Tuesday, 21 December 2010

2011 Visiting Lecture Series, Design Built-In

Details are given below for our 2011 Visiting Lecture Series , Design Built-In, being jointly held by the Birmingham Institute of Art & Design, Birmingham City University, and Aston University, School of Engineering and Applied Science, with the support of The Birmingham Post.

Last year our Visiting Lecture Series was a great success - having welcomed diverse speakers including Professor Roberto Verganti of Politecnico di Milano and Copenhagen Business School; Professor David Bailey, Coventry Business School; Francine Houben, Director, Mecanoo architecten, designer and architect for the new Library of Birmingham; Waheed Nazir, Director Planning and Regeneration, Birmingham City Council and Neil Rami, Chief Executive, Marketing Birmingham.

These lectures follow a very successful lecture series, Aspects of Design held earlier in the year and including Visiting lectures from Professor Andrew Sentance of Warwick Business School and the Monetary Policy Committee, Satish Kumar, author, philosopher and Visiting Fellow of Schumacher College, Charles Morgan of Morgan Motor Company and renowned engineer and designer, Dr Alex Moulton of Moulton Cycles.

 2011 Design Built-In - Visiting Lecture Programme

Professor John Heskett

 *  Professor John Heskett, immediate past Chair Professor Design, Hong Kong Polytechnic University, 'Using Design to Create Markets',
Date: 30th March 2011, 3pm, Room 201, BIAD, Gosta Green, Birmingham

John Heskett took up a post as Chair Professor in the School of Design, Hong Kong Polytechnic University in 2004 after fifteen years in the USA as professor at the Institute of Design, Illinois Institute of Technology in Chicago.

John Heskett is known as the author of Industrial Design, (1980), used as a basic textbook on design courses in many countries; German Design 1870-1918, (1987); and Philips: A Study in Corporate Design (1989). Toothpicks and Logos: Design in Everyday Life, was published by Oxford University Press in 2002 and reissued in 2005 as A Very Short Introduction to Design. It has been translated into Swedish, Spanish, Portuguese (Brazil), Korean, Chinese, Japanese, Greek and Turkish.

John contributes articles, essays and reviews to numerous magazines, anthologies and catalogues. His consultant experience includes work for governments, universities and design companies around the world.

His current research is focussed on the theme of how design creates economic value and the role of this in Design Policy in governments and corporations. Other areas of teaching and consultancy include the relationship between design and innovation, the problems of successfully changing the nature of markets, and the problems of design in global markets.

For more information visit http://www.johnheskett.net/


Ruth Reed, Architect and President RIBA
* Ruth Reed, President, RIBA, "Compete to Innovate" - a talk on  the use of competition to stimulate innovation in architecture.

Date: 1st March 2011, 4pm, G 8, Aston University (NOTE POSTPONED)

Ruth Reed is President of the RIBA 2009 – 2011 and is currently Course Director of the Postgraduate Diploma in Architectural Practice at the Birmingham School of Architecture.

Ruth has practiced as an architect in a variety of practices, running her own practice Reed Architects from 1992 to 2005 which specialised in sustainable rural design particularly for self-builders. Between 2002 and 2004 she also acted as a fee-paid planning inspector determining built environment appeals.

Ruth is now partner in Green Planning Solutions an architectural and planning consultancy specialising in unusual rural casework.

Her involvement at the RIBA stretches over fifteen years in a variety of roles, including between 2003 and 2005 as President of the Royal Society of Architects in Wales.  As RIBA President Ruth lectures and speaks internationally on design and architecture and is due to speak at the Massachusetts Institute of Technology in early 2011. 

* Professor Michael Beverland, Professor of Marketing, University of Bath, School of Management, 'Design Orientation and Authentic Brands'

Date: 3rd February 2011, 3pm
Venue: Birmingham Institute of Art & Design (BIAD) Room 201 
Visual Communications, Red Floor
For directions visit http://www.biad.bcu.ac.uk/about/gosta.htm

Prof Michael Beverland
University of Bath
Michael Beverland is a Professor of Marketing at the University of Bath, School of Management.  His research over the past decade has focussed on developing design-led businesses and the management of brands, including his well known book, “Brand Authenticity: The Seven Habits of Iconic Brands”. 

He has also focussed on how customers find meaning through design and consumption activities, co-authoring two notable books, “Memorable Customer Experiences” and “Why Women Shop – Secrets Revealed”. 

He has a strong focus on developing practical models for managers to build brand value and excite customers using qualitative research methods.

*  Dr Constantin Gurdgiev, Head of MacroEconomics, IBM Institute for Business Value Global Centre for Economic Development
Finance Lecturer, Trinity College Dublin
Date: To be confirmed

Dr Constantin Gurdgiev
Head of Macroeconomics
 IBM Institute for Business Value
In his role as Head of Macroeconomics at the IBM Institute for Business Value Global Centre for Economic Development, Dr Gurdgiev is responsible for conducting thought leadership research into macroeconomic aspects of urban development, as well as analysis and modelling of macroeconomic environments at city, state and regional levels for a variety of international, public and private sectors organizations.

Dr. Gurdgiev has a background in macroeconomics and finance and more than 15 years’ experience in international consultancy work in the areas of strategy, economic analysis and financial markets. He holds a Ph.D. in macroeconomics and finance from Trinity College, Dublin, an M.A. in macroeconomics from Johns Hopkins University and an M.A. in mathematics from University of California, Los Angeles.

He is a Lecturer in Finance with Trinity College, Dublin and is research active in the areas of theoretical finance and applied finance applications to property markets, taxation regimes and high performance computing.

Relevant articles:

*  Dr James Moultrie, Institute for Manufacturing, Cambridge University
Date: 23rd February, 2011, 3pm, ROOM 138, Visual Communications, Birmingham Institute of Art & Design - NOTE CHANGE OF VENUE

Dr James Moultrie
Institute for Manufacturing
University of Cambridge
James Moultrie


James Moultrie is a University Lecturer in Innovation and Design Management. His research interests seek to improve the utilisation of design skills and increase design/innovation capability at project, firm and national levels. Specific interests include design management, design strategy and the role of the physical environment on enhancing innovation. His PhD focused on assessing and improving design capabilities in small firms.
James is a Chartered Mechanical Engineer (IMechE) and has over ten years of industrial experience as a project manager, senior engineer and marketing product manager in the precision instruments sector. He has a 'Scientific and Technical Academy Award' and an Emmy for work on a range of lenses for professional 35mm cinematography.
James is responsible for research activities relating to Innovation and Design Management.

Research Interests

  • Measurement of design capability at a firm and national level
  • Strategic management of design
  • New approaches to managing new product development
  • Product aesthetics

Selected Publications

  • Moultrie J, Clarkson P J, Probert D R, (2007), Development of a design audit tool, Journal of Product Innovation Management, Vol. 24 No. 4
  • Moultrie J, Clarkson P J, Probert D R, (2006), Development of a product audit, Journal of Engineering Manufacture, Proceedings of the I.Mech.E Part B, Vol. 220 No. 7, pp 1157-1174
  • Lewis M, Moultrie J, (2005), The organisational innovation laboratory, Journal of Creativity & Innovation Management, Vol. 14 No. 1, pp 73-83
  • Crilly N, Moultrie J, Clarkson P J, (2004), Seeing things: response to the visual domain in product design, Design Studies, Vol. 25 No. 6. pp547-577
For a full list of James Moultrie's publications follow this link. 

*  Ian Callum, Design Director, Jaguar Cars (Date to be confirmed)

Design Built-In, Visiting Lecture at Birmingham Institute of Art & Design
with Ian Callum, Design Director, Jaguar Cars 2011

In 1991, Ian Callum was appointed Chief Designer and General Manager of TWR Design. During this period he was responsible for designing the Aston Martin DB7, now established as the most successful Aston Martin of all time. Callum also designed the V12-powered DB7 Vantage and Aston Martin's Project Vantage concept car. At TWR, Callum was also responsible for a wide range of design programmes for other TWR clients, including Volvo and Mazda.

He was awarded the Jim Clark Memorial Award in 1995 in recognition of his styling work on the DB7.

In 1999, Callum was appointed to head design at Jaguar, which had become a Ford Motor Company subsidiary. He had started his design career at Ford and had worked in Ford design studios in Britain, the United States, Germany, Japan and Australia. He was then appointed Design Manager responsible for the Ghia Design Studio in Turin and initiated the Ghia Zig and Zag show car concepts.

Born in Dumfries, Scotland, in 1955, Callum studied at Lanchester Polytechnic's (now Coventry University) School of Transportation Design in Coventry, Aberdeen Art College and the Glasgow School of Art, where he graduated with a degree in Industrial Design. This was followed by a two year, post-graduate course in Vehicle Design at the Royal College of Art, where he graduated with a Masters Degree in Industrial Design. His younger brother Moray Callum is also an automotive designer.

Ian Callum is responsible for the designs of the Aston Martin DB7, DB7 Vantage, Vanquish, Jaguar XK, XKR, and the up coming Jaguar XF (set to replace the Jaguar S-Type). He is also responsible for the tail gate design on the Jaguar X-Type Estate.  (Biographical details taken from Wikicars)

Visit Jaguar Cars: http://www.jaguar.com/gb/en/

Article covering some of Ian's design drivers: http://www.pistonheads.com/doc.asp?c=52&i=10823

*  Professor Stephen Evans,
Professor of Life Cycle Engineering, Manufacturing Department,
Cranfield University
Date: 3rd May 3pm, Venue to be confirmed

Prof Steve Evans,
Cranfield University
Manufacturing Dept.


Professor Stephen Evans spent 12 years in industry, rising to become Engineering Systems Manager at Martin-Baker Engineering, the world leading manufacturer of ejection seats.

His industrial experience led to an emphasis on improving engineering performance and provided an excellent grounding for tackling complex, real-life problems.

Professor Evans has over 20 years of academic experience which includes working collaboratively with leading industrial and academic institutions from around the globe and supervising over 120 PhD. and MSc. students at Cranfield.

His research seeks a deep understanding of how industry brings environmental and social sustainability concerns into its design and manufacturing practices.

He works with organisations developing solutions that move us towards a sustainable future. He researches and conducts projects with organisations to improve their performance in various dimensions:

1. Designing more sustainable products and producing them in more sustainable ways.
2. Increasing the efficiency and effectiveness of design, manufacture and servicing of both products and services.

His recent work includes: 
  • Sustainable factories
  • Food systems for people with reduced access to food
  • Sustainable city re-generation design
  • Sustainable design and operations for mainstream car manufacturers
  • Cars with water for exhaust that do 300mpg (equivalent). 

He has observed that each sector (and each company in it) is only unique in the particular details which hold it back from better performance. The common issues (including lack of innovation, limited collaboration, poor performance management) can benefit from structured responses. Professor Evans has helped organisations create and implement such structured responses to resolve a variety of problems.

Current activities

  • Principal investigator on TSB THERM energy & manufacturing waste re-use modeling project
  • Lead Author on the SIS sustainable industrial system programme
  • Principal Investigator on EPSRC sustainable engineering projects
  • Principal Investigator on leading Product-Service Systems project
  • Specialist Adviser to the House of Lords inquiry into Waste Reduction
  • Member of the Board of the Centre for Sustainable Engineering
  • Advisor to the Carbon Connect inquiry into environmental technology
  • Partner in RiverSimple: open-source Hydrogen fuel cell powered future transport
  • Member of Conservative Party Waste Commission
  • ‘Sustainability Champion’ for Minister for Skills
  • Member of Technology Strategy Board Resource Efficiency Steering Group
  • Supervisor of 6 current PhDs/EngDs.


  • Engineering and Physical Sciences Research Council (EPSRC)
  • Technology Strategy Board (TSB)
  • Airbus UK
  • Jaguar/Land Rover
  • Brompton Cycles
  • Morgan Motor Company
  • The City of Porto
  • Nissan Technology Centre – Europe
  • Electrolux
  • Vitsoe
  • Toyota UK.

For more about Professor Stephen Evans' work visit

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