Edward De Bono is best known for his many techniques that help the brain to think imaginatively. One of these is a brainstorming method involving the deliberate connection of a root idea to a series of distinctly disconnected ones. The technique of forcing different notions together compels the brain to break the myopia and paradigms that typically produce conventional, staid and constrained thought – helping it to produce creative synapses that yield innovative ideas. The process is called the power of & because it interrogates the possibilities of what could be done by linking a thought or concept and a disparate or less obvious one.  

Unleashing the power of & is what the Pretoria Institute for Architects is doing so well at the institutes well attended Ideas conference in Midrand right now. Designers from an array of diverse and disconnected industries are sharing how they’re inspired to create, and how they go about transforming their ideas into reality. The conference set out to ask what might be imagined if the concept of architecture gets linked to fashion design, motor vehicle design, sculpture, music, painting and jewellery. And by all accounts after the first day, it’s an inspiring event.

First up,Dion Chang of Flux Trends shared insights from the fashion industry. Apart from talking about how interactive and social networking technology is shifting consumer attitudes and wants, shortening processes and supply chains, and helping suppliers to connect and respond to consumers personal needs efficiently, Dion also touched on the way some fashion houses are using the power of & to differentiate their brands uniquely in a commoditised world.

 By positioning herself as a vegan designer, Stella McCartney has connected two disparate concepts – the first, her values, and the second, what she does – to establish a distinctly different brand image. And if sales of her product are the measure of her success, she’s doing very well by it. Could architects use this branding idea to design buildings that represent client’s personality or brands? Architecture & Values. Esoteric perhaps? But imagine the possibilities……

Richard Stretton, a curious blend of architect and furniture designer, talked about really sustainable architecture.  Drawing from the unique insights that making furniture using community resources and local materials have given him over time, Richard shared his sustainable design experience and thinking, and showcased practical sustainable design projects using semi-skilled labour and local materials in remote places.

Richards lecture irreverently challenged corporate property developers to stop building landmarks driven purely by investment paybacks and ones that contribute to the growing toxicity that threatens the planet. He urged designers to resist and to draw inspiration instead from the way cherry trees and ants exist symbiotically with the earth: Each sustains its own life easily from natural resources, but puts back far more than either takes out. [Could this be where some commercial incentives might come from?] This concept [inspired by a book called From Cradle to Cradle] might challenge architects to rethink sustainable building design and compel more to design buildings that are not only carbon neutral but planet positive as well.  Architecture & cherry trees? Very interesting. You can see why Richard won the first South African Institute of Architects Award for Sustainable Architecture.

In a similar vein, Roche Van Wyk also suggested that sustainable employment is an equally important design concept and presented ways to include employment programmes in the design process.

What do mathematics, nature & jewellery design have in common? Everything says award winning jewellery designer Cari-Mari Wilsenach. Cari-Mari showed delegates how she uses the mathematical proportions, shapes and concepts found everywhere in nature, to inspire the unique jewellery designs that garnered her a string of awards, including the Nature’s Miracle International Collection Award, as well as much international acclaim. Architects may be inspired to find the beauty in numbers, leaves & snowflakes. They’re there if you look says Cari-Mari.

A day using the power of & to trigger ideas. Powerful stuff. From gravity defying bridge engineering, and car design to sculpture, delegates were challenged to borrow the imaginations from beyond the boundaries of architecture. The PIA is certainly stretching the envelope here.

Judging from the chatter at the breaks, some inspired people may be breaking some moulds soon.  Watch this space for more reports on today’s event.

Expect more thoughts from these unique people on DesignMind. Join the debate here!