The field of design is undergoing a transformation right now that expands the boundaries of how design is perceived, what types of problems design is applied to, and not least, where in companies design is used. Practising designers aren’t only working on the design of products, services and experiences these days – they are increasingly involved in assignments at the strategic level as well. In this field of strategic design, the techniques of the design profession are being applied to change processes that in the long term can change not only a company’s services, but its organisation as well.

The Department of Design at Aarhus School of Architecture (AAA) has been researching the concept of strategic design for a number of years, and has created a focused pool of knowledge on the subject. Currently AAA is working towards the establishment of a consortium for strategic design involving academic institutions, design practice and business. The goal of the consortium is to define and develop an understanding of strategic design through practical projects carried out as collaborations between these partners.

AAA held a seminar in August 2010 together with seven academic institutions in order to discuss the definition of strategic design as well as opportunities for collaboration. We would like to welcome you to a new seminar on August 25. Here we will follow up on outcomes of last year’s event, but this time academic institutions, design practice and business will come together for the first time to jointly define this collaboration’s future form and content.In addition to seeing exciting approaches to strategic design from research, design practice and business perspectives, you will be involved in defining how a cooperation must be formed in order for it to be meaningful for your company or institution.