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Shanghaii Chapter Event

The Environmental Graphic Design Forum has been held three times in Tongji Design Week series. Every year, we cooperate with SEGD (Society of Experiential Graphic Design) to provide a platform for designers, researchers, educators and students . This year, we welcome you to join us on October 19 to share and explore the thoughts, research and practice of inclusive design in inclusive environmental graphic design.

Oct.19, 2019 Saturday  9:00-12:00

Darkroom Lecture Hall

D&I, Tongji University

No.281 Fuxin Road, Yangpu District, Shanghai





Opening Speech


Signage System & Inclusive Design



The Art of Seeing—through open eyes

Peter Simon Jones


Tea Break


Nation Standard Reaseach: Technical Code for Signage Systemof Public Building

Fan Yiqun


Fair, Sharing and symbiosis-Inclusive Designin Public Design

An Dadi 


Inclusive Research of Colors in Environmental Graphic  

Wu Duan, Qi Yue and Ying Ting

11:30-12:00  Q&A



Zhang Yanfang

Doctor of Art Engineering School, Kyushu University, Japan

Universal Design/Humanized Design Specialist

Fukuoka Design Association of Japan
Japanese Art Institute
Asian Landscape Association
Japan Association of Signature Design (SDA)
Currently researcher in art engineering at Kyushu University
4ALLdesign representative

Peter Simon Jones


Principal teacher of Graphic Arts, Director of Programmes, 

Southampton University, China

Having teaching experience at Hong Kong Polytechnic University, 

Dundee University, Lanchester University, etc.

Fan Yiqun

Professor-level Senior Engineer, Ph.D.,

Director of Underground Space Technology Center, 

Deputy Engineer of Urban Transportation and Underground Space Academy, Shanghai Municipal Engineering Design General Institute of Co., Ltd.

Having presided over the preparation of the national standard "Technical Code for Signage System of PublicBuilding"

and the local standard  "Code for Design of Urban Underground Complex".

An Dadi


Lecturer, College of Art Design and Media, East China University of Science and Technology

Visiting scholar of the Institute of Art and Engineering, Kyushu University, Japan

Postdoctoral fellow of the Department of Architecture and Real Estate, Hong Kong Polytechnic University



Wu Duan


Associate Professor, College of Design & Innovation, Tongji University

Founder/Leader, Public Design Lab of D&I

Co-Founder/Leader, SEGD Shanghai Chapter



Public Design Lab, College of Design & Innovation Tongji University

SEGD Shanghai Chapter


Orchestrating Project Vision & Experience

By Jan Lorenc

4th Mar. 2019  15:30-17:00 

the Dark Room of D&I, Tongji University

Open to public and welcome everyone to join us

Jan speak poster





Time: Oct. 30 Tuesday  9:00-12:00

Venue: Darkroom, D&I, Tongji University



SEGD Shanghai Chapter

Public Design Lab, College of Design & Innovation Tongji University


Oct.30 Tuesday  

9:00-9:20 Opening Speak

9:20-9:50 < Layers of Experience> Markus Pesendorfer

9:50-10:20 < Emotion evoking signage-Design for creating cultural and social values> Yoshiaki Osada

10:20-10:40 Tea Break

10:40-11:10 < Questioning & Answering-A Debate on the Hotel Design Planning> Thomas Hao

11:10-11:40 < The characteristics of museum space and environmental design> Ziyu Wang

11:40-12:00 Panel and Q&A


speaker:Markus Pesendorfer

Markus Pesendorfer, Lifestyle Studio Director at Gensler, brings two decades of international brand design and strategy experience to the Gensler clients. A graduate from Kingston University in the United Kingdom, Markus has since worked with top global leading design and brand firms, providing well-rounded insights to the process of creation and evolution of brand strategy and expressions. Markus moved to China in 2002, and in the past 15 years has leveraged his experience and deep competency to translate complex and dynamic consumer trends into thoughtful profitable solutions.

Markus is a storyteller, delivering authentic experiences, tailored to fit the brands of his clients. An inspiring and collaborative leader, he oversees the creative output of Shanghai’s brand and retail teams and works across a diverse range of project types from corporate workplaces to retail centers, mixed use developments and prototype boutiques. With an education spanning architecture and visual communication, Markus applies this truly broad perspective and expertise to creating holistic solutions.


Layers of Experience

Chinese social structures are changing. There are multitude of online platforms in China, the more people connect on mobile the more isolated they become. Technology evolves but the fundamental dynamics of human desire and interaction remain. Years ago, we used to make buildings. Then we started to create stories in spaces. Now we are working on multi-purpose, multi-sensory environments that create multiple experiences for human Beings. Have we previously only looked at independent entities servicing a space (furniture, digital, human behavior, living parameters); it is now that these activations start forming spaces around us. This speech will start from the new shopping experience in China and explore the relationship between people and space and the layers of experience.


Speaker:Yoshiaki Osada

Yoshiaki Osada,GK Shanghai Deputy General Manager and Design Director of Environmental Graphic Design Department.

He was born in Kanagawa in 1982. Graduated from the Department of Engineering, University of Tokyo, Japan, specializing in social basics research during his graduate studies. In 2005, he went to the Lisbon University of Technology to study Architecture. After entering the GK Design Group in 2008, he focused on the research of space, environmental guidance systems and urban environmental construction. Representative works include Shanghai World Expo venue design; Beijing Dashilan Beijing Square logo design; Shenzhen Futian Central logo design and urban furniture planning and design; Japan Sapporo LRT traffic planning and design; Japan Shibuya HIKARIE logo planning and design; preparation of the guidelines for environmental design specifications of Yeongjong Island, Korea.



Emotion evoking signage

-Design for creating cultural and social values-

We live in the city and inadvertently come into contact with the logo in various scenarios. These logos are not particularly concerned with us, but they are essential at a critical moment. On the other hand, the logo also affects people's emotions and plays an important catalytic role in promoting communication between people and environments.

This speech will introduce the experience design of creating cultural and social values through the Japanese logo design case.


Speaker:Thomas Hao

Thomas Hao,  A vice president of Shimao-Star Hotel Group  . A vice-chairman of China Hotel Association and a lecture of Asia Pacific Hotel Designer Association. A  hospitality architect with more than 27 years practical experience in hotel design planning ,project management  and relevant fields , He used to worked for and learned from the significant hotel groups: Marriott, Four Seasons, Landis, and Wyndham hotel group, he ever took lead of the Wanda Hotel & Resort  in Design & Tech. Support founding  jobs.

During these years, He involved and opened up to 300 hotels and mix-use projects which across Greater China, Asia, Australia, North America, Europe, and Pacific Islands. He is quite qualified and with intensive experiences in hotel design planning, project management, and hotel management.

Mr. Hao, an architect Belgium and EU, graduated from Katholic University Leuven and hold the Advanced Master Degree with honorary “Cum Laude” from the Architecture , Urban Design and Planning department  of KUL. Belgium. 



Questioning & Answering-A Debate on the Hotel Design Planning

In the field of hotel design, designers often encounter many problems: how to start a hotel design? Is the hotel design easy? What is a good hotel design? How is the hotel designed? How can a hotel design to make money? Who is the hotel designer? What kind of professionals do they need for hotel design? Hotel = room + public area? What is a research report? How to make an area planning book?  Mr. Hao will answer the ten questions to describe the process of hotel design and explore the development direction.


Speaker:Ziyu Wang

Vice President/Design Director of Beijing LORD Times Cultural Industry Group

Vice Dean of Beijing LORD Culture Creative Institute

Senior Display Designer





The characteristics of museum space and environmental design

As a new form of architectural community, Chinese museums have developed rapidly in recent years, and various art galleries, natural museums, and planning museums have sprung up and formed a spectacular museum community.

This speech mainly explains the theme and the space narrative of the exhibition and the exploration of the development trend of the future museum display design through the practice of space design in the museums. The museum is a large experiential space with unique architectural and spatial features. Storytelling is an important part of museum display design and an important part of communication between people and space. The volume, form and content of the museum all over the world have different narrative angles and forms of exhibition. The communication between the museum space and the visitors has become a direction for further research, forming a future-oriented museum design approach and emerging practices.


Coordinator:Wu Duan



Associate Professor, College of Design & Innovation, Tongji University

Founder/Leader, Public Design Lab of D&I

Co-Founder/Leader, SEGD Shanghai Chapter

She has a mixed background of industrial design, visual communication and Architecture design. Her education, research and practical are mainly about environmental design, experiential graphic design and innovation methods. In her ten-year career she has worked on a board range of projects including wayfinding and environmental graphics, public design, branding and exhibition design. As an educator and researcher, her research mainly looks at how to change “space to place” and influence users’ behavior through public design and experiential graphic design.

Seminar is open to public, welcome to join us!



Clive Roux
CEO of SEGD (Society of Experiential Graphic Design)

6:00 pm
19th May, 2018
College of Design and Innovation


Shanghai Chapter Event Image


Join the SEGD sponsored CIty Brand Conference in Nanjing May 17-19


How might we design and brand Chinese Cities to reflect their culture, history, landscape, industries or economic characteristics?


Why should we brand cities?

The success of a cities brand directly relates to it's economic competitiveness and ability to attract young creative and innovative professionals to their city.  Its GDP, human resources and the level of happiness of its people are all related to how strong and differentiated a brand a city has developed over time.

As we enter the Experience Economy, where people are more interested in experiences than products or services, a cities brand becomes even more important that those of its products and corporate brands.  

A cities identity is reflected in the combination of its logos, graphic identity, signs, wayfinding signage, traffic signals, smart interaction systems, architecture, unique landscape and geographic setting, etc.  In order to build a strong identity for a city requires the work of designers from all disciplines.

Compared with western countries, China has a much longer history and it's cities are developing faster but it has fewer cities that are world famous.  Amazing skyscrapers, crossovers, high ways, etc., begin to all look alike in every city in China, making it hard to distinguish one city from another.

As China moves from an industrial to a services to an experience economy, it has the chance to develop city brands that will strengthen regional economies and provide tangible, visible reasons for young creative professionals to develop and move to cities that offer the type of cultural, creative and outdoor activities that they want to participate in.

City Brands represent the next wave of economic development within China.

Join us to learn more about what a city brand is, how to create them and the power that they possess economically. Hear speakers talk about the different ways they are supporting clients to develop City brands.

Learn more about the conference, speakers and register here.




SEGD is the smallest, friendliest, most open design association. Join and find out what community really means!.