알레시(Alessi)사와 젠슨(Georg Jensen)사의 생활용기디자인 비교 연구

Abstract

In this study, I looked at design management and marketing strategies by investigating metal craft works produced by Alessi and JENSEN, the two most prestigious metal product companies in the world. I also studied how these two companies have been trying to become the most prominent companies in the world by closely comparing their products in terms of design concepts, styles, and production process. The aim of this study is to suggest how small studios in Korea can utilize their accumulated skills and techniques to become successful in the global market. First of all, we should creatively learn from Alessi`s design management and marketing strategies. These include how it has made world famous designers consultant designers, how it has made a connection with future generations of designers through an educational-industrial complex, and how it has introduced horizontal interaction & communication system between the CEOs and designers. Alessi has also created star-designers strategically, made every effort to try producing a variety of metal vessel craft works through working together with world famous designers from many different fields, and adapted marketing strategies called limited production of limited products in order to increase the value of their products. My argument is that all these strategies should be thoroughly studied and creatively applied to our metal vessel production companies. Keen and constant support and investment are needed in this field by the government, companies, and educational institutions. In addition, the public`s artistic interest in our traditional art craft will accelerate the development of the metal vessel art craft in Korea. Secondly, even though we have a great deal of resources in light of the art and technique in the field of metal vessel art craft, we do not know how to make best use of this. As Georg Jensen has developed its own unique design image, we should also make an effort to develop our skills and traditional images. This kind of effort can be found in Alessi, which has been successful in design marketing and design management. A good example of it would be what is called Officina Alessi project in that it shows what the combination of aesthetic inspiration and highly developed technology can bring out of the industry. Thus we should try to establish solid theoretical basis in search of our traditional aesthetic inspiration in its real sense, and its application to art craft, which will lead to the unique development of metal vessel art craft in Korea. In short, as has been above indicated, our metal vessel art craft companies, which are yet to be developed, can find their way in the global market successfully if their designers are inspired on the basis of accumulated skills and technology and aesthetic inheritance, if companies make an investment in improving their images, and also if the government with its vision and policy supports the field for a long period of time.