At the heart of the discussion was the question of how technology, design, and social responsibility can contribute to a well-balanced lifestyle of the future. The thematic framework was provided by the Japanese term chōdo ii – an expression for the “right measure,” meaning “not too much and not too little.” This concept was named in the official event text as the guiding idea of the discussion.
The panel, organised by the Azbil Corporation, brought together three individuals with different cultural and professional backgrounds: Prof. Fritz Frenkler, internationally renowned industrial designer with a focus on functional and socially responsible design; Prof. Akifumi Yogo (Osaka University, Institute of Laser Engineering), a specialist in high-performance technologies; and Clarence Chua (Singapore Economic Development Board), who deals with economic policy as well as with aspects of Japanese culture – such as wabi and chanoyu.
The contributions combined diverse perspectives – technological, design-related, strategic – with a common focus on sustainability, social responsibility, and the role of design in societal transformation.
Summary of the Panel Discussion on 16 May 2025
„I hope that this word will go through the world – that all the designers in the future say they’re ‘Gestaltende’.“
– Prof. Fritz Frenkler, Osaka, 2025
In his contribution (from minute 16:36 in the video), Fritz Frenkler spoke about his deliberate decision to stop using the term “design.” Instead, he explained, he prefers the word Gestalten – a term which, in his view, more accurately reflects the societal dimension of the discipline. While Gestalten is a German word, he pointed to examples like Kindergarten, which has been adopted internationally along with its underlying concept. This, he argued, gives reason to hope that the term “Gestaltende” might one day replace “designer” on the international stage.
He justified his position with the observation that the term “design” has, in many ways, become diluted and is increasingly used in contexts that have little to do with the original professional understanding of the discipline. Terms like “hair design” or “nail design” serve as examples of this development – to him, a sign of conceptual arbitrariness that no longer does justice to the core aspirations of design as a discipline.
A central image in his talk was the triptych “The Garden of Earthly Delights” by Hieronymus Bosch. Frenkler described the three panels as stages in a progression: paradise on the left, excess and indulgence in the center, and destruction and decay on the right. “We started on the left, we are now in the center – but actually already closer to the right panel,” was his assessment. For Frenkler, a reason to reflect on the responsibility of designers for social and ecological developments.
Frenkler also criticised greenwashing and emphasised that under the label of sustainability, new products are often marketed without providing any real ecological benefit. Sometimes, in his view, it is better not to make a new product at all.
Another focal point of his talk was the plea for inclusive design: products should not be developed for specific target groups but should work for all people. This line of thought led to his appeal for a holistic approach to design – with regard to the environment, society, and global justice.
In this context, Frenkler called for a new understanding of branding and corporate responsibility: “A brand is a corporate culture. If you can’t give people what they need, you don’t have culture.” In his view, brands should not be defined by aesthetics or surface values but must reflect a lived responsibility – towards employees, users, and society as a whole.
He criticised the tendency of companies to “improve” design rather than fundamentally rethink it. Economic constraints often take precedence: “People say, ‘This is too expensive for the market. Make it cheaper.’ But by making it cheaper, the ecology disappears.” As a result, sustainability is sacrificed to cost pressure, and design loses its societal impact.
Frenkler therefore advocated for a shift in perspective towards life-centred design – an approach that considers not only people but all life on Earth, including the planet itself. “The planet doesn’t need us – we need it.”
In conclusion, Frenkler referred to a Japanese principle, which he paraphrased as: “Good for the seller, good for the buyer, good for the society.” By this, he meant the traditional concept Sanpō yoshi – an ethical guideline from Japanese business history that, in his opinion, deserves more attention worldwide.
To the video recording
The panel discussion with Fritz Frenkler, held as part of Expo 2025 Osaka, Kansai, Japan and organised by the Azbil Corporation, was broadcast live on 16 May 2025 from 07:30 to 09:00 (CEST).
Topic of the session: Creating a Well-Balanced Future Lifestyle with Automation
➡️ To the livestream on YouTube
Event Information
theme-weeks.expo2025.or.jp/en/program/detail/675bf5544137d.html