Critilal eye: Carl from our Shanghai Studio judged products for IF Award 2016.

Carl Liu, Design Director at our Shanghai Studio, was invited by IF Award to be a juror for the computer category for IF Award 2016. Read the thoughts Carl brought back when he returned to the Shanghai Studio: “Having been asked to support in Design Award juries several times before in my life, I thought I was an old

hand. However, being a judge for the IF Award was a completely new experience. In terms of scale, this was definitely the biggest jury event I have ever attended. In a huge historical warehouse in Hamburg 5.295 entries from 53 countries were displayed and evaluated by sixty judges from different backgrounds and professions.”

“The IF Design Award is definitely outstanding in terms of scale and professional quality.”

“An eye-opening experience: Design discussions with sixty design professionals from all over the globe.”

“Computer was a very competitive category to judge. Today computer products do not differentiate so much anymore in terms of aesthetics or design concept. As a judge you really had to touch, feel and use all the products to get a deeper understanding of concept and quality. So although this was very serious business it somehow had a playroom element to it which made it fun too.

It was an eye-opening experience to discuss and debate design with sixty design professionals from all over the world. After hearing the thoughts from jurors from the most different counties, I was even more reassured than before that understanding the cultural context behind designs is integral to fully appreciate and judge the outcome.”