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Summary of Keynote Speeches and Sessions

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October 31, 2010 (Sunday)


KS-01 | Inclusion of Diversity

The basic principle of Universal Design is to understand the diversities of human beings and to accommodate them as much as possible. Diversity includes, age, sex, nationality and differences of abilities. It also includes different languages, cultures and lifestyles. What should we do to create a society in which no one will be unfairly excluded? Lecturers invited from the UK and India will open the first plenary session of the first day.



KS-02 | Design Can Save the World

It is estimated that there are 1.8 million children (this translates to 5,000 children everyday) who die because they do not have access to safe water in the developing countries of Asia and Africa. In addition, there are shortage of food, sanitation and education, too many problems to sustain their everyday life. What can design possibly do to help them? The speaker will share some cases and invite his audience to think with him. There is a parallel program; "World Saving Design". Also, there will be simultaneously, a special workshop (soliciting participants separately) on "Workshop focusing on North-South Issues".



KS-03 | Return to Farmland from Minefield

We learn, there are 26,000 people (about 70 a day) who die and are maimed by mines today. At the present pace where each mine is removed manually, it is expected to take more than 1000 years to remove all mines. Mine Remover machine developed by Mr. Amemiya is an epoch-making machine that processes mines, safely, efficiently, and speedily. Already, there are 70 mine-removers operating in Cambodia, Afghanistan and Colombia. Participants will be able to sit on the driver's seat of the mine remover at the exhibition site.



PS-01 | Towards a Sustainable Co-existence - Roles in Politics

Political leadership is emphasized under the Democratic Party government and there is much expectation on how conventional bureaucrat-led silo-type administration and its detrimental effects are changed under the new political (citizen) leadership. Since the concept of UD can be adopted as policy principles as well as tools across ministries and agencies of the government, there are expectations for partnerships to be found between political initiatives and bureaucratic ministries and agencies. In this session incumbent ministers and Mr. Suzuki, the mayor of Hamamatsu City are invited as panelists.

  • Koichiro Ichimura (House of Representatives member)
  • Ryu Shionoya (House of Representatives member)
  • Yoshinori Oguchi (House of Representatives member)
  • Yasutomo Suzuki (Mayor of Hamamatsu City: Japan)
  • Coordinator: Kazuo Okamoto (Chairman of the Council, IAUD/Vice Chairman, Member of the Board, TOYOTA MOTOR CORPORATION: Japan)


L-01 | TOTO Ltd. Special Seminar



L-02 | NOMURA Co., Ltd. Special Seminar

"The universalization of exhibit design by using eye tracking date. "

Presenter: Customer-attraction facilities service improvement consortium

Member: NOMURA Co., Ltd./Keio Research Institute at SFC/Nagasaki Museum of History and Culture

  • Ryoko Fukuda(Keio University, Faculty of Environment and Information Studies, Assistant Professor)
  • Masatoshi Tamamura (Keio University, Faculty of Policy Management, Associate Professor)
  • Toshiaki Kojima (NOMURA Co., Ltd., Marketing Division Manager Corporate Planning Department)

The customer attraction facilities service improvement consortium, composed of NOMURA and Keio Research Institute at SFC, conducted a field at the Nagasaki Museum of History and Culture (2009 and 2010 period) by investigating visitor dynamics using an eye device (eye camera), this was part of the service-industries productivity increase support investigation project (service process improvement cases development area), led by the Ministry of Economy, Trade and Industry. It was shown that visitors think differently to facility designers and service providers, and that it is important to plan facilities and services from the perspective of visitors, or in other words, service receivers. In addition, when an investigation was also made with elderly people and wheel chair users as participants, the results showed that different eye movement patterns were found as compared to those of young people, this gave us suggestions for the future universalization of spatial design and exhibition design.


November 1, 2010 (Monday)


KS-04 | Tourism for All 1

There is less number of foreigners visiting Japan compared to the number of Japanese who travel abroad. Japan's international travel balance, therefore, is in the red. The government has, having adopted a target to increase foreign visitors to Japan to 10 million by 2010 and Japanese traveling abroad to 20 million, implemented various measures to realize Japan as a tourist destination. From a UD perspective, however, there is no denying that much more has to be done. The session will share existing problems and propose some solutions through discussion.
Mr. Akiyama will mainly focus on challenges in tourist destinations in Japan while Mr. Neumann is invited to present "Tourism for All" in Europe including Germany.



KS-05 | Tourism for All 2

Expansion of visitors through tourism is a powerful way of revitalizing regional economy. Spain's second city Barcelona, famous for Catalan architect Antonio Gaud's buildings, is also known as a UD tourist destination. Mr. Aragai will introduce examples of projects realized through collaboration and partnership with Cities of Barcelona and Catalan, and share challenges and prospective future developments.
As an architectural consultant, Mr. Kawauchi has contributed to the revitalization of Toyoko Inn that was notorious for its illegal renovation of so-called barrier free facilities. He will explain what changes were made as a UD incorporated hotel, and share his concept of "hospitality"



KS-06 | Building of Sustainable Society

A sustainable society does not mean simply a cyclical society committed to preservation of the global environment. It also means a trans-generational society, wherein experiences of one generation are passed on to another, where human rights and humanity are respected. UD perspectives are wanted in resolving global issues such as poverty and international conflicts triggered by population explosion, lack of food, and depletion of resources.



PS-02 | Mobility for All in Asia 1

Through exchanges of opinion regarding the present situation of mobility in Singapore, Taiwan and Japan, future of UD is discussed in Asian area where economic growth continues in spite of differences in language, social system, culture and lifestyle.

  • Isa Bin Kamari (Manager, Architecture Land Transport Authority: Singapore)
  • Ko-chiu Wu (Associate Professor, National Taipei University of Technology: R.O.C.)
  • Tetsuo Akiyama (Vice-Chairman, Japanese Association for an Inclusive Society/Part-time Lecturer, Waseda University: Japan)
  • Yoshihiko Kawauchi (Professor, Toyo University: Japan)


PS-03 | Communication for All in Court

With the introduction last year of the lay judge system, there is clearly a need for a drastic improvement in the preparation and methodology adopted at trials so that persons with vision and hearing impairment can participate with a sense of comfort. The court, after it replied it was in the process of studying the issue, has done little to correct the situation. Discussion will be held, including legal professionals, regarding the present issues and measures to resolve it.

  • Kaori Yamane (President, SHUFUREN: Japan)
  • Hiroshi Yasuhara (Lawyer, Former Director, Matsuyama Family Court: Japan)
  • Kumiko Fuse (Court Stenographer, Sapporo High Court: Japan)
  • Kunio Tsutatani (Director, Information Exchange Center, IAUD/Fujitsu Design Limited)


PS-04 | Citizen Social Responsibility

Japan's large companies in automotive and electric appliance industries have for the most part a high level of commitment to UD and are engaged aggressively as part of their corporate social responsibilities (CSR). Globally there is an emerging strong view that it is consumer and citizen social responsibility that should be debated. The International Standard Organization (ISO), for example, is beginning to adopt as social responsibility (SR) standards (ISO26000), rather than a corporate social responsibility (CSR). Through exchange of views among the panelists of Japan and Europe, issues on citizens' social responsibility will be highlighted.

  • Sarah Horack (Research Director, Opinion Leader Research: UK)
  • Francesc Aragall (President, Design for All Foundation: Spain)
  • Hiroyasu Uchida (Executive Director, non-profit organization Social Welfare and City Development Network: Japan)
  • Masanori Sugiura (a Delegate from the public: Japan)
  • Yoko Takahashi (President, Japan Philanthropic Association: Japan)


KS-07 | Mobility for All in Asia 2

Detailed reports will be presented on the present situation of mobility in Singapore and Taiwan. Concrete examples that were not taken up in Asia's Mobility 1 session will be addressed leading to further professional discussion.


November 2, 2010 (Tuesday)


KS-08 | Perspective from Norway

Norway and other Nordic countries, advocated the so-called normalization in 1960s. It was emphasized that persons with impairments should not be segregated to colonies in remote areas, society should accommodate them to enjoy normal life with able bodied citizens in town. Needless to say this is the original point of present UD concept. Norway is known for its high ratio of women being active in society. Recent UD situation of Norway will be reported.



KS-09 | Perspective from Denmark

Denmark known as a country advanced in welfare is also advanced in environmental issues. It has energy self-sufficiency rate that exceeds 100% and among its renewable energy, wind power generation accounts for almost 20%. It has a plan to extend that ratio to 30% by 2020. Copenhagen is a city where people use bicycles as a mode of transportation. There is much to be learned from its partnership with public transportation. Recent Denmark UD situation will be reported.



KS-10a | Perspective from Germany

iF Award and Red Dot Award are symbolic of Germany, which is famous for selection of high quality designed goods. Universal Design Award was inaugurated in 2008. Universal design Association which is the sponsor of the Award has an exhibition at this Conference. Latest UD report will be made from Germany.


KS-10b | Perspective from U.S.

A report will be made from the US which is recognized as a leader in UD. It was where the concept and language of Universal Design was created in 1985 and where the UD 7 Principles were defined. Institute for Human Centered Design is the new name for Adaptive Environments created in 1978. It has consistently led innovative initiatives, organizing in 1998, a Design International Conference for 21st century in New York, in Providence in 2000 and a conference in Rio de Janeiro in 2004.



KS-11a | Type Face in UD

New Johnston, a high readability font adopted by London Transportation Bureau has been designed by Eiichi Kono. He has improved the conventional Johnston Underground, adding to it greater visibility and readability. This is typical of UD FONT. Meilio font of Microsoft is also his work. He will share with us his engagement in font design from the perspective of a lead typographic designer.



KS-11b | Household Goods in UD

Kenshun Ishii is a pioneer among industrial designers who has since the 1960s worked in designing mainly everyday goods for people with special needs. He designs with respect to human dignity; for example, urinary pots for bed-ridden old people or goods that will support the posture of new born babies and infants. From the early days he has successfully listened to the diverse needs of the users and pursued his design work.



PS-05 | Towards a Sustainable Co-existence 2 - Roles in Government

Part 1 focused on the role of politicians. Part 2 focuses on the role of bureaucrats.  Heads of UD related ministerial offices and directors are invited to paint, based on projects for which they have responsibilities, the roadmap for Japan going forward and the ideal society.

  • Cabinet Office, Government of Japan
  • Ministry of Internal Affairs and Communications: Japan
  • Ministry of Economy, Trade and Industry: Japan
  • Ministry of Health, Labour and Welfare: Japan
  • Coordinator: Akihiko Sato (Deputy Director for Policy Coordination, Office of the Director-General for Policies on Cohesive Society, Cabinet Office, Government of Japan)


L-03 | Panasonic Corporation. Special Seminar



L-04 | Tanseisha Co., Ltd. Special Seminar



L-05 | Fujitsu Limited Special Seminar

"Fun! Full!, Fujitsu UD Show"


November 3, 2010 (Wednesday)


PS-06 | Significance and Results of UD Workshop

IAUD two-day-overnight UD workshop organized since 2004 was re-named "48-hour design marathon" as it became a joint event co-sponsored by Helen Hamlyn Research Center, Royal Graduate School of Art during the International Conference 2006 in Kyoto. The workshop's requirement for participation of users with impairment in the development process on the ground raised the motivation of team members and resulted in astounding outcome. There is much expected from this user-centric scheme.

  • Toshiharu Arai (Professor, Kanazawa College of Art: Japan)
  • Julia Cassim (Senior Research Fellow, Royal College of Art Helen Hamlyn Centre : UK)
  • Keiko Ohta (Tanpopo-no-ye/Guest Researcher, Ritsumeikan University: Japan)
  • Hideki Akiya (Manager of Creative Studio Dept., Toyota Boshoku Corporation: Japan)


PS-07 | Management of Social Design

This is a collaboration session with Design & Business Study Network of Japan Society of Kansei Engineering. While one of the session's objectives is to define the significance of design in relation  to management, it is hoped that it will lead to discussion on management, as well as design management, from the perspective of social designing and social marketing, including particularly the concepts of UD and sustainable design, and possibly offer some proposals.

  • Ryozo Takegawa (President, Thinka Design/Former President, Kenwood Design Corp.: Japan)
  • Seiji Wada (Professor, Shonan Institute of Technology: Japan)
  • Keiichirou Kawarabayashi (Vice President, Shizuoka University of Art and Culture: Japan)
  • Mitsuo Kawaguchi (Adviser for the Board of Directors, IAUD/Board Director, Hitachi Appliances, Inc.: Japan)


PS-08 | Universal Design in Management

In this session, recognizing that UD has transcended the issue of design management, and that it is today an important management issue, we hope to discuss how UD can address management issues in meeting the needs of management innovation and industrial revitalization and find ways to resolve them.  It is hoped that our discussion will contribute to management from social business and social responsibility perspectives and to peaceful development of Japan and the world.

  • Takuma Yamamoto (President, IAUD, Chairman Emeritus/Fujitsu Limited: Japan)
  • Kazuo Toda (Adviser of the Council, IAUD/Former Vice President, Matsushita Electric Industrial Co., Ltd.: Japan)
  • Masafumi Narikawa (Chairman of the Board of Directors, IAUD/Director & General Manager, Sales Division, Tokyo Electric Power Environmental Engineering Co., Inc.: Japan)


PS-09 | Messages to the Future Generations

The IAUD international conference to be held under the theme, "For the People and the Earth of Tomorrow-Towards a Sustainable Co-existence", will be summarized to highlight outstanding outcomes, new discoveries and points that should be continually discussed. These will be the message for the future generations.

  • Ronald Higgins (Author: UK)
  • Roger Coleman (Professor Emeritus, Royal College of Art: UK)
  • Valerie Fletcher (Executive Director, Institute of Human-Centered Design: USA)
  • Masafumi Narikawa (Chairman of the Board of Directors, IAUD/Director & General Manager, Sales Division, Tokyo Electric Power Environmental Engineering Co., Inc.: Japan)
  • Keiji Kawahara (Executive Director, IAUD/Professor of Graduate School, Nagoya University of Arts and Sciences: Japan)

As of October 28, 2010
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