None of us, people of culture, expected how big influence on creating working positions in our branch would have one person – Steve Jobs. We can even risk with the statement that thanks to visionary projects of this formally uneducated California guy the concept of creative industries will get a new meaning and culture would get new, unknown before, contents distribution channels and tools for creation. The founder of Apple brand became a row model of an entrepreneur of 21st century who had both characteristics of an artist and of a businessman.

„Work will fill most of your life and the only way to the real satisfaction is doing what you really believe in” - said Steve Jobs during the speech at the graduation ceremony at Stanford University in year 2005. It became one of the most often used quotations in past years. Work takes most of our life’s. Not everyone though believes in what they do nor they feel satisfied about it. It doesn’t however refer to people of culture and science. Artists, scientists are becoming the most wanted employees and entrepreneurs. They are dedicated to their companies, full of creativity, believing that what they do is becoming a driving force of a modern knowledge based economy. Changes in the consumption models are happening quicker and quicker, the same comes to technological changes. In the middle of those changes there is a desire to use newer products and services which grows because of ruthless marketing.



People of culture and science became a part of the machine which drives the consumption. How many designers, graphic designers, movie makers work for corporations, which are aiming only to grow their profits very often harming the natural environment, local societies, destabilizing global balance? Activities of these companies and designers don’t have much to do with the traditional understanding of culture as a whole made of spiritual and material society achievements.


Illustration from ’Creative self-employed’ project which was realized by ’Purpose - Enterpreneurship in Culture’ magazine. Author: Tomasz Kaczkowski

 
Nowadays, the spiritual achievements of society are contents which one can see, hear or feel by using material achievements of humanity, like television, mobile utensils and computers. The society’s achievements are products and contents produced globally, in the whole world in mass production. Diversity, exeptionality and regional identity are disappearing. Creativity which was so far the characteristic for people of culture, arts and science is becoming widespread. Access to tools, also those from the bitten apple sign, allows all who can afford it, to be creative. The tools made by artists, people of culture and scientists, including engineers can transform an average person to a painter, scriptwriter, operator, architects, furniture, greenery or fashion designer, stylist, musician – just after launching right application. Each average iPhone, iPad or a Mac Computer owner can become a potential creator of contents which would be a component of a 21st century’s culture picture.

Creativity and creation are simple and pleasant! Creating doesn’t require big efforts or big money! Everybody can be creative – you too! These are the slogans which one can hear more and more often from universities which want to attract new students as well as cities and regions which care about their good image and companies which want to sell their products and services.



Beginnings of the trend in which everyone wants to be creative can be realised even today. Aversion to fulfilling working tasks properly and working itself among young people (18-25 years old) dominates in developed countries of Western and Central-eastern Europe. That generation, bred in a comfort of unlimited possibilities denies traditional working forms at the same time doesn’t provide with any other constructive solutions. Young people want to be creative and do great things... and only such. They don’t want to take a risk which goes with entrepreneurship, work struggle, which can actually guide to success but doesn’t give certainty.



“The only way to make great things is doing what one really loves. If you haven’t found it yet, search for it, don’t wait” said Apple brand founder. Our future depends most of all on how we define a word “search”. If we take an effort to search for a new quality of living based on values such as work, in depth knowledge, respect to other people and natural environment, we can look to our future peacefully. However, if the word “search” stays a slogan which only justification being lazy, ignorance and vanity, then...

Maciej Mazerant
 
 

For “Purpose”, 2010 and 2011 were the times of big changes, development and expansion – not only within growing environment of our country but to a large extent outside its borders. As a company and a magazine geared towards constant growth, we need a variety of different stimuli, information and, most importantly, inspiration allowing us to achieve the best results. Bearing these aims in mind, we set out to conquer the world and we established several of international collaborations.

As a result of one of them – developed as a part of a large project, magazine "Design_pl", realized by "Purpose" in 2011 – we set up a very fruitful and creative cooperation with Scuola Italiana Design, an Italian design school, and with its online magazine "SID Pills". The cooperation resulted in several articles written by "Purpose" and "SID Pills" magazines. We share these articles, giving our readers the opportunity to learn about new trends, opinions and events in other countries.



We interviewed Fabio Cappalletto, Ph. D., who is the Web Communications Manager at Scuola Italiana Design. We talked about the activities both of the school and "SID Pills" magazine and the need for international cooperation as well.

What are the principles and activities of Scuola Italiana Design?

Scuola Italiana Design is the first school devoted to creative design, which was created in 1991 in North Italy. We have three guiding principles, which answer the needs of our target groups. We want to provide students both with human and professional project education in the field of design so that they are ready and able to react quickly to new challenges in the world of work. We offer businesses services developed during MA courses and at our design studio, SID creActive Lab, which was established by the four most talented graduates. We also want to promote the awareness of creative design and we would like to share it with international network, constructed each day.



What is "SID Pills"?

It refers to the last point of our guiding principles. "SID Pills" is our online magazine. It is the biggest part of our website, where we publish articles and news on design, art and creativity. We discuss what is happening in the field not only in our institute but also around the world.



Who contributes to the "SID Pills" content and what issues are addressed there? Is it created only by editorial staff or by cooperating institutions as well?

We have a small editorial team responsible for finding information. We contact people, write articles and translate them into English. We have, however, international correspondents, who write articles for us – just like "Purpose" magazine does from Poland and others like Luisella Borra from London or some of our graduates interested in writing about industrial design. We plan to expand our team in 2012.



Why international cooperation in the field of industrial design and culture is important to you?

As I mentioned, this is one of our guiding principles. To broaden our horizons, we need cultural exchange. International cooperation provides a great opportunity to meet new people, new cultures and now ways to design – to constantly learn more. If we isolate ourselves from the rest of the world, we will not be able to grow and share our knowledge, and in the process we will lose thousands of opportunities all around the world, which could benefit our institute and students. Finally, meeting new people, with similar interests, has always been a pleasure, hasn't it?



Why have you decided to publish both in Italian and in English?

It naturally follows from our aim. Wishing to internationalize the institute, we cannot publish our news only in Italian – that would be a paradox. But in addition to that, we also wanted to attract more international students to Scuola Italiana Design. For us, they are the added value, enabling both Italian and international students to grow in the field of culture.

Agnieszka Furmańczyk talked to Fabio Cappalletto, Ph. D. and the Web Communications Manager at Scuola Italiana Design school.