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Braun has organized the BraunPrize competition every few years since 1967 - a remarkable example of continuity, especially for a private-sector company. The 2001 BraunPrize features some organizational changes, most notably the decision to have the guests at the award ceremony select the overall winner from the five finalists proposed by the jury. What is the thinking behind this new approach?
It's based on the fact that the young designers will have to present themselves in a similar way in real business life. And it's something which I think doesn't get addressed adequately in design schools these days.
Students should learn to "sell" themselves and their work and get feedback on the way they present themselves, on the kind of impression they make. Competition - as we know - increases quality, innovation and creativity. We, the jury, have stopped short of declaring an overall winner. We just have selected five entries which we think are appropriate. Then it's up to the students to present themselves and make the best of it. The audience, which will consist of people who are connected with design and leading figures who are familiar with business issues, will cast their votes during an event which will be held on a civilized, manageable scale. We're simply trying to open up a new dimension of the competition.
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