嘉義夏設計 2024 +Design international design seminar + workshop in Chiayi
Role｜Interpreter（Brand Design Workshop）
Speaker｜Gideon Loewy
2024 嘉義夏設計國際設計論壇暨工作坊 設計師問答環節，講者由左至右依序為產品設計組三星安澄 Azumi Mitsuboshi三星設計株式會社代表、平面設計組 柳允皓 Yoo Yoonho 韓國現代設計協會（KECD）理事長、品牌設計組 Gideon Loewy 北歐設計顧問有限公司創辦人暨執行長，圖片來源：嘉義市政府
在 2024 嘉義夏設計中，我被分派擔任品牌設計組的口譯，協助 Gideon Loewy 與來自不同背景的參與者進行溝通。對我而言，這次經驗像是一種前後累積的匯聚——過往在翻譯、研究與敘事訓練中建立的感覺與判斷，都在這個場域中被重新調動。
At 2024 +Design International Design Seminar & Workshop in Chiayi, I served as the interpreter for the brand design workshop led by Gideon Loewy. The experience felt like a convergence of past work—where my background in interpretation, research, and narrative thinking came together in a live, collective setting.
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工作坊的核心並不在於提出一個立即可行的解方，而是反覆回到幾個根本問題：「品牌是什麼？」「我們是為了誰而談永續？」以及這些問題如何與日常生活連結。老師不斷將討論從「做什麼、怎麼做」拉回「為什麼」，提醒我們品牌本質上是一種對未來的想像——以及願意為那個未來付出行動的故事。
Rather than focusing on immediate solutions, the workshop repeatedly returned to fundamental questions: What is a brand? Who are we sustaining for? And how do these questions connect to everyday life? The discussions shifted attention away from “what to do” or “how to do it,” and instead lingered on why—positioning branding as a form of imagining the future, and telling stories that invite others to act toward that vision.
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「SDGs真正的核心是人性的存亡⋯⋯在這兩天的工作坊中，我們要思考的不是一個解法，因為這是數以萬計科學家、投入上億資源都還無法達成的事；我們要思考的是一個想像——我們想要怎樣的未來，並說出這個未來的故事，讓更多人願意為著這個未來努力——而這個故事就是品牌」。
「在找到ikigai（生存的理由）的過程中，光是有愛是不夠的，人必須在社會中找到意義才能生存，必須有愛還有意義才是ikigai」，這也是Loewy老師一直強調的。
“The true core of SDGs is the survival of humanity. During this two-day workshop, we weren’t looking for a solution—because even thousands of scientists and billions of resources haven’t been able to achieve one. What we’re exploring is an imagination—a vision of the future we want, and the story we want to tell to get more people to work toward that future. And that story is what a brand truly is.”
“In the process of finding your ikigai (reason for being), love alone is not enough. One must find meaning within the society to truly live. Love and meaning together form the essence of ikigai.” This is something Professor Loewy has emphasised again and again.
2024 嘉義夏設計國際設計論壇暨工作坊 Gideon Lowey 設計師演講畫面，圖片來源：嘉義市政府
在口譯的過程中，我需要即時掌握語言表層之下的邏輯與價值，將概念轉化為可被理解、可被討論的語言。這也讓我再次意識到，口譯不只是語言轉換，而是一種敘事被說出口的方式。透過我的聲音，講者的生命經驗與思考被暫時承接、被傳遞，這是一種需要謹慎對待的權力。
Interpreting in this context required more than linguistic accuracy. It meant listening for the values and logic beneath the words, and translating them into a language that could be shared, discussed, and carried forward. Speaking someone else’s ideas through my own voice continues to be a powerful and humbling experience—one that reminds me of the responsibility embedded in language.
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這場活動雖然是第一場不是從創產所對接的活動，但也還是跟創產有很大的關係，謝謝在林磐聳老師計劃辦公室工作的 Bona 牽起這條線，謝謝所有促成一切的人，還有所有遇到的人！
Although this event wasn’t directly connected to the Institute of Creative Industries Design, it still shared a lot in connection and in common. Big thanks to Bona from Professor Apex Lin's project office for bridging the connection, and to everyone involved who made this happen!
2024 嘉義夏設計國際設計論壇暨工作坊 論壇畫面，右邊是Bona，圖片來源：嘉義市政府
這兩天的工作坊與論壇，也重新提醒我：說故事的方法很多，但唯有在不斷對外理解他人、同時對內釐清自身位置的過程中，故事才能持續被說下去。對我而言，這正是品牌、敘事與口譯工作彼此交會的地方。
There are many ways to tell a story, and there are many stories I want to tell. But through these two days of workshops and a seminar, I was reminded that the ability to keep telling stories—sustainably and meaningfully—comes only when we constantly look externally and internally, understanding who we’re telling these stories for.
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有興趣想要瞭解更多這場活動的，可以參考這個連結：
2024 嘉義夏設計國際設計論壇暨工作坊大合照，圖片來源：嘉義市政府
