The 3rd International Conference for Universal Design 2010 in Hamamatsu Flash Report (Fourth Day)

2010.11.03 Updated


We report on Day 4 activities of the International Conference for Universal Design through feature photos.

Tuesday, November 2

Keynote Session

UD situation of Norway

Norway and other Nordic countries advocated a so-called normalization process in the 1960s. It was emphasized that persons with impairments should not be segregated in colonies in remote areas; society should accommodate them to enable them to enjoy a normal life with able-bodied citizens in towns. This marked the very beginning of the present UD concept. Norway is also known for its high ratio of women playing active roles in society. Recent UD developments in Norway were also reported.


401eikhaug.JPG Onny Eikhaug
(Program Leader, Design for All, Norwegian Design Council: Norway)
“Pushing the Boundaries and Changing the Mindset of a Nation”

402siauw.JPG Dhita Siauw
(Project Developer, Norwegian Association for the Blind and Partially Sighted: Norway)
“Seeing through the eyes of the blind – User’s perspective by visually impaired Curator, Dhita Siauw”

UD developments in Denmark

Denmark is known as a country advanced in welfare and also advanced in responding to environmental issues. It has an energy self-sufficiency rate in excess of 100% and has plans to extend the ratio of renewable energy from the current approximate 20% to 30% by 2020. Copenhagen is a city where bicycles are widely used as a mode of transportation. There is much to be learned from its partnership with public transportation.


403isomura.JPG Ayumu Isomura
(President, Gradie Corp.: Japan)
“Acceptance of Diversity and Rights to Self-Determination in Denmark”

404bendixen.JPG Karin Bendixen
(Managing Director, Bexcom: Denmark)
“Perspective from Denmark: Design for All – Point of no Return!”

UD situation in Germany

iF Award and Red Dot Award are symbolic of Germany, which is famous for its discerning eye for high quality designed goods. The Universal Design Award was inaugurated in 2008. Universal Design GmbH, which is the sponsor of the Award, presented a report on the latest UD developments in Germany. This association has an exhibition at this Conference.


405bade.JPG Thomas Bade
(Managing Director, Universal Design GmbH: Germany)
“Never Ending Story …or Trust a Holistic Steered Course”

UD developments in the United States

A report was presented on recent developments in UD in the United States, which is recognized as a leader in UD. It was where the concept and language of Universal Design came into being in 1985 and where the Seven UD Principles were framed. The Institute for Human Centered Design is the new name for Adaptive Environments created in 1978. This institution has consistently led innovative initiatives. In 1998, it organized the Design International Conference for the 21st century in New York as well as a conference in Providence in 2000 and one in Rio de Janeiro in 2004.


406fletcher.JPG Valerie Fletcher
(Executive Director, Institute for Human Centered Design: USA)
“Perspective from the US, Trends & Opportunities”

Type Faces in UD

A leading typographic designer introduced the historical background of font design and the latest trends. Eiichi Kono designed the New Johnston font, a font high in readability which has been adopted by the London Transportation Bureau. New Johnston can be described as a typical example of a UD font that offers greater visibility and readability.


407kouno.JPG Eiichi Kono
(Typographic Designer: UK)
“Reading Environment – How We Can Improve It with Typography”

Household Goods in UD

Kenshun Ishii, a pioneer among industrial designers, has been involved in designing mainly everyday goods for people with special needs since the 1960s. He is particularly interested in creating tools that assist in preserving people’s human dignity. During his presentation Mr. Ishii introduced some tools designed to improve the user’s autonomy in looking after bodily functions as well as tools for dining that are easy to use and also enhance the user’s autonomy.


408ishii.JPG Kenshun Ishii
(Representative, NIDO Industrial Design Office: Japan)

Panel Discussion

Towards Sustainable Co-existence 2 – Roles in Government

While Part 1 focused on the role of politicians, Part 2 looked at the role of bureaucrats in light of reports presented in Part 1. Bureaucrats in UD-related offices include the Cabinet Office, Ministry of Internal Affairs and Communications, Ministry of Economy, Trade, and Industry. The Shizuoka Prefectural Government summarized the responsibilities of each office, its future vision and direction. 409seiji_panel.JPG

410satou.JPG Akihiko Sato
(Deputy Director for Policy Coordination, Office of the Director-General for Policies on Cohesive Society, Cabinet Office, Government of Japan)


411yasuma.JPG Toshio Yasuma
(Director, ICT Accessibility and Human Resources Development Division, Information and Communication Bureau, Ministry of Internal Affairs and Communications “MIC,” Japan)
412hirose.JPG Takeshi Hirose
(Director, Design Policy Office, Manufacturing Industries Bureau, Ministry of Economy, Trade and Industry: Japan)
413mochizuki.JPG Tadashi Mochizuki
(Division Director, Division of Citizen Affairs, Department of Community and Environmental Affairs, Shizuoka Prefectural Government: Japan)

Special Seminars

Panasonic Corporation

“Universal Design – People-friendly Manufacturing”


Tanseisha Co., Ltd.

“Consider together about Universal Design of the heart”


Fujitsu Limited

“Fun! Full!, Fujitsu UD Show”


The 48-Hour Marathon for Universal Design

Announcement of Award Winners and Award Ceremony

Presentations were given for visitors to the venue and for the mass media. The public was also invited to participate in judging the Best Design Award, Best Presentation Award, Challenge Award, Future Technology Award, and Team Synergy Award were presented to the winners.


Voting by participantsVoting by participants



Toshiharu Arai
(Professor, Kanazawa College of Art: Japan / Supervisor, The 48 Hour Marathon for Universal Design)



Julia Cassim
(Senior Research Fellow, Royal College of Art Helen Hamlyn Centre: UK / Observer, The 48-Hour Marathon for Universal Design)

418bestdesign.JPG Award Ceremony (Best Design Award)

back to 3rd Day << index >> to Final Day


Secretariat, International Association for Universal Design

Inquiry Form
Tel: +81-45-901-8420
Fax: +81-45-901-8417
2-13-18-110, Shin-Ishikawa, Aoba-ku, Yokohama 225-0003 Japan

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