Architektur Engineering Design - aed Stuttgart

Sabine Lenk
Director of the Design Center Stuttgart
Which role does design play for the promotion of the economy
of Baden-Württemberg?
Innovative design is an important part of the corporate culture
and the economic achievements for many companies in Baden-
Württemberg. However, small and medium-sized companies often
have potential for improvement. That is why politicians have been
trying to promote these companies for years – and with a lot of
success, if one considers the economic development of Baden-
Württemberg, which can be attributed to the added value design
creates. In Baden-Württemberg the promotion of design is even
laid down in law, in the Mittelstandsförderungsgesetz.
The aed is committed to linking-up different disciplines from the
fields of architecture, engineering and design. How important are
these insights into the different worlds for you personally?
Absolutely necessary! What we offer and our advisory service,
require interdisciplinary knowledge, thinking and work. If we want
to convey the value of design for companies, we cannot consider
this detached from other things. Interior design, for example, is
not possible without including architecture, and without engineering,
there would not be professional product development.
Every year the Design Center Stuttgart organizes the International
Design Prize of the Federal State of Baden-Württemberg as well
as the Mia Seeger Award for Young Talents. Are classic design
competitions still attractive in the age of the Internet and
globalization?
More than ever, since they offer orientation in oversaturated
markets. Prizes, like in Baden-Württemberg, are a real feature of
quality. Companies, designers and consumers profit from that.
“Design zählt” (“Design Matters”) is a new exhibition series at
the Design Center Stuttgart. Companies from Baden-Württemberg
tell their story, present design processes and a lot more.
What is the aim of this exhibition?
Convincing and continuous product development and the creation
of strong brands make history and this pays off. “Design zählt”
has a clear position, recommends these as examples and presents
companies and the people behind them to the public.