TRANSCULTURAL INNOVATION DESIGN
International Touring Exhibition of Cross-Cultural Brand Design
from Yangtze to Delta Region
Design as Cultural Translation
Selected design projects from Zhejiang Wanli University (Ningo, PR China) demonstrate how cultural identities, tradition, and innovation can engage in dialogue with one another in a globalized world
The opening of the international exhibition “Transcultural Innovation Design” in the Sala Terrena at the University of Salzburg on July 8 sent a powerful message in support of international cultural and educational dialogue. The exhibition showcased selected works by students from the School of Design & Arts at Zhejiang Wanli University (Ningbo, China) and impressively demonstrated how design can transcend cultural boundaries and open up new perspectives for global collaboration.
The event focused not only on the exhibition itself but also on academic exchange regarding the role of design as a medium for intercultural understanding. During a panel discussion featuring high-profile experts, international specialists discussed innovation, cultural identity, and the social responsibility of creative design.
Particular attention was given to the prospects for long-term academic cooperation. The Rector of the University of Salzburg, Univ.-Prof. Dr. Bernhard Fügenschuh, and the Dean of the Sino-German Faculty of Branding at Zhejiang Wanli University, Prof. Dr. Yiping Zhang, expressly welcomed the prospect of deeper cooperation between the two universities. Academic and cultural exchange takes on special significance in these politically volatile times.
Deputy Mayor Mag. Kay-Michael Dankl delivered a welcome address on behalf of the City of Salzburg and highlighted Salzburg’s significant role in cultural exchange. In honor of the Chinese guests, the Salzburg girls’ choir Vocalista performed a well-known Chinese song, which was received with enthusiasm by the entire audience.
“Transcultural Innovation Design” views design not merely as a creative discipline, but as a universal language that connects people, cultures, and ideas. The successful presentation in Salzburg marks the beginning of further joint projects between Austria and China and underscores Salzburg’s role as a hub for international cultural exchange.
The exhibition was organized by the Forum Asia Pacific at the University of Salzburg in cooperation with Zhejiang Wanli University and in close collaboration with ArtMonopol GmbH.
