he battles

ripped Norse Gods, kitschy dinosaurs and

robocops.

McKinsey approached Lunar, a mid-sized

firm with 75 people, in 2013. Over the

course of the following year, the two

companies discussed what a partner-

ship might look like, while testing their

compatibility through a few test projects.

Ultimately, they decided on an acquisition

for an undisclosed sum, and an arrange-

ment where Lunar’s four offices in San

Francisco, Chicago, Munich, and Hong

Kong will continue to operate as usual and

serve existing clients. The main difference

now is that Lunar will take on McKinsey

client projects, and also sit in on McKin-

sey’s consultation practices—even helping

clients build out their own internal design

practices.

In return, Lunar gets access to what

Edson calls “a nice potential pipeline” of

traditional design consultation work. Lu-

nar has enjoyed a steady stream of work

over the years and won prominent ac-

colades—in 2014, it received the National

Design Award for product design—but

the business of independent design has

shifted. Many large companies that once

patronized, or would patronize, design

Unlike other Kickstarter success stories

like Zach Braff and YouTube star Freddie

Wong, Sandberg was a complete unknown

when he posted the Kung Fury trailer—

his pseudonym was Laser Unicorns.

But his playfully ironic style (he prefers

the word “cheesy”) struck a chord, and

within 24 hours he’d raised $200,000. A

month later, that number jumped to over

$600,000.

To date, the Kung Fury trailer has been

viewed nearly 10 million times.

agencies have started bringing design tal-

ent in-house, which means fewer projects

for those agencies. Smart Design, one of

Lunar’s peers, closed its San Francisco

office recently due to lack of work. “Run-

ning a medium-sized design firm isn’t for

the weak of heart. It’s an ongoing chal-

lenge,” Edson says. “From the business

angle, we think a lot about where the next

project is going to come from.” McKinsey

will give Lunar stability and client leads—in

essence, a way to grow the Lunar brand—

and Lunar, in turn, will give McKinsey

more in-house design expertise.

The question, of course, becomes

whether or not Lunar can retain its crea-

tive freedom working under a big organi-

zation. “Maintaining that heritage is an

important part of keeping the culture of

the firm intact,” McKinsey partner Derrick

Kiker says, “and we don’t see any reason

it needs to change.”

“When you watch the trailer, you see a

movie in it. It’s that legit,” says Faber. “It

was smart. Rather than doing a scene or

a character, he said, ‘If I were to do a full

movie, this is what it would feel like.’”

Sandberg’s logline didn’t hurt.

“The idea is insane,” says Faber. “A cop

from the ‘80s who goes back in time to

kill Hitler. You could see Quentin Tarantino

doing it—like Inglorious Basterds. Or

Robert Rodriguez.”

WIth Kung Fury shot and ready for

release, Sandberg wanted to inject new

energy into the project and raise aware-

ness. He decided to make a music video to

promote the film.

With another viral video under his

belt, now Sandberg is just waiting until

Cannes—and taking care of the rest of his

Kickstarter supporters.

Lunar, a design firm that has spent 30 years creating everything from game controllers to genetic sequencers to ice cream scoops, has been acquired by McKinsey & Company, the mammoth business consultancy that did $8 billion in revenue in 2014. It’s McKinsey’s first acquisition of a design firm.

A thesis competition David Sand-berg’s Kung Fury trailer raised $630,000 on Kickstarter, and he’s now competing at Cannes and devel-oping a feature. Here, he talks about how smart use of social platforms, his Grandma, and David Hasselhoff helped him realize his dream.

Mark Wilson Started Philanthroper.com, a simple way to give back every day.

Nicole LaporteNicole LaPorte is aAfor Fast Com-pany who writes about where tech-nology and entertainment intersect.

R E A D A R T I C L E O N L I N E : H T T P : / / G O O . G L / G P W H N O

C O N T I N U E R E A D I N G O N L I N E : H T T P : / / G O O . G L / U O Z X J N

E N T E R T A I N M E N T

D E S I G N

H O W “ K U N G F U R Y ” W E N T F R O M A C A R E E R H A I L

M A R Y T O K I C K S T A R T E R H I T , C A N N E S E N T R Y ,

A N D H O L L Y W O O D F E A T U R E

It’s no secret that the Internet and social

apps have become discovery vehicles

for up-and-coming artists, whether via

YouTube or Vimeo or Vine. But with such

a plethora of digital platforms and a

dizzying amount of content, the question

becomes: how does talent stand out from

the crowd and make an impression?

According to Simon Faber, the WME agent

who signed Sandberg after he watched his

trailer, the director’s brilliance was making

such an elaborate—and original—teaser

that basically served as an advertisement

for the film. The trailer showcased not

only Sandberg’s talent, but proved that

there were enough story elements and

characters in Kung Fury for a film.

W E E K L Y T E D V I D E O

M A G I C A L H O U S E S , M A D E O F B A M B O O E L O R A H A R D Y

W A T C H http://goo.gl/LyBFLN

You’ve never seen buildings like this. The stunning bamboo homes built by Elora Hardy and her team in Bali twist, curve and surprise at every turn. They defy convention because the bamboo itself is so enigmatic. No two poles of bamboo are alike, so every home, bridge and bathroom is exquisitely unique. In this beautiful, immersive talk, she shares the poten-tial of bamboo, as both a sustainable resource and a spark for the imagination. “We have had to invent our own rules,” she says.

After the success of last year’s playing cards we thought we’d branch out a little more and announce the imminent arrival of our babies – the Stranger spirits range – with a box set of Egyptian cotton brand shirts. For stylish bacchanalians everywhere.

Elora HardySustainable designer

Cultivating the power of sustainable ma-terials, Elora Hardy leads Ibuku, creating bespoke bamboo homes in her native Bali.

“With creativity and commitment, you can create beauty and comfort and safety and even luxury out of a material that will grow back”

E V E N T S

I N S P I R A T I O N

C U L T U R E S O F D I S T R A C T I O N F A S C I N A T I O N O F P L A N T S D A Y C U L T U R E O N C A M P U S

V I N T A G E T - S H I R T P A C K A G I N G

H U M L A B / M A Y 2 1 / 5 - 7 P M B I L D M U S E E T / M A Y 2 3 / 1 2 - 4 P M C A M P U S P O N D / M A Y 2 1 / 1 2 : 1 0 - 1 2 : 5 0

S T R A N G E R & S T R A N G E R

Distraction can play tricks on us. Self-

proclaimed preservationists of cultural

heritage like to call distraction dangerous.

However, modern life sciences does not

anymore consider distraction a disability

in sharp contrast to the mental faculty of

attention, rather they define it as a neces-

sary distribution of attention. As the phi-

losopher Immanuel Kant already claimed

at the end of the 18th century, distraction

has become a necessity of modern life,

even an art of living, balancing work and

leisure, stress and relaxation. In my talk I

want to discuss discourses and practices

of distraction that have emerged since that

time. Furthermore, I will analyze what role

popular entertainment sites such as the

panorama or the cinema have played in a

media history of distraction.

Petra Löffler is a media theorist currently

teaching at Humboldt-University in Berlin.

She has held positions at the University of

Vienna and the Bauhaus-University in Wei-

mar. Her research interests range from

media archaeology to digital culture and

media ecology.

Sara Parkman is a folk musician, radio

journalist and activist. She loves old ladies,

Polish women, words, trains, folk songs

and radio. She does not only play the violin,

she does it well. So well in fact, that she

has a completed a degree from the Royal

College of Music in Stockholm.

As Parkman performs live she weaves a

figurative web of music, text and thoughts

focusing on folk songs, antiracism and

feminism. She connects singing, popular

folk song hits, solo violin, stories and war

cries. A one-woman show in all possible

ways.

Parkman can be heard on the radio, in the

super duo “Sara and Samantha” and can

be seen at the Royal Dramatic Theatre in

Stockholm as well as in villages around

Sweden.

A true believer in the revolutionary power

of kitchen table politics and in that of using

folk music to spread antinationalism and

feminism.

Over the course of the last year, Parkman

has performed for Riksteatern, Tempo

Documentary Festival, Urkult, Umeå Open

and has toured the world, visiting Zimba-

bwe, Serbia and France amongst many.

It is Fascination of Plants Day at the Arts

Campus on Saturday, May 23. Parts of the

extensive program take place at Bildmu-

seet. Short lectures will be presented in

the flexhall and in honour of this day, the

theme in the workshop area are plants.

Take a picture of a spring flowers with

your camera or mobile phone. In the work-

shop we will print it to create a joint photo

exhibition of spring flowers.

On the platform outside Bildmuseet’s

main entrance, you’re invited to make paint

from scratch, using pigments and ingre-

dients from the realm of plants. Together

we create plant-inspired paintings. Drop in

between 12:00-16:00

There is lots more on the program this day;

Fascination of Plants Day is also underway

in Sliperiet and outdoors on the Arts Cam-

pus where you are invited to meet up with

plant scientists and other plant experts,

conduct experiments and field trips, listen

to short presentations and discover the

beautiful plants in small temporary exhi-

bitions. Welcome to spend the day in the

fascinating world of plants!

1 0 W O R D S O R L E S S A B O U T Y O U R S E L F

“Jack of all trades, master of none” fits me perfectly.

S O M E T H I N G M O S T P E O P L E D O N ’ T K N O W A B O U T Y O U

I’m really good at boules and flipping pancakes! And

my last name, Uggla, means Owl in English.

A N I N T E R E S T I N G F A C T F R O M Y O U R C O U N T R Y

North Korea owes Sweden €300m for 1,000 Volvo

144s Kim Il-sung bought in 1974. Most of them are still

being used today as taxis.

T H E N E W B L A C K I N T V / M O V I E S

The upcoming documentary “American Dreaming”

about car design in Detroit in the 50’s and 60’s. Some

funky-looking cars and cool renderings.

http://to.pbs.org/1aYBGIa

T H E N E W B L A C K I N B O O K S / M A G A Z I N E S

Tired of noodles? The magazine Gourmet has a

great mix of inspiring recipes and beautiful food

photography.

T H E N E W B L A C K I N R A N D O M N E S S

Visit the old timber flume outside of Umeå if

you get the chance. The 1,2 km of halfpipe is

used for skateboarding or biking and there’s

also a lake with a jetty and BBQ spot. It’s

located 20 minutes away by car at Klabböle

Power Plant.

T H E N E W B L A C K

Do you have any interesting websites, movies, or good reads that you’d like to share with the rest of the school? Send them to: wozzop@gmail.com

“ A M E R I C A N D R E A M ” R E N D E R I N G

S T U D E N T I N T E R V I E W W I T H G A B R I E L U G G L A ( B A 2 )