Design is typically associated with fashion or architecture. But it is more than that, says Dawn Lim, executive director of DesignSingapore Council (Dsg). “It is beyond beautiful buildings and pretty objects. Many are unaware that design is a skill and process that creates great services, experiences, and systems. It can also yield large-scale national impact.”
Innovation, which drives Singapore’s economy, and community building, a cornerstone of our social fabric, are directly impacted by design. Lim has carved a unique niche for Singapore as a futuristic design and innovation city.
She spent most of her earlier career at the Singapore Economic Development Board, leading the commercial and professional services team, before joining the council. Despite not being formally trained as a designer, she does not let that define her or her abilities.
“In addition to using design, I am an advocate for its impact. After being my late mum’s caregiver, I realised how important and meaningful inclusive and accessible design is.”
Dawn Lim explains her passion for impact-driven design
Dsg teaches design thinking and creative problem-solving skills to primary school students and works with local brands like Phoon Huat and SaladStop! to transform their businesses with design. Upon becoming the council’s executive director, Lim set herself three goals. One, help brands innovate. The other two were to grow Singapore design’s global recognition and the appreciation of design by decisionmakers in the country.
To fulfil the first item, Dsg has done a lot. During the 2022 London Design Festival, it partnered with Hans Tan, a local designer and educator, and the Victoria and Albert Museum (V&A) for an exhibition demonstrating how Singapore is leading the global sustainability agenda.
Additionally, it participated in Milan Design Week and presented Future Impact, curated by Tony Chambers and Maria Cristina Didero.
To broaden design’s influence and value, Dsg is partnering with international firms, multinational corporations and government agencies, as well as bringing design to various agencies and ministries to solve complex societal challenges through a partnership with the Public Service Division.
The Singapore Design Week (SDW), which takes place from 21 September to 1 October, will also include ground-up activities from organisations such as OCBC, Sony, and the CPF Board.
To celebrate Dsg’s 20th anniversary, the council is taking things up a notch by adopting “Better by Design” as the theme for this year’s SDW. As a result of this approach, Lim says Dsg will explore themes such as promoting design as a vital life skill for a more liveable and lovable Singapore, as well as pushing Singapore as a hub renowned for its innovation, impact, and excellence in design in subsequent SDWs.
In addition to SDW, Dsg will continue to support Singaporean designers and businesses through design. “The council hopes our designers and businesses will be at the forefront of such fields as regenerative design, emerging technologies (think augmented reality and the metaverse), and care (med tech), actively pursuing meaningful, scalable solutions.”
She also offers advice for aspiring designers in the area. “It would benefit designers to stay abreast of changes and prepare for the future. To remain competitive and relevant, they should upgrade their design craft and transdisciplinary skills, such as analytical thinking, creativity, design communication, and business strategy.
“What makes a designer unique is his or her empathy and multidisciplinary approach to problem-solving that result in behavioural and/or change and concrete, measurable outcomes.”
Photographer: Mun Kong
Photographer’s assistant: RJ Teo
Videographer: Alicia Chong
Producer: Adora Wong
Art Director: Chia Wei Choong
Makeup: Weeming using Dior Beauty
Hair: Aung using Kevin Murphy
