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is a platform for parametric design in graphic design. It documents the work of students and teachers at the Department of Design at Hamburg University of Applied Sciences (HAW), who are investigating the significance of the system as a conceptual model and design method under the title “Parametric Design in Graphic Design.”

Design is less about intuitive, even ingenious “strokes of genius” and more about a holistic and rule-based (systemic and systematic) process of gaining knowledge and shaping form. It is becoming increasingly important to be able to design dynamic systems that both guide and inspire the design process.

Parametric design refers to this design in and of systems—with rules, their modes of operation, and systematic manipulability. The research project, led by Prof. Heike Grebin, is an integral part of teaching and aims to raise awareness of design as a performative process.

Play the System brings together selected study projects in which the system plays an important role as a design method – whether analog or digital. The works are created in a fruitful symbiosis of theory, design, and technology. Socially relevant issues and positions from philosophy, art, and avant-garde design from around 1900 to the present day are repeatedly discussed.

Play the System is an invitation to become aware of the systemic competence of graphic design and to gain the maturity to use the tools of digital design critically.

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c10 From Grid to Groove

“I had a dream last night…” sang John B. Sebastian at the 1969 Woodstock Festival.
The 1960s were a decade of political and cultural upheaval. Protest movements, new ways of living, and artistic revolutions shaped an entire generation and continue to influence us today. Woodstock symbolized a break with convention and the beginning of a new era of community, creativity, and freedom. Likewise, the Whole Earth Catalog became a symbol of change in design—a manifesto for new ideas, self-determination, and sustainable thinking.
Today, we live in that once-dreamed-of future. But how much of its spirit remains? While awareness of diversity and equality grows, our global world is still driven by commerce, crisis, and conflict.
Drawing on these historical shifts, the students explore how the 1960s continue to shape our thinking, society, and visual culture. Their projects focus on the transformation of design itself—from intuitive expression to systemic, rule-based processes, in which grids become creative methods for discovery—supported by a laboratory course.