Champions of Design 4

Not having read any of the three previous ‘Champions of Design’ books from JKR, I was a little uncertain about what to expect from this latest offering.

I’ve lived and worked in Asia for six years now and often feel that I’ve hardly scratched the surface of ‘Asian design’ due to the sheer cultural diversity, depth of historical context and current pace of socio-economic change. Asia, or Asia-Pacific is an enormous and enormously diverse continent so I was a little concerned by any attempt to sum up ‘Asian’ design.

Also, the title is a little uncertain in the context of the series. Would this book be about great design, or about creating competitive advantage and commercial success in Asia.  As the introduction rightly highlights, the two can often be mutually exclusive in certain parts of the region.

The reality is that we have neither.  What we have is an eclectic and fascinating mix of brands and products from across the region; each giving a little insight into their provenance that more often than not had me simultaneously trawling the internet to fill in some gaps and find out more.  I intend that last comment as a positive endorsement of the writing drawing me in to the story, rather than a view that it falls short. The text gives a solid overview of the story, enticing the reader to curate their own journey deeper into it and to follow paths to greater knowledge and insight.

The 20 ‘chapters’ cover a wide territory in terms of geography, industries and eras. From the slightly mysterious but enduring Tiger Balm to the somewhat bizarre success of Hello Kitty, the elegance of Singapore Airlines and the current phenomenon that is Xiaomi, a lot of ground is covered.

Each is a well-written short story supported by six geeky facts, one of which is a little economical with the truth.  Each piece of text, supported by some well chosen images give an interesting insight into the brand story and the context of its success.  

The book as a whole offers a peek in the cultural diversity of Asia and I think its greatest success is that it leaves you wanting more – wanting to dive deeper into the stories and their broader significance.

Is it a book about great design? Not really.  Are the 20 brands representative of the best in Asia?  Definitely not, and I would question the inclusion of Jimmy Choo, a distinctly ‘London’ brand created by a fabulously talented Malaysian Chinese.

However, it is for sure a great collection of short stories that give good insight about diverse brands from different parts of Asia and from different eras. For that alone it is well worth the read.

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