THE common wisdom may be that "Great minds think alike," but common wisdom does not apply to leading designers. The top designers and the ICIF International Design Summit Forum celebrated originality.

"Different is better than perfect," said George Teodorescu from Germany, president of the International Integral Design Society, speaking to a near capacity crowd in a majestic auditorium of the Shenzhen Convention & Exhibition Center.

"Think different!" said another two speakers, Peter Zec, CEO of the executive council of the world-renowned Red Dot Award and Leong Yap of Auckland University of Technology in New Zealand.

"Your design must be different," said Lin Chonghong, a design professor from Taiwan, while Lester Meachem, a design professor from Britain, urged: "Think outside the box, interpret the world in a different way."

Twelve leading Chinese and international designers and educators spoke at the forum, hailed by Shenzhen's Vice Mayor Yan Xiaopei as "a marvelous, creative idea."

Being different, trying to come up with new ideas, and bringing ideas into reality is rewarding, said Zec. Not just spiritually rewarding, "Innovation in design can generate high returns on investment," he said.

Yap agreed: "The 25 most innovative companies in the world are all design-led businesses." Yap said: "Design is about new story, new expression, new meaning, new pleasures and new dreams. Design is a key enabler for wealth creation."

Experts discussed ways to integrate cultural elements into design projects, how to nurture more design professionals with imagination and creativity, and how to educate the public on design. "Designers have the obligation to offer guidance to consumers and get them to understand, appreciate and consume design works," said Zhang Xiaogang, head of the art and design school of Shenzhen Polytechnic. "It is crucial to maintain the enthusiasm and desire for designers to create more innovative and creative works."

Designers were also concerned about environmental protection and design, new technologies and design, and fashion design. In the marathon seven-hour forum, every speaker was allotted only 30 minutes. After two rounds of projection problems with his slides, Komachiya Asao, an art professor from Japan, shook his head and apologized: "I was afraid the bell would ring at any moment," setting off laughter from the audience.

Vice Mayor Yan made the point at the forum that in 2003 Shenzhen set the target of building the city into a "design capital." The city is now home to more than 20,000 professionals in the design industry, which has grown into an important part of the city's economy. Of the four designers from the Chinese mainland who are members of the Action Graphic International (AGI), two are from Shenzhen, the vice mayor said.

"This is a spiritual feast," said a student from Shenzhen Polytechnic, the forum sponsor. The forum is the first of its kind at the ICIF, organizers said.

>> Special Report: 2nd ICIF in Shenzhen

Editor: Wing